Visual Decision-Making in Real-Time Business Intelligence: A Social Media Marketing Example

Date
2018-01-03
Authors
Davcheva, Elena
Benlian, Alexander
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Abstract
This paper presents a study into the use of visualizations in real-time business intelligence. Different visualization designs for a social media marketing use case are tested and evaluated through the lens of cognitive load theory. By reducing the complexity of visualizations and subsequently cognitive load, end-users can achieve markedly improved decision-making performance in situations where time is critical and data is fast-paced.
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Keywords
Interactive Visual Analytics and Visualization for Decision Making � Making Sense of Big Data, visualization, real time, business intelligence, social media, marketing
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