Difference between revisions of "ANLY482 Team wiki: 2015T2 TeamROLL Project Overview"

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[[Image:teamroll_home.png|40px|link=ANLY482 Team wiki: 2015T2 TeamROLL]] &nbsp;  
 
[[ANLY482 Team wiki: 2015T2 TeamROLL |<font color="#000000" size=2><b>HOME</b></font>]]
 
[[ANLY482 Team wiki: 2015T2 TeamROLL |<font color="#000000" size=2><b>HOME</b></font>]]
  
 
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[[ANLY482 Team wiki: 2015T2 TeamROLL About Us|<font color="#000000" size=2><b>ABOUT US</b></font>]]
 
[[ANLY482 Team wiki: 2015T2 TeamROLL About Us|<font color="#000000" size=2><b>ABOUT US</b></font>]]
  
 
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[[ANLY482 Team wiki: 2015T2 TeamROLL Project Overview |<font color="#0091EA" size=3><b>PROJECT OVERVIEW</b></font>]]
 
[[ANLY482 Team wiki: 2015T2 TeamROLL Project Overview |<font color="#0091EA" size=3><b>PROJECT OVERVIEW</b></font>]]
  
 
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[[ANLY482 Team wiki: 2015T2 TeamROLL Data Analysis |<font color="#000000" size=2><b>DATA ANALYSIS</b></font>]]
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[[Image:teamroll_mgmt.png|30px|link=ANLY482 Team wiki: 2015T2 TeamROLL Project Management]] &nbsp;
 
[[ANLY482 Team wiki: 2015T2 TeamROLL Project Management |<font color="#000000" size=2><b>PROJECT MANAGEMENT</b></font>]]
 
[[ANLY482 Team wiki: 2015T2 TeamROLL Project Management |<font color="#000000" size=2><b>PROJECT MANAGEMENT</b></font>]]
  
 
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[[ANLY482 Team wiki: 2015T2 TeamROLL Documentation | <font color="#000000" size=2><b>DOCUMENTATION</b></font>]]
 
[[ANLY482 Team wiki: 2015T2 TeamROLL Documentation | <font color="#000000" size=2><b>DOCUMENTATION</b></font>]]
 
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| style="padding:0 .3em;  solid #000000;  padding: 10px; text-align:center; background-color:#daeeff; border-right:0px solid #4690cd; " width="33%" | [[ANLY482 Team wiki: 2015T2 TeamROLL Project Overview| <font face = "Arial" color="#3C2415"><b>Proposal </b></font>]]
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| style="padding:0 .3em;  solid #000000;  padding: 10px; text-align:center; background-color:#daeeff; border-right:0px solid #4690cd; " width="33%" | [[ANLY482 Team wiki: 2015T2 TeamROLL Project Overview| <font face = "Arial" color="#3C2415"><b>Description</b></font>]]
  
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| style="padding:0 .3em;  solid #000000; text-align:center; background-color:white; border-right:0px solid #4690cd; " width="34%" | [[ANLY482 Team wiki: 2015T2 TeamROLL Project Overview/Midterm| <font face = "Arial" color="#101010"><b>Midterm</b></font>]]
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| style="padding:0 .3em;  solid #000000;  padding: 10px; text-align:center; background-color:white; border-right:0px solid #4690cd; " width="33%" | [[ANLY482 Team wiki: 2015T2 TeamROLL Project Overview/Description| <font face = "Arial" color="#3C2415"><b>Methodology</b></font>]]
  
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<div style="background: #2196F3; padding: 15px; font-weight: bold; line-height: 0.3em; text-indent: 15px; font-size:24px"><font color=#000000></font><font color= #FFFFFF> Overview </font></div>
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==<div style="background: #2196F3; padding: 15px; font-weight: bold; line-height: 0.3em; text-indent: 15px; font-size:24px; border-left: #0D47A1 solid 32px;"><font color="white">About SGAG</font></div>==
 
