Individual Assignment 7

            An important core technique when using Google Analytics is knowing how to effectively use segmentation when viewing data. Segmentation in Google Analytics allows you to look at aggregate data, which can help you understand user behavior trends. This feature could assist companies like American Eagle with their digital marketing. This could help their digital marketing because it would allow them to see what parts of American Eagle’s website is attracting people, and what products are bringing in the most money. Knowing this information could help the company’s manufacturing realize what is making some products more successful than others, which they could use to improve less successful items.

            Sentiment analysis is when you categorize the feelings that are expressed in text data. This can help a company determine if their customers have a positive or negative view of a specific product or of the company in general. Text data from social media could be very useful for American Eagle’s marketing because it lets them know what their customers like and dislike about the company and products. To find this information, American Eagle could use the Twitter Sentiment App which takes their users tweets and does a sentiment analysis.

            Structural data can be viewed visually by automated layout algorithms. Automated layout algorithms can show a company more apparent connections between customer complaints and specific stores by making stores and customer complaints different color nodes (circles). These nodes would be brought together and create a cluster (if there are a lot of them) if they are closely related. If there is no connection, the nodes will repel each other. Connections between nodes are shown between edges, which are lines that connect two dots. American Eagle’s customer service could create an automated layout algorithm of complaints with specific store locations to show which stores are having problems. Knowing which stores are having problems could nudge them to improve these stores, which would ultimately help American Eagle’s reputation as a company.

            Through this assignment, I learned how data from social media and digital marketing can help improve a company’s profitability and relationship with the public. Segmentation in digital data collections can help a company improve less profitable products, by learning what products attract customers. Sentiment analysis can further these improvements by learning how customers feel about specific products and why. Structural data allows a company to know what parts of their company is associated more with negative views, and which parts are not. This can improve the company’s relationship with the public, because the company can learn where they have problems and fix them. Having less negative reviews can give the company a more positive view to the public.

References:

7 - 1 - What is Sentiment Analysis- Stanford NLP - Professor Dan Jurafsky & Chris Manning. (2012,

April 4). Retrieved March 16, 2016, from https://www.youtube.com/watch?v=sxPBv4Skj98

Digital Analytics Fundamentals. (2013, October 1). Retrieved March 16, 2016, from

https://analyticsacademy.withgoogle.com/course/1

Lecture 1.1- 1A Why Social Network Analysis (1354). (2013, March 7). Retrieved March 16, 2016,

from https://www.youtube.com/watch?v=VjOVhWfh6iI