INDUSTRY:
DIGITAL MARKETING
CLIENT:
SCHOOL PROJECT
YEAR:
2025
EXPERIENCE:
DATA MANAGEMENT AND ANALYTICS
Data Analysis
about.
This project analyzes social media data from Twitter (2015) to identify trends in New Year’s resolutions and use those insights to create a data-driven digital marketing campaign.
The dataset contains tweets from Twitter (2015) about New Year’s resolutions, including text data and sentiment classifications (positive, negative, or neutral). The goal was to analyze trends, common themes, and consumer sentiment around different resolutions, by analyzing, I was able to develop targeted marketing strategy that connect with audiences and enhance engagement.
Resolution Categories: HEALTH & FITNESS, SELF-IMPROVEMENT, FINANCIAL GOALS, CAREER GROWTH, RELATIONSHIP AND SOCIAL LIFE.
challenges in preprocessing.
Emoji Removal – I wasn’t able to fully remove emojis from the tweets, which made the text less clean. Since emojis can carry meaning, their presence might have influenced sentiment analysis.
Ambiguity in Sentiment Classification – The word “stop” appeared frequently in negative sentiment tweets, but it can also be used in a positive way (e.g., “stop procrastinating”). This made it difficult to determine whether all instances of the word should be classified as negative.
Tracking changes in resolution trends over time – The only time-related information available is the difference in days and hours within the dataset, which doesn’t provide a broad enough timeline to take big conclusions about how resolutions evolve over the years.
results.
A marketing campaign is designed for a fitness and wellness business, with a focus on women, based on the insights from the resolution trends analysis.
The goal is to reach them at key moments in the year, keep them motivated beyond the usual drop-off periods, and provide the support they need to make lasting changes in their health and wellness.
Insights from Data Analysis:
Women are more engaged in personal growth, health, and fitness resolutions.
Motivation is highest in January but drops after February, meaning ongoing support is key.
Many fitness-related resolutions have negative sentiment, so messaging should focus on support, community, and progress—not guilt or pressure.
