Unit 6 Dv

Tableau functions and logics: Marks

What is the Marks Card in Tableau?

The Marks card is where you tell Tableau how your data should look in the chart.

Think of it like a control panel where you can decide:

• What color each bar or dot should be

• What text/label should show

• What size it should be

• What shape to use

• What shows up when you hover (tooltip)

Main Parts of the Marks Card

Part What It Does Example

Color Changes color based on value Profit > 0 = Green, Profit < 0 = Red

Size Makes marks (like bubbles or bars) bigger or smaller Bigger sales → bigger circle

Label Adds numbers or names on the chart Show customer name on each bar

Tooltip Shows info when you hover “This is Region: East, Sales: ₹50,000”

Detail Adds more data layers without showing them visually Good for showing more info in tooltip

Shape Changes from circle to square or other icons Use shapes for product categories

Simple Logic with Example

Let’s say we want to show:

• Green color for positive profit

• Red color for negative profit

Step-by-step:

1. Create a calculated field:

2. IF [Profit] > 0 THEN "Profit" ELSE "Loss" END

3. Drag this new field to the Color section in the Marks card.
 4. Now your bars or bubbles will be:

o Green for "Profit"

o Red for "Loss"

One Simple Example: Show Sales by Region

Steps:

1. Drag Region to Columns

2. Drag Sales to Rows

3. On the Marks card:

o Drag Sales to Label → Numbers show on bars

o Drag Region to Color → Different color for each region

Now each region has:

• A different color bar

• Sales amount on top of the bar

2. Logic with Calculated Fields

You can drag calculated fields or create them for use on Marks:

Examples:

// Example 1: Conditional coloring

IF [Profit] > 0 THEN "Profit" ELSE "Loss" END

// Example 2: Dynamic size

IF [Sales] > 10000 THEN 5 ELSE 2 END

Use these in Color, Size, or Label sections to control visuals dynamically.

3. Changing Mark Type

At the top of the Marks card, you can choose mark types, such as:

• Automatic (Tableau decides)

• Bar

• Line
 • Area

• Shape

• Text

• Gantt

• Circle

• Square

• Polygon

This selection affects how Tableau visualizes the data (e.g., line chart vs bar chart).

Tips for Effective Use of Marks

• Use Detail to maintain granularity without cluttering the view.

• Use Color and Size for visual impact, but don't overload.

• Combine logic in calculated fields for smarter interactivity.

• Use Set Actions or Parameter Actions with Marks for interactivity.

difference between Marks and Channels in Tableau — they are

closely related but serve different purposes.

What are Marks?

• Marks are the visual elements (shapes) you see on a chart or graph.

• Examples of Marks: Bars, Circles, Lines, Squares, Text, Shapes.

• They represent the data visually.

Think of Marks as what is shown in the chart.

What are Channels?

• Channels (or encoding channels) are ways to control how data is displayed on the marks.

• They determine how the data maps to visual properties like color, size, shape, and text.

Think of Channels as how the data looks.

 Difference Table: Marks vs Channels

Aspect Marks Channels

What it is Visual representation of data Attributes used to style/encode marks

Examples Bar, Line, Circle, Square, Text Color, Size, Shape, Label, Tooltip, Detail

Controls The type of mark shown How the mark appears (color, size, etc.)

Set in Dropdown at top of Marks card Sections inside the Marks card

Used for Choosing chart type (bar, line) Styling and adding detail to marks

Related to Chart type Data encoding (like conditional color)

Simple Analogy

• Marks are like clothing items (shirt, jacket, shoes).

• Channels are like design details (color, size, pattern, label on the shirt).

🛠 Example

You're creating a Sales by Region chart.

• You use Bar as the Mark type.

• Then you use:

o Color channel → to show profit/loss (green/red)

o Size channel → to show bigger bars for more sales

o Label channel → to show actual sales value

o Tooltip channel → to show details on hover

Summary

Feature Marks Channels

Purpose What shape/data type to show How data is styled/represented

Think of as The thing shown The appearance of the thing

Absolutely! Here's a detailed theory-style answer using relevant keywords, ideal for your theory
exam, covering:

• Arrange Tables

• Arrange Spatial Data

• Facets into Multiple Views

S – Arrange Tables, Arrange Spatial Data, and

Facets into Multiple Views

1. Arrange Tables
Definition:
In Tableau, arranging tables refers to the structured placement and formatting of tabular data in
worksheets or dashboards to enhance clarity and comparison.

