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Student Name(s): Veronica Chernyavsky, Ahmad Issa, Robert Marinovic
Student Number(s): 500434191, 500450950, 500434791
Course Title: ITM 618 – Business Intelligence and Analytics
Please attach this cover page as the first page of your completed assignment before submitting it.
Assignment # 2Due Date March 30, 2015Group # (if applicable) 7
Return all assignments through the Blackboard Assignment Submission Page (Unless otherwise specified by the instructor).
I hereby certify that I am the author of this document and all sources used in the preparation of this assignment have been cited in accordance with Ryerson’s Code of Student Conduct (available at http://www.ryerson.ca/academicintegrity/graduate/plagiarism/index.html) directly or paraphrased in the document. Sources are properly credited according to accepted standards for professional publications. I also certify that this paper was prepared by me (all group members if it is a group paper) for this purpose.
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Summary
For this assignment, we decided to conduct an analysis on the #MyNorth campaign which
was created by Sport Chek, the largest Canadian retailer of sports equipment and sport clothing.
The campaign caught our attention because of the campaign’s hashtag being advertised in the
subway. It was evident that Sport Chek was trying to market the campaign through social media,
and through analysis of multiple social media outlets such as Twitter, Instagram, and Facebook,
we were able to determine which outlet had the strongest presence and other interesting
analytical information regarding the campaign.
As mentioned, we conducted our analysis using three different social media platforms on
the Netlytic website. This website allowed us to perform data and text mining, as well as
visualize our results in multiple ways to learn more about the #MyNorth campaign. Using
Twitter, we were able to obtain the most popular terms associated with campaign, understand
how users felt about the campaign, and see the relations the campaign has with other users
through a chain network analysis. Using Instagram, we collected the most popular search terms
associated with the #MyNorth campaign and saw how often certain terms were mentioned, and
analyzed the #MyNorth hashtag overtime. When analyzing data through Facebook, we
determined that there was too much unnecessary information and the campaign was not as
prominent through this outlet, most likely due to the fact that it was primarily advertised as a
hashtag, and not as a product or company, which Facebook prefers.
Veronica Chernyavsky - Wrote pages 2, 4, 9-10
Ahmad Issa - Prepared cover page, created PowerPoint, compiled data sets on Netlytic website to
use for analysis component of project, assisted in final editing and compiling of project
Robert Marinovic - Wrote pages 3, 5, 6-7
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Problem Statement and Dataset Selection
For our analysis we used data from three different datasets. Utilizing Netlytic we were
able to retrieve data from multiple social media platforms such as Twitter, Facebook and
Instagram. We collected data pertaining to the #MyNorth campaign. The data collected was all
relevant and ranges anywhere from January 2015 to March 2015, as the Netlytic tool collects
most recent data to determine current trends and data flow of the related searches. We decided to
conduct our analysis about the #MyNorth campaign as students who attend university
downtown, the campaign was tailored towards the support of Canadian basketball and the
Toronto Raptors. We felt this was a very interesting campaign since it was tied closely to
Toronto culture, which peaked our interests and would include multiple parties to collect data
from.
The main goal was to determine the success of the campaign by analyzing the responses
seen through social media outlets, such as Twitter and Instagram. Using these well-known and
commonly used outlets would allow us to determine the reactions and other trending hashtags
that are typically seen along with the #MyNorth campaign. This would allow us to determine the
overall success and awareness of the campaign within the general public. It would also allow us
to determine the popularity and success of similar programs and campaigns for other sports in
the future. In addition, by analyzing the different trends and terms that came up, we were able to
see who the campaign affected and what other unexpected third parties were related to this
campaign. There were no specific problems that we tried to assess, but rather, we focused on the
success of the campaign, and tried to determine how successful the campaign was with reaching
its target audience (basketball fans, Raptors fans, Toronto residents) and assuming that positive
reactions were regarded as successful.
