3d Texas 180 Consulting Presentation — original pdf

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AUSTIN ANIMAL CENTER DATA ANALYTICS AND MARKETING TEAM September 2016 DECEMBER 05, 2021 Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants PRESENTATION AGENDA INTRODUCTION CURRENT SITUATION SOCIAL MEDIA PRESENCE INTRODUCTION DATA ANALYSIS RISKS AND MITIGANTS Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants INTRODUCTION MEET THE AAC TEAM SID PURANIK SHIKHA LAKHI JUSTIN LANG NAVYA RAO SAKET MUKTHAPURAM Project Lead Marketing Consultant Data Analyst Data Analyst Data Analyst Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants CURRENT SITUATION AUSTIN ANIMAL CENTER HIGH INTAKE Over 18,000 total intakes in 2019. Each animal costs $43 per day. FALSE STRAYS AAC facilities being overloaded due to reporting of false strays 1 4 2 3 LOW ANIMAL CLAIM RATE Three out of four dogs are not claimed by owners LOW MARKETING ENGAGEMENT Large social media following, but low engagement on posts Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants PRESENTATION AGENDA DATA ANALYSIS CURRENT SITUATION SOCIAL MEDIA PRESENCE INTRODUCTION DATA ANALYSIS RISKS AND MITIGANTS Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants DATA ANALYSIS OVERVIEW How do we solve the issue of over intake in the animal shelter? What are key factors for over intake and how can we mitigate them? 01 MICROCHIPPING 02 LOCATION 03 STATISTICAL ANALYSIS 04 DELIVERABLE Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants DATA ANALYSIS MICROCHIPPING Pivot Tables Analysis MAIN TAKEAWAY: 2x as many chipped animals are returned Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants DATA ANALYSIS MICROCHIPPING Causal-Inference Test Inferring the effect of one variable on another variable What is the effect of being microchipped on the throughput rate of stray animals? Linear Regression Model to estimate the ATE Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants DATA ANALYSIS MICROCHIPPING Analysis Results MICROCHIPPING EFFECT Estimated increase of 17.3% in the adoption and return rate of animals microchipped Statistically significant difference between the subsets Potential confounding factors Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants DATA ANALYSIS LOCATION Frequency Analysis ZIP CODES WITH HIGHEST FALSE STRAY PERCENTAGE ZIP CODES WITH LOWEST FALSE STRAY PERCENTAGE 78731 | 78615 | 78701 | 78705 | 78728 78610 | 78732 | 78719 | 78621 | 78719 Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants DATA ANALYSIS ZIPCODE ANALYSIS Low False Stray Rate Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants DATA ANALYSIS ZIPCODE ANALYSIS High False Stray Rate Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants DATA ANALYSIS FINAL RECOMMENDATIONS MICROCHIPPING LOCATION MANDATING MICROCHIPPING LEGISLATION EDUCATE NEWCOMERS FREE MICROCHIPPING CLINICS MARKET IN HOTSPOT LOCATIONS Data compilation in order to speak with City of Austin Causal-Inference Test can prove as statistical evidence Eliminate cost as a barrier for microchipping in order to raise microchipping rates and improve RTO rates ● ● ● ● Gentrification is proven through data Educate newer population about proper petcare Marketing and awareness should be aimed toward audiences in identified zip codes Coffee Shops, Large Retail Stores, & Commercial Hotspots ● ● ● ● ● MARKET MICROCHIPPING AS EFFECTIVE INFORM PUBLIC ABOUT STRAY SITUATIONS Microchipping statistically Owner and Adoption Rates improves Return to Diminish the over intake overtime by informing public on proper procedure Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants PRESENTATION AGENDA SOCIAL MEDIA PRESENCE CURRENT SITUATION SOCIAL MEDIA PRESENCE INTRODUCTION DATA ANALYSIS RISKS AND MITIGANTS Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants SOCIAL MEDIA PRESENCE OVERVIEW SOCIAL MEDIA PRESENCE AWARENESS ENGAGEMENT PROS CONS ● ● ● ● The Austin general public is aware of AAC 52.6k followers on Instagram 108k followers on Facebook ● Clear and cohesive theme established across platforms: Community The Austin general public has an unclear understanding of: AAC’s offerings and role in the community what AAC’s volunteers do ● Improve engagement across platforms: 0.5% to 1% engagement across platforms High quality posts receive 2% to 3% engagement rate ● PROS CONS Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants AWARENESS INSTAGRAM STORIES ● Volunteers take over the Instagram Story for a day and share insights on: Their day-to-day ○ ○ What constitutes a stray ○ What the community can do to help reduce AAC’s stress ● ● AAC is a community-run organization, and social media is a great platform to get more of the community involved Addresses issue of the community’s lack of understanding of what volunteers do Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants AWARENESS WALK-UP PROTOCOL KEY AREAS FOR IMPROVEMENT ● ● Separate checklists can be combined to increase ease for user Difficult to locate on website- hyperlink can be moved to convenient location Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants AWARENESS WALK-UP PROTOCOL ● ● IMPACTS Follow along document makes it easier for user to make an accurate decision Addresses issue regarding the community’s lack of understanding about AAC’s offerings ● Moving to featured resources on the website will make it easier to locate this resource Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants ENGAGEMENT RECOMMENDATIONS FREQUENCY CAPTIONS QUALITY STORIES Decrease frequency of posts to Reduce caption length to be Pictures with families, Dedicate story for new rescues two-three times/week. about 150 characters long, no volunteers, and various Can be added to your Instagram Research shows that this is the more than 2,200 characters community members Stories Highlights to remain most effective number of total. Research shows these posts/week for optimal caption lengths receive the engagement most engagement permanent Ensure the Stories Highlights remain updated (dogs that have been updated) Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants ENGAGEMENT CAPTIONS & QUALITY austinanimalcenter austinanimalcenter austinanimalcenter SHARED CHARACTERISTICS High Quality Bright Colors Quirky Animal Pictures Caption is 155 Characters Meet Phil! Phil loves Halloween and can't wait to celebrate with y’all at AAC this weekend. Join our volunteer program and meet more animals like Phil! Dogs are everyone's best friends! Come by AAC to adopt or foster a dog and experience it yourself. Meet Austin! Austin enjoys meeting our new volunteers and community members. Join our volunteer program and meet more animals like Phil! Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants ENGAGEMENT CAPTIONS & QUALITY SHARED CHARACTERISTICS High Quality Pictures with Volunteers Bright Colors Quirky Animal Pictures Pictures with Various Community Members WHY? AAC is a community-driven organization These images create a connection between the social media user and AAC No usage of sad animal pictures because AAC has created a branded themselves positively Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants PRESENTATION AGENDA RISKS AND MITIGANTS CURRENT SITUATION SOCIAL MEDIA PRESENCE INTRODUCTION DATA ANALYSIS RISKS AND MITIGANTS Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants RISKS AND MITIGANTS DATA AND MESSAGING DATA RISK: Only used one covariate to determine gentrification. DATA MITIGANT: Increases in household income are one of the best indicators of gentrification. MESSAGING RISK: MESSAGING MITIGANT: The suggestion of updating the flyer is a passive solution. Passive solutions are generally effective long-term and reduce overall burden of an organization. Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants THANK YOU Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants APPENDIX ● “U.S. ZIP Codes: Free Zip Code Map and ZIP Code Lookup.” UnitedStatesZipCodes, www.unitedstateszipcodes.org/. Introduction Current Situation Data Analysis Social Media Presence Risks & Mitigants