d4.5 final community engagement and networking report · the recommendations from the commission...

Projectacronym: EDSA

Projectfullname: EuropeanDataScienceAcademy

Grantagreementno: 643937

D4.5Finalcommunityengagementandnetworkingreport

DeliverableEditor: HuwFryer(SOTON)

Othercontributors: ElenaSimperl(SOTON)

DeliverableReviewers:

SimonScerri(Fraunhofer),MishaMatskin(KTH)

Deliverableduedate: 31/01/2018

Submissiondate: 30/01/2018

Distributionlevel: P

Version: 1.0

ThisdocumentispartofaresearchprojectfundedbytheHorizon2020FrameworkProgrammeoftheEuropeanUnion

of27EDSAGrantAgreementno.643937

ChangeLog

Version Date Amendedby Changes

0.1 12/12/2017 HuwFryer Generatedskeletondocument

0.2 11/01/2018 HuwFryer Fulldraftversion

0.3 24/01/2018 HuwFryer Respondingtoreviewerfeedback

0.4 25/01/2018 HuwFryer Versionforfinalreview

0.5 26/01/2018 HuwFryer Correctedtemplate

1.0 30/01/2018 AlexanderMikroyannidis

FinalQA

D4.5FinalcommunityengagementandnetworkingreportPage3of27

2018©Copyrightlieswiththerespectiveauthorsandtheirinstitutions.

TableofContentsChangeLog............................................................................................................................................................................................2 TableofContents...............................................................................................................................................................................3 ListofFigures......................................................................................................................................................................................3 ListofTables........................................................................................................................................................................................4 1. ExecutiveSummary..............................................................................................................................................................5 2. Background...............................................................................................................................................................................5 3. ChannelsandActivities.......................................................................................................................................................5 3.1 Website.............................................................................................................................................................................5 3.1.1 GoogleAnalyticsandTrafficData..................................................................................................................6 3.1.2 EDSADashboard.....................................................................................................................................................8 3.1.3 AdditionalresultsfromWordPressstats................................................................................................10 3.1.4 SearchEngineOptimisationforGoogleandBing...............................................................................11 3.1.5 Videolectures.........................................................................................................................................................12

3.2 NewsandNewsletter.............................................................................................................................................12 3.3 Twitter...........................................................................................................................................................................13 3.4 CoursesPortal............................................................................................................................................................15 3.4.1 CoursesPortalGoogleAnalyticsandTrafficData..............................................................................16

3.5 CourseMaterial.........................................................................................................................................................17 3.5.1 YouTubechannel.................................................................................................................................................18 3.5.2 SlideshareMaterials...........................................................................................................................................18 3.5.3 Vimeo.........................................................................................................................................................................19

3.6 Real-WorldEvents...................................................................................................................................................20 3.7 Ambassadors..............................................................................................................................................................24

4. PlannedvsactualreachofEDSAcommunicationanddissemination.....................................................24 4.1 ProjectWebsite.........................................................................................................................................................24 4.2 LinkedIn........................................................................................................................................................................25 4.3 Twitter...........................................................................................................................................................................25 4.4 Advertorials/Publications...................................................................................................................................25 4.5 E-Learningchannels...............................................................................................................................................25 4.6 Collaborations............................................................................................................................................................25

5. InsightsandReflectionstotheEngagementPlan..............................................................................................26 6. Conclusion...............................................................................................................................................................................27

ListofFiguresFigure1–EDSAprojectwebsitehomepage------------------------------------------------------------------------6


Figure2-TimelineofusersessionsforEDSAwebsitefromNovember2015-November2017-------8 Figure3-PageviewsofdashboardMay2016-November2017---------------------------------------------9 Figure4-Learningpathwayforjobsearchonthedashboard--------------------------------------------------9 Figure5Skillstimelineandjoblocationsonthedashboard-------------------------------------------------10 Figure6-PageviewsbymonthfromAugust2015-January2018fromWordPressdashboard----10 Figure7–SourcesofWebsiteTrafficuptoMay2016(L)andMay2016–Nov2016(R)-------------11 Figure8-MachineLearningforDataScientistsWorkshop---------------------------------------------------12 Figure9-TwitterfollowersgraphuptoOctober2017--------------------------------------------------------13 Figure10–SummaryofTwitteractivityforJanuary2018---------------------------------------------------14 Figure11-EngagementwithTwitterAccountDecember2017-January2018-------------------------15 Figure12-EDSACoursesPortalHomepage---------------------------------------------------------------------16 Figure13-ScreenshotofYouTubechannel----------------------------------------------------------------------18 Figure14-SlideshareViewAnalytics-----------------------------------------------------------------------------19 Figure15-EDSAVimeoHomepage--------------------------------------------------------------------------------19

ListofTablesTable1-WebsiteVisitorStatistics(ReportingPeriod:16thApril2016–16thMay2016)--------------6 Table2-WebsiteVisitorStatistics(ReportingPeriod:16thOctober2017–15thNov2017)---------7 Table3-WebsiteVisitorCountryStatistics(1stFeb2015-10thJun2015)-------------------------------7 Table4–WebsiteVisitorCountryStatistics16June–16November2017---------------------------------7 Table5-Googlerankingofkeywordsovertime----------------------------------------------------------------11 Table6-Bingrankingofkeywordsovertime-------------------------------------------------------------------11 Table7-NewsletterSubscriptions---------------------------------------------------------------------------------12 Table8-EDSACoursesPortalAnalyticsTrafficData(17June–17July2016)--------------------------16 Table9-EDSACoursesPortalAnalyticsTrafficData(18July2016–17January2018)--------------17 Table10–CoursesPortalVisitorCountryStatistics(18Jul2016–17Jan2017)-----------------------17 Table11–EDSAReal-WorldEventParticipation---------------------------------------------------------------21