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Previous Work / Literature Review
Since Sport Chek began the #MyNorth campaign recently, there was almost no previous
analytical work or any other types of literature which were able to be used to determine the
campaign’s success and other related factors. We decided to use the available literature to learn
more regarding the campaign, who its target market was, and other useful information.
On October 29, 2014, Sport Chek in partnership with MLSE, the owners of the Toronto
Raptors, launched an advertising and publicity campaign known as #MyNorth asking Toronto
residents to share stories about local basketball culture within various Toronto neighborhoods
(Romandel, 2014). The program collects real stories, videos and photos from the nine different
neighborhoods and amplifies them through a media campaign that uses out-of-home, in-arena at
Toronto Raptors games, social media, television, digital and public relations. Sport Chek’s new
10 year relationship with the Raptors is part of the larger strategic partnership between the
Canadian Tire Family of Companies and MLSE (“Sport Chek”, 2014). The deal marks the first
time the brand has partnered with the Toronto Raptors, a coalition the retailer was inspired to
sign after seeing the momentum of the team’s playoff run last season and the underlying
basketball culture that emerged in the GTA, says Shelley Girard, AVP of marketing at FGL
Sports (Maloney, 2014).
Along with the campaign launch, availability of the ‘We The North’ clothing line from
Adidas was also made available at Sport Check locations across the GTA. This shows that the
campaign’s mission was not only to spread awareness about the basketball culture in Toronto,
but also promote clothing, which was a raised issue; “The bigger issue for stakeholders is
whether turning Toronto’s homegrown basketball culture into retail items diminishes the very
authenticity Sport Chek hoped to capture in the My North series” (Campbell, 2015).
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Data Collection & Preprocessing
In order to collect our data, we first has to decide upon a topic which was popular enough
to provide sufficient data in order to analyze. We decided to collect information pertaining to the
#MyNorth campaign which was a designed to raise awareness and promote basketball in the
Canadian society. We used the Netlytic online application to retrieve data from multiple social
media sources such as Twitter, Instagram and Facebook. Our primary data source was Twitter, as
it was the most commonly used application which featured the use of this hashtag. This would
allow us to collect the best and most amount of data though text analysis on Twitter. In order to
collect the data we had to use a specific search looking for any tweet or post which contained
#MyNorth. However, the Netlytic searches gave us a limited number of data, as it only collects
data from last 1000 entries which contain the given search parameters. On the other hand data
collected from Instagram allowed for collection from up to 2500 messages.
We did not need to manipulate the data in any way before heading into analysis. This is
because when analyzing the responses and reactions to the #MyNorth campaign, it was essential
to utilize any tweet that contained #MyNorth in order to determine whether the tweet was
negative, positive, or simply neutral. This is essential as we are trying to determine the number
of good or bad feelings and reactions to the campaign, in order to determine its success and
popularity.
It was hypothesized that the general reactions would be happy and excited for the
campaign. This was believed due to basketball in Toronto being popular and many youth today
would love to have an opportunity and be seen by “bigger leagues” though the promotion of the
#MyNorth Campaign.
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Analysis
Using the convenient Netlytic tool, we were able to gather data from multiple datasets, in
order to conduct analysis on the current trends. Our primary data was collected from Twitter as
that is where we felt we would see the #MyNorth most periodically. The campaign also
advertised the iconic Twitter hashtag symbol, so we felt that we could find most of the
information we needed from there, as well as leads to other platforms using the hashtag. After
data was collected from Twitter we conducted a text analysis. This allowed us to see what the
most common hashtags associated with #MyNorth were. This was done to determine what
organizations and companies may have had the greatest influence on the promotion of the
campaign and any new emerging trends because of the campaign. After the text analysis search
was performed we were able to conclude that the most commonly used hashtags associated with
#MyNorth were as follows:
term #messages #instances#MyNorth 408 408#wethenorth 333 334#toronto 216 219#raptors 211 213#nba 206 206#rtz 147 147raptors 142 174#416 137 137#ballislife 127 127
We were also able to see the reactions and what things people were saying about the campaign
events. By analyzing the twitter messages using the #mynorth through text analysis, we could see
that ‘Feeling’ was the most popular category:
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It was evident that all responses were positive and had good things to say in relation to
any of the #MyNorth events. This allows us to determine the happiness of each event where
#MyNorth was mentioned, and thus, we concluded that any such event where #MyNorth has had
some impact resulted in a positive outcome. We determined that the overwhelming amount of
positive emotions that were displayed through the text analysis showed that the campaign was
having a positive effect for the company.
