There are many emotional and powerful stories hidden in gobs of data just waiting to be found.
When these stories get told, they have the power to change careers, businesses, and whole groups of people.
Take Whirlpool, for example. They discovered a socio-economic problem that they could leverage with their brand.
They mined data to find a social cause to align with and discovered that every day 4,000 students drop out of school because they cannot afford to keep their clothes clean.
Whirlpool donated washers and dryers to the schools with the most at-risk children and tracked attendance.
The brand found 90% of these students had improved attendance rates and close to the same amount of children had improved class participation. The campaign was so effective that it won a number of awards, including the Cannes Lions Grand Prix for Creative Data Collection and Research.
While big brands can afford to hire award-winning creative agencies that can produce campaigns like this one, for most small businesses, that is out of the question.
One way to get into the spotlight is to find powerful stories that are yet to be discovered because of the gap that exists between marketers and data scientists.
I introduced a simple framework to do this which is around reframing already popular visualizations. The opportunity to reframe exists because marketers and developers operate in silos.
As a marketer, when you handoff a data project to a developer, the first thing they do is remove the context.
The developer’s job is to generalize. But, when you get their results back, you need to add the context back so you can personalize.
Without the user context, the developer is unable to ask the right questions that can lead to making strong emotional connections.
In this article, I’m going to walk you over one example to show you how you can come up with powerful visualization and data stories by piggybacking on popular ones.
Here is our plan of action.
- We are going to rebuild a popular data visualization from the subreddit Data is Beautiful.
- We will collect data from public web pages (including some of it from moving charts).
- We will reframe the visualization by asking different questions than the original author.
Our Reframed Visualization
This is what our reframed visualization looks like. It shows the best Disney rides ranked by how much fun they would be for different age groups.
This is the original one shared on Reddit. It shows the best Disney rides compared by how long they last and how long you need to wait in line.
Our Rebuilt Visualization
Our first step is to rebuild the original visualization shared in the subreddit. The data scientist shared the data sources he used, but not the code.
This gives us a great opportunity to learn how to scrape data and visualize it in Python.
I will share some code snippets as usual, but you can find all the code in this Google Colab notebook.
Extracting Our Source Data
The original visualization contains two datasets, one with the duration of the rides and another with their average wait time.
Let’s first collect the ride durations from this page https://touringplans.com/disneyland/attractions/duration.
We are going to complete these steps to extract the ride durations:
- Use Google Chrome to get an HTML DOM element selector with the ride durations.
- Use requests-html to extract the elements from the source page.
- Use a simple regular expression for duration numbers.
Next, we need to collect the average wait times from this page https://touringplans.com/disneyland/wait-times.
This is a more challenging extraction because the data we want is in the moving charts.
We are going to complete these steps to extract the average wait times:
I tried to use the PyV8 engine from Google, but couldn’t get it to work. It seems the project has been abandoned.
Now, we have the two datasets we need to produce our chart, but there is some processing we need to do first.
Processing Our Source Data
We need to combine the datasets we scraped, clean them up, calculate average, etc.
We are going to complete these steps:
- Split the extracted dataset into two Python dictionaries. One with the timestamps and one with the wait times per ride.
- Filter rides with fewer than 64 data points to keep the same number of data rows per ride.
- Calculate the average number of wait time per ride.
- Combine average wait time per ride and ride duration into one data frame.
- Eliminate rows with empty columns.
Here is what the final data frame looks like.
Visualizing Our Data
We are almost in the finish line. In this step, we get to do the fun part! Visualizing the data frame we created.
We are going to complete these steps:
- Convert pandas data frame to a row-oriented dictionary. The X-axis is the Average Wait Time and the Y-axis is Ride Duration. The label is the Ride name.
- Use Plotly to generate a labeled scatter plot.
You need to manually drag the labels around to make them more legible.
We finally have a visualization that closely resembles the original one we found on Reddit.
In our final step, we will produce an original visualization built from the same data we collected for this one.
