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Udacity Bertelsmann

Data Scholarship Challenge Project - OPI

Project Summary:
We used data from Instagram about the cosmetics brand OPI between the year 2012-2014. We Analyzed a total of 15,521 user-generated posts. We want to answer this question: To Whom Should OPI Direct Marketing Resources?
Hypothesis:
We need to direct marketing resources to users who received the most likes and comments on Instagram
Processes for evaluating data:
We cleaned the raw data to prepare for analysis, and we try to find out the people who are most influential on Instagram by segmenting the data by number of likes and number of comments. In the end, we found the group of people who have the most likes and comments. By directing marketing resources to them, the brand OPI can have the best ROI for its marketing campaign. On top of answering this question, we also look at the data from different dimensions and visualized the data. (we used excel for the analysis)

By Chase Zheng (chasez@umich.edu) , Shantan Reddy (shantu21@gmail.com) , Linjing Yang(10726570@qq.com)

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Data Summary

The data indicated that these 15,521 posts are created by 2,730 OPI users, resulting in 1,971,218 social interactions. Among all the 15,521 posts, 98.56% are images, and 1.44% are videos; the percentage of reposts is 1.80%. Among all the 1,971,218 social interactions, 97.03% are likes, and 2.97% are comments.

How Many Likes and Comments Did Users Get?

According to the distribution of average likes, most of the users (nearly 40% of the total user percentage), have between 10-30 likes. As for the average comments, more than 60% of the users had less than 3 comments on their post. Among all the 2,730 users, 853 users aggregate at segment “likes 10 – 30 and comments less than 3”. The data, once again, proves that it is not just super-influencers with a major following post on Instagram about OPI brand, but a lot of everyday users who have a small following also tell their stories about OPI and are effectively getting OPI’s brand name out to their social circle.

To Whom Should OPI Direct Marketing Resources?

By segmenting different number of comments and likes, we can see the distribution of users in different segments. OPI should prioritize its marketing resources to the micro-influencers in segments on the order of orange, dark yellow, light yellow, and gray.