CAPSTONE PROJECT

SOCIAL MEDIA
TOURISM PROJECT
PR ESENTED BY
S PANDAN KUMAR DAS
JAN - A- 22
 BUSINESS PROBLEM
UNDERSTANDING
PROBLEM STATEMENT

AN AVIATION COMPANY THAT PROVIDES DOMESTIC AS WELL AS INTERNATIONAL TRIPS TO THE

CUSTOMERS HAVE COLLABORATED WITH A SOCIAL NETWORKING PLATFORM TO A) LEARN
DIGITAL AND SOCIAL BEHAVIOUR OF THE CUSTOMERS, B) PROVIDE THE DIGITAL
ADVERTISEMENT ON THE USER PAGE OF THE TARGETED CUSTOMERS AND
C) TARGET THOSE CUSTOMERS THAT HAVE HIGH PROPENSITY TO TAKE UP THE PRODUCT
SEPARATELY FOR BOTH MOBILES AND LAPTOPS.
NEED OF THE STUDY
INSTEAD OF TELE-CALLING EACH AND EVERY CUSTOMER FROM ITS DATABASE, COMPANY CAN
TARGET THOSE CUSTOMERS THAT ARE INTERESTED IN PURCHASING THE PRODUCT LEADING TO
EFFECTIVE TIME AND COST MANAGEMENT. THIS WILL ALSO HELP THE COMPANY TO
UNDERSTAND THE BEHAVIOUR OF THE CUSTOMERS THAT LEAD TO THEIR CONVERSION. THIS
WILL ALSO RESULT IN BETTER DIGITAL PRESENCE AMONG ITS CUSTOMERS WHICH WILL
RESULT IN BETTER REVENUE GENERATION FOR THE COMPANY.
 MODELLING APPROACH USED
& WHY?
MOBILE

IN ORDER TO PERFORM THESE MODELS, THE DATA WAS CLEANED AND UNWANTED
VARIABLES WERE REMOVED. THIS WAS FOLLOWED BY TREATMENT OF THE
IMBALANCE IN THE DATA USING SMOTE.
AFTER THAT THE DATA WAS SCALED USING THE STANDARD SCALAR AS THERE
ARE VARIABLES IN 1000’S, 100’S ETC. WITH THAT, TRAIN TEST SPLIT WAS
PERFORMED IN WHICH THE DATA WAS DIVIDED IN THE RATIO OF 70:30 WHERE
70% CONSTITUTES THE TRAINING SET.

ALTHOUGH, RANDOM FOREST IS THE TEST SET HAS ACCURACY OF 98.8% BUT IT
HAS PRODUCED FOR NUMBER OF FALSE POSITIVES WHICH IS 4. AS COMPARED TO
THE K-NEAREST NEIGHBOURS HAVING ACCURACY OF 97.0% AND PRODUCE 0
FALSE POSITIVE CASES.
 MODELLING APPROACH USED
& WHY?
LAPTOP

ALTHOUGH, RANDOM FOREST IS TEST SET HAS ACCURACY OF 99.5% BUT IT HAS
PRODUCED FOR NUMBER OF FALSE POSITIVES WHICH IS 21. AS COMPARED TO THE
K-NEAREST NEIGHBOURS HAVING ACCURACY OF 98.6% AND PRODUCING 9 FALSE
POSITIVE CASES.
 MODELLING APPROACH USED
& WHY?

SO, IN BOTH THE CASES K-NEAREST NEIGHBOURS ARE THE BEST MODEL.

1. APPLYING THIS MODEL SUCH AS HIGH RECALL OF CAN HELP THE COMPANY

IDENTIFY WHICH CUSTOMERS CAN PURCHASE THE PRODUCT IN THE NEW FUTURE.

ALSO, THIS HELPS IN BETTER REACHING AND TARGETING THE AUDIENCE

ACCORDINGLY.

2. THIS CAN ALSO INCREASE THE TRAFFIC ON THE COMPANY’S SITE RESULTING IN

BETTER MINIMIZING THE CLICK PER COST EXPENSE FOR THE COMPANY.

3. AS, THE HIGHER THE NUMBER OF HITS ON WEBSITE INCREASES, MORE

CHANCES OF PURCHASING THE PRODUCT ALSO INCREASES BRINGING IN THE

SURGE IN REVENUES FOR THE COMPANY.

INSIGHTS FROM ANALYSIS

We can see here that probability of

buying ticket for next month is less.

We can see here that of the people

prefer booking from Mobile Phones.
INSIGHTS FROM ANALYSIS

we can observe here that the most

visited location is beach, financial
and least visited place is hill station.

We can observe that user mostly

travel along with 3 and 4 family
member.
INSIGHTS FROM ANALYSIS

we can observe here that most of

user do not follow company page

Here we can observe that the people

who don’t follow company page
have high average view on company
page and people who follow
company page has less view.
INSIGHTS FROM ANALYSIS

Here we can observe that user who

travel out since last outstation has
higher probability of taking product.
 RECOMMENDATIONS
WE OBSERVED THAT USER MOSTLY TRAVEL IN THE GROUP OF 3 OR 4 SO I WOULD RECOMMEND THAT COMPANY SHOULD MAKE

OFFERS FOR THE USERS WHO ARE TRAVELLING IN GROUP OF 3 AND 4 SO THAT WE CAN RETAIN MOST OF CUSTOMERS.

WE CAN OBSERVE HERE THAT THE MOST VISITED LOCATION IS BEACH, FINANCIAL AND LEAST VISITED PLACE IS HILL STATION SO

THE

COMPANY SHOULD PROVIDE OFFERS AND DISCOUNT BASED ON MOST COMMON LOCATIONS.

YES WE HAVE OBSERVED CORRECTLY THAT DATA IS HEAVILY IMBALANCED AND WE WILL USE SMOTE TO TREAT IT.

WE ALSO OBSERVE THAT THE PEOPLE WHO DON’T FOLLOW COMPANY PAGE HAVE HIGH AVERAGE VIEW ON COMPANY PAGE AND

PEOPLE WHO FOLLOW COMPANY PAGE HAS LESS VIEW THIS MEANS OUR SOCIAL MEDIA TEAM IS NOT EFFECTIVE TO GAIN

ONLINE

PRESENCE SO I WOULD RECOMMEND THAT SOCIAL MEDIA CAMPAIGNS SHOULD BE THERE SO THAT WE CAN GRAB ATTENTION OF

SOCIAL MEDIA MOB AS IT CLEARLY IMPACT BUSINESS.

SINCE BUYING TICKET PROBABILITY IS LESS FOR NEXT MONTH VIA ONLINE, THE COMPANY SHOULD ADVERTISE MORE ON SOCIAL

MEDIA ON DIFFERENT PLATFORM ANALYZING THE PLATFORMS WHICH ARE USED MORE BY THE PUBLIC.
Thank you