Data Visualization and Data Mining

BUMA 30063
BSBA HRDM
Questions:
1. Discuss Data Visualization. Enumerate sample techniques and methods.
According to IBM Cloud Education (2021), data visualization is the representation of

data through the use of common graphics, such as charts, plots, infographics, and
even animations. As everyone knows, the advancement of technology made us
develop different kinds of things such as the easy way to interpret data using graphs
and charts and even let us see the potential value of these things especially in
business contexts.
Going back to the class previous discussion, we could say that big data has a huge
role in the creation of data visualization. For a brief review, big data refers to large
and overwhelming amounts of data that, as of today, are continuously growing. With
big data as the center, data visualization continues to prove its usefulness or
probably it has now become a necessity.
In a business context, data visualization allows us to easily spot a problem when the
information or data regarding the business were conveyed using graphs or charts. Of
course, if you already spot the problem, you'll be able to find out what areas needed
attention or what part of it needs improvement. In addition, the tools and
technologies in data visualization are essential in assessing and analyzing huge
amounts of information to make a business decision. However, one must remember
that the human brain is also complex, and a right visual would be helpful to
understand and interpret data in an easier way.
Some Techniques and Methods for visual presentations are:
Traditional
● Line Charts
● Pie Charts
● Bar Charts
● Area Charts
● Bubble Chart
● Scattered Plot
● Tree Maps
● Heap Maps
Modern
● World Clouds
BUMA 30063
BSBA HRDM
● Symbol Maps
● Connectivity Charts
● Portfolio Wall
● Burndown Chart
● Kanban Board
● Epic and Story Mapping
2. Describe the effective graphical displays for data interpretation.
In today's generation, organizations or companies—even researchers—use plenty of

graphical means such as line graphs, scatterplots, and histograms to better
understand the flow of information they have. It could mean that graphs and charts
are often utilized and are considered as an effective graphical display to interpret
data.
Graphs and charts are not just for making data more visually attractive to people. Of
course, you can even change the color of graphs and charts to make it more
appealing to anyone's eyes but it also allows your viewers to see the information
more clearly. This kind of graphical display is effective since it could be used to
display summarized information that came from a huge amount of data. Instead of
relying of a lot of paper documents, graphs and charts allow you to view the related
information in a simple but clear way.
3. What is Data Mining?
Data mining is the process of analyzing a large batch of information to discern trends
and patterns (Twin, 2021). Nowadays, in order to generate profit, plenty of social
media companies use data mining techniques to improve their service. Considering
that almost everyone uses social media apps and wants to keep their personal
information private, companies tend to be criticized when they are not good at using
data mining. Besides, data mining can be used in a variety of ways. It can be used in
fraud detection, filtering email, and discerning opinions that come from different
users. So, if the companies responsible for handling this don't know how it works, it
would really welcome different criticism.
However, everyone must keep in mind that data mining is a crucial part of successful
analytics in business. So, handling it is not an easy task. There are plenty of things
to consider when you want to utilize data mining especially when used in business
strategies and business operations. That includes various aspects such as
marketing, advertising, and customer support. As it involves people, we should know
that controlling data mining is as complex as humans are.
BUMA 30063
BSBA HRDM
As you may or may not know, most businesses use data mining. And in business, it’s
important to understand data mining as well as its process and how it can help them
to make business related decisions.. Therefore, I would say that an organization who
utilizes data mining will be able to have a competitive advantage. It would also allow
them to improve customer satisfaction and will help them to gain a better insight of
their business operations.
4. Briefly discuss the Association Rule in relation to Data Mining.
Association rules in data mining are usually based on linked variables in order to
track patterns. The most common example for using this is in supermarkets. Data
will be collected using bar-code scanners in supermarkets and this data will be the
list or records of items that a customer bought. Using the association rules will allow
store managers to know how to group certain food items together. So, with this, it
could be interpreted that association rule is just one of the techniques you can use to
utilize data mining.
As stated in the previous question, data mining involves the process of analyzing
huge amounts of data. And considering how massive that information is, data mining
should also contain different techniques on how to handle such datas. Therefore,
association rules are just one of plenty of techniques out there. It could only mean
that there are also different ways to process information aside from this and those
other techniques would likely be more helpful in their respective aspects.
5. Describe confidence, lift, support and conviction.

For starters, association rules show the relationships between a large set of data.
With this, we could say that lift, support, and confidence is a metric that is used in
different manners. Let's use the market based analysis for example. These metrics
can be used as:
● Confidence- to determine the ratio of an area that overlapped in both items.
● Lift- is simple the ratio of probabilities (just remember that in lift, there are two
special cases)
● Support- is the frequent appearance of an item within the transactions. To put
it simply, support is just used to present the probability of an item occurring.
BUMA 30063
BSBA HRDM
References:
Association Rule. (2022, May 18). GeeksforGeeks. Retrieved from
https://www.geeksforgeeks.org/association-rule/
Gandhi, P. and Pruthi, J. (March 2020). Data Visualization Techniques: Traditional
Data to Big Data. Retrieved from
https://www.researchgate.net/publication/339685261_Data_Visualization_Technique
s_Traditional_Data_to_Big_Data
IBM Cloud Education. (2021,February 10). Data Visualization. Retrieved from
https://www.ibm.com/cloud/learn/data-visualization
Twin, A. (2021, September 17). Data Mining. Retrieved from
https://www.investopedia.com/terms/d/datamining.asp
Zhang, L. (n.d). Understanding Support, Confidence, Lift for Market Basket (Affinity)
Analysis. Retrieved from
https://www.thedataschool.co.uk/liu-zhang/understanding-lift-for-market-basket-analy
sis

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BUMA 30063

According to IBM Cloud Education (2021), data visualization is the representation of

Some Techniques and Methods for visual presentations are:

2. Describe the effective graphical displays for data interpretation.

In today's generation, organizations or companies—even researchers—use plenty of

3. What is Data Mining?

4. Briefly discuss the Association Rule in relation to Data Mining.

5. Describe confidence, lift, support and conviction.

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