Indianapolis Super Bowl Marketing Analysis Paper Example

Introduction

Social media marketing analytics is an excellent approach to assess the effectivity of social media marketing (Zanini & Dhawan, 2015). The case study uses Indianapolis Super Bowl marketing analysis to establish the features and importance of social media analytics as a suitable method of evaluating the overall success of marketing efforts carried out by the Indianapolis a city in the state of Indiana. The use of social media analytics was found to have key advantages compared to the financial analysis approach which establishes the overall economic gain from the event (Batrinca & Treleaven, 2015). The social media analytics approach ensures issues such as the overall experience of the consumers during the event. The social media analytics information can be used to improve future marketing activities, and total events experience in the organization through the lived experience of people's discourse (Wamba, Akter, Kang, Bhattacharya, & Upal, 2016). The social analytics uses public data from social media platforms using Radian6. The social media analytics thematic analysis of the overall experiences can be used to provide authorities with insight to improve the consumer experience.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Save 25%

Problem Statement

The primary objective of Indianapolis use of social media analytics is to improve the overall experience of Super Bowl event consumers. The social media analytics increased the city total potential to continuously improve overall experience by attending to the service problems that are identified by the event consumers (Vorvoreanu, Boisvenue, Wojtalewicz, & Dietz, 2013). As such, the primary challenge faced by organizations is the need for real-time information which can be used to improve and adapt marketing efforts. Organizations need continuous market information to be able to improve their marketing efforts which can be used to increase revenues.

Causes of the Problem

The primary cause of the challenge is the ability to streamline information which can be used to provide real-time insight into the market information. The state of Indianapolis wanted to ensure that its marketing activities are successful in placing the city amongst the leading tourist destination in the United States of America (Vorvoreanu et al., 2013). Besides, ascertaining the quality and validity of social media information in the age of increased fake information is very difficult.

Statistical Aggregation of Social Media Data

The case study shows a significant need for comprehensive statistical aggregation which can be used to improve overall social media information. Most of the available methods cannot classify social media information into meaningful categories which can improve informational solutions (Batrinca & Treleaven, 2015). An excellent analytic method that meets these challenges can be of vital importance to organizations by improving the actualization of social media marketing research data.

Decision Criteria and Alternative Solutions

The decision towards creating a real-time information solution for Indianapolis Super Bowl marketing campaign was based on the effectivity and relevancy to the problem facing the city at the time. Although the city could have relied on financial analysis as the solution to evaluate the effect of its Super Bowl campaign the alternative was limited due to the inability to capture the consumer experience, effectiveness, and sentiments (Vorvoreanu et al., 2013). Besides, the extent of the event required the city to be able to understand the experiences of the people and not only their spending patterns.

Recommended Solution and Justification

Social Media Analytics

Indianapolis used social media analytics as its solution to be able to get real-time insight on the impact of its marketing campaign which helped the organization to create solutions to the complaints of the consumers (Vorvoreanu et al., 2013). The high number of people using social media and the access to social media made the use of social media analytics by the city of Indianapolis the best option (Zanini & Dhawan, 2015). Data collection and availability was easy compared to collecting financial data which could decline the ability of the financial analysis model to provide real-time insights which can be used to complement its marketing efforts to increase the overall experience of the people attending the Super Bowl event (Vorvoreanu et al., 2013).

More importantly, the use of social media analytics is its ability to provide multidimensional data regarding the consumer experiences using qualitative data from the people discourse on their experiences (Batrinca & Treleaven, 2015). Real-time monitoring provided by social media analytics played a significant role in ensuring greater experiences through real-time solutions to the complaints of the people (Wamba et al., 2016). The social media analytics used Radian6 software which gave it a superior advantage over the financial analysis approach because of its ability to aggregate social media data. Unlike financial analysis which requires manual and lengthy calculations the Radian6 made it easy for Indianapolis to get real-time insights on the consumer experiences which made it easy to custom solutions for any problems experienced by the people (Vorvoreanu et al., 2013).

Conclusion

The case study reveals that social media analytics is increasingly becoming the best marketing analysis approach due to its real-time insight which helps organizations to make changes that can help improve the consumer experience. The social media analytic use of Radian6 software increases its ability to provide an in-depth understanding of vast qualitative data which can easily be aggregated for insights. The case study shows that social media analytics can be used even in scenarios where the amount of data is huge to assess data metrics as they occur instead of post-marketing analysis using financial analysis.

References

Batrinca, B., & Treleaven, P. C. (2015). Social media analytics: a survey of techniques, tools, and platforms. Ai & Society, 30(1), 89-116. Retrieved from https://link.springer.com/article/10.1007/s00146-014-0549-4

Vorvoreanu, M., Boisvenue, G. A., Wojtalewicz, C. J., & Dietz, E. J. (2013). Social media marketing analytics: A case study of the public's perception of Indianapolis as Super Bowl XLVI host city. Journal of Direct, Data and Digital Marketing Practice, 14(4), 321-328.

Wamba, S. F., Akter, S., Kang, H., Bhattacharya, M., & Upal, M. (2016). The primer of social media analytics. Journal of Organizational and End User Computing (JOEUC), 28(2), 1-12. Retrieved from http://fossowambasamuel.com/wp-content/uploads/2016/10/The-Primer-of-Social-Media-Analytics.pdf

Zanini, N., & Dhawan, V. (2015). Text Mining: An introduction to the theory and some applications. Research Matters. A Cambridge Assessment Publication. Retrieved from http://www.cambridgeassessment.org.uk/Images/466185-text-mining-an-introduction-to-theory-and-some-applications-.pdf