1. ExecutiveSummaryThisdeliverable reports on theonline and community engagementplan, in the18monthsafter theinitialreportonthisinD4.4.ThesearediscussedwithinthecontextofthechangeinfocusoftheprojecttowardscurationratherthancreationfollowingtheCommissionreviewinM18.Ofthechannelswhichareused,onlineandoffline,itisshownthatthereremainsaconsiderableamountofengagementwithEDSAwiththewebsiteandsocialmediachannels,althoughwithlessgrowththanthefirst18months.Inaddition,theperformanceofthepast18monthsisanalysed,andtheprojecttargetscomparedwiththeactualoutcomes.Finally,ourconclusionsarepresented.

2. BackgroundInD4.3areal-worldandonlinecommunityengagementplanwaspresented,detailingtheinitialdataregardingthecommunicationsanddisseminationchannelscurrentatthetimeofwritingthereport.Theaimoftheplanwastooutlineasetofengagementtoolsandpracticesthattheprojectcouldutilizeinordertoengagethecommunity.Theseincludedacombinationofbothreal-worldevents(suchasoffline,face-to-facemeetings)andonlinecommunicationanddisseminationactivities.Onlineactivitieswereseparatedbasedonthosethatwerebroadcast-orientedandwereprimarilyaimedtousetodisseminateinformation, and those that were responsive and conversation-oriented and targeted at increasingcommunicationandcollaborationamongstthecommunity.

D4.4presentedareportafter18monthsoftheprojectofthecommunityengagementplan,presentingsomeof thechangeswhichhadbeen implementedasaresultofchangingcircumstanceswithin theproject,inparticularthatlearningresourcesandcoursematerialshavesincebeenlaunchedandbeenengagedwithbyalargenumberoflearnersacrosstheEU.SEOwasusedmoreextensivelytoattractvisitorstothewebsite,andTwitterwasused,aswellasthenewsletter,tocontinuetoengagewiththecommunity.

Therecommendations fromthecommissionafterM18oftheprojectwerethatEDSAshouldchangedirectionandincreasethefocusoncurationofcoursesratherthandeliveryofmaterial.Tothatend,thecoursesdashboardhasbeenenhanced, and learningpathwayshavebeendeveloped to assist usersinterestedinlearningdatascience.Otherchannelswithminimalengagementhavebeenleftdormant,sincetherewerenoadditionalmaterialsrelatedtothecoursebeingproduced,suchastheSlideShareandVimeochannels.

This report is structured as follows. In Section 3 we compare the performance of the differentdisseminationandcommunitybuildingchannelswithinEDSAoverthelast18months,withhowtheyweredescribedinD4.4,inM18.Section5willoutlinethedifferencebetweentheplannedcommunitybuildingandwhatactuallyhappened,beforeSection5willdiscussinsightsandreflectionsgleanedfromtheproject.Section6willpresentourconclusionsfromthisreport.

3. ChannelsandActivities

3.1 WebsiteThe EDSA website (http://edsa-project.eu/) provides a centralized location for all of the project’sactivities.Itoffersacomprehensiveoverviewofthemainactivitiestakenbyprojectpartners,alongwithdetailsabouttheprojectandanyactivitiesplannedforthefuture(Figure1).ItsdesignandstructurewerediscussedinmoredetailinD2.1,whenthewebsitewassetupfortheproject.Sincethen,wehaveaddedGoogleAnalyticstothewebsite,whichallowsustomeasurestatisticsassociatedwiththewebsiteusage,providinganinsightintospecifictopics,featuresandfunctionsthatthecommunityisparticularlyinterestedin.


Figure1–EDSAprojectwebsitehomepage

3.1.1 GoogleAnalyticsandTrafficDataAsdiscussedinD4.4,GoogleAnalyticswasaddedtothewebsiteinNovember2015totrackwebsitevisitorstatistics,asopposedtoanalysingserverlogswhichwerelessaccurate.InD4.4,thefollowingstatisticsfromGoogleAnalyticswerepresentedinTable1:

Table1-WebsiteVisitorStatistics(ReportingPeriod:16thApril2016–16thMay2016)

Metric Total Avg./Day

Sessions 1,335 45

Visitors 946 31

PageViews 3,317 110

BounceRate 56.63% N/A

NewSessions 63.30% N/A

Avg.SessionDuration 2:22 N/A

NewVisitors 63.4% N/A

ReturningVisitors 36.6% N/A

This is contrasted by the statistics at the end of the project, with the following data collected inNovember2017:



Table2-WebsiteVisitorStatistics(ReportingPeriod:16thOctober2017–15thNov2017)


Sessions 1,000 32.26

Visitors 706 22.77

PageViews 2,019 110




NewVisitors 63% N/A

ReturningVisitors 37% N/A

Table1listsanumberofgeneralstatisticsforthewebsitefromMay2016,andTable2fromNovember2017. Thewebsite isnotperformingaswellas in thepreviousreport,withadecline invisitors,anincrease in bounce rate, and a reduction in the session time. On the other hand, the session time,althoughlower,isstillacreditable1:40,indicatingthatthevisitorsarestillengagingwiththecontent.

