Social Media Analytics – Facebook Insights

I downloaded data of a certain period from Facebook Insights and provided a report with some key metrics.

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Please click the following link to see the full report: Digital Analysis-Facebook December 2014

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SEM PPC Portfolio

At Toy Industry Foundation, I manage Google AdWords campaigns to increase brand awarness and donations. I launched three campaigns on October 2013 and one ad-hoc campaign on December. I suggest keywords using keyword planner, create keyword ads, provide reports and monitor PPC. Since the campaigns were launched in October 2014, the traffic to the website doubled up, and paid search account for about 60% of all traffics in three months of the launch.

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Please click the link to see the full report: Bichna Heo PPC Portfolio

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Capstone Project

For the capstone project (graduation project), I proposed a business plan that upcycles leather for fashion accessories, targeting young green consumers. Unique, clean and modern design is the core of the brand (Humane), and it extends its brand value through philanthropic involvement. I provided industry analysis, competitor analysis, consumer analysis, and plans for operation, marketing and finance.

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Please click the link to see the full report: Binna Heo Capstone Project

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CRM – Marketing Research Project

For CRM course at NYU, I assessed Sephora and it loyalty program.

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Click the link to download: Sephora VOC

Note: As a class assignment, the number of questions were limited by using a free marketing research tool, Survey Monkey. The number of subject was smaller than 30; therefore, there’s no statistical meaning for this case study.

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Trend that your website can build

Winter is back. This winter I saw nostalgic things on the street. I haven’t seen duffle coats for a while, like 10 years, but this year I see many people wear them on the street. I realized that duffle coats are back, meaning they are one of the trends nowadays.


People seek for new trends all the time. What is the hottest color this season?  What is the hottest design? Or, it could be a question like the coat that I bought is trendy?

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Insparq, an analytics startup can give you the answer both the merchants and the customers to the last question.  Insparq provides a social merchandising platform that translates social activity into real-time trending product recommendation. This recommendation includes the number of shares, reviews and the number of purchase.

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(Lolly Wolly Doodle’s Trending Feed page)

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(product thumbnail includes each social platform’s share buttons, how many people shared, comments, and how many people bought this item)

Based on the real-time trending, first, consumers can see what is the most common item that they would not fail from the online purchase.  The more people purchased, the more consumers convinced that this is popular whatever the reasons behind the purchase.

Second, customers can discover new products because Sparq’s Trending Products Feed updates items with a certain time period.

Third, easy and convenient product share function spreads words. When you mouse-over to the product thumbnail, an embedded sharing function appears so that website visitors can easily share product with friends and families.  In a retailer’s perspective, this is a great way to turn customers into brand advocates. Ultimately, Insparq’s Trending Feed helps retailers improve conversion rates.

Insparq’s technology is a great source for companies that do not have a strong IT team that has a good analytics skills and can build a platform like this. Along with this fact, Insparq offers a dashboard, which managers can easily measure the effectiveness of sharing behaviors. It is possible to find out most viral products, influential customers and effective social network channel. In addition, this platform can combined into the current website without a big hassle, and the brand can even choose loos and feels of the trending feature so that the brand can keep carrying the integrated website.

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Going to the China Ecommerce Market

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Internet connects everyone in the world. When Gangnam Style hit the world in 2012, people in the world laughed at the same music video and did the Gangnam Style dances in clubs. I believed that the Internet combines the world together and what we are sharing is getting similar in terms of content. 

My shopping experiences in South Korea and in the U.S. aren’t different. What I expect from Internet shopping did not change when I came to the U.S: quality of catalog image, fast shipping, recommendations, filtering product lists by price, color, size and brand. I thought that what I am looking for e-commerce would be applied to world-wide. However, I was wrong. 


I had another guest speaker, David Panitz from Bleum Commerce, for my e-commerce marketing class. Mr. Panitz helps western brands to go into the Chinese market by providing a complete managed commerce solution. He talked about how interesting and unique is the Chinese e-commerce.

He pointed out why the Chinese market is attractive:

  • China will become the biggest retail buyer in the world (Chinese people’s disposable income will double in 2016 from 2012)
  • Rapidly rising consumer wealth (mainstream consumers will make up half the Chinese population by 2020)
  • Chinese e-commerce is growing faster than all major e-commerce markets (average annual growth of Chinese e-commerce is 30%)
  • 3/4 consumers prefer to shop online, based on 511 million internet users in China
  • GDP growth outpaces western countries at 7.3%, whereas Japan at 1.0%, US at 2.1% and UK at 1.1%

World’s largest population, increasing internet users, increasing purchase power, positive attitude toward shopping online. All these opportunities are attractive, but big western brands such as Ralph Lauren and LL Beans failed once because they lacked understanding about the Chinese consumers: why they buy from them, what they expect from brands and what value they are seek from them.

