Data Visualization

Blog of the Data Visualization & Communication Course at OSB-AUB

This is my favorite part about analytics: Taking boring flat data and bringing it to life through visualization” John Tukey

Social Media Marketing

Social Media Marketing

Contributors: Karim Ahmad, Razane Hani, Sara Kaddoura, Mohanad Rifai, Wassim Radwan, Ghida Raydan


Social media is defined by its interactivity, connectedness, and user-generated content. In today’s society, the use of social media has become a necessary daily activity. It is typically used for social interaction and is a valuable communication tool with others locally and worldwide, as well as to share, create, and spread information. It can influence consumers’ purchase decisions through reviews, marketing tactics, and advertising. Essentially, social media vastly impacts our ability to communicate, form relationships, access, and spread information, and arrive at the best decision.

Startups & E-commerce:

For an e-commerce startup, social media campaigns are the heart and soul of the business. Identifying what sort of marketing campaigns and what platforms to use can make or break the company. Most startups are going fully digital since it’s more profitable due to cost reduction and the absence of a physical location. Also, it’s more appealing to the younger generation to shop online due to their busy lifestyles and high usage of social media. With a solid online presence, it will be feasible for any company to expand globally.

Digital marketing campaigns should serve several purposes, for instance, engagement campaigns don’t focus on generating sales, it’s leaning toward generating interactivity on the content posted, while a conversion campaign is focused on turning potential customers into buyers. Those campaigns should be delivered using the right channels, deciding on which platform to use and the type of content to post on a certain platform will play a huge role in increasing audience engagement and enhancing the image of the brand.

Analysis and Insights:

In our case, we analyzed social media marketing campaigns that were implemented by a Lebanese e-commerce company. They launched multiple campaigns with different goals and used several platforms but the best-performing ones were Instagram and Facebook. The performance differed among the campaigns and platforms, Facebook had higher numbers when it comes to reach, impressions, and link clicks, however, Instagram generated more unique purchases. This can be linked to the demographics of Instagram users, the majority of them are millennials that make impulsive purchases and enjoy trying out new products.




In addition to measuring performance, data can act as a starting point for expansion plans. Google Trends offer data related to searches in different countries, analyzing this data will generate insights that will unleash new perspectives into what markets and which countries will have great potential if the company decided to expand.


Early Marriage and “Justifiable” Domestic Violence

Early Marriage and “Justifiable” Domestic Violence

“The enemy doesn’t stand a chance when the victim decides to survive.” – Rae Smith


How Is It Justified?

Globally, 1 in 3 women have been subjected to partner violence, and it becomes worst when women consider this violence justifiable. Early marriage is a major reason that women think it’s okay to be beaten up by their spouses, usually, spousal age differences, power inequalities, un-continued education, and a lack of female autonomy are all common features of early age marriages. These factors have been linked to an increased risk of domestic violence and affected women’s awareness of their entitlement, self-esteem, status, and their sense of empowerment.

In most African countries and some Asian countries, women believed spousal violence is justified and that can be linked to high percentages of female adolescents out of school and early marriages in these countries.

Even globally numbers are still worrying, the average number of women who believed a husband is justified in beating up his wife is still Relatively high. With the average number of female adolescents out of school being steady over the past 22 years, marriages at a young age are still taking place and resulting in more domestic violence since spousal age difference can make women more vulnerable to health risks and social Isolation by creating power dynamics. These power dynamics can increase girls’ vulnerability to emotional, physical, and sexual abuse.


According to the WDI (World Development Indicators) data some of the justified reasons for domestic violence were:

  • When women argue with the husband
  • When she burns the food
  • When she goes out without telling him
  • When she neglects the children
  • When she refuses sex with him





Taking Action!


So, you might ask, what can be done? Well, a lot actually. To start with, empowering young women are essential. This can be done through:

  • Enhance girls’ access to a high-quality education
  • Empower girls with information, skills, and support networks
  • Provide financial assistance and incentives to young women and their families
  • Educate and rally parents and the community members


Education is crucial in preventing females from marrying as adolescents. In fact, the longer a girl stays in school, the less likely she is to marry and have children before she toms 18 years old. Furthermore, education ensures that girls have the skills and information they need to find work and support their families. This can aid in breaking the cycle of poverty and preventing child marriages caused by extreme poverty and/or financial gains.


Final Recommendations

Education, economic status, and age gap are the main factors behind early marriages and domestic violence. It’s recommended to Promote education and economic opportunities for girls & Employ behavior change communication and community mobilization techniques to change social norms regarding age and marriage.