Table3-WebsiteVisitorCountryStatistics(1stFeb2015-10thJun2015)

Country Hits PercentageofTotal(Hits)

UnitedKingdom 317 23.75

Spain 115 8.61

Germany 87 6.52

Netherlands 73 5.47

Belgium 57 4.27

Brazil 53 3.97

UnitedStatesofAmerica 51 3.82

Italy 50 3.75

France 48 3.6

Portugal 47 3.52

Table3helpstorevealtheinternationalaudiencethatthewebsiteisreceiving.WhileatthemomenttheUKprovidesthehighestnumberofhitstothewebsite,thereisalsoasubstantialamountofvisitsbeingrecordedfromotherEUmemberstatesincludingGermany,TheNetherlandsandSpain.

InTable4,weincludethegeographicdistributionofthesessionsbetweenOctoberandNovember2017.The figures are relatively similar to those from the start of the project, which continue to show areasonablegeographicdistribution,althoughitremainsclusteredaroundWesternEurope.

Table4–WebsiteVisitorCountryStatistics16June–16November2017

Country Sessions PercentageofTotal(Sessions)


UnitedKingdom 1,144 20.37%Germany 573 10.20%Spain 399 7.11%UnitedStates 340 6.06%Netherlands 267 4.76%Portugal 264 4.70%Italy 181 3.22%India 178 3.17%France 167 2.97%Belgium 120 2.14%

Thewebsitecontinuestoperformwell,butforthemostparthasnotreachedthefiguresdemonstratedinD4.4.Therehasbeenasmallbutnoticeabledropintheamountofusersessionsinthetimesincethestartof2016evidentintheGoogleAnalyticsdashboard.Figure2showstheusersessionsforthepast18months,withtheprevioussixmonthsforcontext,whichshowsthisdropclearlyfromaroundthetime of the last report. That said, from the summer of 2017, the viewing figures picked up to becomparabletothepreviousresults,possiblyduetothefulllaunchofthedashboard,andispromisingforthefutureperformanceofthewebsite1.

Figure2-TimelineofusersessionsforEDSAwebsitefromNovember2015-November2017

3.1.2 EDSADashboardAspartoftheproject,andinordertodisseminatetheworkcompletedinWP1,wehavedevelopedanumber of visualisations through the dashboard section of the EDSA website (http://edsa-project.eu/resources/dashboard/)topresentanddisseminateinformationaboutEDSA,andthecurrentmarket associatedwithdatascience in theEU.TheEDSAdashboard enables visualdiscoveryusingdifferentperspectivesonadatasetcontainingabout300,000jobpostingsinDataScienceacrosstheEU,highlightingskillsrequiredofeachrole.Thedatawasgeneratedbaseduponnewjobpositionspostedonlineonselectedchannels,enrichedandannotatedtoaidvisualbrowsingandquerying.Inaddition,the“learningpathways”addedinthecoursesportalisalsoincluded,sothataqueryforaparticularjobwillshowrecommendedskillsandcoursesthatthelearnermightwishtotakeinordertobequalifiedforthejobsadvertised.

1November2017onthegraphisnotafullmonth,sincefiguresareonlyavailableupto14thNovember



Thedashboardisapartofthemainwebsiteandhascontinuedtogenerateaconsiderableamountoftraffic,with5.91%ofthetotalpageviews(2,236)fromJuly2016–November2017.Althoughpubliclyvisible, thedashboardwasunderdevelopmentthroughoutprojectuntil July2017. Thepeakon thegraphinFigure3-PageviewsofdashboardMay2016-November2017inJuly2017coincideswiththelaunchofthefullversion,advertisedintheEDSAnewsletter,indicatingthesuccessofthiselementofthismarketingchannel(SeeSection3.2formoredetailsaboutthenewsletter).

Figure3-PageviewsofdashboardMay2016-November2017

Figure4-Learningpathwayforjobsearchonthedashboard


Figure5Skillstimelineandjoblocationsonthedashboard

3.1.3 AdditionalresultsfromWordPressstatsInNovember2017,GoogleAnalyticsstoppedrecordingpageviews,whichwasdiscoveredinJanuary2018.DiscussionsofcomparisonsintheprevioussectionhavegoneuptoNovember142017,thelastdayforwhichfulldataareavailable.Inordertoprovideuptodatestatistics,the“Jetpack”pluginforWordPresswasusedtoobtainadditionalpageviewresults,fromNovember142017–January242018.Theresultsherearelessgranular,anddonotprovideinformationaboutthedashboard.Atotalpageviewsforthewebsiteamounttoatotalof3,816pageviewsbetweenweekcommencing13November 2017andweek commencing January 22 2018. These can be seen in the context of theremainderofthewebsitethroughthemonthlystatisticsinFigure6.

Figure6-PageviewsbymonthfromAugust2015-January2018fromWordPressdashboard



3.1.4 SearchEngineOptimisationforGoogleandBingAspart ofD4.4, extensive SearchEngineOptimisation (SEO)was conducted tooptimize the searchrankings of thewebsite and obtain a higher level of organic traffic fromGoogle and Bing. AplugininstalledintotheWordPresswebsitenamedAllInOneSEO,whichenablesthesimplerimplementationofon-pageSEO,richsnippets, increased loadspeeds,keywordandkeyphrasetargeting,andcontentmetadata.Asaresultofthisoptimizationstrategy,andtherespectiveSEOmethods,36.3%ofthetrafficisnowobtainedfromOrganicSearchtraffic(Figure7).SEOchangesonadailybasis,andtherankingsdetailedbelowaresubjecttochangeduetothecompetitivenatureofthekeywordsandkeyphrasesaimed for. With many organisations being founded that offer data science training, education andeducationalmaterial,itisbecomingincreasinglycompetitivewithintheSEOspace.TheaimsoftheSEOare tocontinue toadapt,updateandcreatecontent thatenables theEDSAproject tosustainahighrankingfortherespectivetargetkeywordsandkeyphrases.

