This workshop was created to kick off free and open discussion among the Accounts Strategy, Social Media Analytics and Media teams of Nuworks Interactive Labs. It goes through basic frameworks and rules of thumb that may guide the analysis process. The flow does not cover specific statistical analysis directives -- it's meant to spark a discussion and an assessment of the way individuals look at data, in an easily understandable way. Slides containing data exclusive to employees were removed.

1. Getting better and better at
investigating and weaving
digital data
DATA STORIES
Screen capture, Sherlock - BBC

2. I. Context
II. Frameworks and Rules of Thumb
III. Describing and Analyzing Qualitatively
IV. Visualizing Data
V. Statistics Basics - Averages & Correlations
VI. Business Language

3. Why are we doing this?
CONTEXT

4. COMPANY
GROUP
Data-driven decisions
PERSONAL

5. If you only want to guess how strong your ad is doing,
e de sana nag-TV, radyo o billboard ka na lang.
Data-driven decisions

6. COMPANY
GROUP
Data-driven decisions
Better Insighting & Efficiency
PERSONAL
?

7. Gather as much
Wisdom (and Sales)
from data
OBJECTIVE
Screen capture, Sherlock - BBC

8. Doing research isn’t a silver bullet.

9. Rules of Thumb
LIST - CLUSTER - SORT
FIND THE STORY, FIRST.
MACRO MICRO

10. I. Context
II. Frameworks and Rules of Thumb
III. Describing and Analyzing Qualitatively
IV. Visualizing Data

11. Framework

12. Start with the broadest view.
Before you zoom in.
Screen capture, Sherlock - BBC

13. “Performance”

14. When does it peak?HISTORICAL

15. Did anything change?
PREVIOUS
PERIOD

16. Where did it go?
COMPETITION
- HISTORY

17. Anu-anong klaseng mga tao?
PROFILE

18. Process

19. Pre-work: Outline

20. 5 minutes
You want to save money.
How would you outline your
analysis of your personal
expenses?

21. Process
List - Sort - Cluster - Track

22. 1. List

23. get your data
into a
spreadsheet

24. DRUDGERYLincoln said something like,
"Give me six hours to chop down a tree and I will spend the first four sharpening the axe."
Sarah Slobin, Visual Journalist, New York Times and Graphics Editor of the Wall Street Journal
Screen capture, Sherlock - BBC

25. Gather ALL possible data
important to your objective.
Marina Ekroos

26. 2. Sort

27. rank
everything

28. Arrange as many
attributes as you can.
TIME
PERFORMANCE
PROPORTIONTill you start
perceiving patterns.
Or a lack of them.

29. Get acquainted.
STRENGTH
WEAKNESS
NORMS

30. 3. Cluster

31. classify
common
elements

32. Check what occurs
together,
and
what drives
HIGH-PERFORMERS
MID-RANGE
LOW PERFORMERS

33. Classify and list all
relevant dimensions.
GENDER
FORMAT
TYPE
See leads into the
meaning behind the
performance.

35. 4. Track

36. repeat
steps 1-3
after some
time

37. WATCH DATA GROW UP.Data is about relationships.
A number doesn’t make sense by itself.
- Me.

38. Taking your temperature
again and again.
BENCHMARKING
Find: What was different
that made the data shift?

40. COLOR > SHAPEBrain Processing Speed

41. Compare, not just time,
but location,
types of users
(demographics), etc.
FINDING MEANING
Screen capture, Sherlock - BBC

42. 15 minutes
I’ll give you a dataset.
Tell the group what story you
got from it.

43. I. Context
II. Frameworks and Rules of Thumb
III. Describing and Analyzing Qualitatively
IV. Visualizing Data

44. DESCRIBING DATA

45. HISTOGRAM vs BAR CHARTOnly Quantitative Categorical or Qualitative
Numerical
Numerical
Dimensions
Numerical

46. If your data looks like this...
What would you say about it?
0
1
2
3
4
12-15 16-19 20-24 25-29 30-34 35-39 40-44 45-49

47. If your data looks like this...
What would you say about it?
0
1.75
3.5
5.25
7
12-15 16-19 20-24 25-29 30-34 35-39 40-44 45-49

48. If your data looks like this...
What would you say about it?
0
1.25
2.5
3.75
5
12-15 16-19 20-24 25-29 30-34 35-39 40-44 45-49

49. If your data looks like this...
What would you say about it?
0
1
2
3
4
12-15 16-19 20-24 25-29 30-34 35-39 40-44 45-49

