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[Emforce datalab]travel trend

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2019 Travel Trend by Big Data Analysis

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[Emforce datalab]travel trend

  1. 1. 2019. 05. 09 2019 Travel Trend BIG DATA TEAM Copyright 2019. eMFORCE Corp. all rights reserved.
  2. 2. Contents Chapter 02 Chapter 03 Chapter 04 , Trend Watching , Media Effect Diagnosis Chapter 01 Page 1 ,
  3. 3. Chapter 01
  4. 4. Report Objective 3 3 , , , Barrier , Life Style , , , , , , eMFORCE , 1920 *AIDMA *AISAS, *AISCEAS, *5A( ) , , ( , ) , / , , , * AIDMA : 1920 (Rolland Hall) , Attention / Interest / Desire / Memory / Action * AISAS : Attention / Interest / Search / Memory / Action * AISCEAS : Attention / Interest / Search / Comparison / Examination / Memory / Action * 5A : Aware / Appeal / Ask / Act / Advocate Page 3
  5. 5. Data Source & Design , , 4 , - - - Social Buzz Data SNS , ü 1 , 2 ü , 2,562 Key Message words , , Public Statistics Data , ü , (1975-2018) ü , (2017-2018) ü ü Naver Data Naver , ü [ ] (Index) ü [ ] (Index) - eMFORCE Marketing Data eMFORCE NEO ü Before & After ü [ CTR(click to rate) ] , CTR , Page 4
  6. 6. Desk Research eMFORCE Social Buzz Naver Trend/Shopping Public Statistics eMFORCE Marketing Data / Data Crawling Data Preprocessing Variable Mining Variable Setting Insight Consumer Behavior Theory Statistics Methodology Data Visualization with R Marketing/Branding Theory Insight Report Flow Report Design Output Image Design Flow Design Data Examination Trend Watching & Diagnosis, Core Process eMFORCE DATA LAB Trend , , eMFORCE DATA LAB Approach Page 5 Desk Research , , , Insight
  7. 7. Chapter 02 , Trend Watching
  8. 8. 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 SNS ( ) 2015 2016 2017 2018 11,023,016 20,766,146 28,648,777 26,334,310 Trend 01 : 2018 SNS 2,633 2016 2017 SNS 37.95% , 2017 2018 8.07% 2018 SNS , 2017 2018 69 , 2017 ( ) , *Source : SNS Page 7
  9. 9. 28,695,983 28,414,200 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 ( ) ($1,000) 20.1% 15.9% 18.4% 8.3% 2015 2016 2017 2018 ( 2017 ) 2015 . ( ) , *Source : Page 8 Trend 01 : 2,869 ( )
  10. 10. 2018 ( ) 1 6,173,112 2 5,589,712 3 3,010,265 4 1,700,801 5 1,677,191 6 1,560,478 7 1,495,081 8 1,399,027 9 864,605 10 695,300 11 558,788 12 480,186 13 403,340 14 352,091 15 311,151 16 306,690 17 298,384 18 260,780 19 244,980 20 243,845 21 239,659 22 235,566 23 230,414 24 198,561 25 193,304 or 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 *Source : Page 9 , - : , , , , - / : , , , , - or : , , , , Trend 02 : , , TV