Reframing Our Data
Rebuilding the original visualization took serious work and we are not producing anything new. We will address that in this final section.
The original visualization lacked an emotional hook. What if the rides are not fun for me?
We will pull an additional dataset: the ratings per ride by different age groups. This will help us visualize not sure the best rides that will have less wait time, but also which ones would be more fun for a particular age group.
We are going to complete these steps to reframe the original visualization:
- We want to know which age groups will have the most fun per ride.
- We will fetch the average ride ratings per age group from https://touringplans.com/disneyland/attractions.
- We will calculate an “Enjoyment Score” per ride and age group, which is the number of minutes per ride divided by average minutes of wait time.
- We will use Plotly to display a bar chart with the results.
This is the page with our extra data.
We scrape it just like we pulled the ride durations.
Let’s summarize the original data frame using a new metric: an Enjoyment Score. 🙂
We define it as the average duration by wait time. The bigger the number, the more fun we should have as we have to wait less in line.
This is what the updated data frame looks like with our new Enjoyment Score metric.
Now, let’s visualize it.
Finally, we get this beautiful and super valuable visualization.
Resources & Community Projects
Last January, I received an email that kickstarted my “Python crusade”. Braintree had rejected RankSense’s application for a merchant account because they saw SEO as a high-risk category.
Right next to fortune tellers, mail-order brides and “get rich quick” schemes!
We had worked on the integration for three weeks. I felt really mad and embarrassed.
I had been enjoying my time in the data science and AI community last year. I was learning a lot of cool stuff and having fun.
I’ve been in the SEO space for probably too long. Sadly, my generation made the big mistake of letting speculation and magic tricks rule the perception of what SEO is about.
As a result of this, too many businesses have fallen prey to charlatans.
I had the choice to leave the SEO community or try to encourage the new generation to drive change so our community could be a fun and proud place to be.
I decided to stay, but I was afraid that trying to drive change by myself with minimal social presence would be impossible.
Fortunately, I watched this powerful video, wrote this sort of manifesto, and put my head down to write practical Python articles every month.
I’m excited to see that in less than six months, Python is everywhere in the SEO community and the momentum keeps growing.
I’m really excited about our community and the brilliant future ahead.
Now, let me continue to bring light to the awesome projects we continue to churn out each month. So, exciting to see more people joining the Python bandwagon. 🐍 🔥
Tyler shared a project to auto-generate meta descriptions using a Text Rank summarizer.
I have a colab notebook for auto-generating meta descriptions with TextRank!
— Tyler Reardon (@TylerReardon) September 20, 2019
Hugo shared his first script that automates exporting SEMrush reports.
My first ever Python script : https://t.co/gyHbhRVtkI
It allows you to automate Semrush organic reports exports. I’m open to any feedbacks and suggestions
— Hugo Akh (@hugodeuxfois) September 21, 2019
Jeffrey is working on an AI tool to break the writer’s block and open-sourced his Python backend.
I’ve been working on a writing tool that uses AI to help beat writer’s block! https://t.co/Y4fItfoLgS (Python backend open sourced at https://t.co/Bk8pG5aHEc)
Thank you! I find marketing pretty awkward/hard for me.
— Jeffrey Shek (@shekkery) September 20, 2019
Charly is working on a URL translator and classifier.
Hey @hamletbatista! I’m working on a URL translator/classifier built with #Python & interacting with @googlesheets. It’s not 100% yet, but our chat @brightonseo gave me confidence that I should stop worrying about the code being perfect and start sharing it!😁
— Charly Wargnier 🇪🇺 (@DataChaz) September 20, 2019
All screenshots taken by author, October 2019
In-post images: Provided by author
Top 10 Tools to facilitate web development
- Web development is very essential for guiding you past the traditional methods of website development and approaching to other more unique and efficient prospects in the IT field.
- Building an app or website is real but sometimes can be better facilitated through the testing and implementation phases of web tools.
