University : La Trobe University UniLearnO is not sponsored or endorsed by this college or university.
Subject Code : BUS5CA
Country : Australia
Assignment Task

 

 

Case Study 
Leveraging the power of content and social media marketing can help elevate the audience and customer base in a dramatic way. However, using social media for marketing without any previous experience or insight could be challenging. It is vital for a marketing team to understand social media marketing fundamentals. If a company publishes exciting, highquality content and builds an online audience of quality followers, they can comment on it and further share it with their own follower audience on Twitter, Facebook, LinkedIn, Google+, their own blogs and many other social media platforms. This commenting and sharing of content opens up new entry points for search engines like Google to find it in a keyword search. Those entry points could grow to hundreds or thousands or more potential ways for people to find a company, product or service online. Finding and understanding the online influencers in the market who have quality audiences and are likely to be interested in the product, service or business could make a huge positive impact. The consulting company collected information on articles that were shared by people on social media. The dataset contains approximately 12273 articles and a large number (with the total of 17) of features were extracted from the HTML code of the article, including the headline and the abstract of each article. (The description of the dataset is provided as an appendix.) Some of the features depend on characteristics of the service used, which could be analysed based on the meta-data provided: articles have the meta-data, such as keywords, article domain type and the total number of comments, etc. The article domain categories are: ‘Lifestyle’, ‘Scitech’, ‘Entertainment’, ‘Sports’, and ‘World’. In addition, several natural language processing features were also extracted.
Task Requirements
As a data analytics team member for the consultancy firm, you are required to carry out a number of data analytics tasks for the consulting company using the data collected. You are given access to a sample of the data where some of the variables have been removed as they are not considered important for the analysis of this assignment.
The company is interested in identifying for each article domain:
• Investigate the impact of the article properties on number of comments;
• Use the SAS Enterprise Minerfor text analysisto identify key featuresin the articles and analyse their contribution towards low and high number of comments.

 


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  • Posted on : August 26th, 2019

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