Group04 Project Overview

GROUP4

HOMEPAGE

PROJECT OVERVIEW

PROJECT FINDINGS

PROJECT MANAGEMENT

DOCUMENTATION

ANALY482 MAIN

Motivation

In the recent months, SGAG 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, SGAG 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, SGAG needs to be able to identify hot topics that will most interest its potential audience.

Project Objectives

SGAG has 3 main business problems that we hope to solve through this project, they are as follows:

1. Predicting performance of historical content.
   • SGAG currently have no clear methodology to predict the performance of their content.
   • The performance of SGAG's content varies greatly, i.e. some content performs extremely well whereas others underperforms.
   • SGAG needs to understand the main drivers of performance of their content to consistently publish high quality content and thereby maximising revenue from their paid clients.
2. Understanding what content to publish for new clients and/or projects.
   • SGAG do not have a method to understand what consumers think about their clients, therefore, there might be a misalignment between the content published and what is understood/expected by the consumers.
   • In addition, SGAG is not able to ensure that content published are relevant to its clients.
3. Competitor Analysis.
   • As of now, SGAG 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.