Key Concepts / Keywords:

• Worksheet: A view containing a table/chart based on selected fields.

• Dimension & Measure: Tables are built using dimensions (e.g., Region, Category) and
measures (e.g., Sales, Profit).

• Sorting: Organize rows/columns in ascending or descending order.

• Filtering: Show only relevant data in the table.

• Grouping: Combine similar values for better understanding.

• Tiled/Floating Layouts: Used in dashboards to position tables.

• Containers: Horizontal or vertical layout containers help align multiple tables properly.

• Dashboard View: Used to display multiple arranged tables together.

Purpose:
To present large volumes of data in a compact, easy-to-read format that allows effective data
comparison and pattern recognition.

FLOW :

Tabular Data ➝ Arrange Tables ➝ Organize and Sort ➝ Clear Comparison

 2. Arrange Spatial Data
Definition:
Spatial data refers to data that is associated with geographic locations. Tableau can arrange and
visualize this data on maps for location-based analysis.

Key Concepts / Keywords:

• Geographic Fields: Country, State, City, Zip Code, Latitude, Longitude.

• Map View: Automatically generated when geographic fields are added.

• Generated Fields: Tableau provides auto-generated latitude and longitude for recognized
geographies.

• Dual Axis Map: Allows plotting two spatial layers (e.g., customers and distribution centers).

• Spatial Join: Combines two spatial datasets based on location.

• Polygon Maps: Show custom areas or shapes.

• Filled Map: Colors regions based on a measure.

Purpose:
To help users identify geographic trends, regional performance, and location-specific insights in a
visual format.

FLOW :

Spatial Data ➝ Map in Tableau ➝ Plot Locations ➝ Geo-Insights

3. Facets into Multiple Views

Definition:
Faceting refers to the process of splitting data into multiple small charts (facets) where each chart
shows a subset of the data, often based on a category or dimension.

Key Concepts / Keywords:

• Small Multiples: A series of similar charts displaying data subsets.

• Pages Shelf: Used to create one view per page based on a field.

• Columns and Rows Shelf: Placing a dimension here creates separate charts (facets).

• Treemaps and Heatmaps: Can also be faceted by categories.

• Comparison: Faceting helps compare multiple categories or segments side by side.

Purpose:
To visually separate categories for individual analysis while maintaining consistency in formatting for
easy comparison.
FLOW :

Faceting ➝ Break into Views ➝ Multiple Small Charts ➝ Easy Comparison

Use Case Example

A retail analyst is tasked with analyzing product sales performance:

• They arrange tables in a dashboard to display sales by region and profit by category using
proper sorting and filtering.

• They arrange spatial data to show state-wise sales distribution on a filled map, helping
identify high- and low-performing areas.

• They use facets to create separate bar charts for each product sub-category, helping in side-
by-side performance comparison.

This multi-view layout improves data readability, analytical depth, and decision-making efficiency.

1. Data Dashboard
Definition:

A Data Dashboard is a visual interface that displays key metrics, trends, and insights from data using
charts, graphs, and tables in a consolidated view.

Keywords:

• KPIs (Key Performance Indicators)

• Real-time data

• Interactive elements (filters, drop-downs)

• Visualization

• Multi-source data integration

• Storytelling with data

Purpose:

• To help decision-makers monitor performance

• Enable quick insights

• Display complex data in a simple visual form

2 . Taxonomies
A taxonomy is a structured system for classifying and organizing data into hierarchical
categories and subcategories. In the context of data dashboards and visualization,
taxonomies play a critical role in enabling users to efficiently explore, filter, and analyze data
through a logical framework.

Purpose

The primary purpose of a taxonomy in dashboards and data visualization is to:

• Structure data for better usability and comprehension.

• Create a consistent framework that enhances the organization, accessibility, and

manageability of information assets.

