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Personal Scenario Paper

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Submitted By herokid672
Words 413
Pages 2
The Philadelphia Phillies wish to increase ticket sales through promotions via social media and postal mail “blasts”. Which would lead to greater attendance at games. They wish to target and identify customers who are more likely to come to games. My model will be a response model. The target variable for this model is PRCHS, and it is binary, taking Y for a ticket purchase and N for no ticket purchase.
Customer
Age
Income
Status
URL
SHARE
PRCHS
1
26
$ 28,492
S
Y
Y
Y
2
44 $ 72,891
D
Y
N
Y
3
61 $ 49,000
W
N
N
N
4
41 $ 106,338
MC
N
Y
Y
5
38 $ 37,000
S
Y
N
N In the table, the variables Age, Income, Status are input variables. Age and Income are numeric variables. Status is categorical and nominal-scaled. S implies the customer is single. D indicates they are divorced. W indicates the person is widowed. MC refers to Married with Children. MNC indicates Married without Children.
The variable URL, is a predictor of a ticket sale based on if the customer clicks on the URL from the link within the e-mail, and is sent to the Phillies website with the promotion code already added to their cart. The URL variable is binary, indicating a Y for a click on the URL. And an N for no click or activity received from that e-mail.
The variable SHARE, is also a predictor of a ticket sale base on if the customer shares the promotion on social media once prompted to, after the purchase of a ticket. This will both promote to the fan’s social media base the promotion and that they are going to be in attendance for that game. The SHARE variable is binary, indicating a Y for a share on Social Media platforms like Twitter or Facebook; and an N for no share.
In either case, a URL click or SHARE could be predicting of a ticket sale based on the customer seeing either the Social Media promotion or e-mail promotion first. Some may do both after a ticket sale or none at all.
PRCHS is the target variable and will take the value Y if the customer purchased a ticket after receiving an e-mail blast, postal promotion, or social media post. An N indicates that no ticket was purchased after receiving an e-mail blast, postal promotion, or social media post about ticket sales.

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