MBA Semester – IV

Research Project – Interim

Report

Name

Project

Group

Date of Submission
A study on “Specify your title “

Research Project submitted to Jain Online (Deemed-to-be University)

In partial fulfillment of the requirements for the award of:
Master of Business Administration

Submitted by:
Student Name

USN:
(Write your number)

Under the guidance of:

Mention your Guide’s Name

(Faculty-JAIN Online)

Jain Online (Deemed-to-be University)

Bangalore
2022-23

DECLARATION

I, (Student Name), hereby declare that the Research Project Report titled “(Title)” has been
prepared by me under the guidance of the Faculty name. I declare that this Project work is towards
the partial fulfillment of the University Regulations for the award of the degree of Master of
Business Administration by Jain University, Bengaluru. I have undergone a project for a period of
Eight Weeks. I further declare that this Project is based on the original study undertaken by me and
has not been submitted for the award of any degree/diploma from any other University /
Institution.

Place: ______________________
Date: Name of the Student
USN:
EXECUTIVE SUMMARY

The aviation industry is highly competitive, and companies are constantly seeking innovative ways
to reach their target audience effectively. In this executive summary, we present the concept of
precision navigation in aviation through targeted digital ad campaigns by device.

The objective of this approach is to leverage the power of digital advertising to deliver tailored
messages to specific audiences based on their device preferences. By understanding the device
preferences of potential customers, aviation companies can optimize their ad campaigns and
increase the likelihood of engagement and conversion.

To implement precision navigation in aviation, companies need to analyze data on device usage
patterns among their target audience. This includes identifying the most commonly used devices
such as smartphones, tablets, and desktop computers. By segmenting the audience based on device
preferences, companies can create customized ad campaigns that are optimized for each device
type.

The benefits of precision navigation in aviation are numerous. Firstly, it allows companies to deliver
personalized and relevant content to their audience, increasing the chances of capturing their
attention and driving desired actions. Secondly, by tailoring campaigns to specific devices,
companies can optimize the user experience, ensuring that the ads are displayed correctly and
provide a seamless interaction across different devices.

Furthermore, precision navigation enables companies to allocate their advertising budgets more
efficiently. By focusing on the devices that are most commonly used by their target audience,
companies can avoid wasting resources on platforms that may not yield significant results. This
targeted approach allows for better ROI and cost-effectiveness in advertising efforts.

However, implementing precision navigation in aviation requires a comprehensive understanding of

the target audience, their device preferences, and the technical aspects of digital advertising.
Companies must invest in data analysis, market research, and digital advertising expertise to
execute successful targeted campaigns.
precision navigation in aviation through targeted digital ad campaigns by device offers a strategic
approach to reach and engage with the target audience effectively. By leveraging device
preferences, companies can deliver personalized content, optimize user experience, and allocate
resources efficiently. Implementing this approach requires a deep understanding of the target
audience and expertise in digital advertising. With precision navigation, aviation companies can
enhance their marketing efforts and gain a competitive edge in the industry.
TABLE OF CONTENTS

Title Page Nos.

Executive Summary i

List of Tables ii

List of Graphs iii

Chapter 1: Introduction and Background 1-3

Chapter 2: Research Methodology 4-9

Chapter 3: Data Analysis and Interpretation 10-15

References

Annexures

List of Tables
Table No. Table Title Page No.

List of Graphs
Graph No. Graph Title Page No.
CHAPTER 1

INTRODUCTION AND BACKGROUND

1.1 Executive Summary

Precision Navigation in Aviation is a cutting-edge company that specializes in providing
advanced navigation solutions for the aviation industry. In order to expand our reach and
increase our market share, we have developed a targeted digital ad campaign that is designed to
engage with potential customers based on their device preferences.

Our digital ad campaign utilizes a combination of programmatic advertising, social media

advertising, and search engine marketing to reach our target audience. By analyzing user data
 and device usage patterns, we are able to deliver highly targeted ads that are optimized for each
device type. This approach not only increases the relevance and effectiveness of our ads but
also reduces wasted impressions and improves our return on investment.

