Colorado State University: Global Campus Data Analytics Discussion

Read Example 1 and give comments. Add more information. Your document should be a minimum of 150 words plus references. Incorporate and cite current (between 2018-now) credible references.

Useful resources:

• Chapter 7 in Business Intelligence, Analytics, and Data Science: A Managerial Perspective (4th ed.)
• Chapter 18 in SAS Essentials
• Olavsrud, T. (2017). 10 internet of things success stories. Computerworld Hong Kong.

• Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big data consumer analytics and the transformation of marketing. Journal of Business Research, 69(2), 897–904.

Example 1:

For the week’s discussion, I will be presenting a case study for Starbucks, of which proposes the use of social media analytics for store site selection.

Location selection is considered a strategic business decision that impacts profitability and its requirement for both the public and private sector. Businesses with poor spatial planning methods can easily place revenue at risk and the overall success of the business. To denote its complexity, location selection factors can significantly vary from business to business; however, most factors aim to understand the market demand and supply for the specific areas, given the products and services proposed by the business. In the case of Starbucks, the study completed by Aboulola (2018), proposes the main site selection factors to be considered are location attributes, demographic and social media data.

The social media data was obtained from Twitter, which only focused on collecting the number of tweets that tagged Starbucks for any given prospect area. A predictive model was then built to further understand the importance of these variables at previous established sites within Seattle. From the regression coefficients and p-values, the researchers learned that including social media, as a decision factor in site selection, helped further explain the profitability variances between sites (Aboulola, 2018).

In the presented case study, the social media analytics utilized were elementary in scope. Outside of the presented data mining model to evaluate the site selection factor, there were no advanced techniques performed in the social media data. I would further challenge the researchers to apply components of consumer sentiment and satisfaction into the study from the collected social media data.

References

Aboulola, O. I. (2018). A new model for spatial analysis site selection and decision making for small retail facilities: A case study for Starbucks- Seattle. Journal of Strategic Innovation & Sustainability, 13(3), 10–21. https://doi.org/10.33423/jsis.v13i3.616

Reply