Difference between revisions of "ANLY482 AY2017-18T2 Group 25 : Project Overview"
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Revision as of 22:52, 9 January 2018
| Description | Methodology |
Sponsor Background
The Something helps busy diners make instant reservations at Singapore, Hong Kong , Shanghai, Beijing and Bangkok, Bali and Jakarta's best restaurants: 24 hours a day, 7 days a week.. Despite intense competition stemming from Restaurant reservation Companies, The Something has achieved substantial market share since its inception.
Project Motivation
The majority of restaurant reservations on the company system are done on its website. Hence, the marketing channel utilised most is Electronic Direct Mailer (EDM) to its user base, featuring content such as promotional deals, new restaurant additions and curated lists. However, the current approach results in users receiving irrelevant content from the mass email marketing campaigns. This is especially pronounced in the food industry, where consumers have very varied tastes and preferences. The more “noise” there is, the lower the probability that users will pay any attention to content that is actually relevant to them, greatly limiting the effectiveness of the company's EDM efforts. Though this project, we hope to improve the effectiveness of its EDM campaigns, which they believe would result in an increase in the number of reservations per user from the existing user base, translating directly to more revenue being generated.
Project Objective
Our project aims to improve the effectiveness of the company marketing campaigns through demographic or behavioural segmentation, as well as personalisation.
Scope of Work
Data Cleaning/Munging Exploratory Data Analysis/Data Visualisation Data Mining
