Digital IQ Report: Analysis of consumer brands (1) Twitter (2) Site Quality (3) Facebook (4) Third Party Data Goal: Analyze and quantify trends in brand's digital performance and provide insights

1. DIGITAL IQ REPORT
Stephan Johnson, Dartmouth College

2. Twitter Analysis
Brand
Number of
Followers
(in thousands)
Interesting Finds
Brooks
Brothers
59
• Uses hashtags to offer fashion and style tips
• Engages with users through requesting photo
submissions
YSL Beauty 15
• Sharing short YouTube clips to increase
engagement
Chanel 5,600
• Utilizing #ChanelSpeakUp hashtag
• Sharing photos with celebrities, highlighting their
connection to the brand
Four
Seasons
144
• Asking for followers to retweet
• Relevant tweets commenting on the holidays
Oscar de la
Renta
303
• Linking to Instagram page, featuring a new hire
• Sharing relatable quote and thoughts
Additional data to consider for analysis…
• Where do clickable links reroute to?
• What are the top keywords that brands are using?
• What is the average length of their messages?
• What is their follower growth rate?

3. Site Quality Assurance
Data Point
Provided
Value
Analyzed
Value
E-commerce Enabled 90% 100%
Videos on Site 80% 80%
Includes Blog 30% 30%
Auto-correct Misspelling in Product Search 80% 80%
Live Chat on Main Site 50% 40%
Free Shipping Offer 90% 100%
Minimum Required for Basic Shipping 40% 60%
Minimum Amount for Basic Shipping $87 $79
Offer Customization 30% 70%
Ability to Share Customization 20% 50%
Noted Discrepancies

4. Site Quality Assurance
 Auto-correct feature: Some websites will prompt
the user with a message asking “did you mean
XYZ?” while others would simply redirect users to
a best match. Other auto-correction software
would only pick up minor errors (like shoee vs.
shoes) vs. complex errors (like shoez vs. shoes).
 Customization: It was discovered that some
brands offered custom team clothing/gear and
embroidery, which was not always clearly
advertised.
 Interesting note: Converse offers free shipping
on virtual gift cards.

5. Facebook Data Analysis
 About the Ranking
 35% Engagement: Number of posts, Fan engagement with
posts, Number of likes
 45% Community: Like growth rate
 20% Integration: Employment of features
 Engagement Rate Algorithm
 9:4 Comment to Likes weighted ratio, combined with
community size

6. Facebook Data Analysis
Ran
k
President
Digital
IQ
IQ Class
1 Van Buren 158
Mastermin
d
2 Harrison 157
Mastermin
d
3 Tyler 138 Expert
4 Jackson 131 Expert
5
Washingto
n
128 Expert
6 Jefferson 125 Expert
7 Monroe 118 Amateur
8 Adams 112 Amateur
9 Polk 9 Neophyte
President Rankings
_______DIGITAL IQ
CLASSES_______
MASTERMIND: 150+
Demonstrates creative
intelligence and mastery
EXPERT: 120-149
Showing special skill and
knowledge
AMATEUR: 100-119
Engages in functional execution
of marketing practices
STUDENT: 80-99
Limited understanding of platform
NEOPHYTE<80

7. Facebook Data Analysis
 Key Insight 1: Percentage Fan Growth
0.00% 10.00% 20.00% 30.00% 40.00%
Washington
Adams
Jefferson
Madison
Monroe
Jackson
Van Buren
Harrison
Tyler
Polk
Fan Growth
(between April 25 and June 20, 2014)
Fan…
Of of the presidents who
have experienced at least
a 10% increase in their fan
communities:
• All are in the top two
Digital IQ tiers
• Four out of five have the
highest engagement
rates
• Four out of five have an
average community size
of 23 thousand fans,
compared to an average
of 2 million for the
remaining

8. Facebook Data Analysis
 Key Insight 2: Engagement vs. Size
Size of Fan Community
LevelofUserEngagement
Washington
Adams
Jefferson
Madison
Monroe
Van Buren
Polk
Tyler
Harrison
Jackson
• There is a negative
correlation between size of
fan community and user
engagement.
• Presidents that have been
successful with developing
a large fan base often fall
short with user
engagement.
• Presidents with smaller
communities are able to be
more involved in
communication among
their fans.

9. Facebook Data Analysis
 Key Insight 3: Features Employed and Change
in Likes
Employing more features correlates to an increase
in fan population.
Feature Correlation Coefficient
Feature 1 Negligible Negative Relationship -0.03
Feature 2 Moderate Positive Relationship +0.30
Feature 3 Moderate Positive Relationship +0.32
All Features Weak Positive Relationship +0.28

10. Third Party Sites Data Write Up
 Recipe Site Content and Advertising Participation:
 90% of consumers use their phones while shopping for
groceries
 37% of shoppers look for recipes and 24% search for
promotional offers
 Over the next several months, one-third of U.S.
households will have their initial online grocery shopping
experience
 It is important for brands to have a mobile strategy.
Taking advantage of consumers’ in-store research by
offering recipes and promotional offers has a positive
impact on sales. It is recommended that brands
publish content on product detail pages (including on
Wal-Mart and Amazon), participate in sponsored
recipes, and improve mobile optimization with

11. DIGITAL IQ REPORT
Stephan Johnson
Stephan.C.Johnson.15@dartmouth.edu