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Currently, one of the most promising and rapidly developing areas is visual analytics. Its advantage lies in the ability to work with large datasets, combining graphical visualization and powerful analytical calculations.

Visual analytics is the process of using sophisticated tools and methods to analyze data using visual data representations in the form of graphs, charts, and maps. This allows users identify patterns and insights that help them make better data-driven decisions.

Visual analytics is not just a graphic data representation and should not be confused with data visualization. State-of-the-art interactive visual analytics makes it easy to combine data from multiple sources and in-depth data analysis right in the visualization. The use of artificial intelligence and machine learning algorithms generate recommendations for a more detailed data study. The main task of this tool is to turn large data amounts into successful business ideas.

Visual analytics advantages:

• Ability to systematize, share information on KPI and track progress using interactive reports and dashboards;
• Ability to make decisions faster by working and understanding data and its meaning;
• Simplify the process of data exploration with self-service tools that allow users to interact with data, identify hidden relationships and patterns without the intervention of IT specialists;
• Increasing information literacy by making it easier to work with data.

Key recommendations for the qualitative use of visual analytics:

• Definition of a specific goal and questions that need to be answered using visual analytics;
• Integration and data management (combining and replicating data from different sources, converting to standardized formats);
• Choosing the right visual technique;
• Explore data visualization practices.

The large number of vendors that offer visualization features as part of the software makes it difficult to choose the right tool.

Modern data analysis tools include the following features:

• Integration and data management;
• Free research data in any direction;
• Visual effects that allow even novice users to create their own analytical views;
• Ability to analyze data from any sites, portals, applications and business processes.

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