Structure

Taxonomies typically follow a hierarchical structure, consisting of:

• Broad Categories: Represent generalized groupings, such as Products or Customers.

• Specific Subcategories: Offer increasingly granular data points for detailed analysis,
such as Electronics under Products.

Benefits

Implementing a well-defined taxonomy offers numerous advantages:

• Improved Data Navigation: Allows easy access to desired information through clear
hierarchical levels.

• Enhanced Filtering: Enables users to refine data based on attributes like category,
source, or function.

• Consistent Categorization: Ensures uniform classification across different data sources

and systems.

• Better Understanding of Data: Makes relationships and patterns more visible.

• Facilitates Analysis: Provides a clear path for systematic data exploration.

Example: Retail Dashboard Taxonomy

For a retail store dashboard, a taxonomy could be designed as follows:

Main Categories:
 • Products

• Customers

• Sales Channels

Subcategories (Under Products):

• Electronics

• Clothing

• Home Goods

Subcategories (Under Sales Channels):

• Online Sales

• In-Store Sales

• Wholesale

Types of Taxonomies

Different approaches to creating taxonomies include:

• Functional Taxonomy: Organizes data based on business function or use, such as

sales data, marketing data, or finance data.

• Information Taxonomy: Classifies data based on its nature or type, such as customer
data, product data, or transactional data.

Okay, let's add a bit more detail to the "User Interaction" and "Organizational Functions" sections to
make them even more comprehensive.
3. User Interaction
Definition:

User Interaction in dashboards refers to the way users engage with data through filters, tooltips,
actions, and controls. It's about empowering users to actively explore and manipulate the data
presented.

Keywords:

• Filters: Allow users to narrow down the data displayed based on specific criteria (e.g., date
ranges, product categories, regions).

• Parameters: User-defined variables that can change underlying calculations or data displayed
in the dashboard, offering "what-if" analysis capabilities.

• Highlight Actions: Enable users to emphasize specific data points or categories across
multiple visualizations simultaneously, revealing relationships and patterns.

• Tooltips: Contextual information that appears when a user hovers over a data point,
providing additional details without cluttering the main view.

• Drill-down / Drill-up: Functionality that allows users to navigate through different levels of
the data hierarchy, moving from a high-level summary to granular details and back.

• Dynamic Visuals: Charts and graphs that update in real-time or in response to user
interactions, providing immediate feedback.

• Interactivity: The overall responsiveness of the dashboard to user input, making the data
exploration process engaging and intuitive.

• Navigation Controls: Buttons, menus, and other elements that allow users to move between
different views or sections of the dashboard.

• Selection Tools

• Export/Share Options

Purpose:

• To make dashboards dynamic and user-friendly, encouraging active engagement with the
data.

• Allows users to explore data from different perspectives without needing to rely on static
reports.

• Enhances data storytelling and customization, enabling users to uncover their own insights
and tailor the view to their specific needs.

• Improves user understanding of the data by allowing them to directly manipulate and
investigate it.

• Increases user autonomy and reduces reliance on analysts for basic data exploration.

• Facilitates quicker identification of key insights by allowing users to focus on relevant

subsets of data.
4. Organizational Functions
Definition:

Organizational functions refer to how dashboards are strategically utilized to support various
departments and their specific operational, tactical, or strategic needs within an organization.

Keywords:

• Departmental dashboards (Sales, HR, Finance, Marketing, Operations, etc.): Dashboards

tailored to the specific KPIs and data relevant to each department's goals and
responsibilities.

• Decision support: Providing timely and relevant data to inform decision-making at all levels
of the organization.

• Performance monitoring: Tracking key metrics and progress against goals, allowing for
proactive identification of areas needing attention.

• Cross-functional collaboration: Enabling different departments to share data and insights,

fostering a holistic understanding of organizational performance.

• Strategic planning: Providing high-level overviews and trends to support the development
and tracking of long-term organizational strategies.

• Operational dashboards: Focusing on real-time monitoring of day-to-day activities and

immediate performance indicators.

• Tactical dashboards: Supporting mid-level management in analyzing trends and making

decisions to achieve departmental goals.

