Media Analytics Projects
Feel free to explore some of the data analytics projects I completed in the required courses for my media analytics major. Some of the platforms I used to complete the projects include Brandwatch, Semrush, Excel, Powerpoint, and Canva.
Brandwatch Competitor Analysis
In my Strategies for Emerging Media course, I devised a search request for this project to monitor Twitter discussions about Spotify (my chosen client) and its competitor (Apple Music). After creating a personal dashboard and query for my competitor and client on Brandwatch, I made a PowerPoint report covering volume analysis, sentiment and emotion analysis, demographic and geographic analysis, influencer analysis, and online behaviors. I then had to gain comparative insight by investigating various topics regarding my client and its competitor in the public discussion on Meta. The final part of the project included an outline of how the general discussions on Meta can provide direction for shaping Twitter posting and promotional strategies for my client.
Email Marketing Project
For this final semester project in my Strategies for Emerging Media course, I and two other group members devised an email marketing plan for Sky Zone Trampoline Park in Raleigh, North Carolina. I created a report that included why Sky Zone's segments need emails, potential email offers, and types of content and keywords to attract customers using Semrush.
Local Business Marketing Plan
The chosen client for this marketing plan was The Mission - Tacos for the South, located in Gibsonville, North Carolina. I created a background slide outlining more about The Mission and the restaurant's services for this group project in my Strategies for Emerging Media course. I then devised a list of target customers who live in the local area and might be the most interested in visiting the restaurant. Next, I added some local marketing values after viewing restaurant reviews on websites such as Yelp and Google. Using Semrush, I created a list of keywords that were the most searched among individuals and the keywords that had a substantial volume, KD%, and traffic. I also included whether the intent was informational, transactional, commercial, or navigational for each keyword.
Netflix Data News Article
My task for this project in my Communicating Media Insights course was to craft an engaging news article highlighting the most popular types of content viewed on Netflix in 2022. The goal was to create a news article that would resonate with the average reader, avoiding an overly technical or data-heavy approach while providing meaningful insights. The article's main point was to showcase the diversity of popular content on Netflix throughout the year, emphasizing the variety of series, movies, and genres that captivated audiences globally. By focusing on what resonated with viewers, the article aimed to show how popular streaming platforms are and highlight Netflix's continued dominance in the industry. To achieve this, I selected a mix of examples from the data across different categories, such as original Netflix series and movies and other types of content not created by Netflix that were added to the streaming platform. Each section of the article included a blend of descriptive storytelling and relevant numerical data to support the main point without overwhelming the reader. The project involved researching and curating compelling content to inform and entertain readers while effectively conveying the overarching theme of Netflix's popularity in 2022.
For this project in my Communicating Media Insights course, I received a dataset that served as the foundation for analyzing the performance of the NBC News website in 2020. The initial steps involved discussing and sorting the dataset, preparing it for analysis, and identifying potential insights it could provide. This process required careful consideration of the data to understand what it was revealing about the website's performance. Pretending it was January 2021, I was tasked with summarizing the 2020 performance of the website in an email to professor who played the character of our boss in this scenario. The email needed to include at least five insights derived from the dataset, providing a comprehensive overview of the site's performance compared to competitors such as ABC or BBC. After sorting and analyzing the data, I identified key insights that painted a clear picture of the website's performance. These insights included metrics such as traffic, engagement, and user demographics. To present this information effectively, I used both visuals and descriptive sentences to explain the significance of the numbers. Additionally, I prepared a maximum ten-minute presentation for potential advertisers, using the dataset to showcase the website in the best possible light. In this presentation, I not only highlighted the performance metrics using percentages, charts, and tables but also incorporated outside information such as the history of the site, examples of popular articles, and images to enhance the presentation's appeal. Throughout the project, I utilized advanced analytical skills to manipulate the data and invent new metrics, demonstrating a deep understanding of the website's performance and its potential for growth. Focusing on providing truthful and comprehensive information, the project culminated in a thorough analysis that informed strategic decisions and positioned the website effectively in the competitive landscape.
Performance Insights Presentation/Email
Boosted Post Plan
In my role as a Media Analytics Executive at Live Oak Communications, I develop strategies for boosted posts to increase Live Oak's presence across all social media platforms. Within this plan, I detailed a particular Facebook post for enhancement, aligning it with the team's semester objectives. In the post, I specified the goals, target audience, duration, and budget necessary to optimize engagement levels.