BUS5CA Customer Analytics and Social Media

Learning Objective:

The learning objective of Assignment 1 is to further develop your understanding and skills in
social media analytics via performing analysis on two case studies.

1. Case Study A (used in Part A):

you will be a service quality analyst working for British
Airways to reveal the insights for improvement in their service quality. The study aims
to educate the marketing, and service teams (hostesses and stewards) of their clients
to improve their performance in the air, aiming to maximize customers’ satisfaction.
The company is interested in critically evaluating the relationship between the reviews
and the time of traveling as well as their influence on the different categories of ratings
such as seat comfort, seat type, type of traveler, inflight entertainment, cabin staff
service etc.

2. Case Study B (used in Part B):

you will be a data scientist working for Netflix to help
identify and introduce more potentially popular and good movies. To achieve this goal,
you will need to analyze movie reviews based on the IMDB review dataset to help
understand user preferences based on SAS Enterprise Miner (covered in the workshop
activities on Week 4).

Assignment Structure:

This assessment comprises two (2) parts, each containing a case study and
related tasks. Part A and Part B use case study A and B, respectively. You are required to address
all the tasks in Part A and Part B.

PART A (20%)

Case Study A

British Airways (BA) is a renowned airline with a strong global presence. In an industry where
customer experience is paramount, leveraging the power of content and social media
marketing can significantly enhance service quality and elevate the customer base. Enhancing
service quality at British Airways through the lens of customer reviews requires a strategic
approach that incorporates the power of content and social media marketing. Leveraging
these tools effectively can significantly boost the airline's reputation and customer
engagement. However, navigating social media for marketing purposes demands a nuanced
understanding of the platform and its dynamics.

A proficient marketing team must grasp the fundamentals of social media marketing to ensure
success. By consistently improving their service quality and publishing compelling and highquality content, British Airways can cultivate a high customer satisfaction and loyal fanbase
comprising discerning followers. These followers, in turn, engage by commenting on and
sharing the content across various platforms such as Twitter, Facebook, LinkedIn, Google+,
personal blogs, and more. This interactive engagement not only fosters a sense of community
but also creates multiple entry points for search engines like Google to discover the content
during keyword searches. These entry points can proliferate, offering countless ways for
potential customers to discover and connect with British Airways, its services, and products.
Identifying and understanding influential figures within the online space is crucial.
Collaborating with online influencers who possess quality audiences and a genuine interest in
aviation, travel, and related services can have a substantial positive impact. By strategically
aligning with influencers, British Airways can amplify its reach and enhance its reputation
among the target audience. In summary, by employing a well-informed and strategic
approach to content and social media marketing, British Airways can not only improve its
service quality but also expand its online presence, fostering stronger connections with
customers and influencers alike.

British Airways has collected the reviews posted by over 3000 customers. The dataset contains
approximately 3700 reviews and a large number of features related to the review, such as
individual ratings on various attributes. The description of the dataset is provided as an
appendix on the last page. Some of the features depend on the characteristics of the service
used, which could be analyzed to unearth trends.

Task Requirements

As a data analytics team member (focusing on service quality) for British Airways, you are
required to carry out a number of data analytics tasks using the data collected.

BA is interested in determining points of service failure and potential mitigations.

• Investigate the impact of service experience on customer satisfaction;


• Use the SAS Enterprise Miner for text analysis to identify key features in the
  reviews and analyze their contribution to the low and high ratings.
  To achieve the above, you need to carry out the following data analytics tasks:


 

Task 1: Explore the impact of Service properties (10%)

Explore the data and investigate the attributes of BA’s service experience that correlate
with positive and negative customer satisfaction, and help BA to mine strategic business
insights.

• Open the dataset ‘BA_ArlineReviews.csv’ using Microsoft Excel.


• Explore the dataset to create three review categories, i.e., Positive (overall
  rating 7-10), Neutral (5-6) and Negative (0-4) and separate the associated
  data. (Hint: Use the Overall Rating column)


• Copy the separate datasets for each review category to different Excel sheets.


• In each review category, investigate the following insights in the filtered data for each
  traveler-type and explain how they could affect the service quality. You should provide
  explanations to support your argument.
  
  
  • Average rating based on Seat Type (Examine the most important aspects of service quality traits)
  
  
  • How the ratings vary for different Seat Types.
  
  
  • How the aircraft make and model impacts the service quality ratings (Hint: You
    can compare in multiple ways, for example, wide body jet vs narrow body jet,
    Airbus vs Boeing, etc.)
  
  
  • Investigate what aspects of service quality are important to BA’s customers.
    Specifically, what are the service quality aspects that promote customers to
    recommend BA. (Hint: Look at the average service quality rating of those
    customers recommending the airline).
    (Hint: To do this, you can create plots in Microsoft Excel or SAS Enterprise
    Miner with proper measures between the corresponding columns and the
    number of comments. )
  
  
   


 

Learning Objective:

The learning objective of Assignment 1 is to further develop your understanding and skills in
social media analytics via performing analysis on two case studies.

