Group project — interactive communication

Create a visual, communication with interactive, explanatory data graphics that enable the chief marketing executive at your selected organization to explore insights into at least two nontrivial questions concerning your project in the context of his or her CMO responsibilities at the organization.

For guidance on the responsibilities of a marketing executive — and their general knowledge of data and data graphics — review Spencer (2024), §. 1.2.1.2 and the cited references Carr (2019) and Carr (2018).

As with previous audiences, conduct online research (google searches, linkedin, …) to understand the viewpoint of your new audience.

For interactivity, employ three or more techniques discussed in class: e.g., linking multiple types of visual encodings for data to interactions like hovering, clicking, filtering, selecting, dragging and scrollytelling. These interactions should be relevant to — and directly support — the CMO exploring data for insights, their limits, and context to your research questions.

Your communication can be organized either as a grid or a scrollytelling-style document.

Recall the three laws of communication from Doumont (2009).

Your narrative should 1) direct your audience to your exploratory purpose (using the best communication and visualization practices we’ve been developing in the course), 2) guide the audience in how they should explore using your interactive data graphics (using messages in titles, (sub)headers, labels, annotations, and other concise text), and 3) explain why they should explore, how can they act on your messages.

For this assignment, it will generally be best to create your interactive graphics in R markdown and R plus available packages like we’ve discussed in class, or in Tableau or combining both into a single html.

If you choose to use other interactive languages like Vega, Shiny, or D3.js directly, first consult with your professor to assess viability, given your time constraints.

This is an opportunity for you to gain experience combining all the narrative and visual techniques we’ve discussed this semester, and use interactive graphics to communicate with this new audience.

Your project will be assessed on the following:

One person in your group submit on courseworks the interactive communication, and in an appendix include group-member, self-assessment contribution scores as either a tableau packaged workbook or a standalone html file.

The appendix of self-assessment, contribution scores for each group member should be formatted as follows:


Each member of our group, as members of Columbia University adhering to its academic integrity and community standardsagrees that our individual contribution scores should be assigned as listed below:

Group number:
Member name Contribution Score (0 - 10 scale)
Last name, first name number, from below criteria
Last name, first name number, from below criteria
Last name, first name number, from below criteria
Last name, first name number, from below criteria
Last name, first name number, from below criteria

Self-assessment, contribution scores assessed on a 0-10 scale as follows:

10 I always: attend group meetings; actively contribute to group discussions and work to complete the assignment; listen attentively; ask and answer questions. And I ensure all fellow group members come to a solid understanding of the project material and concepts it applies.

8 I always: attend group meetings; actively contribute to group discussions and work to complete the assignment; listen attentively; ask and answer questions. But I don’t work towards ensuring a mastery of the project material by group members.

5 I sometimes: attend group meetings; actively contribute to group discussions and work to complete the assignment; listen attentively; ask and answer questions. But I don’t work towards ensuring a mastery of the project material by group members.

3 I contribute to group discussions and work in a limited way. I listen, but respond only when asked a question and don’t provide much collaboration.

0 I may sometimes attend group meetings, and I am somewhat attentive, but do not engage in collaboration with my group members.

If the group believes scoring falls between the above descriptions, score accordingly.


Of note, this proposal sets up your group’s work on upcoming interactive and multimodal communications, each for different audiences.

Carr, David J. 2018. “Data Is the New Oil: Dirty, Misunderstood, Polluting the World & Pulled from All the Wrong Places.” Medium | Redwhale. January 2018. https://startupsventurecapital.com/data-is-the-new-oil-dirty-misunderstood-polluting-the-world-pulled-from-all-the-wrong-places-72f33a5da434.
———. 2019. “What Value Do You Create? Marketings 3 Types of Value.” Medium | Marketing. January 2019. https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756.
Doumont, Jean-Luc. 2009. “Fundamentals.” In Trees, Maps, and Theorems. Effective Communication for Rational Minds. Principiæ. http://ssp3nc3r.github.io/comm-course-ds/references/Doumont-2009-Fundamentals.pdf.
Spencer, Scott. 2024. “Data in Wonderland.” 2024. https://ssp3nc3r.github.io/diw.

References

Corrections

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