ThesuccessoftheSEOstrategycanbeseenfromFigure7(R)astheamountofusersnavigatingtotheEDSAwebsitefromorganicsearchincreasedby8.4%inthesecondhalfoftheproject.

Table5-Googlerankingofkeywordsovertime

Keyphrase D4.4 Nov-16 Jun-17 Nov-17 Jan-18DataScienceEducation 2 5 1 2 1DataScienceTraining 4 - 4 6 5DataScienceTrainingEurope 1 1 1 1DataScienceEducationEurope 1 3 1 1 1DataScienceEurope 3 4 4 2 4

Table6-Bingrankingofkeywordsovertime

Keyphrase D4.4 Nov-16 Jun-17 Nov-17 Jan-18 DataScienceEducation 5 2 24 12 7 DataScienceTraining - - - - 25 DataScienceTrainingEurope 1 2 3 3 1 DataScienceEducationEurope - 1 2 1 1 DataScienceEurope 5 2 2 3 4

Furthermore,thekeyphrasesshowninTable5andTable6aretheperformanceofthetargetkeywordsforGoogleandBingsearchesrespectively. Thetablesindicatetheperformanceatapproximatelysixmonth intervals,whenthepositionwas recordedatEDSAplenarymeetings, or forD4.4 in the first

Figure7–SourcesofWebsiteTrafficuptoMay2016(L)andMay2016–Nov2016(R)


instance.Giventhehighlycompetitivenatureofthespace,therankingsfluctuate,ascanbeseenforthephraseDataScienceEducationonBing,forexample.

ThekeywordswereoptimizedforGoogleasopposedtoBing,giventhehighermarketshare,whichisborneoutbythecomparativelybetterresultsforthetermsonGoogle.Inanyevent,EDSAhasahealthypositionintherankingsforkeyEDSAtargetphrasesattheendoftheproject.

3.1.5 VideolecturesLectures from www.videolectures.net have been embedded into the http://edsa-project.eu/video-lectures/pageofthewebsite,whichenablesvisitorstowatchextendedvideolecturesofexpertsinthefieldof datascience andother related fields.Thesewere addedon a regularbasis,when therewasappropriatecontenttoinclude.Therearecurrently24videolecturesselectedbypartnersoftheEDSAproject.Allcreditfortherecordingandcreationofthevideolecturesgoestovideolectures.net.

3.2 NewsandNewsletterThewebsitehasbeenthecentralchannelthroughwhichtodisseminateanddistributenewsassociatedwiththeEDSAproject.Thenewsfeatureonthewebsitenotes,onaverage,2/3newsarticlesamonthassociatedwiththedevelopmentsoftheproject,storieswrittenbytheEDSAambassadors,newcoursesandotherrelatednewsinthedatascienceindustry.ThisprimarysourcesupportstheSearchEngineOptimisationofthewebsite,throughutilizingtheplannedkeyphrasesandkeywords.

Figure8-MachineLearningforDataScientistsWorkshop

The news stories are distributed to all subscribers on the website mailing list through an emailnewsletter,andalsoviatherespectiveTwitterchanneldetailedbelow.TheemailnewsletterissentouteveryquarterstartingJanuary1st.Table7showsthenumberofsubscriberstotheemailnewsletterandtherelativenewsletteropenandclick-throughpercentages.Asisevident,betweentheinitiationofthenewsletterinJanuary2016,subscriptionhasgrownsteadilyfrom140atthetimeofD4.4to327atthetimeofwritingthisdeliverable.Afinalnewsletterisplannedattheconclusionoftheproject.

Table7-NewsletterSubscriptions

NewsletterDistributionDate Subscribers Opens Clicks



1stJanuary2016 100 66% 18%

1stApril2016 119 50.8% 15.3%

1stJuly2016 151 41.3% 11.2%

3rdOctober2016 179 45.40% 16.40%

16thJan2017 210 44.40% 21.40%

7thApr2017 219 38.80% 14.20%

26thJun2017 260 35.00% 12.00%

6thOct2017 327 36.00% 10.70%

3.3 TwitterTheEDSATwitteraccount(@edsa_project)hasbeen,andcontinuestobe,activelyusedthroughouttheproject. Theaudienceoftheaccounthasgrownsteadilythrough2017(Figure9)andnowstandsat1153 followers as of January 2018. Using the same Twitter Analytics feature, we can also see theresultingengagementwithtweetsfromtheEDSAaccount(Figure10)togetanideaaboutthesizeoftheaudiencetheyreach,andhowmanypeoplegoontointeractwiththemessagefurther.

Figure9-TwitterfollowersgraphuptoOctober2017


Figure10–SummaryofTwitteractivityforJanuary2018

The top tweet since the set-up of the Twitter account earned a total of 2,464 impressions, whichpromotedacourseinmachinelearningduetobehostedbyoneofEDSA’skeypartners,Persontyle.Thisalsoreceivedatotalof7retweetsand2likes.

