Airline Loyalty Program(Promotional Impact Analysis)

This project focused on analyzing the performance of a promotional campaign aimed at increasing enrollments in the airline’s loyalty program. The analysis involved preparing, modeling, and visualizing data to evaluate loyalty program enrollments, cancellations, and flight bookings. Insights were presented to the leadership team to support data-driven decision-making.

The Assignment

NLA ran a promotion from Feb 1st - Apr 30th 2018, offering 1.5x loyalty card points to new members for flights booked through the remainder of the year.

The task here is to analyze loyalty program enrollments, cancellations and flights booked, and share findings with the NLA leadership team.

The Objective

• Preparing data for modeling

• Model the data for further analysis

• Visualize the data and find out the key insights of the impact.

  
  

Insights of the visualizations

Enrollment Trend:

The total loyalty program enrollment is 16.74K, with a noticeable spike in enrollments around 2018, possibly influenced by the promotional campaign.

Active vs. Inactive Members:

The program has 14.67K active members and 2.07K inactive members, showing a relatively high engagement level. However, reducing inactive members can further enhance program performance.

Cancellation Trend:

Loyalty member cancellations saw fluctuations but significantly declined towards 2018, indicating improved member retention, possibly due to promotional efforts or improved services.

Net Loyalty Members Growth:

The net loyalty members have consistently grown over the years, reaching a peak of 2.9K net new members in 2018, with a running total of 16.6K by the end of 2018.

Flights Booked:

Based on this view, there is a significant growth in flights booked in 2018 compared to last year 2017. The dashboard reflects a noticeable growth in total enrollments and active members in 2018. This increase correlates with the spike in flights booked by loyalty members.

The 2018 promotional campaign led to a substantial rise in flights booked, especially from April 2018 onwards. The data shows a peak around June and July 2018, indicating that the promotion successfully engaged members during this period.

The increase in flights booked due to promotional enrollments highlights the effectiveness of the campaign strategies implemented in 2018. This suggests that similar future campaigns could yield positive results.

Conclusion of the analysis :

The promotional campaign launched in 2018 had a marked positive impact on the airline loyalty program. The data indicates a significant growth in the number of flights booked by loyalty members, particularly from April 2018 onwards. The summer months of June and July 2018 saw the highest activity, with promotional enrollments contributing greatly to the total bookings. This demonstrates the success of the 2018 promotional strategies in boosting member engagement and driving higher levels of participation.