Using Data Analytics to Create a Digital Strategy That Drives Engagement and Views on Social Media

in Case Studies in Sport Management
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  • 1 Indiana University-Purdue University Indianapolis
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Students are placed into a consulting role with SPT, a sport marketing agency hired to help a sports organization create a new strategy for video content creation on social media. Students are provided a large data set in Tableau with analytics that hold the key to increasing the team’s engagement and views of videos on social media. Can your students find the insights in the data to drive a new video strategy for social media? Can they turn those insights into a creative content plan that will engage and win fans in the future? Students will have the opportunity to demonstrate creativity and innovation, data-based decision making, and digital literacy.

The authors are with the Department of Tourism, Event, and Sport Management, Indiana University-Purdue University Indianapolis, Indianapolis, IN, USA.

Pierce ( is corresponding author.

Supplementary Materials

    • Teaching Note (PDF 118 KB)
    • Supplementary Material 1 (TWBX 559 KB)
    • Supplementary Material 2 (TWBX 5118 KB)
    • Supplementary Material 3 (TWBX 2900 KB)
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