Term Project Marketing Analytics

Instructions

The Marketing Analytics project will be an individual or paired assignment (your choice) with the focus of Diversity Equity and Inclusion and key stakeholder perception employee, customer or investors.

Firms may or may not take part in social media as it pertains to social injustice events.  However, our research is to examine the influence of this action/inaction regarding the perception of employees and customers/investors.

1. 1. 1. Employee perception of Firm action in the case of a social injustice occurrence:  If a firm takes action on social media when social injustice events occurs (X) (Identify when firms bring forward the elements of workforce health in it’s social media or other constructs that speak to DEI) it (positive/negative) influences employee perceptions determinant upon the action taken by a firm via social media as measured by workforce health (employee sentiment). Workforce health as it pertains to DEI is defined as including concepts of: representation, inclusion, belonging, engagement, mobility.  (Y) measure = Measurement: eNPS  Glassdoor (Links to an external site.) Rating, Comparably (Links to an external site.) rating 
      2. Customer perception/Investor perception If a firm takes action to discuss DEI topics (Identify when firms bring forward the elements of workforce health in it’s social media or other constructs that speak to DEI) social media (X) when social injustice events occurs to xxxx there is a (positive/negative) influence on (Y) outcome – stock price (MarketWatch (Links to an external site.) or other) , social sentiment score, NPS (Consumer Guru) (Links to an external site.), CSAT,