|COM302: Web Analytics|
Data Analysis and Report: Instructions
From the Unit Information and Learning Guide:
You will be given a case study to analyze during the course of the unit. You are required to collect available online data and conduct secondary online research to construct a report on your findings. This must provide a context for understanding the data and include a set of strategic recommendations based on the data available.
Your client is Mothership https://mothership.sg/
The client is interested to find out why and how audiences engage with their
social media platforms, particularly Instagram and TikTok.
The client will provide primary social media analytics pertaining. Using this data, and further secondary research as necessary (client website content, other websites, Google Trends, etc), your task is to construct a report that addresses the questions below, explains and interprets the provided analytics and data from your own research in order to provide recommendations on how they might improve online engagement with their target audiences.
Research Questions to address:
1.Most of the time, users seem to tap through Instagram stories without paying much attention to them. How can we better capture and retain the attention of our users so that they are less likely to skip past them?
2.It appears that many of our IGTV videos do not receive as much engagement as videos published as regular IG posts. Why is that so? How can we improve the performance of our IGTV videos?
1.How does the performance of original skits compare to that of other videos that we repost from Facebook?
2.Amongst original skits, what content and formats work the best? (Reading comments, on relatable topics, following dance/trends, etc.
3.Do TikTok hashtags actually work? How do they help/hurt our videos?
4.Are more users watching longer videos (relative to shorter ones) on Mothership’s TikTok channel?
5.What are the demographics of the users who leave comments on Mothership’s TikTok videos?
COM302 Web Analytics
Your report will include a detailed data analysis, data visualization, and a set of recommendations.
Your report should be divided into the following key sections: 1. Overview
- In your own words, provide a brief overview of the client and their purpose
- Provide any contextual information relevant to understanding the role and function of the organization.
- Explain and briefly summarise the purpose of this report
- Identify and explain the types of analytics provided
- Interpret the analytics and other data you have collected
- Employ visualization to explain the data
- Analyse and explain the significance of what the data is showing
- Evaluate and explain any limitations associated with the analytics provided and how it might affect the interpretation of the data
- Develop a set of recommendations based on your analysis of the data
You will be required to create data visualizations to explain the data you have collected. There are various tools available to help you do this. Microsoft Excel can help you create basic graphs and is generally quite accessible (there are quite a few online tutorials and videos if you need extra help).
However, there are also a number of online visualization tools to help you create more advanced graphics and visualizations (be aware that some may require you to set up an account before you can use them). Please use the tool you are most comfortable with.