To help a company improve their brand recognition and optimise the impact of their social media posts, the company would like to know which characteristics of the post impacts the social media activity the most (See Excel Dataset: Social Media Metrics).
a) Develop a linear regression model in R for each of the social media metric of your choice (minimum 3).
b) Identify the post characteristics that are relevant in predicting the performance of the social media metrics
c) Provide further analysis to show how each relevant feature influenced the performance of the social media metrics
2. Prescriptive Analytics Task
To attract more customers, the company had identified four advertisement media to advertise their products (See Excel Dataset: Advertising Media). To ensure a balanced use of advertisement media, TV advertisement must not exceed 50% of the total number of advertisements, flyer and radio must not exceed 10% of the total number of advertisements. In addition, there should be at least 10 online advertisements. The advertising budget is £190,000.
a) Apply prescriptive analytics to recommend the best possible option. State any assumptions that you have made.
b) Develop and solve a linear optimisation model in Excel to determine the number of each type of media to use such that the number of audiences reached is maximised.
c) Perform what-if analysis for the optimisation model.
d) Explain the best option and trade-offs that must be made to increase the numbers of audience reached. Use the Sensitivity Report to facilitate your analysis.
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