ThemostpopularTweetswerefortheEDSAcoursesadvertised,continuingthetrendfromthepreviousreport.TheseandsimilarcourseswerethekeyreportsfromtheTwitteraccount,althoughdatasciencenewsandreportswerealsoincludedasameansofincreasingfollowers.



Figure11-EngagementwithTwitterAccountDecember2017-January2018

3.4 CoursesPortalTheEDSAcoursesportal(http://courses.edsa-project.eu)wassetuptoprovideacentralizedlocationforallofthecoursesofferedbytheEDSAproject,includingcoursesdevelopedbytheEDSAprojectandcoursesownedandmanagedbyaffiliatedinstitutions.Websitevisitorswereabletoenrolloncoursesand for theEDSApartnerstocheck theprogressof the learners,usingGoogleAnalytics to track thevisitorstothewebsiteandtheMoodleplatformtogatherlearnerprogressiondataforlearninganalytics.

Asaresultof thereview inM18, thenatureof thecoursesportalchanged. The focus insteadwenttowards curationof courses, as opposed to creation, and so the courseson theportalare generallyreferences to external courses. There is now a “learning pathways” feature, related to the EDSAdashboard(seebelow),whichallowsuserstoselecttopicsincoursestoobtaintheskillstheyrequire.ThelearningpathwaysisdiscussedinmoredetailinD2.6,andthedashboardinD1.5.


Figure12-EDSACoursesPortalHomepage

3.4.1 CoursesPortalGoogleAnalyticsandTrafficDataTable 8 showsa representativemonth of traffic, of June – July 2016whichwas presented in D4.4.Althoughthisportalcomparativelyhadaloweramountofusersandahigherbounceratethanthatofthemainwebsite,theaveragesessiondurationwaslongerby1minuteand4seconds.Thisshowsthatthelearnerswerehavinganextendedamountofinteractionwiththeportalitself,andtheassociatedcoursematerial.

Table8-EDSACoursesPortalAnalyticsTrafficData(17June–17July2016)


Sessions 893 29

Visitors 599 20

PageViews 4,382 146






Table9showsthestatisticsforthecoursesportalforthesubsequent18monthssincethosereportedinD4.4. These statistics are mixed, since they show a decline in visits to the website, but show asignificantly improved bounce rate (from63.49% to 55.2%), and a session duration of 3:47,whichindicatesthatthecontentontheportalretainstheinterestoftheusers.



Table9-EDSACoursesPortalAnalyticsTrafficData(18July2016–17January2018)


Sessions 8,140 14.03

Visitors 4,905 8.45

PageViews 38,893 146






Table10showsthedistributionofvisitorsfromJuly2016–January2018. ThisisdominatedbyEUcountries,withthemostcommonbeingtheUK,withnearlytwiceasmanywebsiteviewersasthesecondplacedRussia.Ofthetop10countries,sevenareEUmemberstates,theotherthreebeingRussia,USAandIndia.

Table10–CoursesPortalVisitorCountryStatistics(18Jul2016–17Jan2017)

Country Hits PercentageofTotal(Hits)

UnitedKingdom 2,965 22.63

Russia 1,991 12.04

Germany 1,239 10.87

Spain 1,230 8.59

USA 654 6.24

Netherlands 595 4.24

France 372 2.91

India 348 2.85

Belgium 309 1.99

Italy 246 1.86

3.5 CourseMaterialInD4.4, asectionwas included concerning the coursematerial developedbyEDSApartners,whichprovideddetailsoftheEDSAbrandedcourses.Althoughwehavecontinuedtodeliveronline,f2fandblendedcourses,thesearenolongerpartofourcommunitybuildinganddisseminationstrategyowingtothechangeinfocusoftheprojecttowardscurationratherthancreationofcontent.

Thefocusofthedisseminationstrategyhasbeenthewebsite,asacentralrepositoryforallinformationabouttheproject.Nevertheless,somematerialsremainonline,inparticularinSlideshare,Vimeo,andYouTube channels, but these are less actively maintained than before owing to their limitedeffectivenessandthereductionofEDSAcreatedcontent.Inthissection,webrieflyprovideanoverviewofthesesupplementalchannels.


3.5.1 YouTubechannelAYouTubechannelwascreatedin2017,withtheintentionofbeingachannelwithahighamountofpotential viewers, containing largely videos sourced fromEDSA partners, or videos related to datascienceonaplaylist. Thechannelhasa totalof28subscribers,witha totalof574viewsofvideosuploadedbyEDSA.

Figure13-ScreenshotofYouTubechannel

3.5.2 SlideshareMaterialsIn addition to the online courses, presentation files are placedwithin the EDSA Slideshare account(http://www.slideshare.net/edsa-project/)inorderforpresentationmaterialstobeaccessedpublicly.Slideshareanalyticsonlyallows12monthsofviewinginformationtobeviewed,soforthiswecomparethe12monthspriortoD4.4(June2016),andthe12monthstothecurrentdeliverable(January2018).

ThesummaryoftheSlideshareactivitycanbeseenbelowinFigure14,showingatotalof604viewsofatotalof9uploads,and25followers.ThiscompareswiththesituationinD4.4,wheretheaccounthadatotalof1,808viewsover12months,22followers,and12downloads.



Figure14-SlideshareViewAnalytics

3.5.3 VimeoThe EDSA project has developed a Vimeo account (https://vimeo.com/edsa) through which todisseminatevideocontenttousersandlearners.AsofNovember,theVimeoaccounthas18videosaboutdatascience-relatedtopicsincludingAgentCoordinationandAgent-OrientatedSoftwareEngineering.SincecreationoftheVimeoaccount,thevideoshavehadatotalof271plays.

