Visualization of Online Sales Databases

Alexander Brandstätter
Visualization of Online Sales Databases
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Abstract

Information Visualization today offers a wide range of techniques and approaches that can be used to visualize and analyze business data. For the task of visualizing online sales databases of a hardware vendor, this thesis discusses two fields of interest and presents exemplary solutions to certain objectives of analysis. On the one hand it will deal with the visualization of users’ interaction in an online shop (Clickstream Visualization), presenting means of usage-data collection, its analysis and preparation as well as visualization. Thereby, a prototype is developed that generates node-link diagrams of users’ clickstreams. On the other hand this thesis introduces the novel approach of Parallel Coordinated Hierarchies – a linked view consisting of a Hierarchical List and Parallel Coordinates plots for every hierarchy, visualizing sales data like turnover and contribution grouped by attributes like time and location. As the evaluation of the concepts showed, both prototypes’ capabilities allowed greater insights in business data than tools already in use and facilitated advanced business analyses to a great extent.

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BibTeX

@mastersthesis{brandstaetter-2007-vosd,
  title =      "Visualization of Online Sales Databases",
  author =     "Alexander Brandst\"{a}tter",
  year =       "2007",
  abstract =   "Information Visualization today offers a wide range of
               techniques and approaches that can be used to visualize and
               analyze business data. For the task of visualizing online
               sales databases of a hardware vendor, this thesis discusses
               two fields of interest and presents exemplary solutions to
               certain objectives of analysis. On the one hand it will deal
               with the visualization of users’ interaction in an online
               shop (Clickstream Visualization), presenting means of
               usage-data collection, its analysis and preparation as well
               as visualization. Thereby, a prototype is developed that
               generates node-link diagrams of users’ clickstreams. On
               the other hand this thesis introduces the novel approach of
               Parallel Coordinated Hierarchies – a linked view
               consisting of a Hierarchical List and Parallel Coordinates
               plots for every hierarchy, visualizing sales data like
               turnover and contribution grouped by attributes like time
               and location. As the evaluation of the concepts showed, both
               prototypes’ capabilities allowed greater insights in
               business data than tools already in use and facilitated
               advanced business analyses to a great extent.",
  month =      feb,
  address =    "Favoritenstrasse 9-11/E193-02, A-1040 Vienna, Austria",
  school =     "Institute of Computer Graphics and Algorithms, Vienna
               University of Technology ",
  URL =        "https://www.cg.tuwien.ac.at/research/publications/2007/brandstaetter-2007-vosd/",
}