First moms club case study

Case Study Super awesome social networking group for mommies only. Started out as a Facebook group, and now boasts of over 27000 active members.

Now at http://firstmomsclub.in/

Improve User experience by making it easier to find commonly asked questions.

27000+

30000+

240000+

51

Mommies

Discussion Threads

Comments

Categories

Aureus Approach CATEGORY? CONTEXT? CHILD’S AGE GROUP?

SEARCHABLE

IMPROVED USER EXPERIENCE

NATURAL LANGUAGE PROCESSING

IDENTIFY FREQUENTLY ASKED QUESTIONS

INDEXATION FOR WWW

RESPONSES RANKING

QUICK ACCESS TO INFORMATION

RELEVANCE LIKES REFERENCE

CONTEXT RELEVANCE

REDUCTION IN REDUNDANT TRAFFIC

www.aureusanalytics.com

The Challenge Discussions on forums ranged across various topics, age groups and geographies. Many topics were being repeated and there emerged a distinct need for behavior analysis and development of a FAQs list. This would have been straightforward, except that there were over 30000 threads of discussions and over 240000 comments.

The Approach The data science team at Aureus was given a list of 51 categories and one ‘Others’ category to classify the discussions on the FMC board.

To extract behavior pattern and questions, each and every thread and post had to be analyzed. This involved parsing natural language - especially the informal language typically used on social media – and identifying whether the post was a question or a statement; who it was about; and what was the context.

Typical considerations were: 1. Is this a question or a comment?

2. Which category does this belong to?

3. Who is this question or comment about – the mother or the child?

4. What is the child's age, if referred to?

Responses were ranked based on a score which was a combination of how often the answer was repeated by members and how much it was “liked”. Original language of questions and answers was preserved with one exception - the content of responses was processed only to remove names of group members participating in the conversation if they happen to appear in the comment body.

“Keyword tagging of questions was a crucial aspect since this list of FAQs was also to be moved to the FMC website – http://firstmomsclub.in/ and had to be searchable.”

How did it help FMC?

1

Through our analysis, FMC was able to create an FAQ section on their own site. The FAQ site was made searchable using information about “who” and “what” – explained above – and search words extracted for questions.

2

This ensured that FMC members had quick access to knowledge contained in the group discussions without having to ask the same questions again and again. Having scored answers on the FAQ page means that members are able to see multiple answers for their question and are able to see which answer compares favorably with others in terms how often it was repeated and how much it was liked.

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3

This reduced redundant traffic on the Facebook group where the same questions were asked again and again by newer members, and provided members quick access to the knowledge contained in older conversations on the group.

Making the knowledge in the group discussions available in a structured way also provides FMC with a potential opportunity to monetize the knowledge.

Email: info@aureusanalytics.com

@AureusAnalytics

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