During summer 2019, I worked as a marketing analyst for University Communications, MSU. Our main focus was on social listening analysis.

The goal of this project was to educate different departments about social listening, its benefits, and how to accommodate it within their workflow systems. In addition to educating, we came up with four uses for the media and editorial teams.

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To give you some background, Sprinklr pulls all the publicly available social data. Boolean logic is used to filter in posts mentioning the keywords. The data is then then “cleaned”, analyzed, and visualized to help make marketing decisions. For this project, we went over 400,000 posts to create an accurate data set for analysis. This data helped discover insights and informed new strategies.

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The four uses we came up with were,

• Brand Health Analysis

  • To provide a clearer picture of brand effectiveness with metrics such as post volume, sentiment, and share of voice

• User Demographics Insights

  • Thorough audience analysis to guide marketing decisions

• Identification of Influencers

  • Identify and analyze potential micro influencers

  • Identify influencers for niche subjects

• Content Development

  • Benchmark and identify content opportunities

After this project, we spent the next few months implementing some of the above uses by creating dashboards and workflow systems.

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Below is the sample presentation. All the data has been stripped from the presentation below due to work sensitivity. (This is why the presentation may look choppy).

If you'd like to see the final product, please send me an email at yashgangal@gmail.com and I can walk you through it.