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Uber
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Executive Summary
The report will be offering an analysis, evaluation, and recommendations concerning the
Uber’s company, social media metrics, analytics tools and data mining. Fortunately, the
enterprise is employing valuable strategies with online, mobile, and donations metrics employing
statistics from the healthy diversity of Uber social platforms such as Facebook, Twitter,
Instagram, Google+, and mobile app. Considering the analytics tools and data mining, the is
investing much to tools such as supply positioning model, segmentation, visualization tools for
the various mining methods comprising spatial mining, sentiment analysis, predictive analysis
In spite of these superior attempts, there are still some disadvantages that the company is
required to settle in these domains. They necessitate creating more time for solving the
challenges, more enhanced tools to merge social media analytics with commerce aptitude, and to
concentrate further than those metrics that they are following today.
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Contents
Executive Summary....................................................................................................................................... 2
1.0 Introduction ............................................................................................................................................ 4
2.0 Social Media Presence and Social Media Goals of the Organization ...................................................... 4
2.1 Social Media Goals of Uber ................................................................................................................. 6
3.0 Uber Analysis........................................................................................................................................... 8
3.1 Social Media Metrics ........................................................................................................................... 8
3.2 Analytics Tools .................................................................................................................................. 11
4.0 Evaluations ............................................................................................................................................ 15
4.1 Social media metrics ......................................................................................................................... 15
4.2 Analytics tools ................................................................................................................................... 16
4.3 Data mining ....................................................................................................................................... 16
5.0 Recommendations ................................................................................................................................ 17
6.0 Conclusion ............................................................................................................................................. 18
7.0 References ............................................................................................................................................ 19
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1.0 Introduction
Social media is the best strategy to market the business since most frequently individuals
are being dynamic in social media network. It is also flexible for the user since nowadays the
technology has advanced. Therefore, Uber is one the enterprise that have been using social media
concerning the company via social media replies from their diverse clients sentiments (Lyytimen
& Grover, 2017). To unearth how this company operates, this report primarily offers an analysis
of various Uber’s social media metrics, its analytics tools and the data mining techniques. Then
by scrutinizing these features of Uber’s information action and value functions, the report
persists with assessment and recommendations on what metrics, tools, and acquaintance
detection methods should Uber amend and add to perfect their social media expertise.
page facebook and Twitter. The company has various pages and at the same time it is very active
on posting.
Below is the total number of followers of Uber on various social media platforms:
YouTube – 87 K – https://www.youtube.com/uber
3. To advance the social media reach in order that large number of individuals can be
reached;
4. To give feedback to the request made by the people in the social media.
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significance of marketing via platforms such as Facebook, Twitter, Whatapps, and LinkedIn
cannot be assumed. Therefore, social media is established in contemporary digital marketing and
effective brands comprehend how to come up with the most of any social gap they select to
cover (Harmon et al., 2017). For the Uber Company to yield the whole advantages of the social
media marketing, it must reflect on which social platforms are most precious to it.
Thinking which metrics to concentrate on in fact relies on the company marketing goals and the
capacity of its clients. Whether the company is just commencing and attempting to develop it
visibility a particular social campaign, it should therefore consider tracking the following social
media metrics;
1. Facebook Likes
The company is likely to be aware that Facebook’s frequent user foundation makes the site an
important unit of the company social media marketing. Following the number of the likes it
receives on Facebook can make the company to know the amount of quality services it offers to
its customers. Not only does the Facebook reckon the progress of the company fan foundation
via page Follows, it also follows fan rendezvous via Likes on personal posts and pieces of
satisfied.
2. Twitter Mentions
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Twitter is an immense place to establish if the company is initially commencing into the social
media marketing business. Additionally to following follower expansion and the retweets, which
is one of the most crucial Twitter metrics you should concentrate on is normally another user
states the services of the company. Declares which tag the Twitter hold in another user’s tweet,
make obvious in demand degree of rendezvous at which your clients are actively reaching out for
3. LinkedIn Demographics
The most important thing about LinkedIn is built-in aspect for Company Pages that offers
imminent into its client demographics. By involving itself in evaluating who includes in the
company’s LinkedIn tracking, the company is in a position to tailor contented more successively
to meet their desires. For examining followers of your Company Page, LinkedIn offers data
supported on different forms of information comprising the company, pre-eminence, and job role
4. Snapchat Engagement
Though snapchat does not provide much for services in the manner of tangible, quantifiable
metrics, there are a few forms the company can follow fan appointment on the app. Use Snapchat
to commence contests individual promo codes that must be converted in another place online to
look for how many users are concentrating. If the company experts do not comprehend the
petition of the Snapchat form a servicing perspective, reflect on this: what superior way to make
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sure the company’s audience is concentrating than the planned a time finite on the window in
The reputation of Instagram is connected to the fact that pictures are simply palatable than to
more multifaceted comfort. As significant as it is to follow follower expansion, shares, and likes
engagement rates. The speed at which the company post are shared or liked can be significant
6. WhatsApp
This app emerged recently and today it is the app which has many users compared to other apps.
