Northern Lights Air Promotion Analysis

Northern Lights Air, a fictitious company, ran a three month promotion to increase their enrollment to their rewards programme.

Here I analyse the performance of their promotion.

I looked to answer three main questions to measure the success. What impact did the promotion have on sign ups? Was there a difference in success rates dependant on demographics? What impact was there to flights booked?

The promotion was a success, with a 15.7% YoY increase in flights, most notably increased in the demographic of divorced women with 21.5% YoY increase of booked flights and a net increase in memberships. The promotion lead to the greatest increase in relative percentage of flights in lower and upper income brackets ($20,000 and $330,000) and was more successful for those flying further distances.