The campaign has been designed to achieve several key objectives, including:

* Increasing brand awareness and recognition among aviation professionals and enthusiasts.
* Generating leads and inquiries from potential customers who are interested in our navigation
solutions.
* Positioning Precision Navigation in Aviation as a thought leader and innovator in the aviation
industry.

1.2 Introduction and Background

Introduction:
In today's digital age, the aviation industry faces increasing competition and the need to
effectively reach and engage with its target audience. Traditional advertising methods are no
longer sufficient, and companies are turning to innovative strategies to optimize their marketing
efforts. One such strategy is precision navigation in aviation through targeted digital ad
campaigns by device. This approach aims to leverage the power of digital advertising to deliver
tailored messages to specific audiences based on their device preferences. By understanding
and catering to the device preferences of potential customers, aviation companies can optimize
their ad campaigns and increase the likelihood of engagement and conversion.

Background:
The aviation industry is highly dynamic and relies heavily on effective marketing and advertising
to attract customers. With the proliferation of digital devices and the increasing reliance on
technology, it has become crucial for aviation companies to adapt their marketing strategies to
the digital landscape. Traditional mass advertising methods are becoming less effective as
consumers are bombarded with countless messages across various platforms. To stand out in
this crowded space, aviation companies need to adopt targeted approaches that deliver
personalized and relevant content to their audience.

Precision navigation in aviation through targeted digital ad campaigns by device offers a solution
to this challenge. By analyzing data on device usage patterns among their target audience,
companies can gain valuable insights into the devices most commonly used by their potential
customers. This includes smartphones, tablets, and desktop computers. Armed with this
information, companies can create customized ad campaigns that are optimized for each device
type, ensuring that the content is displayed correctly and provides a seamless user experience.

The benefits of precision navigation in aviation are significant. Firstly, by delivering personalized
and relevant content, companies can capture the attention of their audience and increase the
likelihood of engagement. This targeted approach allows for more effective communication, as
messages can be tailored to specific device capabilities and user preferences. Secondly,
optimizing campaigns for different devices enhances the user experience, ensuring that the ads
 are displayed correctly and provide a seamless interaction. This improves the overall perception
of the brand and increases the chances of conversion.

Furthermore, precision navigation enables companies to allocate their advertising budgets more
efficiently. By focusing on the devices that are most commonly used by their target audience,
companies can avoid wasting resources on platforms that may not yield significant results. This
targeted approach allows for better return on investment (ROI) and cost-effectiveness in
advertising efforts.

However, implementing precision navigation in aviation requires a comprehensive

understanding of the target audience, their device preferences, and the technical aspects of
digital advertising. Companies must invest in data analysis, market research, and digital
advertising expertise to execute successful targeted campaigns.

1.3 Problem Statement

An aviation company that provides domestic as well as international trips to the customers now
wants to apply a targeted approach instead of reaching out to each of the customers. This time
they want to do it digitally instead of tele calling. Hence, they have collaborated with a social
networking platform, so they can learn the digital and social behavior of the customers and
provide the digital advertisement on the user page of the targeted customers who have a high
propensity to take up the product.
The propensity of buying tickets is different for different login devices. Hence, you have to
create 2 models separately for Laptop and Mobile. [Anything which is not a laptop can be
considered as mobile phone usage.]
The advertisements on the digital platform are a bit expensive; hence, you need to be very
accurate while creating the models.

Defining the Problem Statement

A key aspect of this undertaking is identifying that ticket purchasing across varies different login
devices. Create 2 separately models for Laptop and Mobile [Anything which is not a laptop can
be considered as mobile phone usage.] for each type of device customer use to access social
networking platforms to learn the customer behavior on travel related pages and their recent
travel check-ins & their influence on others.
1.4 Objective of Study
Predictive model: Develop separate predictive models for laptop and mobile users to identify individuals
with a high propensity to purchase tickets.
Targeted digital: Implement targeted digital advertising campaigns based on the predictions generated
by the models.
Data Collection and Analysis: Gather data from the social networking platform to understand the digital
and social behavior of customers. Analyze this data to identify relevant features and patterns that
influence ticket purchasing behavior.
Optimization for Accuracy: Optimize the models to maximize accuracy while minimizing false positives
and false negatives, considering the cost implications of digital advertisements.
 By tailoring advertisements to specific customer segments and login devices, such as laptops and mobile
phones, the company can optimize its digital marketing efforts and Aviation company can successfully
implement a targeted digital advertising strategy, leveraging insights from social media and digital
networks to effectively reach customers with a high likelihood of purchasing tickets.

