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Analysis of Czech football from the content of social networks
Zálepa, Martin ; Jelínek, Ivan (advisor) ; Oškera, Radek (referee)
The main aim of this report is to analyse the Czech football scene using the unstructured data from ever evolving social media platform Facebook. The objectives are to identify key concepts using the Czech football social community, dis-covering the most popular club, understanding the buzz and reactions on independent sport portals and identifying the relation between social sentiment and the actual football club performance. These objectives are met using defined methods including collection, analysis and evaluation of the data, applying the key data metrics and relevant literature research, as well as graphical visualisation of the results. This report consists of five chapters split into theoretical and practical part. The first three chapters, the theoretical part, are focusing on the explanation of the social media in general, using the literature research and online analytical tools, and introduction of the Czech foot-ball scene from both commercial and marketing standpoint. The last chapter describes the methods applied and outlines the data architecture used for the analysis. The practical part includes a definition of the key metrics that are initially defined as business assumptions and consequently applied and transformed into the basis of this analysis. The last chapter of the practical part forms the actual data analysis and its evaluation as well as visualisation of the partial results. The main purpose of this report is to demonstrate the benefits of analysing unstructured data from social media platforms that can be connected and downloaded using the tools such as Elasticsearch and Kibana, that enable to discover, filter and visualise the data. Gaining an insight into social media and visualisation of the data is also beneficial to spon-sors and football clubs as it can maximise the power of their marketing as well as enable them to understand the reputation and consumer perception.
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