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Difference between revisions of "2012T2 Team Chm: Project Definition"

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Revision as of 13:48, 11 January 2013


 Chmlogo.jpg "because there is no I in the team"

Home   Team & Stakeholders   Project Definition   Project Design   Project Management   Progress Summary   Learning Outcomes   Photos


Project Definition

Project Overview

Project Use Cases

MobiSupermarket is a marketing insights tool that leverages on social media platforms such as Facebook and consumers' "online browsing/purchasing" data.

It aims to provide marketing professionals with both micro and macro analysis of their target market so as to develop best-fit strategies with detailed market segmentation.


Milestones

S/N Deliverables Supporting Documents
1 Project Proposal Proposal
2 Project Acceptance Acceptance Slides
3 Usability Test 1 -
4 Mid-Term -
5 Usability Test 2 -
6 Final Presentation -


Domain Knowledge

Problem

There is a rising trend of usage of social media such as FaceBook and Twitter, not only by the Gen Y and Z, but the Gen x and perhaps even the baby boomers as well. With the Internet Age, many things have been digitized and are available online. Shopping is one of them. More and more people such as the Gen Y are not only influenced by advertisements in the social media, but also by what their peers are doing online.

Companies dealing with online shopping will want to be able to tap into such a huge market of people, and especially those with the spending power. Marketers will want to be able to find out what kind of strategies they can use in order to attract these people to buy from their companies. In order for the marketers to be able to find out what strategies to use, they will need a software that can help them analyze important information such as purchasing patterns.


Motivation

One of the biggest motivations we have in undertaking this project is the vast amount of learning points, exposure and experience it offers. Developing a BI tool will not only enhance our understanding of what marketing professionals look out for when planning strategies but also the insights gained from the drawing on and organization of raw data.

Common Terms Used in This Project

Definition of Common Terms

S/N
Term
Definition
1. Campaigns A campaign is made up of a combination of hooks used by marketing professionals. These campaigns are essentially a 'mix-n-match' of various demographics of consumers and coupon hooks (CHs)/social-message-hooks (SMHs).These objective of these campaigns is to increase revenue or clientele for the marketing professionals. A campaign can have many hooks with different templates.
2. Hooks Coupon Hooks: These 'hooks' act as templates, where it is essentially a virtual coupon promotion designed by marketing professionals to encourage consumers to purchase more products. An example of a coupon could be a 10% discount off all electric products or $50 off all canon cameras.

Social-Message-Hooks: These 'hooks' act as a template, where marketing professionals get to determine if their consumers are able to see what products their Facebook friends 'Like' or have purchased.

3. Shopping Cart Functions Essentially, this would include all basic functions (Add to Cart, Remove from cart, etc) when a consumer purchases products off MobiSupermarket.
4. Graphs These graphs will be generated by data extracted live whilst the campaign is ongoing. The data extracted will be a mix-n-match of various consumer demographics such as age group, gender, country etc. These extracted data will be dependent on the parameters that the marketeer is targeting.
5. Insights This function will basically allow marketing professionals to be able to better analyze data at the end of the whole campaign, based on transaction records, previous campaign data and also coupon hook's data.

Chm-ee-fed X-Factors

Actor
Chapter
Function
Value
Complexity
Amount of time (Hrs)
Marketing Professional X-Factor Highest performing social hooks to be advised New marketing professionals using the program will have sample template social hooks to add to their newly created campaigns
2
9
Marketing Professionals X-Factor Diagram Annotation By allowing for annotations, Marketing Professional can directly indicate statements/interpretations directly on the diagram
2
9