Difference between revisions of "Group04 Project Overview"
(Created page with " {| style="background-color:#414042; color:#000000 padding: 5px 0 0 0;" width="100%" cellspacing="0" cellpadding="0" valign="top" border="0" | | style="padding:0.3em; font-f...") |
|||
| (20 intermediate revisions by 2 users not shown) | |||
| Line 1: | Line 1: | ||
| + | <!--Main menu --> | ||
| + | {| style="height: 150px; padding: 5px 0 0 0;" width="100%" cellspacing="0" cellpadding="0" valign="bottom" border="0" | | ||
| + | | style="padding:0.3em; font-family:Arial BLACK; FONT-WEIGHT:; font-size:50pt; border-bottom:0px solid #D9D9D9; border-top:0px solid #F6F6F6; border-left:0px solid #F6F6F6; background:#E9E9E9; text-align:center;" width="20%" | <font color="#3D3D3D"><I>GROUP4</I></font> | ||
| + | | style="border-bottom:0px solid #D9D9D9; border-top:0px solid #F6F6F6; background:#E9E9E9;" width="1%" | | ||
| + | |} | ||
| + | |||
| + | {| style="background-color:#414042; color:#000000 padding: 5px 0 0 0;" width="100%" cellspacing="0" cellpadding="0" valign="bottom" border="0" | | ||
| − | + | | style="padding:0.3em; font-family:Arial Narrow; font-size:9pt; border-bottom:2px solid #D9D9D9; border-top:2px solid #F6F6F6; border-left:2px solid #F6F6F6; background:#F6F6F6; text-align:center;" width="15%" | [[Image: 04HOMEPAGE.png|25px|link=ANLY482_AY2017-18T2_Group04]] [[ANLY482_AY2017-18T2_Group04 | <font color="#777777">HOMEPAGE</font>]] | |
| + | | style="border-bottom:2px solid #D9D9D9; border-top:2px solid #F6F6F6; background:#F6F6F6;" width="1%" | | ||
| − | | style="padding:0.3em; font-family:Arial Narrow; font-size: | + | | style="height: 35px; padding:0.3em; font-family:Arial Narrow; font-size:9pt; border-bottom:3px solid #43A5FC; border-top:2px solid #F6F6F6; border-left:2px solid #F6F6F6; background:#F6F6F6; text-align:center;" width="15%" | [[Image: 04OVERVIEW.png|25px|link=Group04_Project Overview]] [[Group04_Project Overview | <font color="#777777">PROJECT OVERVIEW</font>]] |
| − | [[ | + | | style="border-bottom:3px solid #43A5FC; border-top:2px solid #F6F6F6; background:#F6F6F6;" width="1%" | |
| − | | style="border-bottom: | ||
| − | | style="padding:0.3em; font-family:Arial Narrow; font-size: | + | | style="padding:0.3em; font-family:Arial Narrow; font-size:9pt; border-bottom:2px solid #D9D9D9; border-top:2px solid #F6F6F6; border-left:2px solid #F6F6F6; background:#F6F6F6; text-align:center;" width="15%" | [[Image: 04FINDINGS.png|25px|link=Group04_Project Findings]] [[Group04_Project Findings | <font color="#777777">PROJECT FINDINGS</font>]] |
| − | [[Group04_Project | + | | style="border-bottom:2px solid #D9D9D9; border-top:2px solid #F6F6F6; background:#F6F6F6;" width="1%" | |
| − | | style="border-bottom:2px solid # | ||
| − | | style="padding:0.3em; font-family:Arial Narrow; font-size: | + | | style="padding:0.3em; font-family:Arial Narrow; font-size:9pt; border-bottom:2px solid #D9D9D9; border-top:2px solid #F6F6F6; border-left:2px solid #F6F6F6; background:#F6F6F6; text-align:center;" width="20%" | [[Image: 04PM.png|25px|link=Group04_Project Management]] [[Group04_Project Management | <font color="#777777">PROJECT MANAGEMENT</font>]] |
| − | [[Group04_Project | + | | style="border-bottom:2px solid #D9D9D9; border-top:2px solid #F6F6F6; background:#F6F6F6;" width="1%" | |
| − | | style="border-bottom: | ||
| − | | style="padding:0.3em; font-family:Arial Narrow; font-size: | + | | style="padding:0.3em; font-family:Arial Narrow; font-size:9pt; border-bottom:2px solid #D9D9D9; border-top:2px solid #F6F6F6; border-left:2px solid #F6F6F6; background:#F6F6F6; text-align:center;" width="15%" | [[Image: 04DOCUMENTATION.png|25px|link=Group04_Documentation]] [[Group04_Documentation | <font color="#777777">DOCUMENTATION</font>]] |
| − | [[ | + | | style="border-bottom:2px solid #D9D9D9; border-top:2px solid #F6F6F6; background:#F6F6F6;" width="1%" | |
| − | | style="border-bottom:2px solid # | ||
| − | | style="padding:0.3em; font-family:Arial Narrow; font-size: | + | | style="padding:0.3em; font-family:Arial Narrow; font-size:9pt; border-bottom:2px solid #D9D9D9; border-top:0px solid #F6F6F6; border-left:0px solid #F6F6F6; background:#F6F6F6; text-align:center;" width="20%" | [[Image: 04MAIN.png|29px|link=ANLY482 AY2017-18 Term 2]] [[ANLY482 AY2017-18 Term 2 | <font color="#777777">ANALY482 MAIN</font>]] |
