WELCOME
TELLING DATA STORIES TO STORYTELLERS DATA MATURATION AT NBC NEWS DIGITAL Asher Feldman, Patrick White 3
YOUR STORYTELLERS FOR THIS BREAKOUT Asher Feldman Patrick White Senior Manager, Analytics Manager, Analytics NBC News Digital NBC News Digital 4
OUR DATA STORIES FOR ALL OBJECTIVES LAUNCHING OFFERING DATA-FIRST GETTING NBC DATA SCIENCE NEWS OFF THE FOR BUSINESS GROUND STAKEHOLDERS 5
HOW NEWS AND DATA MATURITY WERE BUILT NEWS/MSNBC TODAY NEWS DIGITAL Our Journey Conquer, Then Expand Media Test Our Strength Trial and Quest Initiate Evaluate 6
GETTING OFF THE GROUND
HISTORY WAS OBSCURING A DATA RICHNESS 80 years of archives 278K videos published 111K articles written 110M unique visitors per month 8
A QUEST TO ACCESS UNDERSTANDING A full accounting… Establish a visual language… The boring chapter World-building Asher’s Inbox (10 Workdays) Shared Files Reports Intros Key Aspects (Inferring purpose) Pacing Benchmarks Share of the pie KPIs 9
DIRECT MANIPULATION = DIRECT VIZ Creating Medians for Like-Like Comparisons - Data sets compared to previous pacing via median analysis - Replicated data flow by series of brand and time frame (weekdays, Sundays, weekly, etc.) Scan and Pass Visualizations - Though the connotation is negative, the outcome is positive - Users don’t really have to think, they can just compare XX Combine to Explain Longer Trends - Training on certain metrics makes adapting weekly or monthly reporting easier - Marimekko charts are especially useful for showing content relative to overall size 10
A VISUAL LANGUAGE OF DOMO AT NBC NEWS Adaptation & Color - When ‘share’ is key, rectangles over pies - Utilize defined toolbelt of comparative metrics - Side-by-side series across related metrics Single Point of Truth - Create one interactive dashboard instead of 15 filtered copies of the same card per metric - Increase visibility by reducing share across like teams Start Simple - Adapt visual language as frequently as X X X possible for familiarity among users “Complete game-changer that will save me so much busy work.” – Editor, TODAY Parents “I love this!” – SVP, News Digital AND Director, HR (We have these emails) 11
LAUNCHING OFFERING DATA FIRST (NBC NEWS NOW)
LIVE NEWS WITHOUT THE HASSLE OF CABLE NEWS DIGITAL + + Meet NBC News 3p – 11p EST, consumers apps, XUMO, & soon to be where they are, Pluto TV with 24/7 not just TV more to join 13
INTEGRATING NEW INPUTS INTO DATA / DESIGN What a new idea needed… What we achieved (and didn’t)… Creating requirements from scratch Executing on these ideas where we can Idea Analysis DUMMY DASH NEW TACTICS CADENCE Sign-off Launch NEWS NOW NEWS DIGITAL WEEKLY SYNC USABLE METRICS Inputs Reporting METRICS STRATEGY LEARNINGS 14
RESULT: BUILDING UNDERSTANDING VIA DOMO Communication - Communicating success through the dashboard, not around it - Incentivizing DOMO usage through historical comparison Visualization - Clear breakdowns of consumption patterns to understand the audience - Sticking to established visual language Actualization vs. Norms - Content analysis to see what works and what doesn’t - Even more importantly, understanding when works 15
USING DATA SCIENCE FOR BUSINESS STAKEHOLDERS
SOLVING A TRUE BUSINESS PROBLEM: PANIC Problem: Theory: Everything. Is. Broken. Especially Google 11M 5.5M 7.2% UVs starts convert The Right Question: How weird is weird? 17
‘MANUAL’ DATA SCIENCE AS STRESS RELIEF Data science by the hour… Understanding among friends… Channeling the earliest data scientists An illustrated journey How weird is weird? How much weirdness are we seeing? Understanding Asking the Sources of Right Questions Volatility of Volatility 68% 95% 99% Avg. Deviation from Hour-Day ‘Normal’ Hour Sun. Mon. Tue. Wed. Thu. Fri. Sat. 5:00 AM 7% 11% 6% 5% 7% 6% 8% 10:00 AM 6% 9% 4% 7% 10% 4% 7% 11:00 AM 6% 10% 5% 10% 17% 4% 6% Examining Establishing 7% 12% 5% 9% 14% 5% 5% 12:00 PM Source of Thresholds by 1:00 PM 7% 14% 5% 7% 15% 6% 6% Volatility Volatile Source 2:00 PM 6% 20% 4% 8% 10% 5% 6% 8:00 PM 6% 7% 7% 21% 26% 8% 10% -50% -25% 0% +25% +50% 6% 7% 5% 31% 43% 4% 8% 9:00 PM 5% 5% 8% 25% 33% 12% 7% 10:00 PM 18
UNDERSTANDABLE RIGOR AND VIZ IN DOMO Set-up - Recontextualize data findings in column charts Source 1 Source 2 Source 3 Source 4 - Explanation for clarity on each visit - Color set is consistent across dashboard Source 1 Source 2 Source 3 Source 4 Hourly Tracking & Alerts - Bar charts track hours below threshold day-of - Alerts trigger necessity for investigation Source 1 Source 2 - Replication of ‘manual’ data science Source 3 Source 4 Source 1 Source 2 Source 3 Long-Term Analysis - 10-day tracking for regular more casual users Source 1 Source 2 Source 3 Source 4 - Identifies ”non-alertable” trend - Allows for constantly updating comparisons Source 2 Source 3 Source 1 “You’d be so proud of me, I used it!” – Assistant Managing Editor, News Source 1 Source 2 Source 3 Source 4 19
WHAT CAN YOU ACCOMPLISH? BUILD NEW STUFF WITH DATA LEADING TELL DATA SEED DATA STORIES AT OLD SCIENCE INTO COMPANIES DATA CONVOS 20
THANK YOU
Recommend
More recommend
