Running head: UBER 1

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

etc (Shmueli et al., 2016).

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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Uber’s Social Media Metrics and Analytics Approaches

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

successively in marketing strategies, contacting it customers, and collecting helpful information

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.

2.0 Social Media Presence and Social Media Goals of the

Organization
Uber employs social media to market its services and openings to the clients. It has social media

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:

Facebook – 36 M follower – https://www.facebook.com/uber (a click on the link may redirect

automatically to individual country pages)

LinkedIn – 609K follower – https://linkedin.com/uber

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Twitter – 10.7 M follower – https://twitter.com/uber

Pinterest – 259 K follower – https://www.pinterest.com/uber

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Instagram – 8.7 M follower – https://www.instagram.com/uber

Google+ - 3 M follower – https://plus.google.com/+uber

YouTube – 87 K – https://www.youtube.com/uber

2.1 Social Media Goals of Uber

Via its social media campaign the company tries to meet the following goals:

1. To build a huge reach for its outlives and services;

2. To market its services at lower cost to a bigger group;

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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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3.0 Uber Analysis

3.1 Social Media Metrics

In the concern amid enterprise and leisure to vague impression in the globe of social media the

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

conservation with the company or other users of the Twitter.

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

for each user.

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

which may scrutiny the company’s comfortable?

5. Instagram Engagement Rates

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

on Instagram, a more important means to investigate these relationships is to follow user

engagement rates. The speed at which the company post are shared or liked can be significant

compared to the accumulated number of relationships, particularly when the company is

commencing out with an unassuming tracking.

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

if the post has been seen or not.

7. Bonus: Web Traffic Origins

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

company to focus on attaining its marketing goals.

3.2 Analytics Tools

Analytics is developing by dives and bounce over the past years. Most of the Uber

Companies are attempting to acclimatize to themselves to this modern technological

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

of the individuals employed to face in transportation.

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

operates like this;

 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

numbers of applications are incoming.

 The company analyze the number of request get completed in the course of the day in

different areas of the city.

 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.

Therefore, it can be summarized that Uber employs analytics as an essential part of it

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.

3.3 Data Mining

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

trustworthiness, rise store recital and other prime performance displays.

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

competitive advantage ahead its competitors.

4.0 Evaluations

4.1 Social media metrics

Entirely, Uber Company has a healthy social media presence and framework in drawing

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

who are disadvantaged in the city.

4.2 Analytics tools

In consideration of the analytics tools such as supply positioning, segmentation, and

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.

4.3 Data mining

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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,

the company is supposed to train it team in data mining techniques to be in a position to be

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

relationships, recompenses, and aimed advertisement and promotions, control performance,

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

clients to increase its customer base worldwide.

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

advantage which will be contributed by the advanced technology;

 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

such as putting safety belts in the cars and speed governor;

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 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

success in the country; and

 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

enhanced technology and data-driven strategy.

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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

Conference on Human Factors in Computing Systems (pp. 7015-7028). ACM.

Kulanthaivel, A., Fogel, R., Jones, J., & Lammert, C. (2017). Digital Cohorts Within the Social

Mediome: An Approach to Circumvent Conventional Research Challenges?. Clinical

Gastroenterology and Hepatology, 15(5), 614-618.

Lyytinen, K., & Grover, V. (2017). Management Misinformation Systems: A Time to

Revisit?. Journal of the Association for Information Systems, 18(3), 206.

Shmueli, G., Patel, N. R., & Bruce, P. C. (2016). Data Mining for Business Analytics: Concepts,

Techniques, and Applications with xlminer. John Wiley & Sons.

Shorey, S., & Howard, P. N. (2016). Automation, Algorithms, and Politics| Automation, Big

Data and Politics: A Research Review. International Journal of Communication, 10, 24.