You will be required to complete one case study report involving web and social analytics. Prepare the case study reports using the same Report Outline (given below)
You will be required to complete one case study report involving web and social analytics. Prepare the case study reports using the same Report Outline (given below) as we will be using for the final project. Think of the Case Study as “practice” for your Final Project. See the relevant week in the course for the topic. The relevant week will also give sample optional data sets for your use. You may use the optional data sets or find others to use. The format of the document should be to state the outline heading, then address the content of the outline heading, and then include screenshots in R as necessary in the body of the document. Please submit the case study assignment in Microsoft Word or Adobe PDF formats. Please do not submit assignments in other formats, such as R, Python, Apple Keynote, Apple Pages, or Google Docs.
For the due date, please see the schedule below. In general, assignments are due on the stated due date. To accommodate student requests for extensions due to illness, work issues, family issues, etc., a three-day grace period is available, which means that assignments can be submitted up to three days after the stated due date and still receive credit. Any assignment submitted after the grace period ends is automatically assigned a grade of “0”.
The case study will use Nike as the organization under study. Students may come up with the analysis of their choice. To help come up with ideas, the list below shows some possible concepts for a Nike social media-based case study. Other topics are possible.
-Nike’s use of social media to compete with Adidas and other brands (see example data set in eLearning)
-Nike’s applying social media to address customer service (see example data set in eLearning)
-Nike’s Colin Kaepernick social media campaign tested well with Baby Boomers and Generation Y, but not Generation Z, according to some industry observers. We should find out why (see video in eLearning)
-Nike ending its relationship with Amazon as a retail partner (see video in eLearning)
-Nike’s social media campaign “Greatness” in China (see video in eLearning)
-Nike FlyEase: Social media reaction on TikTok, etc.
-Nike Vaporfly: Controversial long-distance running shoe on social media
The course includes an example case study to demonstrate the process. The example case study uses regression analysis as an algorithm in R to compute the degree to which certain variables play a significant role in social media effectiveness. Please use the algorithm relevant for your study. Here is an abbreviated list of possible algorithms to use in case studies and final projects.
-Regression Analysis: Useful for determining if certain variables play a significant role in outcomes, and establishing relationships among variables. See the case study example for a typical usage.
– Text Mining: Useful for identifying words or phrases that represent certain brands or situations, such as developing a Word Cloud. See the lecture on text analysis in this course for an example.
– Sentiment analysis: Useful for identifying feelings and beliefs about certain brands or situations, such as finding the percentage of Positive, Negative, and Neutral phrases associated with a user, brand, or situation. See the material in text analysis and sentiment analysis in this course for an example.
-Cluster Analysis: Useful for identifying significant groups of data, such as market segments, key events, etc. in large bodies of data. See the material in cluster analysis later in this course.
-Conjoint Analysis: Useful for identifying people’s actual desires on certain attributes when selecting products or services to purchase. Many good tutorials exist, such as this one in RPubs.com: https://rpubs.com/ifn1411/conjoint
In the outline below, the word “slide” can be interpreted as a presentation slide in a presentation or a section in a written document.
– Slide: Title Page: Include the topic, the class name, the names of your teammates (for the final project), and the brand or company you are studying.
– Slide: Agenda: To indicate good project management and personal accountability for each project team member, please specify the team member who worked on each slide.
– Slide: Situation: Explain the situation facing the organization that makes this study especially relevant. The situation should not be generic, such as, “Tesla makes electric vehicles.” Rather, it should address a problem of opportunity facing the organization, such as, “Tesla risks sales declines in its vehicles due to recent social media activity.” Rather than include a large body of text describing the sales declines, simply show a chart of declining sales over time to illustrate your point, along with a few explanatory phrases.
– Slide: Problem Statement: State the problem you are solving with this project, including two factors. The first factor is the business-oriented dependent variable to measure success. The business-oriented dependent variable must be an outcome-based variable that readers would likely find in a company’s annual report. For example, the project could measure success using outcome variables such as revenue, revenue growth, contribution margin, stock price, user count growth, customer satisfaction, etc. The second factor is the numerical threshold to indicate success. For example, the project could state that success could be a minimum 5% increase in revenue.
(Note: The “problem” must be a business problem, such as “can we grow business revenue by 5%?”, not a personal problem such as “can I pass this class?” or “can I find 3 variables that explain behavior so that I can show off my regression skills?”)
– Slide: Model Selection: Indicate why you selected the particular solution model that you did.
(Note: we have many models available to us; why is no other model suitable?)
– Slide: Solution Process:Describe the step-by-step process to achieve the solution.
– Slide: Research: Explain how the data was gathered. State the sources that you used and why you believe that they are valid and trustworthy.
– Slide: Software: Show the software programming in R to execute the model. Include R Console screen shots as necessary to highlight key portions of the code.
– Slide: Model Results: Present the basic results of the model based on the R coding. Include R Console screen shots as necessary. For example, one could include a basic table of results in this section.
– Slide: Visualization: Include charts, graphs, tables that go beyond the basic results of the R coding and offer insight into the problem under study. For example, one could include a tornado chart, bar plot, or other more sophisticated visualization in this section.
– Slide: Results Interpretation: Interpret the findings in context of the problem statement. This will typically consist of calculations of the business-oriented dependent variable under study.
– Slide: Situation Comparison: Compare the situation faced at your selected company or brand with a similar situation faced at another company or brand, in the same industry, or another relevant industry. The Situation Comparison section is vital to predict the outcome of a particular strategy and to take advantage of lessons learned from other industry participants. Without this section, it will not be clear if the results are an outlier or consistent with trends in the industry.
– Slide: Conclusion: Assess the results of the project. Show if the problem has been solved. Include lessons learned in the process.
– Slide: Recommendations: State the specific actions the company or brand should take to solve the problem you stated. Recommendations should be based on the findings of the case. Consider the company’s situation, its resources, and the plan’s achievability.
(Note: This step should include specific recommendations, not generic ones such as “we should do more social media”. Rather, include specific statements such as, “we need to increase the number of referrals to our web page by 16.7% in order to grow revenue by 2%”.)
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