| − | [[ | + | | style="border-bottom:2px solid #D9D9D9; border-top:0px solid #F6F6F6; background:#F6F6F6;" width="1%" | |
| − | | style="border-bottom:2px solid # | ||
|} | |} | ||
| Line 28: | Line 31: | ||
| − | ==Motivation= | + | <!--------------------------------------------------------------------------------CONTENT STARTS HERE ------------------------------------------------------------------------> |
| − | In | + | |
| + | <div style="height: 15px; background: #f2f2f2; padding: 10px; font-weight: bold; line-height: 15px; text-indent: 5px; margin-bottom:; border-left: #d9d9d9 solid 5px; font-size: 15px; font-family: Arial;"><span style="color: #5F93D0;">Motivation</span></div> | ||
| + | |||
| + | <div style="background: #; padding: 10px; font-weight:; border-bottom: 1px solid #d9d9d9; line-height:; text-indent: 0px; margin-bottom:1em; font-size: 10pt; font-family: Arial;"> | ||
| + | In the recent months, the company has raised approximately USD 1 million with the intention to expand its audiences and markets beyond Singapore and Malaysia to other Southeast Asian countries. Despite its evident successes, the company competes within a rapidly changing social media landscape where trends are short-lasting. Furthermore, the company has several close competitors contending for audiences across various platforms. With its advertising revenue being tied to the size of its audience reach, the company needs to be able to identify hot topics that will most interest its potential audience. | ||
| + | </div> | ||
<br> | <br> | ||
| − | ==Project Objectives= | + | <div style="height: 15px; background: #f2f2f2; padding: 10px; font-weight: bold; line-height: 15px; text-indent: 5px; margin-bottom:; border-left: #d9d9d9 solid 5px; font-size: 15px; font-family: Arial;"><span style="color: #5F93D0;">Project Objectives</span></div> |
| + | |||
| + | <div style="background: #; padding: 10px; font-weight:; border-bottom: 1px solid #d9d9d9; line-height:; text-indent: 0px;-align: justify; margin-bottom:1em; font-size: 10pt; font-family: Arial;"> | ||
| + | The company has 3 main business problems that we hope to solve through this project, they are as follows: | ||
| + | |||
| + | <b>1. Predicting performance of historical content </b> | ||
| + | |||
| + | The company currently have no clear methodology to predict the performance of their previously published content. According to the project sponsor, the performance of the content varies greatly and they are unsure why some content performs extremely well whereas others underperforms. This has a direct business impact due to the company's business model of charging their clients based off impact of the published content. A lower performance of such content would naturally result in lower revenues for the company. | ||
| + | |||
| + | Through this project, we hope to help the company understand the main drivers of performance of their historical content and what their consumers think for their better performing content(s). With such knowledge, the company can better tailor their strategies to drive impact and therefore move the needle in future content. Finally, we would be able to provide the company with high-level content guidelines for their content team. | ||
| + | |||
| + | |||
| + | <b>2. Understanding what content to publish for new clients and/or projects </b> | ||
| + | |||
| + | The company do not have a method to understand what consumers think about their clients, however, it is highly critical that the company generates high-quality content that are relevant to its clients to ensure that their clients are able to meet their business objectives. In addition, the company would need to generate high levels of user engagement to drive client satisfaction and move the needle. | ||
| + | Therefore, the company needs to be able to give its creative team high level guiding principles on the type of content to publish. Through such a project, we hope to create a easily replicable method whereby the company can effectively and efficiently understand up to date local Singaporean viewpoints on their clients and/or its associated products. This would allow the company to better serve its clients and generate more revenue in the future. | ||
| + | |||
| + | |||
| + | <b>3. Competitor analysis </b> | ||
| + | |||
