For the Ann Taylor brand health project, I used a variety of social media metrics and web analytics tools to measure social influence and online performance of customers. Also I conducted demographics analysis in Nielsen Online @Plan platform, ran regression model to analyze Ann Taylor brand health and made recommendation for the brand.

1. Xinyuan
Wu
|
Xue
Ding
|
Cindy
Bahadur
|
Yang
Cheng
|
Jingya
Zhang

2. Yang
Cheng
(Ivy)

• Google
Trends
• Social
Mention
• Website
Traffic

3. Average
Scores
Ann
Taylor
LOFT
Banana
Republic
33
82
46
Data
from:
Google
Trends

4. 250%
160%
150%
70%
50%
0%
50%
100%
150%
200%
250%
300%
Ann
Taylor
card
Ann
Taylor
locations
Ann
Taylor
coupons
Ann
Taylor
wedding
Ann
Taylor
dresses
Queries
Rising
Search
Rate
LOFT
card
700%
LOFT
coupons
300%
LOFT
outlet
170%
Queries
Rising
Search
Rate
Banana
Republic
card
450%
Banana
Republic
coupons
150%
Banana
Republic
sale
170%
• Ann
Taylor’s
wedding
category
generates
buzz.
• Customers
are
sensitive
on
discounts
and
sales
information.
• Similar
credit
card
programs
Data
from:
Google
Trends

5. Social
Mention
Ann
Taylor
LOFT
Banana
Republic
Strength
8%
18%
6%
Sentiment
17:1
31:1
19:1
Passion
39%
33%
28%
Reach
17%
32%
25%
Data
from:
Social
Mention
• LOFT
is
most
likely
to
be
discussed
in
social
media
and
has
the
widest
range
of
influence.
• The
ratio
of
mentions
of
Ann
Taylor
is
17:1,
which
means
every
17
positive
comment,
there
will
be
one
negative
comment.
• Ann
Taylor
audience
are
more
likely
to
talk
about
the
brand
repeatedly.

6. Data
from:
Klout
Google
Trends
Klout
is
a
website
and
mobile
app
that
uses
social
media
analytics
to
rank
its
users
according
to
online
social
influence
via
the
"Klout
Score",
which
is
a
numerical
value
between
1
and
100.

7. Data
from:
Alexa
32%
26%
65%
Bounce
Rate
Ann
Taylor
LOFT
Banana
Republic
7.3
7.9
1.4
Daily
Page
Views
Per
Visitor
Ann
Taylor
LOFT
Banana
Republic
0.79%
99.59%
Visitors
go
to
blog.anntaylor.com
Visitors
go
to
anntaylor.com
• Banana
Republic
has
the
highest
number
of
audience
browsing
its
website
• LOFT
has
the
highest
daily
page
views
per
visitor.
• Ann
Taylor
blog
has
few
traffic
while
Banana
Republic
and
LOFT
has
no
blog
yet.

8. • Most
of
the
audience
are
female
college
students
browsing
from
school.
• US
is
still
the
dominant
market
of
Ann
Taylor.

9. By
Yang
Cheng(Ivy)

10. 1,057,960
1,384,729
1,174,790
Facebook
Likes
Ann
Taylor
LOFT
Banana
Republic
6,254
4,436
12,906
People
talking
about
Ann
Taylor
LOFT
Banana
Republic
• LOFT
has
the
highest
number
of
Facebook
Likes.
• Banana
Republic
has
the
most
people
who
are
engaged
and
interacting
with
Facebook
page.
Data
From:
Facebook

11. y
=
1,013.0x
+
1,053,120.7
y
=
596.1x
+
1,382,456.9
y
=
1,035.2x
+
1,170,267.7
1,050,000
1,100,000
1,150,000
1,200,000
1,250,000
1,300,000
1,350,000
1,400,000
1,450,000
27-­‐Nov
Thanksgiving
Black
Friday
Cyber
Monday
4-­‐Dec
7-­‐Dec
Ann
Taylor
LOFT
Banana
Republic
• Banana
Republic
has
the
highest
growth
rate
of
"Likes”
over
the
past
ten
days
and
during
Thanksgiving.
• Ann
Taylor
has
the
highest
growth
rate
of
“Likes”
during
Cyber
Week.
• Thanksgiving
attracts
more
traffic
than
Cyber
Week.
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
Ann
Taylor
LOFT
Banana
Republic
0.13%
0.07%
0.16%
0.34%
0.15%
0.32%
Facebook
Likes
Growth
Rate
Thanksgiving
Week
Cyber
Week
Data
From:
Facebook

12. • Black
Friday
Facebook
users
visited
early
in
the
morning,
but
not
as
much
in
the
evening.
• Activity
tends
to
peak
in
the
early
evening
around
6
PM
PST.
• Black
Friday
activity
exceeds
Thanksgiving
activity.