Bath and Body Works


When I go back to Korea for holidays, I bring some hand soaps and sanitizers for souvenir. Like my Korean friends and family, my Chinese friends love this brand, so I saw a possibility of the brand going to China. 

  • Competitor: The UK brand, the Body Shop, already entered the Chinese market. (Hong Kong in 1984, Macau in 1993) The categories that the Body Shop covers are bath and body, skin care, men’s, home fragrance, fragrance and hair care. These categories are similar to Bath and Body Works’ offerings, but Bath and Body Works carries anti-bacterial lines.
  • Sanitation and Hygiene in China: Due to its large population and the vast land size, Chinese government has tried to improve people’s health, for example the Patriotic Health Campaign is the ongoing campaign since 1950s that focuses on improving sanitation and hygiene and  attacking diseases.
  • Global effort to increase sanitation and Hygiene: there is another global campaign that Bath and Body Works can be benefited. It is called, Global Handwashing Day. The objective of this campaign is to motivate people in the world to wash their hands with soap.  It takes place on October 15 of each year. In china, On Global Handwashing Day, education activities on proper handwashing methods take place, involving 8 million students, supported by National Patriotic Health Campaign Committee, Health Education Institute of China CDC and UNICEF. This campaign targets not only kids but also adults proper emphasizing the fact that handwashing can prevent disease.
  • Things to consider: before entering to the Chinese market, government regulation is one of things to be carefully reviewed because the Chinese government has strict regulations on skin product. Also, companies should keep following updates on regulations. For example, animal test has been mandatory in China, but the government announced possibility of canceling the animal test regulation in November 15, 2013. 


Global Handwashing Day (


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Google Wallet: Your bank account, loyalty cards and coupons roll into one

Since iPhone was introduced to the world for the first time, smartphones have conquered our lives so fast in many ways. You can share your life through social network services, test and voice chat with your friends with no SMS fee applied, find the best restaurant around you and check your email no matter where you are. Now, smartphone can serve your financial activities through Google Wallet.

Send money. Carry less, save more.


Overall, what Google Wallet does is to allow you to send money to your friends, collect loyalty cards in the same virtual place, issues you coupons from the loyalty cards, provides convenient transaction for both online and offline. Wow, this does sound awesome! Now, I am going to discuss each feature of Google Wallet.

Send money from anywhere to whoever (in the US)


Like the headline indicates, Google Wallet allows you to send money to your friends with email address regardless of receiver’s bank. In addition, when you send your money from your bank account or Google Wallet Balance. If you want to use your credit card or debit card, you have 2.5% of transaction fee, but the receiver will not be charged at all. No more bank checks! yay! Who knows? we will pay our utility bills with Google Wallet someday in the future.

Loyalty cards in one place

A few years ago, my key chain was huge. I had all different reward cards in addition to my house key and car key. When I bought my iphone, and I was excited about the passport feature. However, ranges of loyalty cards of passport was very limited, and I didn’t like it because the app design looked confusing. I stopped using it. I screenshot all the barcode of my reward cards and created a separate photo album, storing all the copies of loyalty cards.


I thought that this was pretty smart, but there was a small flaw. You never know about your point or balance unless you log into each loyalty program. However, I don’t have to do this anymore because Google Wallet stores your loyalty card information. In addition to the fact that you would not miss any loyalty point, it issues coupon. Your email doesn’t have to suffer from piles of coupons anymore, and you can also use the right coupon at the right time.ImageImage

Online and offline shopping never can be easier

I enjoy shopping online. Before-smartphone era, I shopping on my laptop, but now my world has evolved. I do not really care which device I use to check out, my laptop, my ipad or my iphone. My behavior is backed up by many statistics that Shopping through mobile is increasing year to year. Many online stores (mobile stores) save your credit card information once you made a purchase. However, what if you are a new customer. Let’s say you were in bed, playing with your smartphone. You surf several mobile sites and find something interesting.  if you want to check out on a new online store(mobile store), you have to, first leave your bed, and need to go grab your wallet and punch your credit card number.  I am just giving a lazy example for the convenience of Google Wallet. Google Wallet offers another benefit that you don’t have to fill out a long form. All you have to do is find a click button saying ‘Buy with Google.’ This is that easy and convenient.


Shopping convenient doesn’t stop here. You can also enjoy Google Wallet at offline stores. You don’t need to reach out to your wallet. Just handout your smartphone, and you can tap your phone to the machine. Unfortunately, this feature is available only with NFC-enabled phones, meaning no iphone.Image

The ultimate worry: is it safe?

I am not a technician, so I don’t know how safe Google Wallet can be. However, Google’s brand image being a reliable company mitigates my concern. Also, we are in the initial stage of virtual wallet service like the number of smartphone users were lesser than the feature phone users, or even smaller than the number of folder phone users. Time will reduce people’s concerns and encourage the use of Google Wallet.


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