- Entering the new age of the digital world is just impossible without proper deployment, scaling, and database management. And this where the best web development weapons are on standby.
Web development tools are necessary to adapt and integrate in the development environments since they help you create a webpage, gather metrics, discover layouts and designs. Web development is all about evolving and stepping up the game you are currently very proficient in. Along with that it doesn’t demand much money, require enormous sources or expect big money. The only thing development tools are incorporating is your boosted ultimate website performance. What is simply left is finding the right assistant on this journey. Here are the top 10 we have picked for you:
1. Chrome DevTool
If you are searching for a web assistant that would ensure your safety and optimize development, Chrome DevTool is sincerely recommended in this case. Taking into account that this is the most popular cross-platform browser of all, you should be certain that such a Chromium-based development technology will allow you to inspect, debug, and guide you through the browser.
While varied development tools are primarily focused on setting up websites, creating online stores, and launching blogs, Chrome DevTool is highly helpful in inspecting and tweaking. Although it is a bit hard to navigate through so many tabs and functions, Chrome DevTool offers you numerous panels for boosting productivity, analyzing load performance, and enhancing better user-friendly experience:
- Elements panel
- Console panel
- Sources panel
- Network panel
- Performance panel
- Memory panel
- Application panel
- Security panel
Such a division gives you a more fixed structure on elements and commands that you can apply depending on the existing page you are willing to diagnose. In order to access Chrome DevTools, you won’t even need to pay for anything, as it is built into the browser itself. Here is how you can open it.
Good software development company’s support can facilitate your user experience with its comprehensive and all-inclusive approach even more. VironIT offers you a list of the new age web development tools and services to create a highly adaptable website or attractive web application.
If you wonder what kind of development tools are combined in one software, it might actually vary from AR&VR development (augmented and virtual reality) to IoT Software development (data visualization and analysis). Such a useful package of cross-platform tools in one place makes it easier for you to write, maintain and promote better development and react to possible vulnerabilities. In addition, it guarantees you rapid functionality of apps, programs, websites and its well-organized software designs.
There is nothing more efficient than a versatile service providing the fast and most secure web frameworks. You share the main goal.
3. React JS
- It is also error-free since all technical mistakes can be spotted during compilation.
- It is easier to write templates, especially when you are familiar with HTML.
You have no clue what the new age of web development means if you don’t try out GitHub. This web platform enables you not only to manage the web applications by coordinating the tools and its usability, but also to deploy regular teams and campaigns to the completion of these same applications or projects. GitHub accesses you a lightweight, branch-based workflow that helps you experiment with taking over new tasks and managing the existing workflow.
- It helps you make changes, reviews without affecting other involved branches.
- It offers a smooth documentation process that often complements the quality coding process.
- It can modify pages’ content and style remotely via the web or locally on your computer
Why GitHub? The suggested privileges of breaking down barriers within a team when the project is implemented and keeping everyone focused on having the best performance. In the same way, it can let your business flow run smoothly and consistently at any point in time.
5. Novi Builder
You can’t even imagine what excellent sophisticated features you have been holding back when you were not a member of the Novi Builder community. This easy-to-use development tool offers you facilities for HTML drag and drop builder, access to all existing and future templates including free of charge themes. Also, it provides you with 20 must-have plugins and elements, such as Social Plugins, Contact form, Sliders, Countdown, Google Maps, and more.
The functionality and designs are exactly built for beginners developers who want to evolve and rise up on their IT working ladder. It is a great chance for deepening your understanding of website creation and ensuring solid knowledge of application development.
Along with the above-mentioned features, here is what else Novi Builder has to offer:
- It offers advanced code editor support.
- It supercharges your projects just from scratch
- It can install an app and make it live in several hours at low cost
- It empowers and modifies your existing HTML website with additional application integration facilities
Unlike the rest of the feedback tools, this one doesn’t misuse or distort gathered information. It does exactly the opposite by testing development phases and saving your existing project from bugs. If you are quite hesitant it takes too long to collect BugMuncher feedback, you should remember that it is not about your colleague’s professional suggestion, a customer as a prime source of feedback. They can deliver you the most constructive criticism that would help you hone your business’ website or app development.
