ANLY482 Team wiki: 2015T2 TeamROLL Project Overview

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PROJECT OVERVIEW

DATA ANALYSIS

PROJECT MANAGEMENT

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 Objective

Taking into account the analytical problems faced, we aim to:
(i) Identify better performing posts and weak performing posts

• Based on clustering engagement level (number of likes, shares and comments)
  

(ii) Identify the patterns between the characteristics of a picture post and engagement level

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

(iii) Identify the pattern between engagement level and the topic discussed

• Based on the relationship between engagement level and picture tags
  

(iv) Identify the relationship between the performance of SGAG’s page and the topics discussed

• Based on the relationship between lifetime total likes (SGAG’s page) and frequently mentioned picture tags
  

(v) Identify the relationship between the composition of SGAG’s Facebook fans and the topics discussed

• Based on the relationship between the proportion of Male and Female fans from a range of age group and frequently mentioned picture tags
  

(vi) Identify time-series pattern (eg. the day and time posted) and cluster posts according to engagement level.

• Based on the date and time posted for every posts and the engagement level