Another analysis we conducted was a chain network analysis, with a LGL layout. This
was used to determine the chains and relations between each hashtag. This allowed us to see how
often certain hashtags were used in accordance with one another. With this data we can
determine possibly why each hashtag used in association with another and if they affect one
another in any way. Though the data collected in the network diagram we are also able to see the
involvement and popularity of Sport Chek and its brand during the course of the campaign. It
also allowed us to see who else was commonly associated with or mentioned when the
#MyNorth hashtag was mentioned. This is important to our analysis as we wanted to see what
other groups may have had an impact on the campaign. The diagram is displayed in the
Appendices as Figure 1, where Sport Chek tweets are represented in red, pink is Raptors, (the
Toronto basketball team), blue is #ballislife (a popular basketball website), and the indigo color
is for #toronto.
The final analysis that we performed utilized the #MyNorth hashtag on the Instagram
platform. As seen in Figure 2 in the appendices, we found that our results were very similar to
those that we found from the Twitter hashtag, and in fact, had more records as well. We chose to
use a text analysis since many users who use Instagram tend to include other hashtags when
uploading a picture. We assumed that we would be able to find other, less common hashtags, and
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analyze their potential relation to the #MyNorth hashtag as well. This is because many of the
popular hashtags associated with #MyNorth fit within common terms such as ‘toronto’,
‘basketball’ and ‘raptors’. The diagram, shown in Figure 3 of the Appendices, displays how
popular were certain topics over time that was collected from Instagram posts. Some interesting
trends which we noticed were that the #MyNorth hashtag was being used less often overtime,
compared to the #wethenorth hashtag which has been consistently mentioned overtime. The
#wethenorth hashtag was popularized with the Toronto Raptors team, and has since been
merchandised by many companies. It’s important to note the influence of the Toronto Raptors
team, because in our chain network they were in the center of the diagram. The term ‘416’, in
reference to the major area code number for the Greater Toronto Area, was used almost all of the
time according to the diagram. And finally, other companies such as ‘Modern Notoriety’ and
‘Ovo’ were mentioned, which have no affiliation with Sport Chek.
Conclusion
The results of our analysis can be implemented and used in various ways for decision
makers. Each result that was pulled, popular or less popular, had some importance when it came
to analyzing the success of the #mynorth campaign. It was evident that the campaign was trying
to reach out to the basketball community of Toronto, especially with the recent success of the
Toronto Raptors and their #wethenorth campaign. The success of the Raptor’s campaign most
likely influenced the Sport Chek campaign in many ways, the most obvious being the
resemblance of the hashtag, so that the Sport Chek campaign would easily appeal more to those
who were associated with using the #wethenorth hashtag.
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One interesting thing we found was that through the Instagram analysis, there were
mentions of certain terms which we were surprised would be there, but were also all related to
each other. Examples of these terms were ‘#ovo’, ‘#drake’, ‘#the6’, ‘#thesix’. To someone who
may not be familiar with current trends in Toronto culture, these terms would not mean much,
but in fact, are important, primarily, the #drake hashtag. Drake is a popular rap artist from
Toronto, who is part of the record and clothing label known as Ovo. One of the common terms
that Drake has popularized is nicknaming Toronto ‘the six’, presumably from Toronto’s area
codes 416 and 647. Thus, it can be assumed that those who live in Toronto and are fans of
basketball, specifically the Toronto Raptors, may know of or already enjoy Drake’s music. Sport
Chek and other similar companies should use this to their advantage when promoting basketball
related products, since it will increase their chance of raising brand awareness.