It is therefore most useful app for marketing once the company has a site where it can retrieve
the contacts of the people around. Most of the users visit it frequently and the company can know
Additionally to the above mentioned social media metrics advantages of following different
social metrics, the company is supposed to appraisal the origins of its web traffic through Google
Analytics frequently. The number of the information to be received via Google Analytics is
plenty, but following the origins of its website traffic is one most important roles provided by
this tool. Therefore, researching the origins of website traffic can assist the company to decide
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which social media platforms are most beneficial to its time and resources, in that way aiding the
enhancement and are executing analytics into their commerce so that they can make vigorous
determinations that can strengthen their competitive position in the market (Chamorro-Premuzie,
2016). Today analytics has been linked with different sectors like software, finance, healthcare,
logistics, and transport and it is bringing a difference. For that reason, the Uber Company has
invested a lot to implement this tool to it commerce so that it can achieve it competitive
advantage in the market. Therefore, UBER has been one of the most fast expanding start-up
businesses which had been started in 2009. Over these past years, the business has covered large
areas in the world and is an insight name to surmise hen stating about settling problems that most
Presently, UBER has more than 8 millions clients, 1 billion tours and near about 160,000+
individuals riding for across more than 50 countries. The major reason behind its achievement is
the large data that the business gathers and influences. By employing this information and
analytics, it makes elegant and sharp decisions employed in the business (Shorey & Howard,
206). Therefore, how UBER employs analytics for its commerce? Data is the hub asset for
UBER and its enterprise structure is simply supported on the different data analytics standards.
Therefore, according to the Analytics researchers the company applies supply positioning model,
segmentation, and visualization tools to attain its competitive advantage in the market.
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Supply positioning
UBER maintains its major concentration on this and biggest problem is to control the supply
in those certain domains where the demands are increasing in the high rates. Therefore, Uber
Uber employs analytics by competently gathering all the ancient information for the last few
weeks and categorizing those areas in the city where the demand is enormously high.
The company takes a view at the particular parameters like hours of the day when various
The company analyze the number of request get completed in the course of the day in
Therefore, they conclude that if a particular the requests are higher than successfully
completion replies, it conclude that the demand is high but the supply is low.
Supposed on all these actual time data and analytics, the company is in a position to
proactively imply to the drivers to work on the areas where the demand is high within 2-3
hours so that they can get ready for the next demand in the city.
Therefore, the company is attempting to bridge the gap between the demand and supply since
in the Uber business there is a huge gap which can be declined by analytic such as A/B testing
and bunching. Although the demand increases from high demanding single area, on the other
hand supply is emerging from different zones in the city. For that reason to decline this gap, the
company is required to send weekly transportation to the riders by analyzing few weeks’ data for
a particular city.
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Segmentation analytics
In this analytics tool it emerges two analysis namely; A/B testing and clustering analysis.
1. A/B testing
The A/B testing is where the Uber posts the most fertile and successful communication to the
riders and redeems them into trustworthy partners by offering them profitable incentives.
Therefore, once a driver inclusive his registration, the company maintains controlling him or her
by settling his challenges connected to the technical data. The major goal of A/B testing is
propelling individualized communication to the riders and encourages them to be active with the
company assignments.
2. Clustering analysis
This analysis implies that the company is always defragment the big data plans into smaller
detachments to that they will get better and elegant imminent which will assist them in making
important decisions.
Visualization analytics
Visualization analytics is an analytics tool which has been employed by the Uber Company to
make the information more actionable, understandable, and comprehendible. In other countries
such as India, employing heat maps which is employed fundamentally to classify where
accurately is the biggest inconsistency between supply and demand. The group employs
visualization layers so that to make the tangible and forceful company decisions. Data
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visualization also assists the community to comprehend what Uber operates and how it does in it
commerce.
services to the community. The superiority of service is truthfully inimitable and this is because
to the huge data being examined and data science being concerned shrewdly by the business’
competence team and this builds a better driving experience for any one request an Uber service.
With the help of the tools and metrics mentioned above, Uber Company is operating very
in building values from its data mining task. By concluding from the means it is employing
analytics tools, the business incorporates various data mining methods to attain interested results.
Therefore, these comprise spatial data mining and sentiment analysis, graph mining this is by
categorizing controllers and more, integrating functionalities of data mining like characterization
such as segmenting clients supported on wealth, and prediction which is determined by the
donation campaigns, and classification which includes classifying peak hours and off peak hours
etc (Kularithaivel et al., 2017). Therefore, Uber is employing its huge data resources to identify
clients, connect them to its preferred service at their local areas and durations, offer objected
advertising and money off on their individual mobile accounts, get better fulfillments and
There are many cases to typify such data mining methods. One scenario is that Uber first
segment the clients are supported on their faithfulness card data and then sets rules to relate with
their procurement conducts. Afterwards, individualized appreciations and many offers are sent to
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clients’ smart phones. Other scenario is how the company customizes its services to match with
the clients’ preference (Harmon et al., 2017). Therefore, the company realized that most of its
customer like getting the information sent in their smart phones since they can access it easily
compared to other complex devices. On that reason, the company started sending the information
to the clients so that it can notify them of their changed rules and routes. The company managed
to cover large areas and becomes the number company offering services of Uber.
