Digital Marketing

Visualization software tools in marketing

  • Class 30
  • Practice 30
  • Independent work 120
Total 180

Course title

Visualization software tools in marketing

Lecture type


Course code






Lecturers and associates

Course objectives

The course aims to introduce students to the basic techniques of visualization and exploratory data analysis. It is a necessary theoretical and practical knowledge and skills in the field of digital marketing that is characterized by large volumes of data. Apart from technique, students are introduced to a variety of tools for visualization and exploratory data analysis.


Introduction to data visualization. The visual apparatus. The most common errors in data visualization. Types of visualization tools. Analytical interactions: comparison, sorting and grouping, aggregation, change the definition of variables. Analysis of the structure, distribution and time series. Forecasting. Analysis of deviations and correlations. Spatial analysis. Dashboards for visualization and exploratory analysis.

Required reading

1. Few, S. : Now You See It: Simple Visualization Techniques For Quantitative Analysis, Analytics Press, 2009.

Additional reading

2. Tufte, E. : Visual Display Of Quantitative Information, Graphics Pr, 2001.
3. Ware, C.: Information Visualization: Perception for Design
Morgan Kaufmann Publishers Inc. San Francisco, 2004.

Minimal learning outcomes

  • Select a tool for visualization and exploratory analysis of a given problem and correct visualization errors in the given examples.
  • Critically interpret the techniques of analytical interaction and navigation in given examples.
  • Critically interpret analytical patterns used in the given examples.
  • Prepare data from a single data source for visual analysis and implement an interactive dashboard.

Preferred learning outcomes

  • Evaluate and critically interpret visualization design and achieve graphical integrity of given example by using the selected tool.
  • Select and apply appropriate techniques of analytical navigation and interaction for a given problem.
  • Select, apply and evaluate appropriate analytical patterns for a given problem.
  • Link data from multiple sources for visual analysis and implement complex interactive dashboard.
Share: Facebook Twitter

Excel at what you love doing. Light the spark.

Apply now!

Why is Algebra a safe choice for your future?

A Strong

Here you will learn all about information technologies and prepare for a career that is constantly in demand. We offer you a platform for personal growth that makes you a prime target for employers.

Modern Methodology

We refuse to stand still in a rapidly changing world. Our programs stay relevant and keep up with modern trends.


We take pride in numerous accolades and our title of The best professional study program in Croatia and constantly strive to justify that trust. We do not take our task lightly, knowing that your future depends on it.


Stay informed about everything that goes on at the University. Subscribe to our newsletter.