You are working as a data scientist contracted to create visualizations for your state’s government. The state government has asked you to develop three specific data visualization solutions.

DAT 530 Milestone One Guidelines and Rubric
Overview: This assignment, requiring background and audience analysis, is the first milestone for the final project. To complete this assignment, you will analyze
who the audience is to determine what type of data visualization will create the most impact and provide the most information.
Prompt: Scenario: You are working as a data scientist contracted to create visualizations for your state’s government. The state government has asked you to
develop three specific data visualization solutions. Please note that you select any state available in the source data.


• The state budget office has asked for a PowerPoint presentation to be given regarding storm activity with the goal of establishing a monetary reserve and
allocating stand-by emergency resources in areas where they are needed most within the state.
• The state’s emergency management agency (EMA) group has asked for an interactive dashboard they can utilize to analyze storm damage data for the
purposes of risk assessment, allocating stand-by emergency equipment/resources, and responding to media inquiries regarding damage estimates during
and after weather events. For the purpose of this assignment, we will assume the interactive dashboard’s underlying data is automatically updated as new
events are entered.
• The state would also like you to draft a pamphlet/web page with storm safety information for members of the public. This pamphlet/web page should


include some interesting visualizations and statistics to engage the intended audience and reinforce the importance of preparedness in the event of severe
weather events.
You will use the recommended visualization tools to create visualization styles appropriate for the different audiences. Recommended tools include
QlikView, Tableau, Excel, and Power BI
You will discuss and design visuals, considering the recommended method of delivery for each audience.
Critical Elements:


To complete this assignment, your submission must address the following critical elements:
I. Background and Audience Analysis
A. Provide the background information regarding the given situation and data set(s), and determine the overall message/information you will need
to convey. What is the research question/problem to be addressed based on each of the state’s requests? Is the available data sufficient to
deliver the intended message? Are there any issues with uncertainty in the dataset that might influence the analysis?

B. Compare and contrast the needs and sophistication of the target audiences (state budgetary office leadership, emergency management
personnel, and members of the public).
i. How will the overall message change for each audience?
ii. How familiar will each audience be with the issue at hand and with any specific terminology?
iii. How will things such as educational levels, age levels, primary language, cultural diversity, and so forth vary among your target
audiences?


C. Provide a brief explanation of why the recommended presentation methods are most appropriate for each audience. Be sure to include
communication objectives and considerations of the target audience.

Rubric
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Background Meets “Proficient” criteria, and
analysis reflects the
interconnectivity of each piece
Includes background with
critical analysis of the
background, problem, and
available data
Includes background with
critical analysis of the
background, problem, and
available data but with gaps in
detail or logic
Does not include background
with critical analysis

30
Audience Needs Meets “Proficient” criteria, and
comparative analysis is
objective and professional
Comparison of three target
audience needs includes critical
analysis of educational,
demographic, cultural, and
responsibility differences that
may affect delivery of the
overall message
Three target audiences are
compared in terms of the
educational, demographic,
cultural, and responsibility
differences that may affect
delivery of the overall message,
but comparison has gaps in
detail or logic
Submission does not include
comparison of three target
audience needs

30
Explanation of
Presentation
Methods
Meets “Proficient” criteria, and
explanation reflects that the
tools are exceptionally well
aligned to the needs of the
target audience
Explanation of presentation
methods is appropriate for each
audience, and communication
objectives and considerations of
the target audience are
identified
Explanation of presentation
methods is appropriate for each
audience but lacks details or
clarity in identification of
communication objectives and
considerations of the target
audience
Explanation of presentation
methods is not appropriate for
each audience

30
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
10
Total 100%

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