In spite of these, the researchers stated that the company has much to do improve its
services in the market. Therefore, the executives of the company they are supposed to always
pay attention to the data mined by the tem so that they can note where they need an impropve
and also to balance the demand and supply in the market. Consequently, it is needed to have a
good assessment of Uber’s strengths and weaknesses in these domains and recommend
enhancements in the future of this business (Shmueli et al., 2016). By doing so, the company will
be in a position to determine its competitive position in the market and lastly achieve it
4.0 Evaluations
enormous desires and rendezvous. By using metrics to comprehend client conducts, controlling
company performance and describing most favorable areas and times, the enterprise is in a
position to comprehend clients, maintain the customer base involving, create good interactions
with the clients, and even redeem clients to its diplomats. Temporarily, when there are any
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productive challenge, Uber Company is in a position to detect it and settle in the shortest as
possible. Nonetheless, there are still disadvantages to this metrics selection (Shorey & Grover,
2016). One the metrics never give precise predictions of the social media listeners sentiments
further than requests of the customers related topics. For example, the company concentrates on
the areas where the demand is high and neglects the areas with low demand. In other words, it is
dealing with the areas which it dwellers are economy advantaged people and assumes the rest
visualization which has been used by the company where in return it enjoyed several benefits
from them. They assist the company to come up with metrics which will help the company to
market it services in the whole country (Harmon et al., 2017). The tools help the company to
monitor its staffs and how they treat their diverse clients so that it can maintain its customer base
in the market. Additionally, visualization analytics tool helps the company to unearth knowledge
important to base decision making in the company and response to the clients’ requests.
Conversely, there are various disadvantages when employing these analytics tools.
Fundamentally, most of these tools are very exact therefore they can only provide inadequate
functions. Therefore, the company is supposed to employ these tools but be keen so that they can
attain their set goals and be in a position to defeat its competitors in the market.
According to research presented by the researchers it means that the company never
invested much in the data mining so that it can take advantage of the incoming clients where
more that 50% clients keep on downloading the Uber app daily in loyalty program. Therefore,
collecting high quality data which help it to achieve precise results from it (Chamorro-Premuzie,
2016). No matter what, data mining employed by the Uber Company is providing some strength
at the same time as facing constraints. Therefore, the company should give individualized
forecast outcomes and latent challenges, measure achievement, and build marketing strategies.
For that reason, the company still requires to work much more when interacting with the new
5.0 Recommendations
Therefore, the company can consider the following recommendations:
Uber can oblige more on data mining and business aptitude so as to achieve competitive
When dealing with risky activity, the company requires to be cautiously when conducting
market research and data analysis prior involving itself to the real projects;
Time and strategic metrics via analytics tools is supposed to make sure that they solve the
problem in time and also boost the relationship and productivity of the company;
The company must reflect on connecting metrics with components of its respondents life
The company should plan it social media strategy vigilantly so that it can integrate risk
management, examine social media and analytics tools, negative picture troubleshooting
activating plan and other suitable elements and by doing that it will be able to maintain it
To attain its digital vision in social media, the company requires having an actual digital
framework, not just leaning on social media platforms only, but also the big data it gathers
each day by having a competent team to examine and give value from the collected data.
6.0 Conclusion
Supported on the psychiatry and assessments of the Uber company social media metrics,
analytics tools and data mining, and also the quality level of the social media accomplishment, it
can be concluded that the Uber Company is in a position to achieve success from the application
of the social media and has high latent of further expansion and growth. Therefore, this should
only be achieved by further investment and obligation in huge data nurturing employing more
7.0 References
Chamorro-Premuzic, T., Winsborough, D., Sherman, R. A., & Hogan, R. (2016). New Talent
Signals: Shiny New Objects or a Brave New World?. Industrial and Organizational
Psychology, 1-20.
Harmon, E., Bopp, C., & Voida, A. (2017, May). The Design Fictions of Philanthropic IT: Stuck
Between an Imperfect Present and an Impossible Future. In Proceedings of the 2017 CHI
Kulanthaivel, A., Fogel, R., Jones, J., & Lammert, C. (2017). Digital Cohorts Within the Social
Shmueli, G., Patel, N. R., & Bruce, P. C. (2016). Data Mining for Business Analytics: Concepts,
Shorey, S., & Howard, P. N. (2016). Automation, Algorithms, and Politics| Automation, Big
Data and Politics: A Research Review. International Journal of Communication, 10, 24.