1. Data Visualization with Tableau
Marketing Analytics:
Data Visualization with Tableau
Disclaimer:
All logos, photos, etc. used in this presentation are the property of their respective copyright owners and are used here for educational purposes only
© Stephan Sorger Data Visualization with Tableau; Tableau.1

2. Data Visualization Category Description
Definition Visual representation of data
for easier understanding and additional insight
Concept Combine science of data and statistics with graphic arts
DPA Data Presentation Architecture
Goal: Identify, locate, manipulate, format, and present data
Interaction Lets users interact with data by seeing different representation
Example: See one company in context of industry
Example: See groups of companies in context of industry
© Stephan Sorger Data Visualization with Tableau; Tableau.2

3. Tableau
© Stephan Sorger Data Visualization with Tableau; Tableau.3

4. Tableau Public
Typical dataset: Aircraft bird strikes from , from FAA
Want to know:
What departure airport resulted in the highest cost for bird strikes?
What conditions are associated with high numbers of bird strikes?
Another question
© Stephan Sorger Data Visualization with Tableau; Tableau.4

5. Tableau Public 1. Prepare dataset Remove explanatory material
Check that top row contains header with variable names
© Stephan Sorger Data Visualization with Tableau; Tableau.5

6. Tableau Public 2A. Download Tableau Public
Go to: tableausoftware.com/public
Click on Tableau Public link
© Stephan Sorger Data Visualization with Tableau; Tableau.6

7. Tableau Public 2B. Download Tableau Public Enter email address
Click “Download” and follow steps
© Stephan Sorger Data Visualization with Tableau; Tableau.7

8. Tableau Public 3. Launch Tableau Public
Launch application (auto-launches after download)
Click on “Open Data”
© Stephan Sorger Data Visualization with Tableau; Tableau.8

9. Tableau Public 4. Load Data Click on “Microsoft Excel” Select dataset
© Stephan Sorger Data Visualization with Tableau; Tableau.9

10. Tableau Public 5. Launch Viz (visualization) Click “Go to Worksheet”
© Stephan Sorger Data Visualization with Tableau; Tableau.10

11. Tableau Public 6. Note Layout of Data in Left Column
T/F: True/ False
Calendar/Watch: Date/Time
Abc: Text
#: Numeric Data
O (Globe): Geo-location Data
6. Note Layout of Data in Left Column
Dimensions: Categorical fields; Describe data points; Often text-based
Measures: Numerical fields; Used in mathematical calculations
© Stephan Sorger Data Visualization with Tableau; Tableau.11

12. Tableau Public 7. Build visualization
Drag “SUM(Cost: Total $)” into Columns area & Airport: Name into Rows
“Show Me” palette shows available chart types for that set of data
Default in this case is Bar Chart; Cannot see all data; Not a good “story”
© Stephan Sorger Data Visualization with Tableau; Tableau.12

13. Tableau Public 8. Select more compelling view
Click on each option until you get a more interesting vizualization
Winner: “Packed Bubbles” view; Size of bubble represents cost
© Stephan Sorger Data Visualization with Tableau; Tableau.13

14. Tableau Public 9. Keep Packed Bubble visualization by labeling Tab
Click on “+” icon on next tab to open new sheet
© Stephan Sorger Data Visualization with Tableau; Tableau.14

15. Tableau Public 10A. Add title Click on chart icon. Select “Title”
© Stephan Sorger Data Visualization with Tableau; Tableau.15

16. Tableau Public 10B. Add title
Enter title. In this case, “Bird Strikes by Airport: Bubble”
Click OK
© Stephan Sorger Data Visualization with Tableau; Tableau.16

17. Tableau Public 11. Filter Data Right-click on: “When: Time of Day”
Click Show Quick Filter
© Stephan Sorger Data Visualization with Tableau; Tableau.17

18. Tableau Public 12. Select Time of Day to view filtered results
Hint: Go to Window  “Show Toolbar” and deselect to see filter bar
© Stephan Sorger Data Visualization with Tableau; Tableau.18

19. Tableau Public
13A. Explore how Time of Day affects number of bird strikes
Dawn: Newark Liberty Intl (New Jersey): #1 for bird strike cost at dawn
© Stephan Sorger Data Visualization with Tableau; Tableau.19

20. Tableau Public
13B. Explore how Time of Day affects number of bird strikes
Dusk: La Guardia airport (New York): #1 for bird strike cost at daytime
© Stephan Sorger Data Visualization with Tableau; Tableau.20

21. Tableau Public
13C. Explore how Time of Day affects number of bird strikes
Dusk: Orlando Sanford Intl Airport (Florida): #1 for bird strike cost at dusk
© Stephan Sorger Data Visualization with Tableau; Tableau.21

22. Tableau Public
13D. Explore how Time of Day affects number of bird strikes
Night: Subic Bay International (Philippines): #1 in bird strike cost at night
© Stephan Sorger Data Visualization with Tableau; Tableau.22

23. Tableau Public
14. Create new view showing impact of different aircraft makes and models
Create new view by clicking on + (chart) icon tab at bottom
“Sheet 2” can be renamed “BirdStrike: Aircraft”
© Stephan Sorger Data Visualization with Tableau; Tableau.23

24. Tableau Public
15. Create new view showing impact of different aircraft makes and models
Re-created bubble view
Drag “Aircraft Make/Model” to “Color” to show make/model in color
© Stephan Sorger Data Visualization with Tableau; Tableau.24

25. Tableau Public
16. Create new view showing impact of different aircraft makes and models
Result shows different aircraft makes and models in different colors
Click through list on lower left to find aircraft most involved in bird strikes
© Stephan Sorger Data Visualization with Tableau; Tableau.25

26. Tableau Public
17. Create new view showing impact of different aircraft makes and models
We find that A-320 responsible for much cost at #1 airport, LaGuardia
© Stephan Sorger Data Visualization with Tableau; Tableau.26

27. Tableau Public 18. Save visualization by publishing to the web
Click File  Save to Web As…
© Stephan Sorger Data Visualization with Tableau; Tableau.27

28. Tableau Public 19. Save visualization by publishing to the web
Enter and Password
If you have not already done so, create an account so you can save viz.
© Stephan Sorger Data Visualization with Tableau; Tableau.28

29. Tableau Public 20. Save visualization by publishing to the web
Enter Name and click “Save”
© Stephan Sorger Data Visualization with Tableau; Tableau.29

30. Tableau Public 21. Save visualization by publishing to the web
Share with weblink
Share with social media
© Stephan Sorger Data Visualization with Tableau; Tableau.30