ANLY482 AY2016-17 T2 Group 2
| Background | Data Source | Methodology |
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Project Overview
The evolvement of technology has introduced companies to leverage onto online platforms for customers to have the option of going online to meet their purchasing needs. In 2015, 82% of the Singapore population accesses the internet and online customers represents 41% of the population, according to Nielsen’s report. As companies realise the potential of the e-commerce field, they are increasingly establishing online sites for their customers and Kaiso Ticketing is one of them.
Kaiso Ticketing launched its online ticketing site on 2016 that allows registered customers to book tickets online. The online ticketing site allows customers to purchase tickets for concert and musical performances. This site is an addition to the company’s phone ticketing lines, as part of its remote ticketing services. The online ticketing site serves to be a more convenient option for customers than its predecessors. The phone ticketing service requires customers to make a call and book a ticket through the hotline while the internet ticketing allows customers to login, select options for their ticketing on the website and submit the booking.
With the inclusion of this new initiative, Kaiso Ticketing is interested to understand the difference in the customer’s ticketing behaviour before and after the launch. This insight will serve great use to the customer engaging units to understand the characteristics of their customers and engage them better in the future marketing campaigns.
In attracting the e-commerce market, companies sprout up to introduce online platforms as part of their existing services. For most companies, it has been a successful move and brought in a great array of customer base that the company never had before. While it makes sense that the new customer base will bring in new types of behavioural patterns, it is interesting to notice that existing customers also had a change in ticketing patterns. With the use of big data analytics and visualisation, menial transaction data becomes a surprise box of customer trends and our group is eager to unveil these surprises.
Project Objectives
This project aims to analyse customer purchasing behaviours and design a dashboard to assist Kaiso Ticketing’s customer engaging teams in coming up with better marketing strategies. The main questions that we aim to answer are when do customers purchase, what do they purchase and how much do they purchase.
Thus, our main objectives are:
- Collate the datasets before and after the launch of the online ticketing site, investigate and identify differences in customer behaviour.
- Review these insights and report them in a form of an analytical dashboard for Kaiso to better monitor over time.
Sponsor Background
Kaiso Ticketing
Kaiso Ticketing is a ticketing service provider for concerts and musicals in Singapore. Established in 2001, Kaiso Ticketing has been collaborating and bringing in numerous independent performance gigs, both locally and overseas to the Singapore scene. Kaiso Ticketing operates mainly through their phone ticketing service, whereby ticket buyers call in to the customer service team to make their ticket booking for concerts and musicals. Additionally, Kaiso TIcketing has more than 20 authorised agents located throughout Southeast Asia, including Malaysia, Hong Kong, Taiwan and Indonesia.
Kaiso Ticketing has recently launched their online ticketing service with aims to expand their outreach, provide convenience and increase awareness of independent concerts and musicals in the Southeast Asia region.
Sponsor Background
Team Motivation
The team was especially enthusiastic in this project as we were able to use real data from a real client to solve real issues that Kaiso have. Besides that, we understand from our sponsor that they have the intention to extend their analysis from this project which gave us more responsibility and excitement in embarking on a real analytics project. The local ticketing scene that Kaiso established is a familiarity in all Singaporean lives. Their newest venture into e-commerce is a phenomenon that is widely seen by the market. Thus, it is interesting for us to understand and identify the evolvement of customer behaviours, due to this launch into the internet space, using analytics.