Moreover, ready-made blocks of code and flexible layouts needed for HTML, CSS can be easily customized and used in accordance with your project’s requirements. The greatest Bootstrap’s features of all are:
- Extensive list of components
- Solid guarantee of the project’s responsiveness
- Useful icon library
Notepad++ is your great assistant in text editing, syntax highlighting, plugin maintaining and this list of handy features can actually go on. Although it is available on Windows only, it can still be supported by GitHub, a primary distribution party.
Additionally, Notepad++ supports 27 programming languages. If you go to the Binary Translations page you can easily choose the language you need. Alternatively, you can open User Language Define System to help you define the definition of keywords or regular expressions. Moreover, if you are advanced at coding in languages like C++, Batch, and HTML, Notepad++ is just an ideal service for you. Imagine that:
- You can find every instance of a word and perform actions on it.
- You can access the replace function and get a change reference for each word.
- You can also save time by typing the keyboard shortcut and skipping the appeared code next time or previous time.
Doesn’t it sound amazing to apply a word-search and text-editor tool like this with just a quick installation and some default language setting? You should definitely try it out.
9. Source tree
We wouldn’t bet on the wrong horse if we said that most of you are intermediate or even advanced developers who’d rather focus on coding than interacting with the Git repositories. SourceTree is a free web development tool available for Mac and Windows and perfect for database visualization and management. However, Source tree equally claims to serve both powerful experts, as well as absolute beginners. Yet, understanding the interface specs is easier than you can even think:
- Bookmark windows represent database you are aligned with
- Toolbar lets you take action without any command line
- The sidebar is where you access the information about your current project
- Repository history and code diffs share control to monitor previous changes
From now any coding changes will be demonstrated in real-time and with the aggregated view on all of your work.
10. Lambda Test
Now, you are completely forearmed to successfully lead the war of web development. Getting an application done or an advanced code supported has never been easier. Try these top tools out and you will not regret it.
Why behavior analysis is important online business
- A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.
- In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners.
- Developing analytical skills can help you better manage these obstacles.
- MD of SEO Discovery shares a guide to help you understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.
In today’s digital age, the customer journey is getting complex day by day and if you are doing online business then it’s vital to understand your customer journey. A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.
In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners. According to Statista, 88.05 percent of online shopping orders were abandoned in March 2020 worldwide, which means over 88% of people added selected products into the cart and left without buying for various reasons. This is a massive business opportunity loss for ecommerce players.
Developing analytical skills can help you better manage these obstacles. Without adequate knowledge of analytics, your marketing won’t work because you won’t know what worked and what didn’t work. All the marketing suits come with analytics tools to help perceive the behavior, engagement metrics, and demographics of the visitors coming to a website. The most common web analytics tools are Google Analytics, Adobe Analytics, Kiss Metrics, and Mixpanel. They generally come with the following features and capabilities:
- Real-time analytics
- Mobile analytics
- Attribution modeling
- Ecommerce tracking
- Funnel analysis
- Cohort analysis
- Cross-device tracking
- In-page analytics (Session recording, click tracking, heatmaps)
- Goal conversion tracking
- Event tracking
- A/B testing
Every feature has its own data sets which can be compared to help you make informed decisions. Today we are going to understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.
What is a Cohort Analysis and why is it important?
Cohort analysis is a subset of users grouped by shared characteristics. It simply allows you to compare the behavior and metrics of different cohorts over time.
Cohort Analysis Example – Finding Engagement Drop
Let’s suppose you have an online food ordering website/app and using acquisition date (when users started their first sessions) cohorts you can find out when in the customer lifecycle your users tend to drop off.
The best way for visualizing this data is to chart out the retention curve, portraying retention over time.
