Executive Summary

Coconut Insights, a data analytics agency was asked to evaluate the Twitter activity from
Alpro, for a new plant-based milk brand in the market- Not Milk. The agency consists in 6
members that collected the data from Exploratory and did a deep cleaning of seven rounds on
that same file in Excel in order to transfer it to Tableau. Using Tableau, the agency did a total of
seven different visualisations and combined them into two dashboards views 1) Coconut Insights
Post Dashboard and 2) Coconut Insights Location Dashboard.

The dashboards contain worth of Twitter data where it shows that mobile devices
are the most used to post and that Alpro receives positive tweets from their audience and
consumers, thus, the UK is the main interaction source of the brand and has a higher sentiment
score.

Moreover, there were a few obstacles that the team faced specially when building the
visualisation in Tableau as it is a not sharable platform, along with the time constrains.
Additionally, there is a deeper evaluation of the limitation on that dedicated section of the
project.

In conclusion, it was a great team to work with, all tasks were well divided and all
members had the same work load, therefore, these final dashboards are well completed,
detailed, explanatory and interactive like they should (Deardorff, 2016).

1
Table of Contents
Executive Summary ....................................................................................................................... 1
Table of Contents .......................................................................................................................... 2
Introduction .................................................................................................................................. 2
Background of the Data and the Dashboard................................................................................. 3
Reflection on the Team Effort ....................................................................................................... 4
Key Findings and Recommendations ............................................................................................ 8
Limitations ..................................................................................................................................... 9
References................................................................................................................................... 10
Appendices .................................................................................................................................. 12
Appendix 1: ............................................................................................................................. 12
Appendix 2: ............................................................................................................................. 12
Appendix 3: ............................................................................................................................. 12
Appendix 4: ............................................................................................................................. 13
Appendix 5: ............................................................................................................................. 13
Appendix 6: ............................................................................................................................. 13
Appendix 7: ............................................................................................................................. 14

2
Introduction
For the completion of this assessment students needed to form groups of a maximum
of 6 students and create a dashboard using data provided by the tutor or by sourcing their own
data. The groups needed to analyse the data and identify various business indicators to design
a dashboard. Consequently, the team’s dashboard needed to be built using Tableau and it was
going to be sent for formative feedback from the module tutor.

According to this, students could choose their own team members. My team was very
well balanced in the personalities chosen, the team as put in place by me that chose my closest
course colleagues and a few people that worked with me last semester, therefore, the team
consisted in xxx (xxxxxxxxxxx), xxxxxxxxxxx (xxxxxxxx), xxxxxxxxxx (xxxxxxx), xxxx (xxxx),
xxxxxxxxx (xxxxxxxxx) and myself, all from different backgrounds and different countries.

After finishing the dashboard and collect the formative feedback from the tutor,
students must work on the summative assessment, and provide reflection and insights of the
dashboard design and on how the team accomplished that work. Therefore, it is what this report
is about.

Background of the Data and the Dashboard

When the team was put into place through WhatsApp groups it was important to meet
each other, in this case via MS Teams, as some members never met each other and because
some are living in their home countries due to Covid19 restrictions.

We decided to meet every Monday on MS Teams and if needed we could have an extra
team meeting on Sundays, because we knew that time as short and we wanted to have a good
and organised performance. In our first meeting we met each other, brainstormed, and clarify
with each member what we needed to do. Then we starting to have ideas and share them among
us. On the second meeting we were clearer of what to do, decided on a company name “Coconut
Insights”, started to see where we could collect the data from and asked to have a 1-2-1 meeting
with the module tutor to understand if our idea was suitable for the work. As our first idea was
to compare the main three plant-based milk brands in the UK (Alpro, Oatly and Innocent Drinks)
for a potential new brand to enter the market. However, we started collecting our own data
from a software called Exploratory, which is a simple and moderns user interface (UI) to access
and extract various data science functionalities (Exploratory, 2021).

Consequently, during our 4th meeting, we met with our tutor and he agreed and supported the
idea. xxxxxxxxx was the one collecting the data from Exploratory, all from seven days and then
shared the files to our MS Teams group. So that we could divide into smaller teams, two
members to analyse each brands’ data. For this, me and xxxxxx analysed Oatly, xxxxxxxxxx and
xxxxxxx analysed Alpro, and xxxxxx and xxxxxxx analysed Innocent Drinks. Our final aim was for
each member to build a visualization, so that our dashboard consisted in six visualizations.