It is worth noting that within our analysis we chose to not use any data from Facebook or
Youtube. Since the campaign had no page dedicated to it on Facebook, and the company which
started it was promoting a new campaign by this point, we did not have much to use for our
analysis. In addition, when going to the Toronto Raptors Facebook page, we noticed their usage
of #wethenorth, compared to #mynorth. Youtube was not used because despite their being
multiple videos on Sport Chek’s Youtube channel associated with their campaign, there was a
lack of comments (about four per video), and videos were only around 5000-15000 in views.
While completing this analysis and research I have learned to greatly appreciate the value
and importance of any dataset. I feel that in the future I may decide to enter the analytics field of
work, or perhaps big data, as this work is very exciting and answer various problems if the
correct datasets are utilized. (Robert)
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This assignment gave me a lot of insight on the importance of the usage of hashtags in
modern day marketing and advertising. There are lot of possibilities with tools such as Netlytic,
and with more implementation of hashtags, hopefully there will be more platforms available to
help us analyze them. (Veronica)
Netlytic helps Sportchek and Toronto Raptors see how engaged their followers with the
campaign are as well as increase their brand awareness. Netlytics also helps company justify and
measure their return on investment when evaluating their social campaign, which is useful for us
to know as students in the Business IT Management program. (Ahmad)
As a group, we learned how to coordinate our work and interests together to make this
project a success. The great thing about Netlytic was its ease of use, accessibility, and how easy
it was to share the data amongst ourselves.
References
Campbell, M. (2015, March 22). Sport Chek's My North apparel line celebrates homegrown
hoops | Toronto Star. Retrieved March 31, 2015, from
http://www.thestar.com/business/sportonomics/2015/03/22/sport-cheks-my-north-
apparel-line-celebrates-homegrown-hoops.html
Maloney, V. (2014, October 30). Sport Chek’s community play. Retrieved March 31, 2015, from
http://strategyonline.ca/2014/10/30/sport-cheks-community-play/#ixzz3Vumtmg4s
Raza, A. (2015, February 25). Scarborough wheelchair basketballer Dini featured in Sport
Chek/Raptors #MyNorth campaign. Retrieved March 31, 2015, from
http://www.insidetoronto.com/news-story/5447297-scarborough-wheelchair-basketballer-
dini-featured-in-sport-chek-raptors-mynorth-campaign/
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Romandel, M. (2014, December 5). #MyNorth: Sportchek and the Raptors attempt to co-opt
Toronto’s basketball culture. Retrieved March 31, 2015, from
http://basicsnews.ca/mynorth-sportchek-and-the-raptors-attempt-to-co-opt-torontos-
basketball-culture/
Sport Chek and Toronto Raptors Celebrate GTA Basketball Culture through New #MyNorth
Campaign. (2014, October 29). Retrieved March 31, 2015, from
http://www.prnewswire.com/news-releases/sport-chek-and-toronto-raptors-celebrate-gta-
basketball-culture-through-new-mynorth-campaign-280761742.html
Appendices
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Figure 1. A chain network analysis with a LGL layout. Sport Chek tweets are represented in red
and all the other hashtags they are associated with as well; pink was Raptors, (the Toronto
basketball team), blue was #ballislife (a basketball website), and the indigo color was for
#toronto.
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Figure 2. This was a report compiled from the results of searching the #mynorth hashtag on the
Instagram platform. We noted that in the text analysis, the most common terms were similar with
the results of our Twitter search. This report also made us decide to use the feeling analysis in
our Twitter analysis.
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Figure 3. Text analysis diagram ranging from March 8 to March 22, showing 100 of the top
topics.