Integrated experiential learning-Viacom project
Viacom Project: Key question and analytics tool
Requirement: Hypothesize your Viacom projects key question and identify the statistical and analytic tools that might be useful in this project proposal. 250 word and reference.
Sponsor: Viacom
Company name: Viacom
Industry: Media and Entertainment
About us: Viacom is home to the worlds premier entertainment brands, including MTV, Comedy Central, and Nickelodeon, that connect with audiences through compelling content across television, motion picture, online and mobile platforms in over 160 countries and territories. Website: www.viacom.com
Project title: Visualization for Audience Performance
Project Description: Some background- as a media and entertainment company Viacom creates content, and creates content on behalf of client advertisers, which we distribute to our various platforms, one being our social handles. On our social handles we target many different types of audiences. For this project we hope to understand which audiences have been most successful for us in the past, and using this knowledge can we understand which audiences will be most valuable for us in the future. Audiences on social come in all shapes and sizes, some may be very niche and specific, for example all tennis-players above 65, and some may be much more broad, for example anyone living in the US above 18. Each audience will have a unique behavioral profile that we wish to understand. We want to students to strategize, given the performance and delivery data that we have on our social audiences, what types of audiences should we focus our resources on given various objectives. First, we want to understand the performance of our content across the various audience types. For example, how many impressions, video views, engagements have these audiences accrued, how many times have the audiences been targeted for various ad campaigns, and how much does it cost to target them. We also want to understand the size of the audiences and how that may relate to performance of given ad campaigns. The objectives we want to optimize for are total impressions, total reach (unique impressions), total video views, total engagements, engagement rate (engagements/impressions), high video retention, and low cost. We’re looking for understanding on which audiences should be used given the objective, and can we understand attributes of an audience may contribute to good performance in a given objective.
Goal: Students will be expected to create visualizations of the performance of the audiences; these may include average number of impressions delivered per ad, average cpm per ad etc. Also, which audiences or group of audiences would be most suitable for a given objective and what are audience attributes that contribute strongly to performing well in a given objective. Students are expected to summarize their results in a powerpoint presentation. Students will help Viacom understand if they are reaching the right audience on their social media channels by analyzing the performance of various ad campaigns that target various audiences. Students will develop an analysis using real-world data to understand what drives success in reaching the right audience for the right objective. Finally, students will gain experience in summarizing their results using visualizations and presentations.