However, on the next meeting, as a team we decided that we had enough data with just
one brand to do the dashboard construction. Therefore, we chose to use only Alpro and not use
the other companies’ data. Then we started to analyse together the Excel file with all the Alpro
Twitter search data and in groups or individually we did a total of 7 rounds of cleaning.

3
 At this stage we also organised and agreed on doing a storyline so that all members
could be in the same page. As mentioned, we were the Coconut Insights, a data analytics agency
specialized in social media that was hired by a new plant-based milk brand “Not Milk”. The new
brand wanted us to analyse and review seven days’ worth of the social media activity on Twitter
of the UK plant-based milk brand leader- Alpro (Vlietstra, 2020), in order to launch a Twitter
account and enter the market with strong insights from the main competitor.

Reflection on the Team Effort

As Belbin (2011) mentions that an effective teamwork relies more on complementary
mixture of interpersonal styles and less on qualifications and experience. However, Belbin also
mentions that is important for teams to specify a role and in addition, he reinforces that for a
group to perform well should consist in eight individuals with different roles (Belbin, 1996). But
in contrast Fisher et al. (1998) does not agree with Belbin’s stated theory of the team model as
sometimes a team is not consisted in eight people – and this was one of the cases that supports
fishers theory, as we were only six individuals. Although we were working like we were a
company, we did not attribute any team roles and each member was equally important.
Additionally, some academics mention that a team to perform well need to have a leader
(Belbin, 2012; Durham, et al., 1997; Taggar & Seijts, 2003), however, as this team was fulfilled
with hard working girls there was no need for one to step up as a leader. It was interesting to
see that every member had a straightforward personality but still very patient with the other
members.

In our first round of data cleaning, we deleted a total of 29 columns that included all
types of URL links, symbols, coordinates, country code, status ID and more. On the other
cleaning rounds individually or in smaller groups we added important data and organised the
data set. For example, as not all rows had the country named correctly nor cities, we added that
corrected information to the Excel file; divided the dates from the hours using a V look ups and
renamed the columns. After the seven rounds of group and individual data division and cleaning
the final look of the Excel file was much better and easy to understand (see Appendix 1).

After cleaning the non-essential data and to complete the incorrect data from the file,
as it is both important and essential to reformat and clean the data before uploading it
(Deardorff, 2016) to Tableau, a visualization and dash boarding tool that uses automation,
augmentation and AI features. It is known as the “grandmaster of enterprise data visualization
tools” (Marr, 2020). Therefore, individually we created our own visualizations and inform the
team members through our WhatsApp group what was the data each member was more
interested in using, to make sure we were not making the same tables and graphs.

As mentioned, Tableau is an American computer software company, that already received

numerous industry recognition awards. It is used to explore, analyse, and present data in a visual
and interactive format. Their mission is to “help people to understand data” (Deardorff, 2016).
Giving the increased importance of data and its value (Bridle, 2018; The Economist, 2017;
Sadowski, 2016). Nowadays, as data collection generates enormous amounts of data (big data),
it gets hard to be handled by a person (O'Leary, 2013), therefore, softwares and AI tools are
easing the job to understand and visualize the information (Deardorff, 2016).

4
 Each member had the task to create one visualization with the data available in the file,
hence, for one week each member was exploring Tableau’s features for an advanced
visualisation. We focused on diversity and information, meaning that we agreed on wanting to
use as many features as possible while we learnt on how to make it look creative and
professional at the same time. Emma eventually created another visualization since we were
lacking a continuous data visual, which is data that can take on any value within a finite or infinite
range (Buttle & Maklan, 2019).

Moreover, it is important to mention that one small detail escaped me when it was my part of
data organisation. My task, together with xxxxxxxxx, was to correct all the cities and countries
names and fulfil the empty ones, therefore, by dividing the task I stayed with the first 210 rows
and Konstantina with the last 210. However, after we started creating our tables and finalising
them, because xxxxxxxxxxx was the last one to create and the only to use the cities column in
her table she noticed that there were still some incorrect cities names, in my number of rows.
This became a problem because the visualizations were already produced from that file before
xxxxxxxx noticed the error; and it delayed the whole project for a day or so. In consequence, the
solution was to create an Excel file with a single cities’ column called “new cities”. After that, it
was possible to combine both files in Tableau and use it to create xxxxxxxx final visualisation.

