Sino Yoga: Multi-Channel Integration

AO4 - Proposal Presentation

Erika Barajas

IBM 6800, Cal Poly Pomona

2026-04-02

Introduction

Problem Statement

  • Sino Yoga is a YouTube-based yoga and wellness brand founded by Yang Qi
  • Despite quality content, the channel lacks an integrated, data-driven digital marketing strategy
  • Key question: Do high-engagement YouTube videos drive traffic to the Sino Yoga website and Facebook?

Analytics Objective

AO4: Multi-Channel Integration

Analyze whether high-engagement YouTube videos, identified from AO2, drive traffic to the Sino Yoga website and Facebook.

KPIs:

  • External click-through rate
  • Website sessions from YouTube (GA4)
  • Bounce rates by traffic source
  • Course/contact page visits
  • Facebook page referral traffic

Importance

  • The U.S. yoga industry is valued at $9 billion
  • Over 36 million Americans practice yoga
  • Cross-platform integration is critical for converting viewers into paying customers
  • Understanding traffic flow from YouTube → website can unlock monetization opportunities

Literature Review

Consumer Behavior Theory

  • Uses and Gratifications Theory — audiences actively choose media platforms based on specific needs (information, entertainment, community)
  • YouTube viewers seek wellness content that aligns with their lifestyle goals
  • Cross-platform behavior is driven by perceived value and trust in the content creator

Cross-Platform Traffic

  • Research shows that consistent YouTube content increases website referral traffic
  • Social media engagement metrics (likes, comments, watch time) are predictors of external click behavior
  • Brands with integrated multi-channel strategies see higher conversion rates

Relevance to Sino Yoga

  • Sino Yoga’s unique cultural niche (Five Element Meridian Yoga) creates a loyal but narrow audience
  • Converting YouTube viewers to website visitors is critical for future monetization
  • Survey data (Q10) allows us to measure intent to visit the website after watching

Methods

Data & Sampling

  • Data collected via Qualtrics survey distributed across Reddit yoga communities
  • Sampling method: Purposive Convenience Sampling
  • Target: yoga practitioners and wellness content consumers
  • Survey period: February 2026
  • Total responses: participants

Data Wrangling

library(tidyverse)

df <- read_csv("sino_yoga_survey.csv", skip = 3)

# Clean column names
colnames(df) <- c("StartDate", "EndDate", "Status", "IPAddress", 
                  "Progress", "Duration", "Finished", "RecordedDate",
                  "ResponseId", "LastName", "FirstName", "Email",
                  "ExternalRef", "Latitude", "Longitude", "Channel",
                  "Language", "RecaptchaScore", "ProjectTitle",
                  "Q1_Gender", "Q2_YogaExperience", "Q3_YogaType",
                  "Q3_Other", "Q4_YogaFrequency", "Q5_1", "Q5_2", "Q5_3",
                  "Q6_Platform", "Q7_1", "Q7_2", "Q7_3", "Q7_4", 
                  "Q7_5", "Q7_6", "Q7_7", "Q8_ExclusiveContent",
                  "Q9_WillingnessToPay", "Q9_Other", "Q10_WebsiteVisit",
                  "Q11", "Q12", "Q13", "Q14", "Q15", "Q15_Other",
                  "Q16", "Q17")