1.5 Company and industry overview

Company Overview:
Precision Navigation in Aviation is a leading provider of advanced navigation solutions for the
aviation industry. With a focus on innovation and excellence, we have established ourselves as a
trusted partner for airlines, airports, and aviation professionals around the world.

Our company was founded on the belief that precision navigation is critical to the safety and
efficiency of aviation operations. As a result, we have invested heavily in research and
development to create a range of cutting-edge navigation solutions that are designed to meet
the needs of our customers.
Our product portfolio includes a variety of navigation systems, including flight management
systems, electronic flight bags, and aircraft communication and surveillance systems. We also
offer a range of consulting and support services to help our customers optimize their navigation
operations and achieve their business objectives.

Industry Overview:
The aviation industry is a highly competitive and rapidly evolving market. With the increasing
demand for air travel and the growing complexity of aviation operations, precision navigation
has become more important than ever before.
According to a recent market research report, the global aviation navigation market is expected
to grow at a compound annual growth rate (CAGR) of 5.2% from 2021 to 2028, reaching a total
value of ﹩14.5 billion. This growth is being driven by several factors, including the increasing
demand for air travel, the need for more efficient and safe aviation operations, and the growing
adoption of advanced navigation technologies.
The aviation industry is also becoming increasingly digital, with a growing number of airlines and
airports using digital channels to engage with customers and promote their services. As a result,
targeted digital ad campaigns have become an essential tool for companies looking to stand out
in this competitive market.
At Precision Navigation in Aviation, we are committed to staying at the forefront of this rapidly
evolving industry. By developing targeted digital ad campaigns that are optimized for each
device type, we are able to increase engagement, generate leads, and drive growth in the
aviation industry.
1.6 Overview of Theoretical Concepts
Precision navigation in aviation through targeted digital ad campaigns by device is built upon
several theoretical concepts that underpin its effectiveness. Understanding these concepts is
crucial for implementing successful campaigns in the aviation industry. Here are the key
theoretical concepts:
1. Targeted Advertising: Targeted advertising is the practice of delivering tailored messages to
specific audiences based on their characteristics, preferences, and behaviors. By segmenting the
target audience and customizing the content, companies can increase the relevance and
effectiveness of their ad campaigns. In precision navigation, targeted advertising is applied by
considering the device preferences of the audience.
2. Device Preferences: Device preferences refer to the choices made by individuals regarding the
devices they use to access digital content. This includes smartphones, tablets, desktop
computers, and other devices. Analyzing device preferences helps companies understand how
their target audience interacts with digital platforms and enables them to optimize their ad
campaigns accordingly.

3. Personalization: Personalization involves tailoring content and experiences to individual users

based on their preferences, behaviors, and characteristics. In precision navigation,
personalization is applied by creating customized ad campaigns that are optimized for specific
devices. Personalization enhances user engagement and improves the overall user experience.

4. User Experience (UX): User experience refers to the overall experience a user has while
interacting with a product, service, or platform. In the context of precision navigation,
optimizing the user experience involves ensuring that ads are displayed correctly and provide a
seamless interaction across different devices. A positive user experience increases the chances
of engagement and conversion.

5. Data Analysis: Data analysis plays a crucial role in precision navigation. It involves collecting,
processing, and interpreting data related to device usage patterns, user behaviors, and
campaign performance. By analyzing this data, companies can gain valuable insights into their
target audience, identify trends, and make data-driven decisions to optimize their ad campaigns.

6. Return on Investment (ROI): ROI is a measure of the profitability and effectiveness of an

investment. In precision navigation, ROI is a key metric used to evaluate the success of targeted
digital ad campaigns. By focusing on devices that are most commonly used by the target
audience, companies can allocate their advertising budgets more efficiently and achieve a
higher ROI.