  11. 11. Page 10*Source : (2013 & 2017 ) 39.9 38.4 12.5 8.3 0.9 59.7 25.3 7.6 7.0 0.4 개별여행 전체패키지 에어텔투어 절충형패키지 기타 2013 2017 [ ( :%) ] [ ( :%) ] 24 27 33 32 3332 31 27 26 26 11 11 11 11 12 8 9 8 8 7 4 5 5 5 5 4 4 5 4 4 16 (1,679) à base : 6 16 (1,668) 17 (2,911) 17 (2,798) 18 (2,708) § : § : + § : , ( , , ) , 6 (33%), , . Trend 03 : ( )
  12. 12. Page 11 92,671 29,780 13,611 95,200 32,893 23,395 Online Travel Agency OTA 2017년 2018년 2.7% 10.5% [ SNS buzz 2018 ( : ) ] *Source : SNS 71.9% , , OTA(Online Travel Agence) , , OTA 2017-2018 2017 , OTA , OTA , Trend 03 : OTA
  13. 13. ! / , / / , , à , , , à 12,999 13,904 16,098 2016년 2017년 2018년 9,864 10,569 8,864 9,007 6,400 6,394 2016년 2018년 1 2 2 3 3 4 2016 2018 37.4% 452.7% 442.0% 391.8% 30.2% 45.4% 35.3% 2017 2018 15.4% 143.9% 277.0% 197.1% 13.9% 20.8% 16.5% 7.1%[ ] [ ] 40,749 59,865 66,095 2016년 2017년 2018년 [ buzz] 17,193 17,930 20,168 2016년 2017년 2018년 [ ( ) buzz] 21,037 22,942 19,911 2016년 2017년 2018년 [ / buzz] 22,415 35,268 2016년 2018년 [ buzz] 23,612 23,458 2016년 2018년 [ buzz] 9,705 8,128 2016년 2018년 [ buzz] *Source : SNS Page 12 Trend 04 : , , , ü 2016/2017/2018 , 2017 2016 Vs. 2018 ü , , Y .
  14. 14. 14,329 23,657 28,676 2016년 2017년 2018년 [ buzz] & 9,724 12,723 6,664 2016년 2017년 2018년 [ buzz] & 2,620 2,849 2,574 2016년 2017년 2018년 [ buzz] & *Source : SNS Page 13 SNS , ! , 3 先
  15. 15. Chapter 03 , Media Effect Diagnosis
  16. 16. [ ] Page 15 , , 12 2018 SNS 2017 eMFORCE , SNS Key Buying Factor 2017 [ ] eMFORCE SNS 01 02 SNS : & : Needs 03 , / Target Profiling 04 , 1 05 (eMFORCE) CTR ,
  17. 17. • 2 : SNS 152,094 • : SNS 86,423 • : SNS 79,256 • : SNS 26,300 [ , 2018 SNS ] Page 16 & & à 2 à 2 , , , 0.0 4.0 8.0 12.0 16.0 20.0 1 2 3 4 5 6 7 8 9 10 11 12 2 ( :%) 0 10,000 20,000 30,000 40,000 50,000 60,000 0 5,000 10,000 15,000 20,000 25,000 1 2 3 4 5 6 7 8 9 10 11 12 2 ( : ) • 2 : 2018.01.05 ~ 2018.03.23 (11 , 16.0%) • : 2016.04.16 ~ ( 7.4%) • : 2017.11.25 ~ ( 2.4%) • : 2018.10.27 ~ 2019.02.09 (15 , 2.0%) ü 2, , ü & , & ü , [ , 12 ] ü 2, 2018 1 ~4 SNS ü & , ( , ) ü , SNS & +
  18. 18. Page 17 & & 2 / / 2 , , , 10 14 12.0 9 11 10.0 10 8 9.0 3 10 6.5 8 3 5.5 6 3 4.5 3 5 4.0 4 3 3.5 4 3 3.5 3 2 2.5 4 1 2.5 4 1 2.5 1 3 2.0 2 & 13 Top 9 & Top 9 + 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 & 2 2017 2018 2019
  19. 19. Page 18 / / 2017 , , à / 5 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 à2018 SNS 37.8% 2017 à2018 SNS 17.1% 2017 à2018 SNS 140.4% 2017 à2018 SNS 260.0% 2016 à2017 à2018 SNS , SNS