The process of putting all the visualisations together was the second most time-
consuming task of the dashboard, as it needed to be added one by one. Because Tableau is not
sharable to have more than one person using it at the same time, the disadvantage is that each
member needed to recreate the visualization onto the only one document by turns.

The visualisation that was made by me was the “Favourites Count by Location” as
possible to see in figure 1, this table started with the construct of the countries in the columns
and the favourite counts in the rows, which in this type of visual it does not matter the order
since only two variants were used to analyse. The map was made as it is valuable for the
company to understand where the main likes on the tweets related to Alpro originate from.

It was important to do a different creation, therefore, the exploration of Tableau is essential.

Using the different tools enabled me to create a visualisation of a real-life map with the sum of
the favourites from the different countries (see Figure 2). Additionally, to increase information
and interaction it was used a filter of the countries, and different colours were selected to show
the different favourite counts. Nevertheless, details for the countries and sizes for the favourite
counts were important for a better end visual (see Figure 2).

5
 Figure 1- Favourite Count by Location View (Author's Creation)

Figure 2- Favourite Count by Location Insights (Author's Creation)

Lastly, it was also very time consuming the final layout and the story lines. I would say
that we are a team very keen on detail and we took a lot of time to adjust the final elements- as
it could only be one person doing it. In one hand, we were using the drag-and-drop interface
which is what makes Tableau so easy to use (Deardorff, 2016). On the other hand, it was being
done by one member which was sharing their screen in MS teams and everyone was suggesting
things to do. Such as: changing the tittles, aligning tables, editing the filters to dropdown visuals
and put them in the right side, used the “modern theme” format for the workbook, put the logo,
and colours tones. It was chosen to have the blue tones for all the graphs and tables.

6
Interestingly, according to Tableau (2016) and Poret, et al. (2009) the blue and orange tones are
common colour-blind friendly palettes. Making the final look of the two dashboard views 1)
Coconut Insights Post Dashboard and 2) Coconut Insights Location Dashboard, both organised,
simple, and informative as seen in figure 3 and 4 respectively for everyone.

Figure 3- Coconut Insights Post Dashboard view 1 (Group’s creation)

Figure 4- Coconut Insights Location Dashboard view 2 (Group’s creation)

Overall, the team was great and everything went really well, even after the 13 meeting
we did with an average of one or more hours. The whole group had the same objectives of
making the dashboard the best we could to obtain a good feedback. Everyone was terrific and
supportive; the amount of work was very well divided by all and at the end everyone was very
satisfied with the final look of the dashboard.

7
Key Findings and Recommendations
Coconut Insights collected data from the 23rd of February until the 2nd of March and both
dashboards were made from the same data files. Therefore, when collecting the key data, it
gathered more information regarding the month of February than the month of March. Hence,
in the first dashboard that contains the “Copy Length by Device by Month” table (see Appendix
2) it is possible to see the different types of devices used. In this table is important to notice that
the main devices used to write posts in twitter in February was Android and in the first days of
March it was IOS, also those mobile devices generated the longest copy length posts. There is a
lot of discrepancy because the time is not equivalent in both months to have a proper evaluation
and comparison. Hence, it is recommended that Not Milk when using its new Twitter account
can to make information available and adaptable to all types of devices used to post.

“Brand Mentions by Post Theme and Verified Profiles”, in this graphic (see Appendix 3)
it is possible to analyse the main theme topic in tweets that are related to Alpro and its products.
They were mainly positive reviews, environmental comments or “other/not mentioned”
(regarding a mention of a competitor or no mention of any of the referred topics). Additionally,
in this graph is possible to see as a legend the number of verified accounts that posted about
the different themes. Thus, the highest volume of tweets that originated from a verified account
was in the positive reviews about the brand, therefore, Coconut Insights recommends having a
deeper analysis on the devices used to compare a longer timeframe, for Not Milk to show
content of new products, positive or environment posts with longer copy length and work with
verified users to increase engagement on this platform. Here, would be interesting to see the
number of comments that had a positive review in addition to the length of the copy.