Figure15-EDSAVimeoHomepage


3.6 Real-WorldEventsAs described in D4.3’s real-world and online community engagement plan was an emphasis onpromotingEDSAthroughacombinationofonlinecommunicationandreal-worldeventattendance.

Partners fromacross theconsortiumhavebeenattendingsucheventssince thestartof theproject,speakingaboutandpromotingtheworkthatEDSAiscarryingout.DetailsoftheseeventsareshowninTable11.Asdiscussedinthereal-worldandonlinecommunityengagementplan(D4.3),theseeventscovertwoimportantareasrelatedtotheproject:data-sciencethemedevents,ande-Learningthemedevents.Therefore,thiscategorizationiscontinuedwithinTable12todemonstratethevarietyofeventsthattheconsortiumhasbeenparticipatingin,inthe18monthssinceD.4.



Table11–EDSAReal-WorldEventParticipation

Event Date Location EventType AttendedBy InteractionWithEvent

NumberofAttendees

Link

EDISONDataScienceChampionsConference

Jul2016

Brockenhurst,UK

Conference(datascience)

UoS Keynote 50 N/A

EssexBigDataandAnalyticsSummerSchool

Sep2016

Essex,UK SummerSchool ODI Organisedevent N/A

ODIPre-SummitTraining

Oct2016

London,UK Training ODI Ranevent N/A

ODISummit Nov2016

London,UK Summit–opendata

ODI Organisedevent N/A

NordicAI Mar2017

Copenhagen 1dayworkshop

Persontyle 50

TheOpenEducationGlobal2017conference

Mar2017

CapeTown,SouthAfrica

Conference OU Presentedpaper 60 http://edsa-project.eu/edsa-at-the-open-education-global-conference/

Datascientist:akeyqualificationintheageofdigitalization

Jun2017

Germany Workshop Fraunhofer Invitedtalk 50 http://www.fz-juelich.de/SharedDocs/Downloads/UE/DE/17-05-05_Flyer_WS.pdf;jsessionid=828503DB5F2E78A19FAF02F7C1CA0A2D?__blob=publicationFile(German)

MLBootcamp Jun2017

London 2dayworkshop

Persontyle/OpenDataInstitute

Ranworkshop 9 https://www.universe.com/events/edsa-bootcamp-london-machine-learning-for-data-scientists-tickets-M1JLZQ


MLBootcamp Aug2017

SanktAugustin 2dayworkshop

Persontyle/Fraunhofer

Ranworkshop 11 https://www.universe.com/events/edsa-bootcamp-germany-machine-learning-for-data-scientists-tickets-M1JLZQ

OERCongress Sep2017

Ljubljana,Slovenia

Presentations JSI 30 http://www.oercongress.org/event/european-commission-open-education-projects/

The20thInternationalConferenceonInteractiveCollaborativeLearning(ICL2017)

Sep2017

Budapest,Hungary

Conference OU Presentedpaper 50 http://edsa-project.eu/icl2017-teaching-and-learning-in-a-digital-world/

SemanticsConference Sep2017

Amsterdam,Netherlands

Conference Fraunhofer Presentations 40 https://2017.semantics.cc/programme

BBCDataScienceResearchPartnershipEvent

Oct2017

London,UK Networkingevent

JSI,ODI,Persontyle

Presentation 212 http://www.bbc.co.uk/rd/projects/data-science-research-partnership

ODIPre-SummitTraining

Oct2017

London,UK Training ODI Ranevent N/A

BigDataCongress Nov2017

Halifax,Canada Conference Fraunhofer Panelmember 100 http://www.bigdatacongress.net/wp-content/uploads/2017/11/Scerri_Skills.pdf

ODISummit Nov2017

London,UK Summit–opendata

ODI Organisedevent N/A

ConférenceErasme-Descartes-BigData

Nov2017

Amsterdam,NL Conference TU/e Presentation 150 https://nl.ambafrance.org/15e-Erasmus-Descartesconferentie-Big-Data-toepassingen-en-uitdagingen-10



EuropeanBigDataValueForum2017

Nov2017

Paris,France Conference U Panelmember 50 http://edsa-project.eu/data-and-computing-skills-for-digital-science-and-society/


3.7 AmbassadorsSince theprevious report associatedwith thedissemination andengagementactivities in theEDSAproject, the partners within the project have recruited a set of ‘EDSA Ambassadors’ who areprofessionals,expertsandacademicswithinthefieldofdatascienceintheEU.TheyaresituatedwithinawidespectrumofEUcountriesandenablebetterpositioningandpromotionoftheEDSAprojectinthatrespectivecountry.Assuch,encouragingasetofdatascienceexpertsindifferentlocationsacrossthe EU to become ambassadors enables the EDSA project to extend its reach and target untappedmarketsofdatascienceprofessionalswithinthatparticularcountry.ThelistofcurrentambassadorscanbeseeninTable13.

TheambassadorsarepromotedonourwebsitethroughtheAmbassadorssectionwhichwilldetailtheirrespective experience and expertise in the field of data science, and other fields. Although not allambassadors are currently found on the website, the initial set of ambassadors can be found athttp://edsa-project.eu/members/ambassadors/.

