PROPOSED MARKETING CONTENT USING DATA MINING TO INCREASE ENGAGEMENT AND FOLLOWER GROWTH IN SOCIAL MEDIA START UP (CASE ON ARTECH PRODUCTION)
Information has been key and important issues in the digital era. Survey conducted by GFK Asia 2016, the millenial generation prefer smartphone rather than TV as their source of information. ArTech Production is a social media account company that produce contents and an advertisement. Currently Art...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/29594 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Information has been key and important issues in the digital era. Survey conducted by GFK Asia 2016, the millenial generation prefer smartphone rather than TV as their source of information. ArTech Production is a social media account company that produce contents and an advertisement. Currently ArtTech is focusing on Line@ social media. <br />
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Despite the business strategy has been executed by ArTech, the company is still facing an issue regarding low engagement rate and low follower growth. Our root cause analysis indicates that the main issue has something to do with unsuitable content for its follower. Given such conditions, this paper is an attempt to propose digital marketing content using data mining. <br />
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Data mining process is an activity to test the content created using Naive Bayes Alghoritm to get the chances percentages of how much it will become high engagement or not. Reviewing data mining result, authors test two contents which predicted have a high and low engagement. From both content created and tested with data mining showed that this research have high accuracy to detect whether a content will be high engagement or low engagement. <br />
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