Background
The hospitality industry is a broad category of fields within the service industry that includes lodging, food and drink service, event planning, theme parks, transportation, cruise line, traveling, airline and additional fields within the tourism industry. This dataset is from an online hotel booking company.
Business Goals
1. Use dataset to train a model in order to forecast the country destination. You can use any model you like.
2. If we have $500,000 marketing campaign budget on market, what is your marketing campaign strategy recommendation?
3. Analyze the conversion rate of the users (overall trend, date & time, forecasting analysis).
Dataset
id: user id
date_account_created: the date of account creation
timestamp_first_active: timestamp of the first activity, note that it can be earlier than date_account_created or date_first_booking because a user can search before signing up date_first_booking: date of first booking, missing value means the users didn’t make a booking
gender
age
signup_method
signup_flow: the page a user came to signup up from
language: international language preference
affiliate_channel: what kind of paid marketing
affiliate_provider: where the marketing is e.g. google, craigslist, other
first_affiliate_tracked: what’s the first marketing the user interacted with before the signing up
signup_app
first_device_type
first_browser
country_destination: the country where the user is going when made a first booking. ‘NDF’ means no destination found, the users didn’t make a booking
This project more focuses on solving the business goals 2 & 3. Therefore, I will skip the modeling part. However, I still present the data cleaning, feature engineering and data exploratory parts. The pdf file is attached at the end. The html link is attached. file:///Users/gracetam/Downloads/hotels1.html
In order to solve question 2&3, marketing campaign budget allocation and conversion rate analysis, we need to analyze user segmentation, user behavior, percentage of subscription and data exploration. I create different dashboards using Tableau to answer the questions. In order to see the interaction effect of the dashboards, you can check my tableau public https://public.tableau.com/app/profile/lichang.tan
User Segmentation
Geographic Segmentation: US, outside US
Demographic Segmentation: Gender: female, male
Age: 10-20, 20-30, 30-40, 40-50, 50-60, 60-70, 70-80, 81+
Language: English, Spanish, French, Italy, Korean …
User Behavior
Date of Account Creation, Date of First Booking
Signup Info: signup method, signup app
Action and Session: action type(look up, search, click), session duration
User Acquisition
Season and Holiday Effect: trend and patterns of subscription
Affiliate Marketing: paid-search, social media marketing
User Segments: identify prospects who are most likely to convert.
Let me know what are your thoughts about solving these business problems.
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