MKT
Kansas City Royals NUVI Analysis

Kansas City Royals NUVI Analysis - Kansas City Royals NUVI...

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Kansas City Royals NUVI Analysis November 16 th 2016 Danielle Wolter, Chad Roth, Kirsten Foley, Matt Dubiel, Nick Doretti, Robin Kollmon
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MKT 33 - Developments in IMC Strategy - Dr. Jeri Beggs
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Introduction The information that will be provided in this analysis for the Kansas City Royals is based on information generated through Nuvi software. This analysis will contain information that we feel is important for the Kansas City Royals to know. We will also give explanations on how Nuvi compiled the information and what it all means. In this section, we will simply provide the important numbers and information, and then in our analysis we will explain in more detail what the numbers and information mean. The report is based on mentions of the Kansas City Royals on the platform of Twitter from 11am (Central Time) on August 20th through 11am (Central Time) on September 22nd. There were a total of 3,856 mentions on Twitter in this designated time frame. Twitter is the only platform that Nuvi pulled information from because other platforms have privacy settings that Nuvi cannot access. Another thing to note about Twitter is the significance of millennials on Twitter. Global Web Index found that 59% of millennials have a Twitter account (Bennett). Twitter’s own research found that of those millennials 81% of them are checking their Twitter at lease once a day (Moy). These statistics show the extent of marketing potential Twitter has when marketing to millennials. Out of all the mentions, 2,125 of them were original mentions that potentially reached 1,768,851 profiles. Missouri, Kansas, and Nebraska had the most mentions per capita of any other state that mentioned the brand. However, it is important to know that 69% of mentions came from Missouri, 26% came from Kansas, and 5% came from Nebraska. So although these are the top three states, Missouri more than takes over the majority of mentions. The rest of this report will go into more specifics that are important to consider when making a marketing plan. Analysis Sentiment When analyzing the information given by NUVI it is important to realize how it analyzes and codes positive, negative, and neutral sentiment. Sentiment analysis can be defined as “ the process of computationally identifying and categorizing opinions expressed in a piece of text, especially in order to determine whether the writer's attitude towards a particular topic, product, etc., is positive, negative, or neutral.” In terms of tweets, NUVI will look for words within the tweet that it recognizes as positive, negative, or undetermined which is neutral. NUVI will then automatically codes it respectively to how they recognizes the words. A tweet that contains the words “great” or “awesome” may be coded by Nuvi as positive. Words like “bad” or “terrible” may cause Nuvi to code the tweet as negative. For example, a tweet by @ChrisSuchanKCTV on September 12th reads “Looking good for Royals baseball this evening! @Royals #Royals” This tweet is marked as positive most likely because of the word “good.” Chris Suchan is a local
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  • Spring '14
  • JeriMBeggs
  • Kansas City Royals, Nuvi

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