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| | <div><font face="Roboto"> | | <div><font face="Roboto"> |
| | <big>'''Extracted Table'''</big><br/> | | <big>'''Extracted Table'''</big><br/> |
| − | Some columns in the original dataset were extracted to a new table as the original form does not serve to perform comparison analysis.
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| − | [[File:Group_1_Table1_1.png|500px|center]]
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| − | The figure above is a snippet of how lifetime likes by gender and age were stored in the original Page Level dataset. Lifetime Likes by Gender and Age stores an aggregated demographic data about the unique Facebook users who like SGAG's Page based on the age and gender information they provide in their user profiles. The original format does not allow a comparison of changes in daily likes of a gender by different age groups and also gained in daily likes.
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| − | Hence, we extracted the data into the following table and calculated the differences in daily likes in order to achieve our objective:
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| − | [[File:ANLY482_Group1_Table1_2.png|500px|center]]
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| − | <big>'''Challenges'''</big><br/>
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| − | The first challenge that team encountered was to perform a manual reconciliation of advertiser’s data to the post’s data (advertisement) as the information of the advertisers and the relevant posts to the advertiser were available via a dropbox link stored in another Microsoft Excel spreadsheet.
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| − | The second challenge is that a manual identification of video post’s data based on the source of the video. A video posted on SGAG’s page could be in-house generated (by SGAG) or Shared Video (by other Facebook Users/Public). The identification of the source depends on keywords and the characters appeared in the video. For instance, a video post is considered a shared video if the post message of the video contains words such as “credit to” or “submitted by” <name>. On the other hand, characteristics of an in-house generated video is when any of the SGAG characters appeared in the video (e.g. Xiao Ming, Sue-Ann). When a video does not possess any of the characteristics mentioned above, our team would have to confirm the source of the video with our sponsor, Mr. Karl.
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| − | <big>'''Choice of Key Measurements'''</big><br/>
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| − | In our analysis, measurements such as Reach, Engagement, Impressions, Likes, Unlikes, Comments, Shares, Negative Feedbacks, and various length of Video Views have been chosen to be the key performance indicators. Measurements such as Lifetime Post Paid Reach and Lifetime Post Total Reach will not be used as performance measurements as there is no paid posts in SGAG’s dataset. Hence, the amount of organic reach would be the same as total reach and paid post reach will always be 0. As such measurements would be redundant and meaningless in our analysis, we have then excluded it from our analytical dataset.
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| | </font></div> | | </font></div> |
