ANLY482 AY2016-17 T2 Group7: Marketline
With reference to Chart 11 in the Exploratory Data Analysis, we have selected 2 databases, Lawnet and Euromonitor to focus on. This is due to the fact that these 2 databases are the most commonly used amongst the Law and Business students respectively, as these 2 schools are the 2 biggest contributors to the searches during the Term. In addition, Marketline has been chosen for further analyses requested by the sponsor.
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Marketline
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| Subject Matter: | Understanding who uses Marketline Advantage |
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| Thought Process: | Our Project Sponsor requested for Marketline Advantage to be included in our Textual Analytics after our Interim presentation. We generated these 2 charts as we want to find out who are the users of Marketline before diving deeper into the analysis. |
| Analysis: | From Charts 16 and 17, we can see that Marketline is used mainly by Undergraduate Students from Bachelor of Business Management. Diving deeper, we observe that Business Students from AY_2013 are contributing the most to the number of searches in Marketline. This is an interesting point and we would like to find out more about it. |
The chart generated above showcases the searches performed by Business students from AY_2013 in Term 2 of 2016.
As mentioned in analysis of Charts 16 and 17, we found out that the most popular search terms conducted by Business students from AY_2013 are ‘singapore’, ‘industry’ and ‘india’ respectively.
In the Concept Linking map, we can see that ‘singapore’ is closely linked to words such as:
‘departmental’, ‘isetan’, ‘retail’, ‘rate’, ‘store’, ‘usage’, ‘fitness’, ‘employment’.
For the 2nd most popular search term, ‘industry’, we can see from the Concept Linking map that it is closely linked to words such as ‘legal’, ‘apparel’, ‘guide’, ‘headphone’, ‘emerge’, ‘retail’, ‘stationery’, ‘top’.
For the 3rd most popular search term, ‘india’, we can see from the Concept Linking map that it is closely linked to ‘itc’ which is the name of an Indian conglomerate specializing in 5 business segments including Fast-Moving Consumer Goods, Hotels, Paperboards & Packaging, Agri Business & Information Technology, ‘business’, ‘agriculture’, ‘fmcg’, ‘tobacco’, ‘agri’, ‘hotel’, ‘moving’ which probably comes from the term ‘Fast-Moving Consumer Goods’.
This is the dashboard which showcases the various linking words at a glance.
The chart generated above showcases the searches performed by Business students from AY_2013 in Term 1 of 2016.
The most popular search terms are ‘singapore’, ‘hot’ and ‘beverage’.
For the most popular search term, ‘singapore’, we can see from the Concept Linking map that it is closely linked to words such as ‘hotel’, ‘sport’, ‘fast’ which probably comes from the term ‘Fast-Moving Consumer Goods’, ‘drink’, ‘toothpaste’, ‘milk’, ‘machinery’, ‘snack’.
We have grouped the following terms ‘hot’, ‘beverage’ and ‘hot beverage’ under the term ‘drink’ in order to have a clearer Concept Linking map.
For the 2nd most popular search term,’drink’, we can see from the Concept Linking map that it is closely linked to ‘bon cafe’ which is the name of a retail coffee establishment in Singapore, ‘massimo’ which probably refers to the ‘Massimo Zanetti Beverage Group’ which specializes in coffee, ‘bon’ which probably refers to the brand ‘bon cafe’, ‘hot drink’, ‘japan’, ‘costa’ which probably refers to the brand ‘Costa Coffee’, ‘korea’ and ‘energy’.
For the 3rd most popular search term ‘group, we can see from the Concept Linking map that it is closely linked to words such as ‘airport’, ‘ltd’ as in ‘pte ltd’, ‘super group’ which probably refers to the coffee company of the same name, ‘super’, ‘massimo’ which probably refers to the coffee company ‘Massimo Zanetti Beverage Group’, ‘changi’ which goes with ‘airport’.
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| Subject Matter: | Understanding the sudden increase in number of searches on Marketline in Term 2 |
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| Thought Process: | We wanted to understand the usage distribution across the Term 2 period better. |
| Analysis: | We noticed that there are 2 significant spikes within days of each other. These spikes are on 14 and 18 Jan respectively. Thus, we conducted a deep-dive into finding out what are the terms searched for during these 2 days. |
For 14 Jan, we can see that the most popular search terms are ‘hot’, ‘singapore’ and ‘drink’ respectively. This is similar to that of the searches performed by Business students from AY_2013 in Term 1 of 2016, which remains the same for ‘hot’ and ‘singapore’ but replaces the ‘drink’ with ‘beverage’.
These are the topics for 14 Jan.
For 18 Jan, the most popular search terms are ‘india’, ‘perfetti’ which probably refers to ‘Perfetti Van Melle’ which is one of the largest manufacturers and distributors of confectionery, and ‘confectionery’.
For the 2nd most popular search term ‘perfetti’, we can see from the Concept Linking map that it is closely linked to words such as ‘report’, ‘melle’, ‘van’, ‘perfetti van’ and ‘company’. This tells us that the company name ‘Perfetti Van Melle’ is being searched instead of a broad research topic.
For ‘confectionery’ and its misspelling ‘confectionary’, we grouped them together in order to understand the linked words as one entity: Confectionery, instead of trying to analyze both the original term and misspelled term separately. The high number of searches for the misspelled term ‘confectionary’ may show how students, despite at the university level, still make the confusion between ‘confectionary’ and ‘confectionery’.
For the term ‘confectionery’, we can see from the Concept Linking map that it is closely linked to the words ‘singapore’, ‘india’ and ‘china’.
These are the topics for the 18 Jan analysis.
