Group06 proposal

Project name

Proposal

Poster

Application

Research Paper

Problem & Motivation

Rapid advancement of technology over the past few decades have brought forth many opportunities and convenience to mankind. In the world of businesses, especially marketing, it is extremely important to use various numbers and metrics to quantify and evaluate the standpoint of the company. This is made possible with the discovery of big data, analytics, AI/ML and the likes of data visualisation.

"If you can't measure it, you can't manage it." — Peter Drucker

In this era, many companies in the marketing department rely on platforms such as Google Analytics to track their businesses. However, problem arises when they advertise across multiple channels, such as Facebook, Instagram, email, and possibilities are endless. Decentralisation is one problem. Ironically, although Google Analytics houses large amount of data, oftentimes they do not provide useful and actionable insights relevant to the company. Hence, users are overloaded with the wide variety of data available that are reflected by a vast number of charts of which some can be complex and nugatory (i.e. chartjunks). To save time (sieving through chartjunks) and boost marketer's productivity, we aim to develop a data visualisation dashboard that serves as a one-stop solution where users can derive knowledge and uncover insights required to judge the company's success, and whether they are on the right track. This will thus help them drill down to the root causes and take necessary actions.

Objectives

Objectives

Dataset

Dataset

Background Survey

Background Survey

Research	Learning points	Improvement
Source: https://www.tapclicks.com/resources/blog/6-steps-marketing-dashboard/	Example of sales funnel (top right) on the to show conversion of Users to Leads and Trial. Can be broken down into timeline as well. The sales funnel would give an accurate idea of how many percentage of users are really interested in the advertisement or those that actually manage to secure leads. However, diagrams in 3D can be misleading due to overlaps and is not very neat. How many leads in the last 90 days or this month can be combined.	Can add Interaction for across a time period. Funnel can be broken down into more categories such as number of potential leads, marketing leads, sales leads, deals etc. Can give top 5 sources of traffic
Source:https://www.klipfolio.com/resources/dashboard-examples/marketing/digital-marketing-dashboard	Another dashboard example provided by kilpfolio. Useful example to show metrics such as quality of leads and conversion metrics, leads by region and top few social media channels. It can be animated or add a scale to show changes across timing However, leads by region is too small. Google web analytics Web traffic targets is not labeled and just shows the bar. Can change to label with highlight of red and green (based on whether the progress is negative or positive)	Perhaps can show the top 5 areas instead and table can be replaced by a bar graph. Key conversion metrics and quality of leads can be replaced with line graph to show changes over time.

References

References
https://www.tapclicks.com/resources/blog/6-steps-marketing-dashboard/
https://www.klipfolio.com/resources/dashboard-examples/marketing/digital-marketing-dashboard
https://www.100tasks.com/

Technical Challenges

Challenge	Description	Mitigation Plan
Unfamiliarity with Tools	Most of the team members are not too familiar with R and R Shiny.	Make use of external sources for information and troubleshooting (e.g. StackOverflow, YouTube) Utilise DataCamp to learn, practice and brush up skills on R and R Shiny
Lack of Marketing Domain Expertise	There may be gaps in terms of marketing jargons and concepts we are unaware of or fail to pick up in such a short time span.	Learn and apply the best practices from Web Analytics 2.0 by Avinash Kaushik Consult with client for feedback on the dashboard
Data Quality & Integrity	As Google Analytics uses clickstream data, there exist a possibility of bot traffics registering as data points.	Conduct proper EDA and data cleaning methods to minimise quality problems Apply filters and follow best practices from the industry to reduce data abnormalities

Storyboard

Storyboard

Project Timeline & Milestones

Detailed Project Timeline from Asana (team's task tracker)

Comments

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