Capstone:Viacom Project Proposal
Assignment Viacom Project Proposal
Requirement: Prepare a project proposal that explains the following on a secondary objective you invent and will propose to Viacom:
How does the solution you are proposing intersect with data governance, business leadership, ethical issue or social responsibility challenges? If your solution intersects with more than one, elaborate on each one and explain how your data analytics solution can help to shed light on the challenges, to unfold its complexity or to solve all or some of the challenges?
Select Proof of Concept of a New Product Offering: Hypothesis via Social Demographic Targeting as topic involved and articulate the significance and implications of the work in data analytics related to Proof of Concept of a New Product Offering: Hypothesis via Social Demographic Targeting.
Create a project proposal. You may use Project Proposal Template.docx. be sure to include:
o Introduction (make sure to define your audience)
o Purpose statement
o Research question/hypothesis
o Methods
o Procedures
Project Goal:
Students will help develop proof of concepts for new product offerings by Viacom.
Students will analyze the pros and cons of offering demographic targeting for our digital and social channels and determine what rates we would be able to offer our partner advertisers for the product.
Students will gain experience in developing a proof of concept to decide whether the company should continue to pursue the idea using data-driven approaches.
Sponsor Details
Company: Viacom
Industry: Media and Entertainment
About us: Viacom is home to the worlds premier entertainment brands, including MTV, Comedy Central, and Nickelodeon, that connect with audiences through compelling content across television, motion picture, online and mobile platforms in over 160 countries and territories.
Website: www.viacom.com
Project title: Visualization for Audience Performance
Project Description: Some background- As a media and entertainment company Viacom creates content, and creates content on behalf of client advertisers which we distribute to our various platforms, one being our social handles. On our social handles we target many different types of audiences. For this project we hope to understand which audiences have been most successful for us in the past, and using this knowledge can we understand which audiences will be most valuable for us in the future. Audiences on social come in all shapes and sizes, some may be very niche and specific, for example all tennis-players above 65, and some may be much more broad, for example anyone living in the US above 18. Each audience will have a unique behavioral profile that we wish to understand. We want to students to strategize, given the performance and delivery data that we have on our social audiences, what types of audiences should we focus our resources on given various objectives. First, we want to understand the performance of our content across the various audience types. For example, how many impressions, video views, engagements have these audiences accrued, how many times have the audiences been targeted for various ad campaigns, and how much does it cost to target them. We also want to understand the size of the audiences and how that may relate to performance of given ad campaigns. The objectives we want to optimize for are total impressions, total reach (unique impressions), total video views, total engagements, engagement rate (engagements/impressions), high video retention, and low cost. We’re looking for understanding on which audiences should be used given the objective, and can we understand attributes of an audience may contribute to good performance in a given objective.
Goal: Students will be expected to create visualizations of the performance of the audiences, these may include average number of impressions delivered per ad, average cpm per ad etc. Also, which audiences or group of audiences would be most suitable for a given objective and what are audience attributes that contribute strongly to performing well in a given objective. Students are expected to summarize their results in a powerpoint presentation. Students will help Viacom understand if they are reaching the right audience on their social media channels by analyzing the performance of various ad campaigns that target various audiences. Students will develop an analysis using real-world data to understand what drives success in reaching the right audience for the right objective. Finally, students will gain experience in summarizing their results using visualizations and presentations
Collepals.com Plagiarism Free Papers
Are you looking for custom essay writing service or even dissertation writing services? Just request for our write my paper service, and we'll match you with the best essay writer in your subject! With an exceptional team of professional academic experts in a wide range of subjects, we can guarantee you an unrivaled quality of custom-written papers.
Get ZERO PLAGIARISM, HUMAN WRITTEN ESSAYS
Why Hire Collepals.com writers to do your paper?
Quality- We are experienced and have access to ample research materials.
We write plagiarism Free Content
Confidential- We never share or sell your personal information to third parties.
Support-Chat with us today! We are always waiting to answer all your questions.