This retention curve clearly reflects the most important insight – around 75% of the users stop using the website after the first day. We can see a downfall in the engagement. Hence, it’s evident to improve the overall experience and abet customers through daily offers/coupons to boosting retention.
Cohort Analysis Comparison – Organic vs Direct
The below cohort analysis indicates that organic traffic has a better retention rate than direct.
Visitor behavior analysis and its importance
It’s a process of tracking user behavior on a website and there are some great tools in the market that give accurate information. Tools like Hotjar, MouseFlow, Crazy Egg record visitor sessions to see how visitors are navigating on the website. They also offer click tracking and heatmaps to analyze the most engaging and ignored (skipped) elements on a page.
If you look at the above heatmap, you would notice that no one bothered to click on “PORTFOLIO” in the top menu, which means people aren’t interested in see the portfolio. Maybe we have to replace it with something more interesting (like Case Studies, Achievements, and more) which grabs a visitor’s attention. These kinds of insights help you add/remove elements to improve page engagement.
Using filters, you can further segment your audience to dig deep and pull out actionable insights, see those filter below:
In Google Analytics, behavior flow gives you a visual presentation of how people are navigating on your website. You can apply segments to get a deeper view of their behavior and it also enables you to apply different dimensions on top of these segments to get actionable insights.
The power of these analytical tools lies in the fact that it allows you to view which customers leave and what’s making them leave your website/app – so that you can fix it. You can also hire a professional digital marketing agency that can help you find these hurdles and remove them to enhance your overall engagement.
Mandeep Singh is the MD of SEO Discovery. He’s mission is to provide affordable digital marketing services to startups and SMEs. He’s an official member of Forbes Agency Council. You can find him on LinkedIn.
Top 15 Chrome extensions for social media marketers
- When it comes to the internet browser, Google Chrome, with its extensive list of extensions is the indisputable chart-topper.
- As a digital marketer, you have to keep track of so many things – different projects at various stages of development, research, reporting, new leads, existing clients, et cetera.
- Bhavik Soni shares a list of the top 15 Chrome extensions that will make social media marketers more productive, smart, and efficient.
- These are categorized into extensions for – Productivity, research and tracking, content creation and implementation, and digital marketing. Dive in!
When it comes to the internet browser, Google Chrome, with its extensive list of extensions is the indisputable chart-topper. From simple theme-based to technical coding-related, the extension list in chrome is practically endless.
This extension-packed list also boasts a wide variety of efficient social media extensions that boost professionalism, punctuality, and productivity. And, who wouldn’t love a convenient free plugin that makes life easier!
As a digital marketer, you have to keep track of so many things – different projects at various stages of development, research, reporting, new leads, existing clients, et cetera. These extension apps create a focus-orientated and organized work environment by keeping marketers updated on project developments, sending to-do reminders, enhancing content, and more.
In short, these install-and-use plugins act as the ace up their sleeves for social network marketers. They work as useful gadgets and trained assistants. They are the must-have social media marketing tools for every marketer.
You can optimize and make Google work for you in a jiffy by adding these 15 Chrome Extensions to your browser today.
Chrome Productivity Extensions
1. StayFocused: App block & website block google chrome extension
Designed to boost productivity, the StayFocused extension limits the amount of time you spend on vanity Googling. It offers the brute force you need somedays to anchor your focus to what’s more important.
2. Momentum: Personal dashboard new tab chrome extension
Perhaps, Momentum is the best Chrome extension for productivity. It steers your focus from idle to important by motivating you with quotes, encouraging positivity with mantras, and inspiring with serene photography. Features like Daily Focus, To-Do, Countdowns, Metrics, Event Reminder and Links help you browse the internet with intent. What’s more? The plus version is available for just $3.33/month.
