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Proposal of Promoting Sightseeing in Weekend for Specific Station Users with Latent Demand Feb. 26th, 2018

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Key Messages 1. Focus on measures to increase weekend's trips 2. There are some target stations with latent demand 3. Promoting sightseeing for specific station users can be a good measures for further growth 2

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Table of Contents 1. Survey of current situation 2. How to increase the weekend’s trips 3. Measures & assumed effects 4. Conclusion 3

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Steady Business Growth 4 https://www.kaggle.com/parryfg/time- based-data-exploration <- Regression curve

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Potential for growth in Weekend 5 https://www.kaggle.com/parryfg/time- based-data-exploration

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More Customers than Weekday 6 https://www.kaggle.com/parryfg/time- based-data-exploration [Assumed Objective] Weekday: -> Commuting Weekend: -> Sightseeing

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Different Time Trend from Weekday 7 https://www.kaggle.com/ievgenii1101/analyzing-duration-of-the-trips Number of trips by the time of the day: total trips vs. weekend trips

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Summary of Survey 8 Weekday Weekend Num. of Trips Big Small Rate of Customers Low High Rate of Subscribers High Low Time Peek 9 am & 5 pm 2 pm Assumed Objective Commuting Sightseeing Subject to Change? Less More Focus on measures to increase weekend's trips

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Table of Contents 1. Survey of current situation 2. How to increase the weekend’s trips 3. Measures & assumed effects 4. Conclusion 9

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Hypothesis for Strategy 10 “Most subscribers (mainly use this service in weekday) don’t use this service in weekend” • To prove above, we investigate how many times each station used both in weekday and weekend • If we find stations don’t used relatively in weekend, users at the stations can be a main target to promote sightseeing (by some way, like coupons)

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There are some target stations 11

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Summary of Analysis 12 These are the target stations to promote sightseeing Station Name Weekday’s Trip Weekend’s Trip Rate 5 B C6CH 5C6 76H 5 C 6 0 G6C9 6 6 ( ))) 46 1 F C C (() 4 6 C9 3 9G 9 H 3 9G 9 H 2 9 86 C ) ( 46 .C6 8 8 6 C6 5 G 9 6 )) ( 46 .C6 8 8 6 C6 5 G 9 ( )

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Table of Contents 1. Survey of current situation 2. How to increase the weekend’s trip 3. Measures & assumed effects 4. Conclusion 13

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Promoting sightseeing for specific station users (many weekday users, less weekend users) • Like coupons, advertisements If there are further information about trips with user_id • Promotion can be more personalized, by using recommendation algorithm Measures 14

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Assumed Effects 15 By promoting sightseeing for users with latent demand, 1. Increase on weekend’s trips (Customers↑) 2. Improvement of subscribers' satisfaction by enlightening new usage on weekends • Annual subscribers would be increased • “3 day plan” is not proper considering in order to enjoy weekend -> “1 week plan” is better

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Table of Contents 1. Survey of current situation 2. How to increase the weekend’s trip 3. Measures & assumed effects 4. Conclusion 16

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Conclusion 17 Through survey and analysis, promoting sightseeing for specific station users are found to be a good measures for further growth ü Focus on measures to increase weekend's trips ü There are some target stations with latent demand