glimpse(df)
Rows: 69
Columns: 47
$ StartDate           <chr> "1/28/26 8:32", "2/10/26 10:16", "2/10/26 10:23", …
$ EndDate             <chr> "1/28/26 8:35", "2/10/26 10:19", "2/10/26 10:26", …
$ Status              <dbl> 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0,…
$ IPAddress           <chr> "134.71.249.179", "146.75.253.248", "96.37.220.196…
$ Progress            <dbl> 100, 100, 100, 100, 100, 100, 100, 100, 100, 100, …
$ Duration            <dbl> 201, 186, 175, 149, 185, 197, 212, 206, 207, 199, …
$ Finished            <dbl> 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1,…
$ RecordedDate        <chr> "1/28/26 8:35", "2/10/26 10:19", "2/10/26 10:26", …
$ ResponseId          <chr> "R_6M0S59FcADXxrHG", "R_1ZBRrCnycpL60w5", "R_1LLjb…
$ LastName            <lgl> NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA…
$ FirstName           <lgl> NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA…
$ Email               <lgl> NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA…
$ ExternalRef         <lgl> NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA…
$ Latitude            <dbl> 34.0670, 42.3797, 35.6970, 51.0868, 35.6884, 40.73…
$ Longitude           <dbl> -117.7729, -71.1034, -82.5607, -115.3504, -84.0769…
$ Channel             <chr> "anonymous", "anonymous", "anonymous", "anonymous"…
$ Language            <chr> "EN", "EN", "EN", "EN", "EN", "EN", "EN", "EN", "E…
$ RecaptchaScore      <dbl> 1.0, 1.0, 0.8, 1.0, 1.0, 1.0, 1.0, 1.0, 1.0, 1.0, …
$ ProjectTitle        <dbl> 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1,…
$ Q1_Gender           <dbl> 4, 4, 4, 4, 4, 4, 4, 4, 4, 4, 4, 4, 5, 4, 4, 4, 4,…
$ Q2_YogaExperience   <dbl> 1, 3, 3, 3, 3, 1, 2, 3, 3, 3, 3, 3, 4, 3, 3, 3, 1,…
$ Q3_YogaType         <dbl> 47, 12456, 1234567, 1356, 1456, 14, 1345, 147, 134…
$ Q3_Other            <chr> NA, NA, NA, NA, NA, NA, NA, NA, "200 hr Yoga teach…
$ Q4_YogaFrequency    <dbl> 3, 5, 4, 4, 4, 5, 5, 5, 2, 3, 3, 3, 1, 4, 5, 2, 4,…
$ Q5_1                <dbl> 4, 5, 2, 4, 5, 5, 5, 4, 4, 2, 4, 3, 5, 5, 4, 5, 4,…
$ Q5_2                <dbl> 4, 5, 5, 4, 5, 3, 5, 5, 4, 4, 4, 2, 5, 5, 4, 5, 4,…
$ Q5_3                <dbl> 4, 5, 4, 4, 4, 4, 5, 3, 3, 3, 4, 2, 5, 5, 3, 3, 4,…
$ Q6_Platform         <dbl> 123, 4, 3, 4, 1234, 2, 234, 234, 23, 4, 34, 2, 34,…
$ Q7_1                <dbl> 4, 4, 4, 3, 3, 3, 3, 2, 4, 1, 4, 4, 5, 4, 4, 4, 4,…
$ Q7_2                <dbl> 4, 4, 4, 4, 3, 3, 4, 4, 4, 1, 4, 4, 5, 4, 4, 2, 5,…
$ Q7_3                <dbl> 4, 4, 5, 4, 4, 4, 4, 5, 4, 1, 4, 4, 5, 4, 4, 1, 5,…
$ Q7_4                <dbl> 4, 4, 4, 4, 5, 4, 4, 4, 5, 4, 4, 2, 5, 4, 4, 3, 4,…
$ Q7_5                <dbl> 3, 4, 4, 5, 4, 1, 5, 5, 4, 5, 3, 4, 5, 4, 4, 5, 4,…
$ Q7_6                <dbl> 4, 5, 3, 5, 3, 3, 2, 2, 2, 1, 3, 4, 5, 4, 4, 1, 3,…
$ Q7_7                <dbl> 4, 4, 2, 3, 4, 3, 2, 2, 1, 1, 2, 2, 5, 4, 4, 1, 3,…
$ Q8_ExclusiveContent <dbl> 27, 29, 27, 29, 28, 28, 27, 27, 27, 26, 28, 28, 30…
$ Q9_WillingnessToPay <dbl> 1, 4, 5, 3, 1, 2, 2, 5, 5, 5, NA, 2, 1, 1, 3, 5, 4…
$ Q9_Other            <chr> NA, NA, "0", NA, NA, NA, NA, "I would pay upwards …
$ Q10_WebsiteVisit    <dbl> 20, 20, 20, 20, 18, 18, 19, 20, 19, 20, 20, 18, 19…
$ Q11                 <dbl> 1, 12, 12, 1, 14, 14, 1, 12, NA, 2, 1, 12, 13, 1, …
$ Q12                 <dbl> 3, 3, 3, 4, 4, 4, 4, 2, 4, 4, 3, 3, 2, 4, 4, 3, 3,…
$ Q13                 <dbl> 3, 2, 2, 1, 2, 2, 2, 2, 2, 2, 2, 2, 2, 1, 2, 2, 2,…
$ Q14                 <dbl> 3, 6, 4, 3, 2, 6, 5, 4, 6, 6, 6, 4, 1, 6, 1, 4, 1,…
$ Q15                 <dbl> 14, 14, 1, 1, 1, 1, 1, 1, 1, 14, 1, 1, 14, 1, 1, 1…
$ Q15_Other           <lgl> NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA, NA…
$ Q16                 <dbl> 187, 187, 187, 31, 187, 187, 185, 9, 187, 187, 187…
$ Q17                 <dbl> 3, 3, 3, 4, 2, 4, 4, 2, 3, 3, 3, 2, 4, 4, 4, 1, 4,…

Sample Characteristics

Sample by Gender
Gender Count
Female 57
Male 2
Non-binary / Third Gender 1

Q10: Website Visit Likelihood

Measures

  • Dependent Variable: Question 10 — likelihood to visit website after watching YouTube (1 = Very Unlikely, 5 = Very Likely)
  • Independent Variables: yoga frequency, platform usage, content preferences
  • Analytics Method: Descriptive statistics + regression analysis

References

References

  • Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523.
  • YouTube. (2026). Sino Yoga channel analytics. YouTube Studio.
  • Sino Yoga. (2026). Multi-channel integration survey data. Qualtrics.
  • Statista. (2024). Yoga industry in the United States. Statista Research Department.