Research and tracking extensions
3. Diigo Web Collector: Highlighter and bookmarker for chrome
Diigo is a research chrome extension that lets you highlight important phrases, bookmark and save pages, write notes, and collect references at a single place. It comes in handy for social media marketers, who generally invest hours in R&D for planning a campaign, learning trends, and comparing the competitor’s strategy.
4. Google Analytics URL Builder: Online UTM tracking
This is a tracking extension that lets you build UTM parameters. With the help of this plugin, you will be able to gauge the effectiveness of the UTM tags used in the campaigns. Google Analytics URL Builder also allows you to share templates with others, saves time when you have to generate URLs manually, and shares progress with clients.
5. Ghostery: Makes web cleaner, faster, and safer
Ghostery is designed to block ads and trackers, this productivity chrome extension makes a great social media marketing tool. With its help, you will be able to learn the trackers on the competitor’s sites that they use to attract, engage, and convert the visitors.
$11.99 USD /month/user*
6. SpyFu: SEO and PPC tools for professionals
Yet another efficient tracker extension that lets you peek into the competitor’s site data. Spyfu reveals extensive information, including where the competitor appeared on Google in the past nine years. The social media marketing (SMM) plugin also shows all keywords bought on AdWords, every ad variation, and every organic rank for $33/month.
Content creation and implementation
7. Canva: Design is all around us
How social media advertising will perform relies a lot on visuals. Photo-driven platforms like Instagram and Pinterest yield better ROI than content-driven Twitter or Facebook. It is because photos get more engagement. To ensure you can make most of this social media trend, creating impressive and attention-grabbing posts become imperative. It is where Canva comes into the picture.
8. Figure it Out: Solve your time zone pain
A digital marketer works for clients and target audiences in different time zones. For them, Figure it Out proves to be a handy tool. It is an extension that lets you keep track of up to 10 time zones, and makes scheduling posts accordingly.
Free and paid ($3/month)
9. WhatFont: Identify fonts on web pages
We get it, fonts are tricky. Download an app, and it gives you hundreds of fonts that are too similar-looking, too familiar, or too quirky for your campaign. One day you browse a site – may be a competitor’s – and find just the font you were looking for but have no clue which one it is.
That’s when WhatFont comes to the rescue. A single click and it reveals not only the name but also the family, style, weight, size, line height, and color of the font.
10. Unsplash Instant: Beautiful photos in your new tab
For every social media marketing post, there is a tedious task to find high-quality, professional stock pictures, usually for free. Unsplash Instant lets you find great photos ranging from flowers and skies to desktops and artsy portraits. You can save them for free and use it for all kinds of commercial use.
11. Colorzilla: Advanced colorful goodies
Colorzilla allows you to hover over any color shown on a webpage and learn about its hex code for future use in a social media ad post. With this plugin, you will be able to create consistent color themes, appealing visuals, and come up with perfect palettes.
12. Sniply: Drive conversion through content
Social media promotions through third-party content are more effective when they include a tempting call-to-action that takes the reader to your own online space. Sniply helps you make those conversion-generating posts by letting you add custom CTA to any piece of content. On the dashboard, the plugin will show how many clicks your links are getting and the level of engagement for tracking purposes.
Digital marketing extensions
13. IFTTT for Marketing and social media automation
14. Buffer: Share content easily
With this social media extension, you will be able to schedule and manage posts across different platforms. Buffer will also let you follow up with analytics to track the performance of each post.
15. LastPass: Free password manager
By downloading the LastPass Chrome extension, you will not need to remember dozens of passwords to each social media platform. This free password manager will do it for you. You could also create a master password through LastPass.
Let’s sum it up
Here’s a guide to 15 best Chrome extensions available for social media marketers. From saving bookmarks to managing posts and passwords, these plugins will work as assistants to digital professionals.
Note: Details like pricing are subject to change as per the respective tool provider.
Bhavik Soni is a Creative Writer at Auto Monkey. We provide an original analysis of the latest happenings in the social media industry. Connect with Latest Social Media Trends and News plus tips on Twitter, Facebook, and other social tools on the web.
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