<div style="border-left: #E1F5FE solid 12px; padding: 0px 30px 0px 18px; ">
 
<div style="border-left: #E1F5FE solid 12px; padding: 0px 30px 0px 18px; ">
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<div style="text-align: justify;"> SGAG, one of Singapore's leading local humour content creators, maintains popular social media sites, an online website and a mobile application. Creating creative content on a daily basis, SGAG has garnered a significant number of followers on the various platforms. With an aim to achieve growth, SGAG hopes to leverage on their rich pool of data and derive valuable insights towards content creation.
+
<div style="text-align: justify;"> SGAG is one of Singapore's leading local humour content creators. Distributing their creative content through multiple platforms, including popular social media sites, an online website, and a mobile app, the team at SGAG creates quality content daily to engage and entertain Singaporeans. With the goal to make "every Singaporean's day a better one", the company was founded in 2012 by two Singapore Management University undergraduates. As of today, SGAG has since gained a loyal following and have reached out to more than 300 000 Facebook users and 120 000 Twitter users, in addition to at least 200 000 users through other social media platforms, mobile apps and websites. Looking forward, SGAG aims to achieve greater growth and reach among their customers, especially for their target customers of Singaporean youths, working adults and young families between the ages of 18 to 34 years old.
 +
</div>
 +
</div>
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==<div style="background: #2196F3; padding: 15px; font-weight: bold; line-height: 0.3em; text-indent: 15px; font-size:24px; border-left: #0D47A1 solid 32px;"><font color="white">Project Motivation</font></div>==
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<div style="border-left: #E1F5FE solid 12px; padding: 0px 30px 0px 18px; ">
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<div style="text-align: justify;"> SGAG’s motto is “to make readers laugh at least 5 times a day, 365 days a year”. As such, SGAG places emphasis on the quality of their 5 daily posts, to ensure that readers will find their posts humorous with a local twist, a good-natured piece of fun without any intention to hurt. Much of their content focuses on a funny stereotype of everyday Singaporean life which locals are able to identify with. <br>
 +
Although SGAG has been very successful thus far, it also recognises that the online content space is very competitive, with newer players such as "SMRT Feedback" joining in the fray to generate local humour content. As such, SGAG needs to evaluate and improve their content strategy to ensure they stay entertaining and engaging to their audience.  
 +
 
  
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However with limited resources, SGAG could not conduct a comprehensive analysis and harness on the big data available to them. This project aims to uncover valuable insights on SGAG’s content attributes in order to achieve audience growth. Using data gathered from SGAG’s facebook page for the year 2015, the team hopes to firstly, conduct exploratory data analysis so as to identify overall performance trends. Next, the team will be performing cluster analysis followed by sentiment analysis, topic analysis and content analysis. Lastly, the team will be building a regression
 
−
model, which includes findings derived from the analysis conducted, in order to predict better performing future posts. With the insights gained, the team will be providing recommendations to enable data driven content creation, thus allowing SGAG to achieve their aim of greater growth.
 
 
</div>
 
</div>
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</div>  
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</div>
  
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==<div style="background: #2196F3; padding: 15px; font-weight: bold; line-height: 0.3em; text-indent: 15px; font-size:24px; border-left: #0D47A1 solid 32px;"><font color="white">About SGAG</font></div>==
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==<div style="background: #2196F3; padding: 15px; font-weight: bold; line-height: 0.3em; text-indent: 15px; font-size:24px; border-left: #0D47A1 solid 32px;"><font color="white">Business Questions</font></div>==
 
<div style="border-left: #E1F5FE solid 12px; padding: 0px 30px 0px 18px; ">
 
<div style="border-left: #E1F5FE solid 12px; padding: 0px 30px 0px 18px; ">
−
<div style="text-align: justify;"> SGAG is one of Singapore's leading local humour content creators. Distributing their creative content through multiple platforms, including popular social media sites, an online website, and a mobile app, the team at SGAG creates quality content daily to engage and entertain Singaporeans. With the goal to make "every Singaporean's day a better one", the company was founded in 2012 by two Singapore Management University undergraduates. As of today, SGAG has since gained a loyal following and have reached out to more than 300 000 Facebook users and 120 000 Twitter users, in addition to at least 200 000 users through other social media platforms, mobile apps and websites. Looking forward, SGAG aims to achieve greater growth and reach among their customers, especially for their target customers of Singaporean youths, working adults and young families between the ages of 18 to 34 years old.
+
<div style="text-align: justify;">
 +
In a nutshell, SGAG's business questions are: <br>
 +
# How can we drive audience growth through our creative content? <br>
 +
# What are the characteristics of a “great” post which appeals to our audience? <br>
 +
SGAG has so far thrived on an intuitive understanding of their customer's content preferences. However, they do not have a concrete or clear picture of the kinds of attributes which they can work on to make a specific post a "great" one.  
 +
They hope that this project will utilise their rich pool of historical data to derive actionable insights into the concerns above, and offer recommendations how SGAG can improve their content creation strategy.  
 +
 
 
</div>
 
</div>
 
</div>
 
</div>
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==<div style="background: #2196F3; padding: 15px; font-weight: bold; line-height: 0.3em; text-indent: 15px; font-size:24px; border-left: #0D47A1 solid 32px;"><font color="white">Project Motivation</font></div>==
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 +
==<div style="background: #2196F3; padding: 15px; font-weight: bold; line-height: 0.3em; text-indent: 15px; font-size:24px; border-left: #0D47A1 solid 32px;"><font color="white">Analytical Objectives</font></div>==
 