7. Digital Advertising Platforms: Digital advertising platforms provide the infrastructure and tools
for companies to create, manage, and optimize their ad campaigns. These platforms offer
features such as audience targeting, ad placement, and performance tracking. Understanding
the capabilities and functionalities of digital advertising platforms is essential for implementing
precision navigation in aviation.

By incorporating these theoretical concepts into the implementation of precision navigation in

aviation, companies can effectively reach and engage with their target audience. The
combination of targeted advertising, device preferences, personalization, user experience
optimization, data analysis, ROI evaluation, and digital advertising platforms forms the
foundation for successful campaigns in the aviation industry.
CHAPTER 2

Research Methodology
RESEARCH METHODOLOGY

2.1 Scope of the Study

In our day-to-day life we spend most of the time on social media browsing different websites,
online shopping and various pages for entertainment, which simply proves that most of our free
time we like to invest on internet. All the brands promote their products on social media as no
other platform is as booming as social media as it has become part of nearly everyone’s daily
routine.
Predictive analytics is going to become increasingly popular — by analyzing the big data from
social media, companies will be able to identify the hallmarks of a customer who is about to cease
business with said company, and take efforts to correct it. They can also identify common
behaviors between different customers to see what makes them more likely to become a power
user or be completely on board with the company’s ideals. They can then use this information to
convert social media users into customers of their business. So here we have problem statement
related to aviation industry, we will analyze the given data using python and will perform
univariate, bivariate analysis and EDA. In this project we will try to predict and analyze the digital
and social behavior of the customers and provide the digital advertisement on the user page of
the targeted customers who have a high propensity to take up the product.
Since buying tickets is different for different login devices so we will create 2 models separately for
Laptop and Phones.

2.2 Methodology
To effectively tackle the problem of targeted digital advertising for an aviation company, a structured
approach incorporating various methods and techniques is necessary. Different methods and techniques
can be used including,

Data Analysis Approaches:

● Data Cleaning Techniques:
o Handling duplicate observations
o Addressing missing values
o Outlier detection and treatment
o Understanding and organizing attributes
● Exploratory Data Analysis (EDA) Methods
o Univariate analysis
o Bivariate analysis
o Decision Trees
o Random Forest
● Data Preprocessing Techniques:
o Variable transformation
 o Feature engineering
o Feature selection
● Evaluation Metrics:
o Accuracy, precision, recall, F1-score: Assessing model performance on predicting ticket
purchasing behavior.
o Cost-sensitive metrics: Considering the expense of digital advertisements.

2.2.1 Research Design

The research objective is to investigate the effectiveness and impact of precision navigation in
aviation through targeted digital ad campaigns by device. The study aims to understand how
leveraging device preferences can optimize ad campaigns, enhance user engagement, and improve
conversion rates in the aviation industry.
Research Questions:
a. How does precision navigation through targeted digital ad campaigns by device impact user
engagement in the aviation industry?
b. What is the influence of device preferences on the effectiveness of ad campaigns in the aviation
sector?
c. How does personalization based on device preferences affect user experience and conversion
rates in aviation digital advertising?
d. What are the key factors that contribute to the success of precision navigation in aviation?
Research Methodology:
Data Collection: The research will involve both quantitative and qualitative data collection methods.
Quantitative data: Collect data on device preferences, user engagement metrics, conversion rates,
and campaign performance from digital advertising platforms and analytics tools.
Qualitative data: Conduct interviews or surveys with industry professionals, marketers, and target
audience members to gather insights on their perceptions and experiences with precision
navigation in aviation.
Sample Selection: Define the target audience for the study, which may include aviation companies,
marketers, and potential customers. Select a representative sample based on specific criteria such
as industry sector, company size, and geographical location.
2.2.2 Data Collection
In this case the third-party, a social networking platform, has gathered data on the digital and social
behavior of 11,760 distinct customers regarding their travel interests. The data consist of their:
● Likes, Comments, and Reviews
● Check-ins and Interactions
● Personal Information- such as family status, work status, age, and average time spent on
travel-related pages.
 ● Finally, the target columns states whether each customer has brought a ticket for their next trip
from the aviation company.