50. PROCESSING
QUALITATIVE
DATA
Screen capture, Sherlock - BBC

51. “Codebook”
List - Sort - Cluster - Track

52. F, 25-34, C2D
- long for closeness-openness, yet are
themselves afraid of disclosure (judgment,
rejection, comparison) – relatively kimi, only
one out of five gregarious (learned to defend
mother from others)
- married feel that they have learned to disclose
and share more of themselves with their
husbands; singles not yet at that stage – had to
deal with judgment and “pagbabalewala” which
hurts them the most – a kind of betrayal of
trust
- friends are for fun and forgetting problems –
reminisce about happy times together, not really
about trials gotten through – instead opt to go
through these alone interactions must remain
happy; value emotional endurance more than
“opening up”
- open up more through platforms (mas madali,
mas hindi mahihiya, less possibility of seeing
reactions/ dismissal) but also most afraid of
back-biters
- music becomes escape – means to be
happy and to relate to when late at night
(nag-eemote)
- lifestyle/ talk shows much appreciated –
of course, host authenticity is important,
but also advice – want to know how to fix
themselves – relationships and fashion,
hobbies, tipid tips, completeness of details
- news
- koreanovelas – spunky leads
- game shows
- musical variety
- good market for unlitext – since prefer to
relate to barkada in detached manner –
opt to send pahapyaw jokes and quotes
(pagpaparamdam)
- also good for landlines – calling reserved
for family and best friends, value
telebabad time, cheap and easy
- also good for magazines – mostly
F, 25-34, C2D
- wanting to uplift oneself – guilt because of
feelings of having failed parents; wanting to assert
one’s worth despite being alone, not having
finished school, feeling that there’s something
missing then throwing oneself into relationship,
losing virginity
- prone to religiosity
- chona? – no real deep trials except
pinapagsabihan ng asawa
-- gusto kong maging sikat vs. ayaw kong maging
tanga vs. gusto ko kasama ako sa pinaguusapan,
ginagawa ng mga kaibigan (left out)
- fear of investing oneself (betrayal of trust –
through philandering and separation turning into
weak social attachments) vs. fear of being
worthless/ insufficient (having done the betraying
themselves, or being left behind turning into
controlling own aggressiveness) vs. fear of
disclosure/ abandonment (not being listened to
(binalewala) after trusting turning into relying on
self to endure pains – no one else to rely on)
- more “practical”, proactive, goal-centric –
even in platform use – group “simple life”:
landline, TV, radio (basic, necessities,
homebody); “luho”, pambata, busy feel,
pero meron din ako para hindi mahuli –
mobile, internet, movies, cable; oldies, pang-
tambay, may nalalaman pero mas
pampahinga lang/ pag walang magawa –
newspaper, magazine, tabloid
- differences especially seen in mobile/
landline values: landline seen as more
practical, whole family can use, and
mahabaan, for emergency, way to reach
everyone (relatively have fixed talking
schedules, unlike affluent actives who prefer
to be out and about instead of having a
“routine”); cellular phones only for text and
call when needed, don’t forward or message
M, 25-34, C2D
- wary of women who now cheat – say it
hurts more, because cheating for women
means lack of love, but all flirt with women,
go out, say it’s natural – attribute women’s
philandering to technology making it easy.
They themselves use text for flirting, but are
careful
- Half only have landlines for internet, other
than that, mostly for business to have stable
number when working from home; others
more dependent on cellular phones
F, 25-34
Tin-tin the girl really really close to her
mom, lambingan with family (they gave me
all that I asked for), have boyfriend in
London – not really open to leaving family
(wouldn’t know what she’s do without
them)
Tin-tin – single: wouldn’t know what she
would do without her family, almost to the
point of not really wanting to get married,
mahilig manlambing, “lahat naman binigay
nila sakin”
Single: has older boyfriend who supplies
everything for family (way to help family),
angry at father, but not vengeful, instead
remains quiet – just as mother did before
she died, allows him to continue favoring
younger sister even if she feels neglected
Other single girl – father more
‘responsible”, stricter (come home on
time, etc.), feels she has to take care of her
mother, but generally privileged upbringing
till recently
Married: all have “textmates” from time to
time – just fun – all three have “tested”
husbands through text; fairly committed
mothers – two are working (one coming
from broken family, does nto want same to
happen, one got pregnant early and wants
to discipline daughters to not do the same)

53. Similar to what a word cloud
makes you understand
But, I still want you to feel the process of it.

54. “Codebook”
List of a good mix of responses.
Cluster common answers.
Screen capture, Sherlock - BBC

55. 15 minutes
Analyze the comments you get
on your Facebook account.

