How to get business insight from data? | Proposal for Promoting Sightseeing in Weekend for Specific Station Users with Latent Demand

Transcript

1. Proposal of Promoting Sightseeing in Weekend for Specific Station Users

   with Latent Demand Feb. 26th, 2018

2. 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

3. Table of Contents 1. Survey of current situation 2. How

   to increase the weekend’s trips 3. Measures & assumed effects 4. Conclusion 3

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

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

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

   -> Commuting Weekend: -> Sightseeing

7. 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

8. 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

9. Table of Contents 1. Survey of current situation 2. How

   to increase the weekend’s trips 3. Measures & assumed effects 4. Conclusion 9

10. 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)

11. There are some target stations 11

12. 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 ( )

13. Table of Contents 1. Survey of current situation 2. How

    to increase the weekend’s trip 3. Measures & assumed effects 4. Conclusion 13

14. 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

15. 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

16. Table of Contents 1. Survey of current situation 2. How

    to increase the weekend’s trip 3. Measures & assumed effects 4. Conclusion 16

17. 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