| + | As of now, the company is monitoring its competitors’ performances through manual efforts, which involves having an employee gather the performance statistics on competitors’ published content. Given that competitors have a large volume of content published daily, it is hard to conduct competitor analysis manually. | ||
| + | |||
| + | We intend to streamline the company's method of competitor analysis to reduce the efforts required for this task, and to enhance efficiency. In addition, we would to perform more high-level analytics that would not be possible manually. | ||
| + | |||
| + | The company's project sponsor tasked us to look at the competitor’s YouTube videos for this competitor analysis. It is also noteworthy that the majority of their competitors’ consumer engagement comes from their YouTube videos instead of their Facebook pages. | ||
| − | + | </div> | |
Latest revision as of 11:40, 14 April 2018
| GROUP4 |
 HOMEPAGE
|
 PROJECT OVERVIEW
|
 PROJECT FINDINGS
|
 PROJECT MANAGEMENT
|
 DOCUMENTATION
|
 ANALY482 MAIN
|
In the recent months, the company has raised approximately USD 1 million with the intention to expand its audiences and markets beyond Singapore and Malaysia to other Southeast Asian countries. Despite its evident successes, the company competes within a rapidly changing social media landscape where trends are short-lasting. Furthermore, the company has several close competitors contending for audiences across various platforms. With its advertising revenue being tied to the size of its audience reach, the company needs to be able to identify hot topics that will most interest its potential audience.
The company has 3 main business problems that we hope to solve through this project, they are as follows:
1. Predicting performance of historical content
The company currently have no clear methodology to predict the performance of their previously published content. According to the project sponsor, the performance of the content varies greatly and they are unsure why some content performs extremely well whereas others underperforms. This has a direct business impact due to the company's business model of charging their clients based off impact of the published content. A lower performance of such content would naturally result in lower revenues for the company.
Through this project, we hope to help the company understand the main drivers of performance of their historical content and what their consumers think for their better performing content(s). With such knowledge, the company can better tailor their strategies to drive impact and therefore move the needle in future content. Finally, we would be able to provide the company with high-level content guidelines for their content team.
2. Understanding what content to publish for new clients and/or projects
The company do not have a method to understand what consumers think about their clients, however, it is highly critical that the company generates high-quality content that are relevant to its clients to ensure that their clients are able to meet their business objectives. In addition, the company would need to generate high levels of user engagement to drive client satisfaction and move the needle. Therefore, the company needs to be able to give its creative team high level guiding principles on the type of content to publish. Through such a project, we hope to create a easily replicable method whereby the company can effectively and efficiently understand up to date local Singaporean viewpoints on their clients and/or its associated products. This would allow the company to better serve its clients and generate more revenue in the future.
3. Competitor analysis
As of now, the company is monitoring its competitors’ performances through manual efforts, which involves having an employee gather the performance statistics on competitors’ published content. Given that competitors have a large volume of content published daily, it is hard to conduct competitor analysis manually.
We intend to streamline the company's method of competitor analysis to reduce the efforts required for this task, and to enhance efficiency. In addition, we would to perform more high-level analytics that would not be possible manually.
The company's project sponsor tasked us to look at the competitor’s YouTube videos for this competitor analysis. It is also noteworthy that the majority of their competitors’ consumer engagement comes from their YouTube videos instead of their Facebook pages.
