AY1617 T5 Team AP Overview

PROJECT OVERVIEW

SGAG has grown to have over 500,000 likes on their Facebook page and has also expanded to creating videos on Facebook as well as YouTube. As social media and the internet become increasingly widespread in Singapore, users are seen to be trending towards video related content from text based and pictured contents. With its listicles being very successful, SGAG wishes to place more focus on their videos, where competition is of abundance. Therefore, by studying historical data, SGAG would like to find out which kinds of videos are more popular and garners more views, in hopes of knowing the consumer’s preferences to in turn increase viewership.

BUSINESS PROBLEMS

As social media and the internet become increasingly widespread in Singapore, users are seen to be trending towards video related content from text based and pictured contents. For SGAG’s videos to remain popular amidst current competitive forces, they seek to place their focus on understanding their audience in order to bring curated contents which are relevant to their target audience. These objectives raised specific business questions like:

• Which type of videos does my audience like most?
• What have we done well/wrong (Evaluate) and what improvements should we make(improve)?
• Which are the popular and trending videos on the internet space to emulate(Future plans)?

PROJECT OBJECTIVES

Through this project, our sponsor wish to improve their content strategy with an emphasis on the company’s video content channels (Facebook and YouTube). Based on the audience interaction data provided through these media channels, the client seeks to understand their target audience’s preferences in their video content( e.g the virtual characters used in the videos, the different type of videos being posted). The project seeks to provide insights to answer questions aforementioned and allow our sponsor’s media unit to accurately curate content which are tailored towards their viewers’ preferences.

PROJECT SCOPE

With the objectives mentioned above, our team aims to seek solution for our client’s business problems through adopting the analytical methodology with the following steps which will be mentioned in details below:

• Discovery
• Leading business domain
• Business problem discovery
• Data Preparation
• Data collection
• Data preparation
• Initial Exploratory data analysis
• Data cleaning
• Data integration
• Model Planning
• Interactive exploratory data analysis
• Model Building
• Analysis and modeling
• Model validation
• Insights discovery and actionable recommendations
• Communication of result
• Presentation of result to client
• Analytics practicum conference
• Final paper

We would be analysing the videos provided by SGAG based on these main categories which is aimed to provide actionable insights for our sponsor:

• Sponsored content video (Genre, content, characters, video quality, Video dimensions)
• Non-sponsored content video (Genre,content, characters, video quality, video dimensions)
• Video Comments Text-mining
• To identify sentiment e.g positive, negative, neutral for videos
• To identify viewer’s perception e.g degree of hard-sell perception

OUR MOTIVATIONS