Recently, Automattic created a Marketing Data team to support marketing efforts with dedicated data capabilities. As we got started, one important question loomed for me and my teammate Demet Dagdelen: What should we data scientists do as part of this team?
Even though the term data science has been heavily used in the past few years, its meaning still lacks clarity. My current definition for data science is: “a field that deals with description, prediction, and causal inference from data in a manner that is both domain-independent and domain-aware, with the ultimate goal of supporting decisions.” This is a very broad definition that offers a vague direction for what marketing data scientists should do. Indeed, many ideas for data science work were thrown around when the team was formed. Because Demet and I wanted our work to be proactive and influential, we suggested a long-term marketing data science…
I’m a terrible procrastinator. A couple of years ago, I installed RescueTime to fight this procrastination. The idea behind RescueTime is simple — it tracks the sites you visit and the application you use and classifies them according to how productive you are. Using this information, RescueTime provides a regular report of your productivity. You can also trigger the productivity mode, in which RescueTime will block all the distractive sites such as Facebook, Twitter, news sites, etc. You can also configure RescueTime to trigger this mode according to different settings. This sounded like a killer feature for me and was the main reason behind my decision to purchase a RescueTime subscription. Yesterday, I realized how wrong I was.
When I installed RescueTime, I was full of good intentions. That is why I configured it to block all the distractive sites for one hour every time I accumulate more than 10 minutes of surfing such sites. However, from time to time, I managed to find a good excuse to procrastinate. Although RescueTime allows you to open a “bad” site after a certain delay, I found this delay annoying and ended up killing the RescueTime process (killing a process is faster than temporary disabling a filter). As a result, most of my workday stayed untracked, unmonitored, and unfiltered.
So, I decided to end this absurd situation. As of today, RescueTime will never block any sites. Instead of blocking, I configured it to show a reminder and to open my RescueTime dashboard, as a reminder to behave myself. I don’t know whether this non-intrusive reminder will be effective or not but at least I will have correct information about my day.
“Sunday grumpiness” is an SFW translation of Hebrew phrase that describes the most common state of mind people experience on their first work weekday. My grumpiness causes procrastination. Today, I tried to steer this procrastination to something more productive, so I searched for some statistics-related terms and stumbled upon a couple of interesting links in which people bitch about p-values.
“Everything Wrong With P-Values Under One Roof” is a recent rant about p-values written in a form of a scientific paper. William M. Briggs, the author of this paper, ends it with an encouraging statement: “No, confidence intervals are not better. That for another day.”
Yesterday, the follower list of my blog exceeded one hundred followers! Even though I know that some of these followers are bots, this number makes me happy! Thank you all (humans and bots) for clicking the “follow” button.
As a data scientist, I spend a lot of time analyzing how our users interact with WordPress.com. However, WordPress.com isn’t the only place to gain insight into how people use and talk about our services. Many WordPress.org and WordPress.com discussions take place on social media. Analyzing these discussions can help us understand what our users are saying about WordPress[*] and Automattic, the topics closely associated with our services, and who is leading these discussions.
In every social network, there are people who steer the topic and sentiment of the conversation. These influencers usually have large followings and are positioned centrally within the network. Brands often reach out to influencers to organize focus groups or invite them to events, since they’re usually knowledgeable about the brand and can offer insight into how consumers use the product and potential improvements.
Traditional A/B testsing rests on a fundamentally flawed premise. Most of the time, version A will be better for some subgroups, and version B will be better for others. Choosing either A or B is inherentlyinferior to choosing a targeted mix of A and B.
Michael Kaminsky locallyoptimistic.com
The quote above is from a post by Michael Kaminsky “Against A/B tests“. I’m still not fully convinced by Michael’s thesis but it is very interesting and thought-provoking.
The renown network scientist, Albert-László Barabási, has been applying scientific methods to study the factors that make people successful. Science has published an intriguing paper called Quantifying reputation and success in art written by Prof. Barabási and his collaborators. Prof. Barabási talks about the findings of his research in an interview with The HumanCurrent podcast.
(The featured image is a portion from Figure 1 in Fraiberger et al., Science 10.1126/science.aau7224 (2018)).
The maximum data-ink ratio principle implies that one should not use colors in their graphs if the graph is understandable without the colors. The fact that you can do something, such as adding colors, doesn’t mean you should do it. I know it. I even have a dedicated tag on this blog for that. Sometimes, however, consistent use of colors serves as a useful navigation tool in a long discussion. Keep reading to learn about the justified use of colors.
Pew Research Center is a “is a nonpartisan American fact tank based in Washington, D.C. It provides information on social issues, public opinion, and demographic trends shaping the United States and the world.” Recently, I read a report prepared by the Pew Center on the religious divide in the Israeli society. This is a fascinating report. I recommend reading without any connection to data visualization.
But this post does not deal with the Isreali society but with graphs and colors.
Look at the first chart in that report. You may see a tidy pie chart with several colored segments.
Aha! Can’t they use a single color without losing the details? Of course the can! A monochrome pie chart would contain the same information:
In most of the cases, such a transformation would make a perfect sense. In most of the cases, but not in this report. This report is a multipage research document packed with many facts and analyses. The pie chart above is the first graph in that report that provides a broad overview of the Israeli society. The remaining of this report is dedicated to the relationships between and within the groups represented by the colorful segments in that pie chart. To help the reader navigating through this long report, its authors use a consistent color scheme that anchors every subsequent graph to the relevant sections of the original pie chart.
All these graphs and tables will be readable without the use of colors. Despite the fact that the colors here are redundant, this is a useful redundancy. By using the colors, the authors provided additional information layers that make the navigation within the document easier. I learned about the concept of useful redundancy from “Trees, Maps, and Theorems” by Jean-luc Dumout. If you can only read one book about data communication, it should be this book.
Line charts are a staple of data visualization. They’ve existed at least since William Playfair and possibly earlier. Like many charts, they can be very powerful and also have their limitations. One limitation is the number of lines that can be displayed. One line works well: you can see trend, volatility, highs, lows, reversals. Two lines provides opportunity for comparison. 5 lines might be getting crowded. 10 lines and you’re starting to run out of colors. But what if the task is to compare across a peer group of 30 or 40 items? Lines get jumbled, there aren’t enough discrete colors, legends can’t clearly distinguish between them. Consider this example looking at unemployment across 37 countries from the OECD: which country had the lowest unemployment in 2010?
Tooltips are an obvious way to solve this, but tooltips have problems – they are much slower than just shifing visual attention…