Chapter 15. Visual analytics for creativity and marketing: a data science perspective

This chapter attempts to examine how visual analytics can strengthen the link between entrepreneurial knowledge and business education. Using visual analytics to map knowledge serves a crucial role to address the issue of dispersed knowledge across time, place, and people. Visual analytics entails knowledge type and function, target group and situation, and visualization format for knowledge creation and transfer, which provides a fundamental basis to apply six cognitive skills (interpretation, analysis, evaluation, inference, explanation, and self-regulation) for critical thinking. First, this chapter provides an overview of the important concepts: entrepreneurial knowledge and visual analytics in business education. Second, social media data on #cancelstudentdebt is examined with visual analytics to reveal entrepreneurial knowledge to identify opportunities for stakeholder engagement. Lastly, implications for academia and practitioners are discussed by highlighting the advantages of using visual analytics: integrated intervention mix; competition analysis and action; systematic planning and evaluation; insight-driven segmentation; and co-creation through social marketing.