• Executive dashboards: Providing a high-level summary of key organizational performance

indicators for leadership.

• External stakeholder dashboards: Sharing relevant data with partners, customers, or

investors to foster transparency and collaboration.

• Data-driven culture: Promoting the use of data insights across all organizational levels and
functions.

Purpose:

• Align data use with business goals by providing relevant information to the right teams at
the right time.
 • Provide relevant insights to specific teams, empowering them to make data-informed
decisions within their functional areas.

• Improve efficiency and accountability across the organization by providing clear visibility
into performance and progress.

• Facilitate communication and collaboration between departments through shared data

insights.

• Support strategic alignment by providing a clear understanding of organizational

performance against overarching objectives.

• Drive a data-informed culture by making data accessible and actionable for all relevant
stakeholders.

• Enable proactive problem-solving by highlighting areas of concern and potential

opportunities.

How does this expanded detail look to you?

Sure! Here's expanded theory content for your exam preparation with deeper explanations
and keywords for each of the following:

1. Dashboard Design
Detailed Definition:

A dashboard in Tableau is a collection of views from one or more worksheets, arranged

together to allow for comprehensive visual analysis. Dashboards bring multiple data
perspectives into a single canvas, allowing users to interact with the data via filters, highlight
actions, and parameters.

Extended Keywords:

• Interactive Filters: Allow users to dynamically update views.

• Layout Containers: Horizontal and vertical containers structure the dashboard.

• Device Designer: Enables optimization for desktop, tablet, and phone.

• Floating vs Tiled Objects: Floating allows free movement; tiled auto-aligns in grids.

• Design Best Practices: Use minimal color, emphasize KPIs, align charts.

Additional Use:

To create a storytelling tool for business users that is both aesthetic and analytical, enabling
informed decisions based on real-time insights.
 2. Worksheets
Detailed Definition:

A worksheet in Tableau is the basic building block where a single chart or visualization is
created. It combines fields (dimensions and measures) on various shelves to build a
meaningful visual representation of data.

Extended Keywords:

• Shelves: Columns, Rows, Filters, Pages, Tooltip, etc.

• Marks Card: Controls color, size, shape, label, detail of marks.

• Visualization Types: Bar chart, line graph, map, scatter plot, heatmap, etc.

• Dimensions vs Measures: Categorical vs quantitative data.

• Calculated Fields: Custom formulas for advanced metrics.

Additional Use:

Worksheets allow for granular control of how data is visualized and are then combined into
dashboards for broader narratives.

3. Workbooks
Detailed Definition:

A workbook is a Tableau file that stores all components of a project, including worksheets,
dashboards, stories, data sources, and settings. It allows for the saving, sharing, and
managing of data visualizations.

Extended Keywords:

• TWB: Tableau Workbook – XML file without embedded data.

• TWBX: Tableau Packaged Workbook – includes data + images.

• Story: A sequence of dashboards or worksheets to present a narrative.

• Workbook Tabs: Organize and switch between multiple views.

• Multiple Data Sources: Can connect to various databases in one workbook.

Additional Use:

Used for project consolidation and collaboration across teams. TWBX format is ideal for
sharing across users who may not have access to the original data source.
 4. Workbook Optimization
Detailed Definition:

Workbook optimization in Tableau involves enhancing the performance of workbooks so

they load quickly, use resources efficiently, and respond to user interactions smoothly.

Extended Keywords:

• Extracts vs Live Connections: Use extracts for performance unless real-time data is
required.

• Minimize Nested Calculations: Use efficient formulas and avoid overly complex logic.

• Reduce Unused Fields: Remove unnecessary dimensions/measures.

• Indexing: Organize data for faster processing.

• Avoid Complex Joins: Especially across large datasets.

Additional Use:

Optimized workbooks lead to better user experience, faster dashboards, and lower strain on
Tableau Server/Online when published.

5. Protection and Common Mistakes

Detailed Definition:

Protection:

Protection in Tableau refers to securing workbooks, dashboards, and data from unauthorized
access or misuse.

