1. The Excel file contains actual data for Tableau’s Facebook posts across sever

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1. The Excel file contains actual data for Tableau’s Facebook posts across several months in 2014-15. The file is in the exact format that you would see when downloading data from Facebook Insights.
2. Understand the brand: think of the specific goals the brand has (determining goals is the first step in defining your analysis and well-defined and precise goals will drive your measurements and metrics). What are the brand’s statement of purpose, competition, and target group? Read about the organization, visit its website, social media accounts, etc. Provide a few sentences to describe the brand.
3. Explore the dataset (you may need to “Google” some field names to understand all the columns.)
4. Think about your specific goals and formulate research questions you would like to address. What are you trying to learn? Determine the kinds of research questions you can answer with this dataset (think about the story you can tell with the data). Come up with at least 3 research questions (e.g., does including an exclamation mark (“!”) increase engagement?)
5. For each question,
a) Describe the variables of interest
b) Explore the data and answer your research questions (copy and paste graphs here)
c) Provide answers to your research questions based on your visualizations and
numbers/statistics (see b)
*You can use Tableau, R, Excel, Python, or any other tool you feel comfortable working with
*You aren’t limited to the existing variables – you can create new variables, e.g., by creating
ratios or using sentiment analysis or topic modeling e.g. Social Media Macroscope. Be
creative – you want to help the brand advertise better.
7. Describe your key findings – provide a conclusion
8. Discuss challenges that you encountered and limitations of the analysis (e.g., is there anything you would like to know but you were not able to investigate with the data you had, or were some variables difficult to visualize for some reasons)
9. Finally, provide actionable insights related to your findings: What can the brand (Tableau) do with your findings? How can they improve their advertising efforts? Can they improve their targeting or personalization maybe? Make a clear recommendation to the brand.
* Run at least 2 statistical tests to see if your results are significant and use at least 2
academic papers to explain your research questions and/or findings.

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