  20. 20. [ Consumption Pattern (SNS X Naver Search & Shopping X Ad) ] 가 각 , / /SNS à Page 19 / [ Word Cloud (SNS Related Keywords) ] [ Data Summary (4 Trend Factors) ] 4 Factors Contents Real buzz , , 3 4 , 2 3 , 3 4 - ^^ , ( ), , 1 , , , SNS buzz N. Search N. Shopping Ad Perform 20 30 40 50 *SNS / Naver Searching & Shopping / Ad Performance * 10 & 60 가 각 . 20~50 5-6 30 40 [ Click Trend by Age Groups (Naver shopping Insight) ] : 01. - , SNS , à , , y rescaling (Local Regression) ( )
  21. 21. [ Consumption Pattern (SNS X Naver Search & Shopping X Ad) ] Page 20 / ( ) [ Word Cloud (SNS Related Keywords) ] [ Data Summary (4 Trend Factors) ] 4 Factors Contents Real buzz , 5 ! ! 3 , 2 , 3 4 , 3 5 , , , . , , SNS buzz N. Search N. Shopping Ad Perform 20 30 40 50 *SNS / Naver Searching & Shopping / Ad Performance * 10 & 60 가 각 /SNS 20 30 40 ( ) 30 가 각 [ Click Trend by Age Groups (Naver shopping Insight) ] : 02. - ( )
  22. 22. [ Consumption Pattern (SNS X Naver Search & Shopping X Ad) ] Page 21 / / ( ) [ Word Cloud (SNS Related Keywords) ] [ Data Summary (4 Trend Factors) ] 20 30 40 50 SNS buzz N. Search N. Shopping Ad Perform *SNS / Naver Searching & Shopping / Ad Performance * 10 & 60 가 각 SNS , 30 20 40 가 각 [ Click Trend by Age Groups (Naver shopping Insight) ] 4 Factors Contents Real buzz 3 4 , 3 5 , 4 6 3 ~~ 3 5 , ? , , , , 44 , 2 4 , , : 03. - , , , SNS buzz à , ,
  23. 23. [ Consumption Pattern (SNS X Naver Search & Shopping X Ad) ] Page 22 / / ( ) [ Word Cloud (SNS Related Keywords) ] [ Data Summary (4 Trend Factors) ] 20 30 40 50 SNS buzz N. Search N. Shopping Ad Perform *SNS / Naver Searching & Shopping / Ad Performance * 10 & 60 가 , 각 2018-10 20~40 , 40 30 가 각 [ Click Trend by Age Groups (Naver shopping Insight) ] 4 Factors Contents Real buzz , , ? , , , 1~2 ? , , : 04. , 40 à , 20 30 , 40 , 50 20, 30 , 40, 50
  24. 24. [ Consumption Pattern (SNS X Naver Search & Shopping X Ad) ] Page 23 ( ) [ Word Cloud (SNS Related Keywords) ] [ Data Summary (4 Trend Factors) ] 20 30 40 50 SNS buzz N. Search N. Shopping Ad Perform *SNS / Naver Searching & Shopping / Ad Performance * 10 & 60 가 , SNS, 각 ( ) 20 가 [ Click Trend by Age Groups (Naver shopping Insight) ] 4 Factors Contents Real buzz 2 , , 2 , 2 ~ ! 2 2 , 2 3 , 1 2 3 , , 2~3 . 2 , , 2 , ,~ 각 : 05. - 20 . , ,
  25. 25. Page 24 (1/2) 5 4 ü , SNS ü , à 2 1st 2nd 1st 2nd 1st 2nd1st 2nd 1 2 3 1 2 3 1 2 3 1 2 3 Issue Issue Issue Issue 1 ( ~1st ) • 2 (1st ~ 2nd) • 1 • 3 (2nd ) • • 2 [ 4 ]
  26. 26. Page 25 (2/2) 5 ü [ ~ ] ( ) à à ü [ ] , 0 ( ) à SNS / 2 4~5 1~2 2~3 , Issue Issue Issue Issue Issue