Extended Keywords:

• Role-Based Permissions: Viewer, Editor, Creator (in Tableau Server/Online).

• User Authentication: Controls who can access which content.

• Data Masking: Hide or anonymize sensitive data fields.

• Workbook Locking: Limit edits to shared files.

Common Mistakes:

1. Overuse of Filters: Too many filters slow performance.

2. Neglecting Mobile Layouts: Leads to poor user experience on small screens.

3. Ignoring Data Types: Wrong data types result in incorrect visuals.

 4. Not Using Aliases: Unclear field names confuse users.

5. No Descriptions or Tooltips: Users can’t interpret data easily.

6. Poor Color Choices: Reduce visual clarity and accessibility.

7. Unnecessary Fields in Views: Crowds the dashboard and affects clarity.

Absolutely! Here's an enhanced version of the Dashboard Creation Use Cases section with
more keywords, suitable for theory exams and focused on Finance, Marketing, Insurance,
and Healthcare:

Use Cases by Domain

1. Finance Dashboard

Purpose: Track and analyze financial performance, cash flow, budgeting, and investments.

Key Visuals:

• Revenue vs. Expense Trends

• Net Profit & EBITDA KPIs

• ROI Over Time

• Balance Sheet Summary

• Year-on-Year Comparisons

Extended Keywords:

• Cost centers, Capital expenditure (CAPEX), Operating expenditure (OPEX),

Forecasting, Financial ratios, Variance analysis, Real-time updates, Multi-currency
reporting

Use Case Example:

A financial analyst uses a Tableau dashboard to monitor monthly budget utilization, compare
actual vs forecasted revenue, track investment returns, and create financial summaries for
quarterly board meetings. This supports risk management and strategic financial planning.
 2. Marketing Dashboard

Purpose: Measure campaign performance, brand engagement, lead generation, and

customer segmentation.

Key Visuals:

• Campaign ROI Tracker

• Click-through & Conversion Funnel

• Region-wise Engagement

• SEO Keyword Performance

• Demographics & Buyer Persona Breakdown

Extended Keywords:

• CTR, Bounce rate, CAC (Customer Acquisition Cost), Lead scoring, A/B testing, Social
media metrics, Google Analytics, Omnichannel analysis, Marketing-qualified leads
(MQLs)

Use Case Example:

A marketing manager creates a Power BI dashboard to visualize lead-to-sale conversions,

track social media impressions, monitor campaign spending, and evaluate content
performance across channels. This helps in optimizing targeting strategies and improving
brand awareness.

3. Insurance Dashboard

Purpose: Visualize policy lifecycle, claim processing, customer retention, and risk profiling.

Key Visuals:

• Claims by Category

• Average Claim Settlement Time

• Risk Heatmap by Location

• Premium Collection Summary

• Lapse Rate & Renewal KPIs

Extended Keywords:

• Underwriting, Fraud analytics, Policyholder demographics, Loss ratio, Claim

frequency, Geographic risk zones, Agent performance, SLA monitoring, Predictive
modeling

Use Case Example:

An insurance operations team uses a real-time dashboard to detect fraud patterns, monitor
agent-wise policy issuance, track high-risk claim clusters, and ensure timely claim settlement,
contributing to regulatory compliance and customer satisfaction.

4. Healthcare Dashboard

Purpose: Monitor hospital operations, patient care metrics, and clinical performance.

Key Visuals:

• Bed Occupancy Dashboard

• Doctor Performance Matrix

• Department-wise Case Load

• Treatment Success Rate

• Patient Waiting Time Tracker

Extended Keywords:

• Electronic Health Records (EHR), ICU monitoring, OPD/IPD analytics, Resource

allocation, Disease prevalence, Health KPIs, Patient satisfaction index, Emergency
response tracking

Use Case Example:

A hospital administrator uses a dashboard built in Tableau to monitor real-time ICU

occupancy, track admission-discharge patterns, analyze treatment effectiveness by
department, and manage resource shortages. It enables data-driven healthcare planning and
operational efficiency.

If you’d like, I can convert this into:

• Arrow-based flow

• Flashcards for quick revision

 • Exam notes PDF format

Let me know your preference!