Atheon Analytics: Unlocking the value in data – the science of visualisation | Technology

Maximising the value from data is a key enterprise aim however what does that imply in apply? With the development of accessible visible data analytics instruments, the onus is on enterprise customers to generate their very own perception. As a end result, too many people waste hours of their day in the hope of making data extra comprehensible. Rather than attaining clever, significant enterprise perception, for a lot of extremely skilled enterprise customers, data has change into a burden.

This has to alter – and a rising quantity of organisations now recognise the significance of visible analytics specialists; specialists in each data analytics and the science of data visualisation. They perceive that creating the ‘right’ visible depends upon the query being requested – not a random determination to make use of the chart wizard so as to add color.

With the proper method, visible analytics can rework the means data is known and used to assist enterprise choices. Simon Runc, Principal Visual Analyst, Atheon Analytics, explains the science behind data visualisation.

Insight Gap

The quantity of data collected and saved by companies is increasing exponentially, but its value typically stays untapped. Despite so many data analytics instruments obtainable, it’s surprisingly troublesome to seek out one that’s easy and intuitive to make use of and presents data with readability, accuracy and certainty. Placing the burden of data manipulation on enterprise customers is a mistake; customers ought to be exploring, analysing and utilising data – not losing time wrestling it into submission.

So how can corporations unlock the value of their data? The secret’s to grasp the significance of visible data presentation. Around 70% of sense receptors in the physique are devoted to imaginative and prescient and a big quantity of the mind is devoted to processing these alerts. In apply this implies most individuals battle to learn, retain and examine greater than 5 discrete numbers – so remembering the gross sales pattern over six quarters shall be a problem, for instance. But current that very same data visually, and most of us can’t solely instantly spot the tendencies and variations, but additionally retain the element.

This is barely true, nonetheless, if the right visible fashions are utilized. For instance, we people are higher at evaluating lengths than areas, angles and arcs. Market share comparisons, for instance, work much better in a bar chart than a pie chart; utilizing the pie chart beneath are you able to inform whether or not Company C or Company D has a bigger market share?

Compare the similar data in a bar chart; how a lot simpler is it to reply the similar query now?

Presenting data in a means that helps decision-making takes the burden away from enterprise customers; let the data specialists undertake complicated analytics and allow the area specialists to discover that perception to make higher choices.

Visual Presentation

Creating the proper visible presentation of data requires an understanding of the means data is consumed. According to behavioural psychologist Daniel Kahneman, there are two sorts of considering: Instinctive (or Type 1) actions are computerized; whereas, Finite (or Type 2) considering requires acutely aware effort. Traditional reporting and analytics require Type 2 considering, whereas our aim with efficient data visualisation is to supply data that may be intuitively consumed (Type 1). This frees up the reader to use their Type 2 considering to discovering an answer slightly than wrestling with the data to find the downside.

For instance, if a person can perceive tendencies in model efficiency at a look they’ll have the time and capability to discover these tendencies in larger depth. If you rapidly perceive what is occurring, you’ll be able to spend extra time figuring why it’s taking place. If gross sales are down in one quarter, a merchandiser can instantly discover efficiency week by week. It could also be powerful to grasp and examine 13 weeks’ data simply by taking a look at tables of numbers, but in a effectively offered visible format, corresponding to a line chart, the tendencies are instantly apparent. If the data is offered in the proper means, a person can take a look at efficiency over a whole 12 months and achieve quick enterprise perception. With the skill to instantly work together with data in this manner, people can quickly discover and higher perceive their enterprise.

Visual Expertise

Expertise in data visualisation is important to ship value. Just as market share comparisons work higher in a bar chart than a pie chart, neither of these fashions offers a simple view of efficiency over time and a distinct method is required.

Using pie charts, it is extremely troublesome to see the pattern:

It is barely somewhat higher in bar charts, as a result of this requires us to recollect and examine bar size – and that could be a battle.

In this case, a line chart is way clearer, tapping into our skill to robotically course of place:


Subject matter specialists want clear, intuitive perception on-demand in order to make knowledgeable choices and enhance enterprise efficiency. Expecting these people to spend hours gathering and manipulating data, nonetheless, is a flawed method. Visual analytics is an extremely highly effective mixture of data science, the applicable methodology for creating the finest visuals, and user-friendly, interactive presentation of these visuals. The aim is a lot greater than easy reporting: it’s true interplay with data, at velocity, that encourages area specialists to discover their data in applicable element.

Understanding the science behind data visualisation is important and instruments constructed from this basis give people the skill and time to simply discover and work together with their data. Combining the finest obtainable instruments and know-how with the science of data visualisation permits organisations and people to unlock the value inside their data, to make complicated choices with confidence.

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