Table13-Ambassadors

AmbassadorName Role/Experience ConstituentCountry

MarianaDamova CEOofMozaikaLtd(DataScienceSME)

Bulgaria

JosephDureau DataScientistsatSnipsandCo-FounderofStandardAnalytics

France

MartinLochman/MilenaDobreva Researcher/ProfessorofDataAnalysis

Malta

HugoSilveiraDaCunha FounderandCEOofBIN Portugal

RosaMariaMartin ITTechnicalDirectorofinLabFIB Spain

StefanoPagnano ITProjectManagerinBusinessIntelligenceandAnalytics

Italy

AliKhan DataAnalysistforAmericanExpress

UnitedKingdom

SteveBrewer LeadProjectPartneratEDISON UnitedKingdom

GyorgySzabo FounderOpenDataPortal,DebrecenHungary

Hungary

RodrigoSosa BeNeLuxRegionalManagerforVolt

Belgium

ChristianJunker Fanlens.io Austria

4. PlannedvsactualreachofEDSAcommunicationanddisseminationInthissection,wecomparetheplannedandactualcommunicationreachacrossdifferentareasoftheproject. Thesewill bediscussed in Section5, aspart of thebroader insightsand reflectionsof thecommunicationanddisseminationoftheproject.

4.1 ProjectWebsitePlanned(edsa-project.eu):Acentralhubforallcommunicationefforts,thewebsitewillaggregatethediverseEDSAcommunicationintoonecomprehensiveonlinepresence.100,000viewsfortheprojectwebsiteforthefulldurationoftheproject.



Actual:AsdiscussedinD4.4,GoogleAnalyticswasnotinstalledatthestartoftheproject,butsinceitsintroductiontherewereatotalof81,765websitepageviews(toNovember2017).AccordingtotheWordPressstatistics,therewereatotalof96,971pageviews.

4.2 LinkedInPlanned:WewillsetupagroupondatasciencetrainingonLinkedIntopromotetrainingactivitiesinthisspace.Asastartingpointwewillusethenetworksofthepartners toidentify themostsuitableindividualstoinvitetothegroup.Inparticular,whowouldbeinterestedinkeepinguptodatewiththeprojectorcouldactasamultiplier.>3,000members

Actual:104followers(4thJan2018)

4.3 TwitterPlanned:Multiplyingcommunicationeffortsbyusingsocialmedia.>4,000Twitterfollowers

Actual:1,153twitterfollowers(asof24thJan2018)

4.4 Advertorials/PublicationsPlanned:Bookingadvertorialsinselectedmagazinesandonlinemediareachingthetargetgroup.10advertorialsindifferentmagazinesandonlinemedia.

Actual:Since thestartof theEDSAproject,16articleshavebeenreleased tothepressdetailing theproject’sscope,aimsandambitions.Theseinitiallybeganwithpressreleasesfrompartnersregardingthestartoftheproject,alongwithnewsarticlesexplainingwhatthefundingwasgoingtowards.Morerecently,ourleadpartnerofEDSA,theOpenUniversity,contributedtoapolicyreportontheuseofdatainhighereducation.

4.5 E-LearningchannelsPlanned:Taskandmedia-specificchannelssuchasVideolectures,SlideShare,YouTubeandiTunesU.All figures are cumulative: 10,000 downloads and 150,000 views of the video recordings/webinarsproducedbytheproject;50,000viewsonSlideShare,50,000viewsoniTunesU.

Actual:AsdetailedinreportD4.5Finalcommunityengagementandnetworkingreport,theprojecthasfocussed on identifying, rather than creating, and establishing a large number of videos on theVidelecturessite,resultingin271,333viewsofthedatasciencevideolectures(from2015-2017). AsdiscussedinSection3.5.2,aSlideshareaccountwascreated,andhadatotalof3024views.

In addition to the online courses, presentation files are placedwithin the EDSA Slideshare account(http://www.slideshare.net/edsa-project/)inorderforpresentationmaterialstobeaccessedpublicly.

4.6 CollaborationsPlanned:CollaboratewithdatascienceorganizationsandpartnerwithotherDataScienceevents,suchasBigDatahackathons.Collaboratewith20institutionsoutsidetheconsortium.Organizeatleast10jointtrainingeventsand2BigDatahackathoneventsduringtheproject.

Actual: This report has detailed the overall community building, and collaboration with otherinstitutions,whichemphasisedpromotingEDSAthroughacombinationofonlinecommunicationandeventattendance.Partnersfromacrosstheconsortiumhavebeenattendingsucheventssincethestartoftheproject,speakingaboutandpromotingtheworkthatEDSAiscarryingout.Asdiscussedinthereal-world andonline community engagementplan (D4.3), these events cover two important areasrelatedtotheproject:data-sciencethemedevents,ande-Learningthemedevents.

WorkshopsandtrainingeventshavebeendeliveredathighprofileeventssuchasESWC,inadditiontotheseriesofmachinelearningbootcampsorganisedbyPersontyle.Engagementwithmanyinstitutionshas takenplace,as indicatedbythe12EDSAambassadors,and thewidearrayofeventswithEDSAattendance(54recordedoverthedurationoftheproject).


