Difference between revisions of "Analysis of User and Merchant Dropoff for Sugar App Methodology"

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<!------- Details ---->
 
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==<div style="background: #95A5A6; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#F2F1EF"><strong>Introduction</strong></font></div></div>==
 
The key aim of this project is to tackle the three problems above and subsequently increase the voucher redemption rate, user retention rate and merchant retention rate. For this study, we will only focus on Singapore users and merchants.
 
 
As the nature of our study differs in some ways to existing literature reviews, we face three main limitations. Hence, we will make adjustments to the pre-existing methods of survival analysis.
 
 
==<div style="background: #95A5A6; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#F2F1EF"><strong>Limitations</strong></font></div></div>==
 
Our first limitation is, unlike subscription-based services, Sugar provides the app to users for free. Users can use the app indefinitely or choose to uninstall it. However, at this present time, there is no way for Sugar to track their uninstallations. This means that Sugar has no way of telling when a user has dropped off for real.
 
 
Our second limitation is that Sugar belongs in a two sided market. In a two sided market, users and merchant affect each other. As such, dropouts on the user end can cause dropouts on the merchant end, and vice versa. Thus, our survival analysis may be confounded by the network effects.
 
 
Our third limitation is that Sugar is an ecommerce app, which takes users through a sales funnel. There are a few main stages of a user’s journey, and users can drop off at any point:
 
<div align="center">'''Installation > Skimming > First Purchase > Redemption > Second Purchase'''</div>
 
 
 
Sugar’s aim will be to move as many users as possible from the start to the end of the funnel in order to earn profits.
 
 
Therefore, it is not a straightforward analysis as predicting churn for a fixed subscription and it requires multiple survival curves to have a complete picture of the user’s journey.
 
  
 
==<div style="background: #95A5A6; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#F2F1EF"><strong>Tools Used</strong></font></div></div>==
 
==<div style="background: #95A5A6; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#F2F1EF"><strong>Tools Used</strong></font></div></div>==
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In terms of time-series data-mining, we will be using SAS Enterprise Miner as its tool allows us to perform descriptive, predictive and time-series analysis on huge volumes of data.
 
In terms of time-series data-mining, we will be using SAS Enterprise Miner as its tool allows us to perform descriptive, predictive and time-series analysis on huge volumes of data.
  
QGIS will be used for mainly geospatial analysis.
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For geospatial analysis, we have decided to use the QGIS software as it is open source, with a large amount of documentation and plugins available in the market. It is also the preferred software of choice for the Geospatial class in our university, which allowed us to access to more resources, namely the teaching materials, as well as the experience of our fellow university peers.
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==<div style="background: #95A5A6; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#F2F1EF"><strong>Methodology</strong></font></div></div>==
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[[File:SugarMethodology.jpg|center|700px]]

Latest revision as of 13:48, 15 April 2016

Home

 

Project Overview

 

Findings

 

Project Documentation

 

Project Management

Background Data Source Methodology

Tools Used

JMP Pro will be used to perform exploratory analysis, funnel plot analysis and survival analysis. SAS JMP Pro is an analytical software that is able to handle large volumes of data efficiently, which is imperative since Sugar's data is too large to be handled by other software such as Microsoft Excel. Its built-in tools for survival analysis and funnel plot add-in will be extremely useful in our analysis. We are also very familiar with JMP Pro as we have utilised the software for many of our analytical modules such as Analytical Foundation.

In terms of time-series data-mining, we will be using SAS Enterprise Miner as its tool allows us to perform descriptive, predictive and time-series analysis on huge volumes of data.

For geospatial analysis, we have decided to use the QGIS software as it is open source, with a large amount of documentation and plugins available in the market. It is also the preferred software of choice for the Geospatial class in our university, which allowed us to access to more resources, namely the teaching materials, as well as the experience of our fellow university peers.

Methodology

SugarMethodology.jpg