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Communicating Data with Tableau
by Ben Jones
Copyright © 2014 Ben Jones. All rights reserved.
Printed in the United States of America.
Published by O’Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA
95472.
O’Reilly books may be purchased for educational, business, or sales promotional use.
Online editions are also available for most titles (http://my.safaribooksonline.com). For
more information, contact our corporate/institutional sales department: 800-998-9938
or corporate@oreilly.com.
Editor: Julie Steele
Production Editor: Kristen Brown
Copyeditor: Jasmine Kwityn
Proofreader: Eliahu Sussman
Indexer: Lucie Haskins
Cover Designer: Karen Montgomery
Interior Designer: David Futato
Illustrator: Rebecca Demarest
June 2014: First Edition
Revision History for the First Edition:
2014-06-12: First release
See http://oreilly.com/catalog/errata.csp?isbn=9781449372026 for release details.
Nutshell Handbook, the Nutshell Handbook logo, and the O’Reilly logo are registered
trademarks of O’Reilly Media, Inc. Communicating Data with Tableau, the image of a
turquoise parrot, and related trade dress are trademarks of O’Reilly Media, Inc.
Many of the designations used by manufacturers and sellers to distinguish their prod‐
ucts are claimed as trademarks. Where those designations appear in this book, and
O’Reilly Media, Inc. was aware of a trademark claim, the designations have been printed
in caps or initial caps.
While every precaution has been taken in the preparation of this book, the publisher
and author assume no responsibility for errors or omissions, or for damages resulting
from the use of the information contained herein.
ISBN: 978-1-449-37202-6
[LSI]
www.it-ebooks.info
Table of Contents
Preface. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix
1.
Communicating Data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
A Step in the Process 2
A Model of Communication 3
Three Types of Communication Problems 4
Six Principles of Communicating Data 5
Principle #1: Know Your Goal 6
Principle #2: Use the Right Data 7
Principle #3: Select Suitable Visualizations 8
Principle #4: Design for Aesthetics 9
Principle #5: Choose an Effective Medium and Channel 11
Principle #6: Check the Results 13
Summary 13
2.
Introduction to Tableau. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Using Tableau 15
My Tableau Story 16
Tableau Products 16
Connecting to Data 18
The Tableau User Interface 18
Summary 29
3.
How Much and How Many. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Communicating “How Much” 32
An Example of How Much 33
Comparing Comparisons 35
iii
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