5. InsightsandReflectionstotheEngagementPlanThestatistics,dataandvisualisationswithinthisreportshowasummaryofthecurrentarrayoftoolsandchannelswhichwereusedinordertosupporttheengagementanddisseminationWPwithintheEDSA project, and how they have performed since the previous report in M18 of the project. Thestatisticsanddatacollectedfromeachofthechannelshavebeenreviewedsincetheinitialplanandadaptedaccordingly.Thissectionofthereportdetailsasummaryoftheinsightsobtainedfromthisdatacollection and analysis, reflections on the levels of engagement with each of the aforementionedchannels,andasummaryoftherevisionsthathavethusfarbeenconducted.Italsoreportsonhowtheengagementchannelsmaybeadaptedinordertofurtherdeveloptheengagementanddisseminationactivity.Furthermore,thissectionalsobrieflyconsiderstheoverallperformanceofthemarketinganddisseminationagainstthosewhichwereinitiallyplanned(SeeSection4).

Thehighamountofviewson thewebsite,wasveryclose to the initial targetof100,000. Since theprimaryfocusforprojectoutputshasbeenthewebsite,andhashadthegreatestamountofeffort,thisispositive.Differentpartsofthewebsite,suchasthedashboardandcoursesportalhavecontinuedtoperform well, and regularly updating the website with news has contributed to keeping viewersreturning.

ThehighrankingforcertainkeywordsdepictedinTable5andTable6,andthehighamountoftrafficfromorganicsearch(44.7%ofthetotaltraffic),depictstheeffectivenessoftheSEOcampaignthatisbeing run inparallel to theplanneddissemination activities. Although theUKhad comfortably thehighestnumberofvisitors,itwasnotexcessive,andvisitorsfromotherEUcountrieswererepresented.ItispossiblethatthehighrankingofUK,andthepresenceoftheUSA,isasaresultofthefactthatthewebsiteisintheEnglishlanguage,aswellasthechoiceofkeyphrasesfortheSEOcampaign.

Additionally,fromreviewingthekeyword/keyphrasevisibilityontheprimarysearchenginesofBingandGoogle,itisevidentthatthekeywordvisibilityissubjecttochangeveryoften.Thisislargelyduetothe competitive nature of the keywords within this particular topic. For instance, achieving highrankingsforkeyphrasessuchas“datasciencecourses”isverydifficultaslonger-establishedwebsites(e.g.universitywebsites)havetheadvantageofbeingestablishedbeforetheEDSAproject.Despitethesechallenges,thekeyphrasescontinuedtoperformwellthroughthesecondhalfoftheprojectwiththemajorityconsistentlyremaininginthetop10ofGoogleandBingsearchresults.

Thispreviousreportsawtheintroductionofthevideolecturesandnewslettertothedisseminationandengagementmarketingmix.Thesecontinuedtogrowoverthecourseoftheprojectandappearedtoprovidegoodlevelsofengagementwithusers.Otherchannelswerelesseffective,includingLinkedIn,Vimeo,andSlideshare.Thiscanbeattributedtothefactthattheoutputsfromthesecondhalfoftheprojectwerenotsuitableforthosesortsofplatform.

On theotherhand,a channel thathasbeen consistently growing throughout theproject, Twitter, isunderstoodasbeingapowerfulandengagingtoolforawidespectrumofdatascienceprofessionals,researchersandeducators.Allnewsisdistributedthroughthischanneltoencouragereadershipofthenewsstoriesandsubscriptiontothenewsletter.ThelevelofgrowthoftheTwitterchannelwassteadythroughout,growing toa totalof1,153followers.Althoughthismaybeconsideredaslowrate, it isarguedthattheEDSAprojectaccountdoesnotuse‘blackhat’techniquestoboostthefollowers;insteadfollowersareobtainedbyproducingoriginal,creativeandvaluablecontentthattheaudiencewishestokeepabreastof.Thus,itisunderstoodthatthefollowerswithinTwitterareanengagedandinterestedaudienceappropriatefortheaimsoftheengagementanddisseminationplans.

TheperformanceofTwitter,thenewsletter,andSEOisincontrasttointerestshowntothematerialsonthe website and dashboard. Although they continued to perform satisfactorily, there was a small,althoughnoticeabledecreaseinthepageviewsonthewebsite.Thiscouldbeattributedtothechangeofdirectionoftheproject,inthatfewerconsumabledeliverableswereaddedtothewebsite,andthatitfocused more on curation of content. This is supported by the fact that the Twitter posts whichgeneratedthemostengagementwerethoseadvertisingthemachinelearningbootcamps(SeeFigure11).Alternatively,apossibleexplanationisthatthemarketissaturatedwithanexcessofdatasciencematerialandserviceswithoutacorrespondingriseindemand.



6. ConclusionThisreportprovidesanextensiveoverviewofthechannels,toolsanddatawhichwasleveragedforthedevelopment of the engagement and dissemination activities, and a comparisonwith the previousreport D4.4. In Section 3.1, summaries of the engagement and dissemination activity is provided,detailingthespecificstatisticscollectedbasedupontheEDSAprojectwebsite,itsrelatedanalyticsandSEO visibility, videolectures, news andnewsletters, and Twitter. Following this, an overview of theaudiencesfortheEDSA-brandedcourseswaspresented,accompaniedbystatisticsrelatingtotheEDSASlideshareaccount.Finally,thisreportdetailsanoverviewofthereal-worldeventsattended,organisedandrunbytheEDSAprojectpartners,thepresscoveragethathasbeenconductedbothbeforeandsincethepreviousreport,andanintroductiontothedatascienceambassadors,theirrespectiveexperiencewith data science and their constituent country. The dissemination activities continued to performsolidlyforthesecondhalfoftheproject,buttherewasareductioninengagementwiththewebsite,forwhichwedonothaveadefinitiveexplanation.

d4.5 final community engagement and networking report · the recommendations from the commission...

Documents