<div style="border-left: #E1F5FE solid 12px; padding: 0px 30px 0px 18px; ">
 
<div style="border-left: #E1F5FE solid 12px; padding: 0px 30px 0px 18px; ">
−
<div style="text-align: justify;"> SGAG’s motto is “to make readers laugh at least 5 times a day, 365 days a year”. As such, SGAG places emphasis on the quality of their 5 daily posts, to ensure that readers will find their posts humorous with a local twist, a good-natured piece of fun without any intention to hurt. Much of their content focuses on a funny stereotype of everyday Singaporean life which locals are able to identify with. Although SGAG has been very successful thus far, it also recognises that the online content space is very competitive, with newer players such as "SMRT Feedback" joining in the fray to generate local humour content. As such, SGAG needs to evaluate and improve their content strategy to ensure they stay entertaining and engaging to their audience. However, SGAG faces a few challenges in understanding and thus, leveraging on, their past success factors, which may be summarised as follows:
+
<div style="text-align: justify;">
−
# What are the characteristics of a “great” post? SGAG has so far thrived on an intuitive understanding of their customer's content preferences. However, SGAG does not have a concrete or clear picture of the kinds of attributes which they can work on to make a specific post a "great" one.
+
Taking into account the analytical problems faced, we aim to: <br>
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# What is audience sentiment on "viral" posts? Are they reacting in a positive or negative manner? SGAG is concerned that "viral" posts become popular
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<b> Page-level Data </b><br>
−
because they receive a lot of "hate", which goes against their content philosophy which is to make people "laugh", a positive emotion. Currently, they
+
(i) Identify the trend in lifetime total likes <br>
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do not have easy visibility on this aspect.
+
* Based on the net change in count <br>
 +
(ii) Identify the better performing posts <br>
 +
* Based on daily total reach and number of daily engaged users<br>
 +
(iii) Identify the composition in lifetime total likes <br>
 +
* Based on gender and age group <br>
 +
<b> Post-level Data </b><br>
 +
(i) Identify the better performing posts and weak performing posts<br>
 +
* Based on clustering engagement level (number of negative feedback against number of likes) <br>
 +
(ii) Identify the time-series patterns (time of day) for post reach<br>
 +
* Based on hour of the day and number of post reach <br>
 +
(iii) Determine relationship between engagement level and the characteristics of a picture post  
 +
* Based on the relationship between the number of likes and picture design
 +
** Picture design is based on the number of description lines, characters used (e.g. Animals, Foreign celebrities) and the number of frames
 +
(iv) Determine relationship between engagement level and the topics discussed <br>
 +
* Based on post topics and number of likes
 +
</div>

Latest revision as of 23:09, 17 April 2016

T(eam)ROLL.png

Teamroll home.png   HOME

 

Teamroll.png   ABOUT US

 

Teamroll this.png   PROJECT OVERVIEW

 

Teamroll analysis.png   DATA ANALYSIS

 

Teamroll mgmt.png   PROJECT MANAGEMENT

 

Teamroll doc.png   DOCUMENTATION

Description Methodology Technology


About SGAG

SGAG is one of Singapore's leading local humour content creators. Distributing their creative content through multiple platforms, including popular social media sites, an online website, and a mobile app, the team at SGAG creates quality content daily to engage and entertain Singaporeans. With the goal to make "every Singaporean's day a better one", the company was founded in 2012 by two Singapore Management University undergraduates. As of today, SGAG has since gained a loyal following and have reached out to more than 300 000 Facebook users and 120 000 Twitter users, in addition to at least 200 000 users through other social media platforms, mobile apps and websites. Looking forward, SGAG aims to achieve greater growth and reach among their customers, especially for their target customers of Singaporean youths, working adults and young families between the ages of 18 to 34 years old.

Project Motivation

SGAG’s motto is “to make readers laugh at least 5 times a day, 365 days a year”. As such, SGAG places emphasis on the quality of their 5 daily posts, to ensure that readers will find their posts humorous with a local twist, a good-natured piece of fun without any intention to hurt. Much of their content focuses on a funny stereotype of everyday Singaporean life which locals are able to identify with.

Although SGAG has been very successful thus far, it also recognises that the online content space is very competitive, with newer players such as "SMRT Feedback" joining in the fray to generate local humour content. As such, SGAG needs to evaluate and improve their content strategy to ensure they stay entertaining and engaging to their audience.


Business Questions

In a nutshell, SGAG's business questions are:

  1. How can we drive audience growth through our creative content?
  2. What are the characteristics of a “great” post which appeals to our audience?

SGAG has so far thrived on an intuitive understanding of their customer's content preferences. However, they do not have a concrete or clear picture of the kinds of attributes which they can work on to make a specific post a "great" one. They hope that this project will utilise their rich pool of historical data to derive actionable insights into the concerns above, and offer recommendations how SGAG can improve their content creation strategy.

Analytical Objectives

Taking into account the analytical problems faced, we aim to:
Page-level Data
(i) Identify the trend in lifetime total likes

  • Based on the net change in count

(ii) Identify the better performing posts

  • Based on daily total reach and number of daily engaged users

(iii) Identify the composition in lifetime total likes

  • Based on gender and age group

Post-level Data
(i) Identify the better performing posts and weak performing posts

  • Based on clustering engagement level (number of negative feedback against number of likes)

(ii) Identify the time-series patterns (time of day) for post reach

  • Based on hour of the day and number of post reach

(iii) Determine relationship between engagement level and the characteristics of a picture post

  • Based on the relationship between the number of likes and picture design
    • Picture design is based on the number of description lines, characters used (e.g. Animals, Foreign celebrities) and the number of frames

(iv) Determine relationship between engagement level and the topics discussed

  • Based on post topics and number of likes
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