Downtown Reanimation

PROJECT: Analytics, Marketing Activation, Sentiment Analysis, Customer Segmentation

ROLE: Data Visualization (BI) Developer

The vibrancy of the Minneapolis Downtown has significantly decelerated over the last year and half due to the COVID-19 pandemic and turbulence in the Summer of 2020. 

The result is a vicious cycle of business failures in the restaurant, entertainment, tourism, hospitality, sports, and retail sectors with expanding unoccupied commercial real estate. The Minneapolis Downtown re-animation program did not anticipate the sudden vibrancy deceleration. There is a desire to leverage AI methodologies to accelerate re-vitalization through data gathering and sentiment discovery, stratification, segmentation, and targeting to deliver next-generation experience of the Downtown that is personalized and relevant. 

Using 3rd party social media data, we set out to do the following:

• Understand the social media sentiments of tweets containing certain keywords over time.

• Understand the location and reach of these mediums to understand where sentiments are coming from and how widely they are perceived.

• Understand demographics and social-media driven preferences of the Minneapolis population (e.g. what brands, ideas, populations enjoy). Segment the population into similar groups to understand population sizes and types based on true interests.