Digital Tools for Information Visualisation in Analytical Activities

The aim of the article is to study and characterise the role of digital tools for information visualisation in information and analytical activities. Research methods. Implementing of the set goal is facilitated by the use of general scientific (review, analysis/synthesis, systemic approach, generalisation) and special (information diagnostics, content analysis, grouping) methods in this study. The scientific novelty of the study grounds on systematising and generalising set and new knowledge about the use of digital tools for information visualisation in the practice of information and analytical work from the point of view of the present and the prospects of their development within the framework of this research. Main conclusions. The potential of the most common digital tools for information visualisation in the practice of information and analytical activities is analysed. By studying the technologies Microsoft Power Bi, Cognos Analytics, Graphy, Grafana, Tableau, Zoho Analytics, Google Charts, Canva, etc., the possibilities of their use in information and analytical activities, the main potential opportunities for interaction between specialists of information sphere, in particular analysts, and these technologies are identified. Thus, the integration of the functions of Microsoft Power Bi, Cognos Analytics, Graphy, Grafana into business analysis can allow optimising the disclosure of certain demanded and significant information in information and analytical activities, which is a determining factor in the successful analyst’s work. The use of Tableau, Zoho Analytics, Google Charts, Canva services can speed up the development of presentations, dashboards, diagrammes, marketing strategies, and visualise the entire process of information analysis. It is found that the introduction of digital tools into analytics makes it possible not only to qualitatively improve any information and analytical activity, but also to increase the efficiency of their implementation of urgent tasks, contribute to generalising the information, its presentation to the target audience in order to make right management decisions. Undoubtedly, in future, the level of using digital tools for information visualisation in general, as well as in analytics, will only increase. It is explained by the fact that such a practice creates a competitive advantage for these specialists. The advantages of using digital tools in the everyday analysts’ practice are obvious: the work of specialists is optimised, the efficiency of percepting the information being analysed is ensured, the effectiveness of any information and analytical work increases. It is grounded that the choice of certain digital tools by a specialist depends on many components, such as: research problem, personal skills and abilities, preferences, availability of time, need and relevance of presenting information to the target audience, etc.