Quantitative Data Collection:

a. Digital Advertising Platforms: Collect data from digital advertising platforms used by aviation companies to
run their ad campaigns. This may include platforms like Google Ads, Facebook Ads, or programmatic
advertising platforms. Obtain data on campaign performance metrics such as impressions, clicks,
conversions, and engagement rates.
b. Analytics Tools: Utilize web analytics tools like Google Analytics to gather data on user behavior, device
preferences, and conversion rates. Track metrics such as bounce rate, session duration, and goal completions
to understand the impact of device preferences on user engagement and conversion.
c. Surveys: Conduct online surveys targeting the aviation industry professionals, marketers, and potential
customers. Include questions related to device preferences, ad campaign effectiveness, user engagement,
and conversion rates. Use Likert scale or multiple-choice questions to gather quantitative data that can be
analyzed statistically.

Qualitative Data Collection:

a. Interviews: Conduct interviews with industry professionals, marketing managers, and digital advertising
experts in the aviation sector. Ask open-ended questions to gather qualitative insights on the impact of
precision navigation through targeted digital ad campaigns by device. Explore their experiences, challenges,
and perceptions related to device preferences and campaign optimization.
b. Focus Groups: Organize focus group discussions with representatives from the target audience, including
potential customers or frequent flyers. Engage participants in discussions about their device preferences, ad
experiences, and the influence of personalized campaigns on their engagement and decision-making process.
Capture qualitative feedback and opinions during these sessions.