In addition, the graph “Text Copy Insights by Theme” (see Appendix 4) also uses the copy theme
variant, and it analyses more the length of the copy and the average of the favourite count by
copy. Moreover, by analysing this graph it is possible to recommend to the new brand Not Milk
to post positive reviews with a longer copy length to increase traffic and engagement, as the
highest favourite count was the positive theme about Alpro. Secondly, themes of environmental
topics are emerging as a tendency, suggesting plant-based milk consumers that use Twitter are
eco-conscious and are more likely to respond better to content on this topic.

From the second sheet of the dashboard, it was gathered the views that were related to
the country analysations. Hence, in “Tweets Sentiment Score by Country” (see Appendix 5) it is
a graph that illustrates how the users feel about Alpro by country, if the copy was positive,
neutral, or negative (Buyya, et al., 2016). It was gathered the information that the United
Kingdom was the country with most positive and longer tweets about the brand under
evaluation. However, this graph could have a minor change and follow the colour tones of the
rest of the dashboard. It is recommended for the new brand to generate slightly longer and
positive tweets so that they can gain a high sentiment score.

“Followers of Posting Accounts by City and Country” it is the only visualisation using a
table (see Appendix 6), that compresses the information of the country and its respective cities,
each with their number of followers. This table has no more user information rather than the
sum of the number of followers of the tweets accounts that generated from that respective
place. Additionally, because Alpro has their main office in Brussels, which is the city with highest
number of followers and the brand itself has over 60.700 followers (Twitter, 2021), Coconut
Insights believes that it is important to give a special attention to Brighton, which is the second
city with highest number of followers.

8
 The graph “Tweets and Accounts that Follow Alpro for Each Country” (see Appendix 7)
is the last graph of five already discussed that takes place on the second dashboard view, and it
reveals the information on users mentioning Alpro in their tweets by country location. With the
filter that simplifies the search to see if the accounts follow or not the brand. That filter
information was created by Martina as beforehand, that data was not available, hence, she
added it for a better and deeper understanding on who follows the competitor of Not Milk, to
acknowledge if the interactions and engagements are done by Alpro followers or not.

The visualisation “Favourite Count by Location” (see Figure 1), as mentioned was the
one created by the writer of this report. It shows an informative and interactive map that reveals
the total number of favourite tweets of the countries in question. It is possible to see that the
United Kingdom is the country that most interacts (in likes) with Alpro related Tweets, secondly
it is Belgium and in thirdly it is Italy. This is interesting to research more because it should be
there an explanation about this, as Alpro is sold in more countries and the Twitter account is not
mainly targeted at the UK market, thus, it might be related to the fact of the English language
being used as a selection when collecting the data.

Overall, the key findings of the dashboards (see Figure 3 and 4) are that: in the first view
Alpro is mentioned in tweets that originate from mobile devices and that those mobile devices
tweets generated longer copy length comments; the longest copy length comments were from
positive reviews; and consequently, those same positive mentions were the highest number by
true verified Twitter account.

The second view of the dashboard shows all four Location related visualisations that mention
Alpro. It is noticeable that most accounts are posting from the UK, when mentioning the Tweet
count, the sentiment score, the favourite count, and the sum of followers.

Limitations
The group faced a few limitations when working with Tableau and creating the final
dashboards. First constraint was that the visualisation tool is not sharable, meaning that a group
could not use the tool at the same time and that was very time consuming. Another weakness
of Tableau is that even if it was installed in English, and the users’ laptop has another language,
the tool automatically translated some features to the owners laptop language and it changes
the visualisations. Additionally, a limitation of the project was the time restrictions to do it,
further analysation it was possible to be presented but further analysation would take more
time.

Regarding the data, there are a few limitations as well. To start with, when collecting
the data from Exploratory, although there was a lot of information available a lot of it was not
usable. And when selecting the data, it was chosen to do a collection of only English language
comments, which reduced evidence. Additionally, in that collection it was asked to gather seven
days’ worth of Twitter information and that affected the final results, as it could have been
studied in more depth if there was a wider timeframe to compare. Secondly, it is key that Not
Milk evaluates its data when launching the brands’ social media platforms, in this case the
Twitter account; to understand the consumers wants, desires and behaviours.

