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https://github.com/hafidaso/airline-loyalty-program

Customer loyalty program data from Northern Lights Air (NLA), a fictitious airline based in Canada. In an effort to improve program enrollment, NLA ran a promotion between Feb - Apr 2018. Dataset includes loyalty program signups, enrollment and cancellation details, and additional customer information.
https://github.com/hafidaso/airline-loyalty-program

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Customer loyalty program data from Northern Lights Air (NLA), a fictitious airline based in Canada. In an effort to improve program enrollment, NLA ran a promotion between Feb - Apr 2018. Dataset includes loyalty program signups, enrollment and cancellation details, and additional customer information.

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# Northern Lights Air Loyalty Program Analysis



## Overview

This project involves the analysis of the loyalty program data from Northern Lights Air (NLA), a fictitious airline based in Canada. The goal of this analysis is to gain insights into the performance of the loyalty program, the impact of a promotional campaign, demographic adoption, summer flight bookings, and flight activity by province.



## Source Data

- **Source**: IBM Cognos Analytics

- **Data Files**: The project utilizes the following datasets:

  - `Customer Loyalty History.csv`: Contains information about loyalty program enrollments, cancellations, and additional customer details.

  - `Customer Flight Activity.csv`: Provides flight activity data, including the number of flights and points accumulated by loyalty program members.



## Project Structure

The project is organized into several analysis sections:



1. **Promotional Campaign Impact**: Analyzes the impact of a promotional campaign on loyalty program enrollments.

2. **Demographic Adoption**: Examines which demographics were more inclined to enroll in the loyalty program during the campaign.

3. **Summer Flight Bookings**: Assesses the effect of the promotional campaign on the number of flights booked during the summer months.

4. **Flight Activity by Province**: Understands regional differences in flight bookings among loyalty program members.



## Insights

The analysis provided the following insights:



- Successful Promotion: The promotional campaign led to a significant net increase in loyalty program memberships.

- Demographic Patterns: The campaign saw higher adoption among certain demographics, particularly among individuals with a Bachelor's degree and those who are married.

- Increased Summer Activity: There was a notable increase in flight bookings during the summer months following the campaign.

- Regional Flight Activity Variations: The analysis of flight activity by province revealed significant regional variations.



## Strategic Considerations

Based on the insights, the following strategic considerations are recommended:



- Tailored Marketing Strategies: Future promotional campaigns can be designed to target demographics showing higher enrollment rates.

- Seasonal Promotions: Consider seasonal promotions to capitalize on periods of high travel demand.

- Enhanced Focus on Key Markets: Ontario and British Columbia should continue to receive focused attention.

- Growth Opportunities in Emerging Markets: Explore introducing new routes and customized loyalty rewards in provinces with moderate to low flight activities.

- Retention Strategies: Develop strategies aimed at retaining members, such as improving program benefits and personalized communication.



## License

This project is licensed under the MIT License - see the [LICENSE](LICENSE) file for details.



[Hafida Belayd](https://www.linkedin.com/in/hafida-belayd/)