Disneyland Driven on Reviews

Utilizing the voice of theme park guests to improve operations.

Introduction
Each year, Disney theme parks receive millions of visitors and impacts them in some way or another. A multitude of those visitors
share their experiences through online reviews. It’s known that as consumers, these reviews can play a critical role in buying
decisions and expectations. However, in what ways can these reviews add value to the business itself and how can it influence
current operations? It’s technically possible to comb through each review individually though this case study seeks to use powerful
data analytics tools such as SAS, to find valuable insights quickly and efficiently!

● The Disneyland California Park Management has tasked you with finding how these reviews can improve their park
● There are almost 20,0000 reviews and less than 2 weeks to present your results
● Your primary tool will be SAS Enterprise Miner (Text Mining). Feel free to use other tools for further analysis

19,395 Total ~ 1,900 Reviews Posted / Year 42,622 Words of

Reviews Review Text Data

Formulate the Narrative

There are countless insights that this dataset can tell use and a team of analysts will work to uncover them. Your objective
is specifically to text mine the ‘Text_Reviews’.

The questions that will be driving your data analysis…

- What are the most common “topics” being discussed in 1, 2, 3, 4, and 5 star reviews?
- What are the primary complaints (focal points) in negative/low rated reviews?
- What are the primary compliments (focal points) in positive/high rated reviews?
 Step #1: Acquire Data Set
The original data was sourced from Kaggle
(https://www.kaggle.com/datasets/arushchillar/disneyland-reviews)
The data was cleaned with SQL to..
- Find and address NULLs
- Find and address duplicates
- Format date column correctly
- Format for SAS EM
Reference to cleaning operations:
https://drive.google.com/file/d/1V5--
kbVHXWiCNFbXGQBIp_V2OFapyFro/view?usp=sharing
Disney Review Data Set:
https://docs.google.com/spreadsheets/d/1oPew9TTEYQLcHrskr8vpJJ
Ua1L-
SASed_DL_California
6ankg/edit?usp=sharing&ouid=105277461882489772203&rtpof=true
_Reviews.xlsx
OR → &sd=true

Step #2: SAS EM Text Mining

- Launch SAS Enterprise Miner
- Follow Step-by-Step Video Instructions
- https://www.youtube.com/watch?v=PNXEffc2wg0
- Analyze data further as you please

Step #3: Present Findings

- Take what you discovered in SAS EM and report it to Disney
Park Management (Word, Powerpoint, Dashboard, etc.)

- Focus on answering original questions

- Share any additional insights!