The Effects of Just-in-time Delivery on Social Engagement: A Cluster Analysis

Abstract

Fooji Inc. is a social media engagement platform that has created a proprietary "Just-in-time" delivery network to provide prizes to social media marketing campaign participants in real-time. In this paper, we prove the efficacy of the "Just-in-time" delivery network through a cluster analysis that extracts and presents the underlying drivers of campaign engagement. We utilize a machine learning methodology with a principal component analysis to organize Fooji campaigns across these principal components. The arrangement of data across the principal component space allows us to expose underlying trends using a $K$-means clustering technique. The most important of these trends is the demonstration of how the "Just-in-time" delivery network improves social media engagement.