Difference between revisions of "AY1516 T2 Team AP Overview"

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(Added Project Sponsor and Background Information)
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<p>One on Skyscanner’s goals is to acquire new users and engage its current users through content marketing on its travel features and news site. The goal of the company is to drive more users to the website in order to increase its metric of unique monthly users. This metric has a large impact on revenues as well as the valuation of Skyscanner and similar internet companies. It has been growing at a high quarter on quarter growth rate over the last 2 years and Skyscanner wishes to maintain this high growth rate. </p>
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<p>One of SGAG’s goals is to consistently deliver Singaporean flavoured content that is both funny and strikes a local chord. SGAG’s content is crafted around and based the common daily undertakings of Singaporeans and important milestones and events. These content are then delivered daily to audiences.</p>
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<p>As a lean organization, Skyscanner has limited resources for content marketing and hence must use resources in a way to maximize impact. This impact is measured through page views and engagement metrics. Skyscanner believes in the idea of “Build. Measure. Learn” and hence is constantly conducting experiments such as A/B tests in order to reevaluate and improve its processes. </p>
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<p>The Content team has similarly been moving towards a data driven approach over the last year but there is still a lot of room for improvement. Below is the new process flow for content creation. This process is constantly improved through experiments, feedback and learnings. </p>
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Revision as of 14:46, 16 January 2016

HOME

OVERVIEW

ANALYSIS

PROJECT MANAGEMENT

DOCUMENTATION

Project Description Data Methodology

Project Sponsor and Background Information

SGAG is one of Singapore’s humour brands, and is a company aimed at delivering quality content that engages and entertains. SGAG’s content is crafted to cater to Singapore audiences, driven by its philosophy: “To make every Singaporean’s day a better”. Founded in 2012, SGAG’s content distribution platforms have since grown to include popular social media platforms such as Facebook, Instagram, Twitter and YouTube, as well as mobile and web applications. SGAG aims to generate greater growth and increase in followership on these platforms, particularly targeting audiences ages 18- 34.

Motivation

One of SGAG’s goals is to consistently deliver Singaporean flavoured content that is both funny and strikes a local chord. SGAG’s content is crafted around and based the common daily undertakings of Singaporeans and important milestones and events. These content are then delivered daily to audiences.

Insert more content here

Objectives

The aim of the practicum is to provide deeper insight into the performance of different content pieces on the Skyscanner travel and news features site.

The client is a content manager who intends to use the results from our analysis in the content planning process in order to make the most optimal use of resources. This will help decide what kind of content is to be created at different times of the year in order to maximize the number of visitors to the Skyscanner news site.

The final deliverables will aim to:

  1. Identify the different web content factors that affect content performance in order to differentiate between high and low performing content
  2. Facilitate the content planning process by way of an interactive dashboard

In order to achieve these high level objectives, the project will aim to explore some specific questions in order to find new insights within the content database as well as validate previously held intuitions about the performance of different types of content.

The approach to this would be to formulate a list of hypotheses that would be tested through the different stages of our analysis. A high level overview of each hypothesis is provided in the form of unanswered questions relating to content performance. Some of these questions that will be explored over the course of the project are:

  • What are the most popular content themes that resonate with users in each of the given markets namely Singapore, Malaysia and Thailand?
  • What are the common attributes that lead to some content pieces drawing in most of the traffic?
  • Should the strategic focus be on generating more articles to drive traffic or focus on fewer quality articles?
  • What is the role of seasonality and annual trends in the online readership pattern of Skyscanner users?
  • How can the content planning process be streamlined in order to create maximum impact with minimal resources?
  • Is there an ideal standard format for news articles that best caters to the needs of the users?


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