1. Case Study A (used in Part A):

you will be a service quality analyst working for British
Airways to reveal the insights for improvement in their service quality. The study aims
to educate the marketing, and service teams (hostesses and stewards) of their clients
to improve their performance in the air, aiming to maximize customers’ satisfaction.
The company is interested in critically evaluating the relationship between the reviews
and the time of traveling as well as their influence on the different categories of ratings
such as seat comfort, seat type, type of traveler, inflight entertainment, cabin staff
service etc.

2. Case Study B (used in Part B):

you will be a data scientist working for Netflix to help
identify and introduce more potentially popular and good movies. To achieve this goal,
you will need to analyze movie reviews based on the IMDB review dataset to help
understand user preferences based on SAS Enterprise Miner (covered in the workshop
activities on Week 4).

Assignment Structure:

This assessment comprises two (2) parts, each containing a case study and
related tasks. Part A and Part B use case study A and B, respectively. You are required to address
all the tasks in Part A and Part B.

PART A (20%)

Case Study A

British Airways (BA) is a renowned airline with a strong global presence. In an industry where
customer experience is paramount, leveraging the power of content and social media
marketing can significantly enhance service quality and elevate the customer base. Enhancing
service quality at British Airways through the lens of customer reviews requires a strategic
approach that incorporates the power of content and social media marketing. Leveraging
these tools effectively can significantly boost the airline's reputation and customer
engagement. However, navigating social media for marketing purposes demands a nuanced
understanding of the platform and its dynamics.

A proficient marketing team must grasp the fundamentals of social media marketing to ensure
success. By consistently improving their service quality and publishing compelling and highquality content, British Airways can cultivate a high customer satisfaction and loyal fanbase
comprising discerning followers. These followers, in turn, engage by commenting on and
sharing the content across various platforms such as Twitter, Facebook, LinkedIn, Google+,
personal blogs, and more. This interactive engagement not only fosters a sense of community
but also creates multiple entry points for search engines like Google to discover the content
during keyword searches. These entry points can proliferate, offering countless ways for
potential customers to discover and connect with British Airways, its services, and products.
Identifying and understanding influential figures within the online space is crucial.
Collaborating with online influencers who possess quality audiences and a genuine interest in
aviation, travel, and related services can have a substantial positive impact. By strategically
aligning with influencers, British Airways can amplify its reach and enhance its reputation
among the target audience. In summary, by employing a well-informed and strategic
approach to content and social media marketing, British Airways can not only improve its
service quality but also expand its online presence, fostering stronger connections with
customers and influencers alike.

British Airways has collected the reviews posted by over 3000 customers. The dataset contains
approximately 3700 reviews and a large number of features related to the review, such as
individual ratings on various attributes. The description of the dataset is provided as an
appendix on the last page. Some of the features depend on the characteristics of the service
used, which could be analyzed to unearth trends.

Task Requirements

As a data analytics team member (focusing on service quality) for British Airways, you are
required to carry out a number of data analytics tasks using the data collected.

BA is interested in determining points of service failure and potential mitigations.

• Investigate the impact of service experience on customer satisfaction;


• Use the SAS Enterprise Miner for text analysis to identify key features in the
  reviews and analyze their contribution to the low and high ratings.
  To achieve the above, you need to carry out the following data analytics tasks:


 

Task 1: Explore the impact of Service properties (10%)

Explore the data and investigate the attributes of BA’s service experience that correlate
with positive and negative customer satisfaction, and help BA to mine strategic business
insights.

• Open the dataset ‘BA_ArlineReviews.csv’ using Microsoft Excel.


• Explore the dataset to create three review categories, i.e., Positive (overall
  rating 7-10), Neutral (5-6) and Negative (0-4) and separate the associated
  data. (Hint: Use the Overall Rating column)


• Copy the separate datasets for each review category to different Excel sheets.


• In each review category, investigate the following insights in the filtered data for each
  traveler-type and explain how they could affect the service quality. You should provide
  explanations to support your argument.
  
  
  • Average rating based on Seat Type (Examine the most important aspects of service quality traits)
  
  
  • How the ratings vary for different Seat Types.
  
  
  • How the aircraft make and model impacts the service quality ratings (Hint: You
    can compare in multiple ways, for example, wide body jet vs narrow body jet,
    Airbus vs Boeing, etc.)
  
  
  • Investigate what aspects of service quality are important to BA’s customers.
    Specifically, what are the service quality aspects that promote customers to
    recommend BA. (Hint: Look at the average service quality rating of those
    customers recommending the airline).
    (Hint: To do this, you can create plots in Microsoft Excel or SAS Enterprise
    Miner with proper measures between the corresponding columns and the
    number of comments. 
  
  
   


 

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