MK384 Marketing Analytics: Data Visualization & Tableau

Vocabulary flashcards covering key concepts from Marketing Analytics lecture notes on Data Visualization and an Introduction to Tableau.

Data Visualization

The process of graphically depicting quantitative values to quickly and easily provide value from data, improve communication of information, and serve as a strategic decision-making tool.

Tableau

A data visualization tool that allows users to analyze virtually any type of structured data and produce highly interactive and attractive graphs, dashboards, and reports.

Dimensions (Tableau)

Fields in Tableau that organize data into categories (or buckets), typically non-numerical, and provide critical, contextual meaning to a Measure (e.g., who, what, when, where, why).

Members (Tableau)

Individual values within a Dimension field in Tableau.

Measures (Tableau)

Fields in Tableau that return numeric values for 'measuring' different dimensions, usually aggregated (e.g., sum, average, min, max), and are generally meaningless without context.

Pills (Tableau)

Items that appear on shelves in the Tableau interface, representing either dimensions or measures.

Blue Pill (Tableau)

A visual indicator in Tableau that signifies the pill represents a Dimension.

Green Pill (Tableau)

A visual indicator in Tableau that signifies the pill represents a Measure.