13. • Post
Engagement
Rate
changed
from
0.02%
to
0.09%.
• The
strategy
is
free
giveaway.
• Banana
Republic
and
LOFT
doesn’t
have
high
engaged
post
as
Ann
Taylor.

14. Keywords:
discounts,
style
,gift
Keywords:
fashion,
party,
banana
gift
card,
L’Wren
Scott
Collection
Keywords:
fashion
blog,
Party
style,
discount

15. By
Xue
Ding


16. Overall
Measure
ment
Thanksgiving
Tracking
Twitter
Exposure
Audience
Reach
Engagement
WHAT
HOW

17. 0
20000
40000
60000
80000
100000
120000
140000
160000
Ann
Taylor
LOFT
Banana
Republic
55095
40416
155411
Number
of
Twitter
Followers
Ann
Taylor
LOFT
Banana
Republic
0
2000
4000
6000
8000
10000
12000
Ann
Taylor
LOFT
Banana
Republic
10935
6221
7321
Number
of
Tweets
Ann
Taylor
LOFT
Banana
Republic
• Banana
Republic
has
the
most
twitter
followers,
which
is
three
times
more
than
Ann
Taylor
• However,
Banana
Republic
only
posts
3000
tweets
less
than
Ann
Taylor.
• For
LOFT,
it
put
least
effort
on
Twitter
because
of
the
smallest
numbers
of
followers
and
tweets.
Data
From:
Twitter

18. • The
number
of
followers
of
LOFT
increased
most
than
two
others.
• Banana
Republic
increased
its
number
of
tweets
most,
Ann
Taylor
did
not
left
far
behind.
Data
From:
Twitter
Followers
and
Tweets
Increasing
During
Thanksgiving
0.92%
0.17%
6.24%
0.24%
1.14%
0.25%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Followers
Tweets
Banana
Republic
LOFT
Ann
Taylor

19. Audience
Distribution
by
Gender
88.6%
11.4%
100%
0
55.4%
44.6%
Data
From:
keyhole.co
Husband
Boyfriend/Fiance
Fashion
Blogger

20. ¡ Audience
Distribution
by
Location
NY:
LOFT33
%
CA:
Banana
Republi
c
23%
Data
from:
Keyhole.co
NY:
Ann
Taylor
21%

21. Data
From:
simplymeasured.com
Lover,
Fashion
Life,
Mom,
Wife,
Students
Fashion,
Blogger
0
100
200
300
400
500
600
700
800
Fashion
Life
Lover
Music
Blogger
Wife
Mom
World
Student
Ann
Taylor
LOFT
Banana
Republic

22. 4682
785
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Mentions
Retweets
Banana
Republic
LOFT
Ann
Taylor
Total
Number
of
Mentions
and
Retweets
During
Thanksgiving
Period
• During
thanksgiving,
Banana
Republic
has
the
largest
number
of
mentions,
which
means
the
audience
mentions
this
brand
most.
• People
retweets
LOFT’s
posts
most,
huge
gap
comparing
to
the
other
two.
Data
From:
simplymeasured.com
&
Twitter

23. 0
50
100
150
200
250
300
350
305
Ann
Taylor
LOFT
Banana
Republic
3792
0
500
1000
1500
2000
2500
3000
3500
4000
Ann
Taylor
LOFT
Banana
Republic
Number
of
Mentions
on
Each
Day
Number
of
Retweets
• During
Thanks
giving,
both
Ann
Taylor
and
LOFT
has
the
largest
number
of
mentions
on
Cyber
Monday,
while
Banana
Republic’s
most
mentions
are
after
that
day.
• On
Dec.3,
after
Cyber
Monday,
LOFT
has
a
incredible
increase
on
retweets
numbers.
Data
From:
simplymeasured.com
&
Twitter

25. 67%
0
33%
0
0%
<30mins
30-­‐60
mins
1hr
-­‐
6
hrs
6hrs
-­‐
24
hrs
>24
hrs
0
0
31%
63%
6%
54%
18%
21%
7%
0%
• Although
comparing
with
other
two,
Ann
Taylor
response
to
its
audience
fastest,
but
if
it
does
not
reply
to
its
audience
within
30
mins,
it
will
response
one
to
six
hours
later,
which
is
too
late.
Data
From:
simplymeasured.com