Group04 Project Overview

GROUP4

HOMEPAGE

PROJECT OVERVIEW

PROJECT FINDINGS

PROJECT MANAGEMENT

DOCUMENTATION

ANALY482 MAIN

Motivation

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.

Project Objectives

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 Predicting performance of historical content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Through this project, we hope to help the company understand the main drivers of performance of their historical content and what their consumers think for their better performing content(s).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.