  27. 27. , Digital Consumption Process & , - 100,000 200,000 300,000 400,000 500,000 600,000 2019 1 4 , # ( ) # # # < > • • TV, , • • SNS , • • , 先 SNS • , 2 • SNS , • ( ) , Page 26 < 5 SNS > 6 9 3 6 AD+
  28. 28. Page 27 eMFORCE / … 1.0000 -0.0688 0.0629 0.5133 0.4393 0.5294 0.5271 0.2044 0.4675 0.0732 0.2479 0.5829 0.2527 0.2426 … -0.0688 1.0000 0.2614 -0.1038 -0.1254 -0.0936 -0.0053 -0.1194 -0.1163 0.1042 0.0433 0.0016 0.0329 0.0524 … 0.0629 0.2614 1.0000 -0.1432 -0.3111 -0.0965 -0.0563 0.1140 -0.3953 0.6998 -0.0204 0.1889 0.0770 0.6652 … 0.5133 -0.1038 -0.1432 1.0000 0.2061 0.2932 0.2808 -0.0292 0.2486 -0.0157 0.1047 0.1138 0.2617 -0.0591 … 0.4393 -0.1254 -0.3111 0.2061 1.0000 0.4784 0.5175 0.1344 0.5981 -0.2582 0.3502 0.4467 0.2391 -0.1008 … 0.5294 -0.0936 -0.0965 0.2932 0.4784 1.0000 0.4972 0.1438 0.3671 0.0262 0.1693 0.4754 0.3259 0.1481 … 0.5271 -0.0053 -0.0563 0.2808 0.5175 0.4972 1.0000 0.0870 0.4671 0.0328 0.3695 0.5899 0.3547 0.0924 … 0.2044 -0.1194 0.1140 -0.0292 0.1344 0.1438 0.0870 1.0000 0.0485 0.1190 0.0333 0.1636 0.0416 0.1139 … 0.4675 -0.1163 -0.3953 0.2486 0.5981 0.3671 0.4671 0.0485 1.0000 -0.4383 0.1878 0.5276 0.3137 -0.4194 … 0.0732 0.1042 0.6998 -0.0157 -0.2582 0.0262 0.0328 0.1190 -0.4383 1.0000 -0.1644 0.1158 0.0707 0.7199 … 0.2479 0.0433 -0.0204 0.1047 0.3502 0.1693 0.3695 0.0333 0.1878 -0.1644 1.0000 0.3417 0.2209 0.0684 … 0.5829 0.0016 0.1889 0.1138 0.4467 0.4754 0.5899 0.1636 0.5276 0.1158 0.3417 1.0000 0.3437 0.2210 … 0.2527 0.0329 0.0770 0.2617 0.2391 0.3259 0.3547 0.0416 0.3137 0.0707 0.2209 0.3437 1.0000 0.0195 … 0.2426 0.0524 0.6652 -0.0591 -0.1008 0.1481 0.0924 0.1139 -0.4194 0.7199 0.0684 0.2210 0.0195 1.0000 … … … … … … … … … … … … … … … … … [ Correlation Matrix ] [ ] § , § : (Correlation Analysis) , , § eMFORCE , ( ) ( ) , (Scatter plot) 2 - ( ) 0.6 , 0.6 [ eMFORCE : ]
  29. 29. , 0.75 0.72 0.70 0.69 0.67 0.75 0.71 0.71 0.61 0.60 0.75 0.75 0.73 0.63 0.57 0.63 0.35 0.35 0.34 0.30 < Consumer Real Buzz > < Consumer Real Buzz > < Consumer Real Buzz > < Consumer Real Buzz > ... 3~5 ! , ? ~ ~ .. 33 ... .....!!!! ....... ... ... 1 ~ ~ . . ~ ~ . !! !!! . . .. ?? .. !. !!! ? . .... < Key Buying Factor > < Key Buying Factor > < Key Buying Factor > < Key Buying Factor > / / / 2 / Page 28
  30. 30. Chapter 04
  31. 31. Page 30 , Digital Consumption Process SNS 검색트렌드 광고운영데이터 가 각 SNS SNS → 가 SNS , SNS , , SNS 각 SNS SNS (反落) , , 1 SNS 2 , , , , , ,
  32. 32. E n d O f D o c u m e n t T 02. 6177. 1962 eMAIL bigdata@emforce.co.kr Contact Us Website URL http://bigdata.emforce.co.kr Copyright 2019. eMFORCE Corp. all rights reserved.

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