(*) A use case is a description of one aspect of how a product (e.g. the software) is to be used in a practicalapplication. Example: entering login details to log into the homepage is a common use case.Assessment 2 Information Subject Code:DATA4500Subject Name:Social Media AnalyticsAssessment Title:Investigative Report – Sentiment Analytics & ProductDevelopmentAssessment Type:Individual ReportWeighting:35%Word Count:2000 Words (+/-10%)Total Marks35Submission:TurnitinDue Date:Monday Week 10, 23:55pm AEST Assessment DescriptionYou are a tech consultant working for Ion Plus, a boutique tech consulting firm. Your firm has beenapproached by Grammerly Inc , a technology company developing digital writing and languagetools using artificial intelligence, in particular, natural language processing.Grammerly’s use of deep learning algorithms, implemented through artificial neural networks,provide real time feedback in:• Grammar corrections and spell checking.• Tone and register detection.• Proofreading and narrative tightening.• Plagiarism detection.Grammarly’s core use cases* are focused on document and email editing. Through machinelearning and deep learning algorithms, Grammarly’s product offers grammar checking, spellchecking, and plagiarism detection services along with suggestions about writing clarity, concision,vocabulary, delivery style, and tone. This is a lucrative market but it is beginning to show signs ofsaturation. To continue to grow the business, new ideas and new markets are required.Grammarly has engaged Ion Plus to help them break into the market for chatbots in customerservice and social media advertising. Grammerly already has a mature AI engine for formallanguage editing. A transition into chatbots and broader communication spectrums is commerciallylucrative and allows Grammerly to leverage some of its established capabilities. You have beencalled to lead the project.Language expressed over social forums (including product reviews), social networks and customerservice apps is unique. Text is often abbreviated, misspelt (sometimes deliberately) and augmentedwith other media elements such as images, emojis, sound clips and videos. In order to successfullydisguise itself as humanistic, we need to see whether Grammarly’s AI chatbot can be taught torecognise and adjust social media speak using a ‘social media’ dictionary. The company’s goal isthat once Grammarly’s ‘social media language’ AI has been sufficiently trained with this socialmedia dictionary, it can be used to:1. respond to social media posts and generate influence; and2. respond intelligently to customer service enquiries.(*) A use case is a description of one aspect of how a product (e.g. the software) is to be used in a practicalapplication. Example: entering login details to log into the homepage is a common use case.Your task is to develop a report for the Board of Directors of Grammerly. The report needs to havean executive summary and a body addressing the below issues:A) Discuss the value proposition of chatbots and outline the business opportunities that existfor Grammerly if they were to push ahead with developing a commercial prototype.8 marksB) Describe the characteristics of a chatbot and how current AI capabilities can be adapted todevelop a chatbot capable of mimicking human personalities in an online setting to achievemarketing objectives.8 marksC) Identify and examine the commercial cases for adopting chatbots in customer service anddiscuss to what extent Grammerly’s existing AI capabilities can be leveraged to developcost-effective chatbots to field FAQ’s and basic customer service enquires.10 marksD) Recommend THREE specific actions Grammerly can take over the next 12 months to testthe viability of developing and adding chatbots to their existing business.9 marksStudents are provided with THREE core readings:• The Amazing Ways Google And Grammarly Use Artificial Intelligence To Improve YourWritinghttps://www.forbes.com/sites/bernardmarr/2018/11/12/the-amazing-ways-google-andgrammarly-use-artificial-intelligence-to-improve-our-writing/#319a08713bb0• Chatbots in Customer Service – Accenture Interactivehttps://www.accenture.com/t00010101t000000__w__/br-pt/_acnmedia/pdf-45/accenturechatbots-customer-service.pdf• Chatbots Point of View – Deloitte Digitalhttps://www2.deloitte.com/content/dam/Deloitte/nl/Documents/deloitte-analytics/deloitte-nlchatbots-moving-beyond-the-hype.pdfStudents must reference the CORE READINGS and provide FOUR of their own independentlyresearched sources in their report.The report should be appropriately referenced based on the resources found on MyKBS (AcademicSuccess Centre): https://elearning.kbs.edu.au/mod/page/view.php?id=194263(*) A use case is a description of one aspect of how a product (e.g. the software) is to be used in a practicalapplication. Example: entering login details to log into the homepage is a common use case.Task-Based Rubric SectionCriteriaA) Researchand Descriptionof CurrentTrendsDemonstrate an ability to describe, evaluate and conductresearch on current trends in big data and analytics as they relateto sentiment analytics and applications of natural languageprocess and latent semantic analysis.Integrate an understanding of analytics techniques, governanceand social media to address the application of big data and dataanalytics to commercial developments.B) Predictionsand ReflectionsSynthesise theory and practice taught in the course, personalresearch and the reports provided to provide a logical, convincingand supported conclusion/prediction on the effects of big data andanalytics on the future of social media, social networks and AIassisted recommendation engines.C) Recommendstrategicactions by thebankRecommend three specific strategies an organisation couldundertake to address the changing landscape of social media andsocial networks in light of emerging machine learning and analyticscapabilities. Briefly justify each strategy with reference to currenttheory and practice.Referencing,PresentationandCommunicationConstruct a report that follows a logical sequence of an executivesummary, introduction, clear sections and a summary/conclusion.Judge the needs of the report audience (senior management anddata professionals) and adapt the report structure, presentationand jargon to address those needs.Conduct research into the report topic based on providedreadings and personal research. Demonstrate an understanding ofwhich sources are most relevant to addressing the report focus.Apply Harvard Referencing conventions to acknowledging allsources used in constructing the report Page 4 Kaplan Business School Assessment OutlineImportant Study InformationAcademic Integrity PolicyKBS values academic integrity. All students must understand the meaning and consequencesof cheating, plagiarism and other academic offences under the Academic Integrity and ConductPolicy.What is academic integrity and misconduct?What are the penalties for academic misconduct?What are the late penalties?How can I appeal my grade?Click here for answers to these questions:http://www.kbs.edu.au/current-students/student-policies/.Word Limits for Written AssessmentsSubmissions that exceed the word limit by more than 10% will cease to be marked from the pointat which that limit is exceeded.Study AssistanceStudents may seek study assistance from their local Academic Learning Advisor or refer to theresources on the MyKBS Academic Success Centre page. Click here for this information.
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