2.2.3 Sampling Method

Target Audience: The target audience for the study, which may include aviation companies,
marketers, and potential customers. Select a representative sample based on specific criteria such
as industry sector, company size, and geographical location.
Random Sampling: If feasible, employ random sampling techniques to ensure a representative
sample. Randomly select participants from the target audience to gather diverse perspectives and
minimize bias.
2.2.4 Data Analysis Tools
Quantitative Analysis: Analyze the collected quantitative data using statistical methods such as
regression analysis, correlation analysis, and descriptive statistics. Examine the relationship
between device preferences, user engagement, and conversion rates.
Qualitative Analysis: Conduct thematic analysis on the qualitative data gathered from interviews or
surveys to identify key themes and patterns related to precision navigation in aviation.
2.3 Period of Study
1. Introduction (1 week)
● Introduce the topic of precision navigation in aviation and its importance in the industry
● Explain the purpose of the study and its scope
● Provide an overview of the research methodology and timeline
2. Literature Review (2 weeks)
● Research and analyze existing studies on precision navigation in aviation, including its
history, current trends, and future developments
● Examine the role of digital ad campaigns in precision navigation, including their
effectiveness and impact on the industry
● Identify gaps in the existing research that the study will aim to address
3. Target Audience Analysis (1 week)
● Identify the target audience for the digital ad campaigns, including their demographics,
interests, and behaviors
● Analyze the target audience's current use of digital technology and their preferences for
receiving information
● Determine the most effective channels for reaching the target audience
4. Campaign Planning (2 weeks)
● Develop a comprehensive campaign plan, including the objectives, strategies, and tactics
for the digital ad campaigns
● Identify the key messages to be communicated to the target audience
● Create a timeline for the campaign, including key milestones and deadlines
5. Ad Creative Development (1 week)
● Develop the ad creative for the campaign, including images, videos, and copy
● Ensure that the ad creative is optimized for various devices, including smartphones,
tablets, and desktop computers
● Test the ad creative with a small focus group to gather feedback and make improvements
6. Campaign Execution (2 weeks)
● Launch the digital ad campaigns on various devices, including smartphones, tablets, and
desktop computers
● Monitor the campaign's performance, including click-through rates, conversion rates, and
engagement metrics
● Make adjustments to the campaign as needed to optimize its performance
7. Campaign Evaluation (1 week)
● Evaluate the effectiveness of the digital ad campaigns in achieving the campaign objectives
● Analyze the campaign's performance metrics, including click-through rates, conversion
rates, and engagement metrics
● Determine the return on investment (ROI) for the campaign and identify areas for
improvement
Total duration: 8 weeks
2.4 Utility of Research
The research on precision navigation in aviation through targeted digital ad campaigns by device
holds significant utility for various stakeholders in the aviation industry. Here are some key utilities
of this research:
1. Aviation Companies:
- Optimization of Ad Campaigns: The research provides insights into how aviation companies can
optimize their digital ad campaigns by leveraging device preferences. It helps them understand the
impact of precision navigation on user engagement and conversion rates, enabling them to tailor
their campaigns for specific devices and enhance their marketing strategies.
- Cost-effectiveness: By understanding the device preferences of their target audience, aviation
companies can allocate their advertising budgets more efficiently. They can focus their resources on
devices that are most commonly used by their audience, resulting in better return on investment
(ROI) and cost-effectiveness in their advertising efforts.
- Enhanced User Experience: The research emphasizes the importance of optimizing user
experience across different devices. By implementing precision navigation, aviation companies can
ensure that their ads are displayed correctly and provide a seamless interaction, leading to a
positive user experience and increased engagement.
2. Marketers and Advertising Professionals:
- Targeted Advertising Strategies: The research provides valuable insights into the effectiveness of
targeted advertising strategies based on device preferences. Marketers can leverage this knowledge
to create customized ad campaigns that resonate with their target audience, resulting in higher
engagement rates and improved campaign performance.
- Personalization and User Engagement: Understanding the impact of personalization based on
device preferences helps marketers enhance user engagement. By tailoring content and experiences
to specific devices, marketers can create a more personalized and relevant ad experience, leading to
increased user engagement and improved conversion rates.
- Data-driven Decision Making: The research emphasizes the importance of data analysis in
precision navigation. Marketers can leverage data on device preferences, user behavior, and
campaign performance to make data-driven decisions, optimize their strategies, and allocate
resources effectively.
3. Aviation Industry Stakeholders:
- Competitive Advantage: The research provides insights into the effectiveness of precision
navigation in aviation. By implementing targeted digital ad campaigns based on device preferences,
aviation companies can gain a competitive edge in the industry. They can deliver personalized
content, optimize user experience, and effectively reach their target audience, resulting in improved
brand perception and market positioning.
- Industry Growth and Innovation: The research contributes to the growth and innovation of the
aviation industry. By exploring new approaches to digital advertising, such as precision navigation,
stakeholders can drive advancements in marketing strategies, technology adoption, and customer
engagement practices.
4. Academic and Research Community:
- Knowledge Expansion: The research contributes to the existing body of knowledge in the field of
digital advertising and precision navigation. It adds to the understanding of the impact of device
preferences on user engagement and campaign performance in the aviation industry.
- Future Research Opportunities: The research opens avenues for further investigation and
exploration in the field. It may inspire researchers to delve deeper into specific aspects of precision
navigation, such as the influence of different device types, the role of personalization, or the impact
on different segments of the aviation industry.

CHAPTER 3

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

DATA REPORT

TOTAL DATA
(11760, 17)

From the data given we can observe that some of the columns are in object type this means some
character in there in data this is bad data we have to clean this and convert these data into
int/float. There are some missing values in some features we have to treat them as well. We have
"*" in data, we have to either convert this into missing values or # we can replace this with mode.
We will also drop user id feature.

DATA PRE-PROCESSING
In the column “preferred_location_type” we can see "Tours and Travel" is repeat as some
difference Tours Travel we have to clean this and append to one of the attribute.
In the column “yearly_avg_Outstation_checkins” we have
"*"" in data, we have to either convert this into missing values or we can replace this
with mode. For such features, data cleansing is needed.

AFTER PRE-PROCESSING THE DATA

preferred_location_type
BEFORE

AFTER

yearly_avg_Outstation_checkins
Since buying tickets is different for different login devices so we will create 2 models
separately for Laptop and Mobile.
DATA VISUALIZATION: UNIVARIATE ANALYSIS
Numeric Data
1