Process Mining Approach to Analyze Engagement in Campaign Activities

Campaign strategies are evolving because of developments in communication technologies. Campaign activities have become more attractive to the younger generation with the existence of social media. There is much research related to campaigns, but it focuses on data collection and content. This research tries to look at it from the other side, namely from the perspective of the campaign team. How can teams improve performance and ensure that strategies are executed correctly? The analysis was carried out using process mining. The methodology used is the Project Mining Methodology, supported by data, identification, conformity checking, and quality improvement. The data used was taken from a Facebook group that was specifically created and operated during the 100 days of the official campaign. Interactions occurred with 2215 members with 975 active members, of which there were 357 posts, 8755 reactions, 1275 comments, and 280 shares. The results obtained from this process show weekly posting patterns and responses. Furthermore, we can see the involvement of key figures in the activities of the campaign group.