Assessment 2 Information
Subject Code: DATA4500
Subject Name: Social Media Analytics
Assessment Title: Investigative Report – Sentiment Analytics & Product Development
Assessment Type: Individual Report
Weighting: 35%
Word Count: 20 00 Words (+/-10%)
Total Marks 35
Submission: Turnitin
Due Date: Monday Week 10, 23:55pm AEST
Assessment Description
You are a tech consultant working for Ion Plus, a boutique tech consulting firm. Your firm has been approached by Grammerly Inc , a technology company developing digital writing and language tools using artificial intelligence, in particular, natural language processing.
Grammerly’s use of deep learning algorithms, implemented through artificial neural networks, provide real time feedback in:
• Grammar corrections and spell checking.
• Tone and register detection.
• Proofreading and narrative tightening.
• Plagiarism detection.
Grammarly’s core use cases* are focused on document and email editing. Through machine learning and deep learning algorithms, Grammarly’s product offers grammar checking, spell checking, and plagiarism detection services along with suggestions about writing clarity, concision, vocabulary, delivery style, and tone. This is a lucrative market but it is beginning to show signs of saturation. To continue to grow the business, new ideas and new markets are required.
Grammarly has engaged Ion Plus to help them break into the market for chatbots in customer service and social media advertising. Grammerly already has a mature AI engine for formal language editing. A transition into chatbots and broader communication spectrums is commercially lucrative and allows Grammerly to leverage some of its established capabilities. You have been called to lead the project.
Language expressed over social forums (including product reviews), social networks and customer service apps is unique. Text is often abbreviated, misspelt (sometimes deliberately) and augmented with other media elements such as images, emojis, sound clips and videos. In order to successfully disguise itself as humanistic, we need to see whether Grammarly’s AI chatbot can be taught to recognise and adjust social media speak using a ‘social media’ dictionary. The company’s goal is that once Grammarly’s ‘social media language’ AI has been sufficiently trained with this social media dictionary, it can be used to:
1. respond to social media posts and generate influence; and
2. respond intelligently to customer service enquiries.
Your task is to develop a report for the Board of Directors of Grammerly. The report needs to have an executive summary and a body addressing the below issues:
A) Discuss the value proposition of chatbots and outline the business opportunities that exist for Grammerly if they were to push ahead with developing a commercial prototype.
8 marks B) Describe the characteristics of a chatbot and how current AI capabilities can be adapted to develop a chatbot capable of mimicking human personalities in an online setting to achieve marketing objectives.
8 marks C) Identify and examine the commercial cases for adopting chatbots in customer service and discuss to what extent Grammerly’s existing AI capabilities can be leveraged to develop cost-effective chatbots to field FAQ’s and basic customer service enquires.
10 marks D) Recommend THREE specific actions Grammerly can take over the next 12 months to test the viability of developing and adding chatbots to their existing business.
9 marks
Students are provided with THREE core readings:
• The Amazing Ways Google And Grammarly Use Artificial Intelligence To Improve Your Writing https://www.forbes.com/sites/bernardmarr/2018/11/12/the-amazing-ways-google-andgrammarly-use-artificial-intelligence-to-improve-our-writing/#319a08713bb0
• Chatbots in Customer Service - Accenture Interactive https://www.accenture.com/t00010101t000000__w__/br-pt/_acnmedia/pdf-45/accenturechatbots-customer-service.pdf
• Chatbots Point of View - Deloitte Digital https://www2.deloitte.com/content/dam/Deloitte/nl/Documents/deloitte-analytics/deloitte-nlchatbots-moving-beyond-the-hype.pdf
Students must reference the CORE READINGS and provide FOUR of their own independently researched sources in their report.
The report should be appropriately referenced based on the resources found on MyKBS (Academic
Success Centre): https://elearning.kbs.edu.au/mod/page/view.php?id=194263
Task-Based Rubric
Section Criteria
A) Research and Description of Current Trends Demonstrate an ability to describe, evaluate and conduct research on current trends in big data and analytics as they relate to sentiment analytics and applications of natural language process and latent semantic analysis.
Integrate an understanding of analytics techniques, governance and social media to address the application of big data and data analytics to commercial developments.
B) Predictions and Reflections Synthesise theory and practice taught in the course, personal research and the reports provided to provide a logical, convincing and supported conclusion/prediction on the effects of big data and analytics on the future of social media, social networks and AIassisted recommendation engines.
C) Recommend
strategic actions by the bank Recommend three specific strategies an organisation could undertake to address the changing landscape of social media and social networks in light of emerging machine learning and analytics capabilities. Briefly justify each strategy with reference to current theory and practice.
Referencing, Presentation and
Communication Construct a report that follows a logical sequence of an executive summary, introduction, clear sections and a summary/conclusion. Judge the needs of the report audience (senior management and data professionals) and adapt the report structure, presentation and jargon to address those needs.
Conduct research into the report topic based on provided readings and personal research. Demonstrate an understanding of which sources are most relevant to addressing the report focus.
Apply Harvard Referencing conventions to acknowledging all sources used in constructing the report
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
Page 4 Kaplan Business School Assessment Outline