Principles of Data Science for Business

This document discusses the principles of data science for business and how it can be applied to enhance customer experience and searchability for Itineract Travel Co. It covers the assessment of the company, investigation overview, analysis and results, ethical and security considerations, and potential solutions using data science. The document also includes statistics and methodology in the appendix.

PRINCIPLES OF DATA
SCIENCE FOR BUSINESS

Table of Contents
Report Section 1..............................................................................................................................1
Assessment of Itineract Travel Co briefing note.........................................................................1
Report Section 2..............................................................................................................................2
Overview of investigation............................................................................................................2
Report Section 3..............................................................................................................................3
Analysis and results.....................................................................................................................3
Report Section 4..............................................................................................................................3
Ethical and security considerations.............................................................................................3
Report Section 5..............................................................................................................................3
Data science in next steps and potential solution........................................................................3
Report Appendix..............................................................................................................................3
Statistics and methodology..........................................................................................................3
REFERENCES................................................................................................................................4

Report Section 1
Assessment of Itineract Travel Co briefing note
Itineract Travel Co is a kind of online Society and a committed travel experience company.
They provide travel experience to the people and till now they have provided travel experience to
more than 200 of their customers. Customer’s of the organization are quite heterogeneous i.e.
none of the two customers are same. It is one of the main potential causes faced by them. They
want to enhance their customer’s travelling experience and because of which they are strongly
specific about this Cause. Event after that some of them feels contempt towards some of the
offerings offered by the company related to some other causes. This one of the major issues
which is faced by them because of which it has become important for them to enhance their user
experience in a positive manner on Itineract platform. It is a delicate balancing act on which they
need to focus more and more. In order to increase positive user experience of most of the
customers it is important for the company to focus on bringing most suitable experiences of all
the customers to foreground where it is clearly visible to the customers in a clear manner. It is
required to be done in such a manner that least suitable experience of the customers will be made
invisible to the customers such that they can only view positive good or excellent experience of
the customers and cannot see all least positive or negative experiences of the customers. This
increases one of the major challenges which will be faced by the company in terms of product
searchability. They want their company’s website visitors’ number to reach in millions and
experience to reach in thousands and also wants to focus on achieving company’s growth
objectives. Currently company has implemented a simple pilot recommendation system as a first
step towards searchability problem solution. They have also implemented a rule that customers
will only be able to see experiences related to the causes they have previous booked. However,
current evaluation of this system is on going and in order to test the system they have applied this
rule to about a third of the customers. The main aim of Itineract Travel Co can be addressed with
the help of data science using all the information that has been provided above, however there
are few Ethical and security considerations that are required to be dealt within the data science.
With the help of data science, a new recommended system can be developed that can help them
to carefully monitor they customers sensitivity to different potential causes. In order to fulfil the
main aim of Itineract Travel Co, a specific data science too will be used. Activities planned for
investigation to achieve the desired aim of Itineract Travel Co are: Assessment of Itineract
1

Travel Co briefing note, investigation overview which will include tool used for investigation as
well, analysis and the results, Ethical and security considerations, Data science in next steps and
potential solutions.
Report Section 2
Overview of investigation
From the investigation that has been carried out in Assessment of Itineract Travel Co
briefing note it was found that one of the main problems which is faced by the company is
searchability. They want to implement a recommended system that can help them to enhance
their visitors on their website and increase user experience as well. This can be done with the
help of data science, where only positive user experience will be displayed to the website visitors
in the front end and all the negative or least positive user experience will be made almost
invisible to the customer. In order to do so there are various kinds of data science tools and
technologies that can be used by the organizations. These tools can be used for developing
suitability charts that can help in exploring uncovered data that can be used to identify next steps
of data science that can be further used to develop a potential recommended system that can be
used by Itineract Travel Co. Data science helps an organization to gain insight about an
organization, market and products in a better manner. Some of the main data science tools used
nowadays are: Tableau, SPSS, MATLAB, Excel and many more. Data Science tool that would
be used in Itineract Travel’s case is SPSS. One of the main reasons because of which SPSS will
be used as a data science tool is that it I an advance statistical analysis that can be used by any
data science. it is quite flexible and easy to use as well as can be integrated big data and can be
deployed into any kind of application. Within this investigation first of all customer data of
Itineract Travel Co of past 6 months will be analysed and some of the customers will be asked to
participate in a survey where their responses will be collected and analysed with the help of
SPSS tool. Final results, graphs of the tool will be analysed and on the basis of those results data
science initiatives that can be used by the company will be proposed. These proposed initiatives
can be used by the organization in order to overcome problems or issues that are being faced by
them in terms of searchability. This analysis will also help in providing some recommendations
to the organization that can be used by them to enhance their website visitors and use experience.
2

Report Section 3-700
Analysis and results
Report Section 4-300
Ethical and security considerations
Report Section 5-800
Data science in next steps and potential solution
Report Appendix-500
Statistics and methodology
3

REFERENCES
4