56. I. Context
II. Frameworks and Rules of Thumb
III. Describing and Analyzing Qualitatively
IV. Visualizing Data

57. Basics
VISUALIZATION
Screen capture, Sherlock - BBC

58. MODELING“Craft”

59. Formality
Upscale/ High-class
Mass market but
formal, serious
High-class and
highly formal tone
Mass market and
casual, colloquial,
friendly
High-class and
casual, colloquial,
friendly

60. From what you know, what are the two main drivers of
social media community success?
5 minutes
Map 5-10 different brands

61. Factor 1 Factor 2
Brand 1 High High
Brand 2 High Medium
Brand 3 Medium Medium
Brand 4 Medium Low
Brand 5 Low Low

62. Factor 1 Factor 2 Factor 3 Factor 4 Factor 5
Brand 1
Brand 2
Brand 3
Brand 4
Brand 5

63. CHARTS:)

64. PIE
BAR
LINE
RADAR
SCATTER
SHARE
STRENGTH
GROWTH
“SPREAD”
POSITION

65. 0"
20000000"
40000000"
60000000"
80000000"
10000000"
12000000"
14000000"
16000000"
Walmart"
Family"Guy"
Eminem"
Amazon.com"
Target"
Lil"Wayne"
Facebook"
Samsung"Mobile"USA"
Subway"
Drake"
Youtube"
Starbucks"
Adam"Sandler"
Nicki"Minaj"
Rihanna"
Barack"Obama"
Katy"Perry"
South"Park"
The"Simpsons"
Michael"Jackson"
Wiz"Khalifa"
Usher"
Will"Smith"
Macy's"
Lady"Gaga"
Taylor"SwiT"
Bob"Marley"
SkiUles"
House"
Beyonce"
CocaXCola"
Vin"Diesel"
Dr."Pepper"
Buffalo"Wild"Wings"
The"Hangover"
Disney"
Oreo"
Spongebob"SquarePants"
Candy"Crush"Saga"
Kevin"Hart"
Megan"Fox"
Linkin"Park"
Jersey"Shore"
T.I."
The"Beatles"
FarmVille"
Victoria's"Secret"
MiU"Romney"
Reese's"
McDonald's"
Global""Likers""
U.S."Page""Likers""
0" 50" 100" 150" 200"
Walmart"
Family"Guy"
Eminem"
Amazon.com"
Target"
Lil"Wayne"
Facebook"
Samsung"Mobile"USA"
Subway"
Drake"
Youtube"
Starbucks"
Adam"Sandler"
Nicki"Minaj"
Rihanna"
Barack"Obama"
Katy"Perry"
South"Park"
The"Simpsons"
Michael"Jackson"
Wiz"Khalifa"
Usher"
Will"Smith"
Macy's"
Lady"Gaga"
Taylor"SwiR"
Bob"Marley"
SkiSles"
House"
Beyonce"
CocaVCola"
Vin"Diesel"
Dr."Pepper"
Buffalo"Wild"Wings"
The"Hangover"
Disney"
Oreo"
Spongebob"SquarePants"
Candy"Crush"Saga"
Kevin"Hart"
Megan"Fox"
Linkin"Park"
Jersey"Shore"
T.I."
The"Beatles"
FarmVille"
Victoria's"Secret"
MiS"Romney"
Reese's"
McDonald's"
Millions'
Global""Likers""
U.S."Page""Likers""

66. 0" 5" 10" 15" 20" 25" 30" 35"
Walmart"
Family"Guy"
Eminem"
Amazon.com"
Target"
Lil"Wayne"
Facebook"
Samsung"Mobile"USA"
Subway"
Drake"
Youtube"
Starbucks"
Adam"Sandler"
Nicki"Minaj"
Rihanna"
Barack"Obama"
Katy"Perry"
South"Park"
The"Simpsons"
Michael"Jackson"
Wiz"Khalifa"
Usher"
Will"Smith"
Macy's"
Lady"Gaga"
Taylor"SwiS"
Bob"Marley"
SkiTles"
House"
Beyonce"
CocaWCola"
Vin"Diesel"
Dr."Pepper"
Buffalo"Wild"Wings"
The"Hangover"
Disney"
Oreo"
Spongebob"SquarePants"
Candy"Crush"Saga"
Kevin"Hart"
Megan"Fox"
Linkin"Park"
Jersey"Shore"
T.I."
The"Beatles"
FarmVille"
Victoria's"Secret"
MiT"Romney"
Reese's"
McDonald's"
Millions'
U.S.'Page'"Likers"'
U.S."Page""Likers"
What patterns do you see?

67. What patterns do you see?

68. BEGIN WITH THE
END IN MIND.
What do you want them to
remember?
Decide on your flow first.

69. PATTERN. NARRATIVE. OUTLINE.
Say what you’re going to say. Say it. Then, say what you said.
Donald Lim, former CEO of Yehey, Burger King and MRM

70. Gain a better appreciation of what makes us special as
Filipinos on social media,
as opposed to the often-publicized Western statistics
1) size of following
2) category – person/organization/program/device,etc.
3) origin

72. Rules of Thumb
LIST - CLUSTER - SORT
DESCRIBE YOUR DATA HONESTLY
- LET’S GROW OUR CODEBOOKS
MACRO MICRO
VISUALIZATION
- FLOW FIRST, BEFORE CHARTS: WHAT’S YOUR STORY?
- GROWTH - LINE OR AREA CHARTS; “DRIVERS”: MODELS
- HIGH-CONTRAST COLORS: EMPHASIS

73. Good luck with creating your own data narratives!
Let the drudgery begin.
Screen capture, Sherlock - BBC