9
References

Belbin, M. R., 1996. Team Roles at Work. 1st ed. Oxford: Butterworth Heinemann.

Belbin, M. R., 2011. Management Teams: Why They Succeed or Fail. 3rd ed. London: Emerald
Group Publishing Limited.

Belbin, M. R., 2012. Team Roles at Work. 2nd ed. London: Routlrdge.

Bridle, J., 2018. Opinion: Data isn’t the new oil — it’s the new nuclear power. [Online]
Available at: https://ideas.ted.com/opinion-data-isnt-the-new-oil-its-the-new-nuclear-power/
[Accessed 26 02 2021].

Buttle, F. & Maklan, S., 2019. Customer Relationship Management: Concepts and Technologies.
4th ed. Oxon: Routledge.

Buyya, R., Calheiros, R. & Dastje, A. V., 2016. Big Data: Principles and Paradigms. 1st ed.
London: Morgan Kaufmann.

Deardorff, A., 2016. Tableau (version. 9.1). Journal of the Medical Library Association, 104(2),
pp. 182-183.

Durham, C. C., Knight, D. & Locke, E. A., 1997. Effects of Leader Role, Team-Set Goal Difficulty,
Efficacy, and Tactics on Team Effectiveness. Organizational Behavior and Human Decision
Processes, 72(2), pp. 203-231.

Exploratory, 2021. Democratize Data Science. [Online]

Available at: https://exploratory.io/
[Accessed 21 03 2021].

Fisher, S. G., Hunter, T. A. & Macrosson, W. D. K., 1998. The structure of Belbin’s team roles.
Journal of Occupational and Organixational Pychology, 71(283), pp. 283-288.

Marr, B., 2020. Forbes: The 9 Best Analytics Tools For Data Visualization Available Today.
[Online]
Available at: https://www.forbes.com/sites/bernardmarr/2020/05/22/the-9-best-analytics-
tools-for-data-visualization-available-today/?sh=7726d7054743
[Accessed 17 03 2021].

O'Leary, D. E., 2013. Artificial Intelligence and Big Data. IEEE intelligent systems, 28(2), pp. 96-
99.

Poret, S., Dony, R. D. & Gregori , S., 2009. Image Processing for Colour Blindness Correction.
IEEE: Toronto International Conference Science and Technology for Humanity (TIC-STH), 12(3),
pp. 539-544.

Sadowski, J., 2016. The Guardian: Companies are making money from our personal data – but
at what cost?. [Online]
Available at: https://www.theguardian.com/technology/2016/aug/31/personal-data-
corporate-use-google-amazon
[Accessed 26 02 2021].

10
Tableau, 2016. 5 tips on designing colorblind-friendly visualizations. [Online]
Available at: https://www.tableau.com/about/blog/examining-data-viz-rules-dont-use-red-
green-together
[Accessed 21 03 2021].

Taggar, S. & Seijts, G. H., 2003. Leader and Staff Role-Efficacy as Antecedents of Collective-
Efficacy and Team Performance. Human Performance, 16(2), pp. 131-156.

The Economist, 2017. The world’s most valuable resource is no longer oil, but data. [Online]
Available at: https://www.economist.com/leaders/2017/05/06/the-worlds-most-valuable-
resource-is-no-longer-oil-but-data
[Accessed 26 02 2021].

Twitter, 2021. Alpro. [Online]

Available at: https://twitter.com/alpro?lang=en
[Accessed 22 03 2021].

Vlietstra, K., 2020. MINTEL: Dairy and Non-Dairy Drinks, Milk and Cream: Inc Impact of COVID-
19 - UK. [Online]
Available at:
https://reports.mintel.com/display/988556/?fromSearch=%3Ffreetext%3Dalpro%2520uk
[Accessed 17 03 2021].

11
Appendices

Appendix 1:

Figure 5- Excel cleaned data file.

Appendix 2:

Appendix 3:

12
Appendix 4:

Appendix 5:

Appendix 6:

13
Appendix 7:

14