And hot new ways of using technology such as data mining and customer relationship management are rich with data storehouses that visualization tools can bring into living color. Interactive maps, 3-D models and scatter charts also let users observe data change in real time. How They Help Visualization tools can be useful in three areas, says Michael Embry, lead analyst for data warehousing at retailer AutoZone Inc. in Memphis. Mass. A data visualization server can also provide specialized data management and distribution for large numbers of users. The tools have been particularly helpful for analyzing canceled orders and returns, he says.
Business analysts drill into graphs and models to see the underlying cause of their results.
We can drill into the visual model for the data about what plants made the items that are being returned. If they primarily came from one plant, then we may have a manufacturing problem. But if the returns are coming primarily from one retailer, then we know we don't have a product quality issue, but instead might need to talk to that customer. This type of analysis used to take us days and days to do. Now it can take minutes.