Data Analytics for Pulkovo Airport
From March 13 to April 25, 2023, students of the Master in Management and Analytics for Business (transformed into the postgraduate programme Data Analytics for Business and Economics from 2023/2024 academic year) carried out consultancy projects for Pulkovo Airport. Teams had to analyze the existing online and offline services, and based on the results of the study, develop recommendations for their improvement, as well as offer their concepts of new areas of services.
Under the guidance of HSE representatives, Associate Professor of the Department of Management Maria V. Fattakhova and Head of the Department of Business Informatics and Operational Management Olga V. Stoyanova, students applied their knowledge and skills in the field of data analysis, as well as independently conducted various studies to model behavior of the potential target audience of these services.
Maxim Voinov and Maria Voinova took part in the project and were engaged in projects of premium Fast Track services and VIP service development. To accomplish the tasks, several focus groups were held, portraits of the target audience were created, and a Customer Journey Map was built.
Maxim Voinov, the second-year student of the Master's program “Management and Analytics for Business":
I enjoyed participating in this project. Despite the fact that all interaction was remote, we were given the opportunity to work with the analytical data of Pulkovo Airport. Of course, the experience of working with real cases is incredibly different from theoretical concepts. We had to take into account a large number of external factors, the opinion of the customer, or financial constraints. I really liked to search and solve problems on my own, collect additional data, and select the most suitable tools for solution development.
Maria Voinova, the second-year student of the Master's program “Management and Analytics for Business":
For me, the most difficult thing in the project was that there were no right and wrong solutions. The difference was only in the quality of the analysis and the effectiveness of the proposed strategies. However, we had no restrictions when developing proposals to improve existing services. As a result, we were able to come up with a large number of interesting ideas and apply existing market practices so that the strategy was as efficient as possible. Our creativity was highly appreciated by both the company representative and the project managers.
Based on the results of the project, recommendations were developed for the introduction of new types of services, as well as a strategy for improving existing services. In addition, students have gained valuable experience in the field of marketing and analytics.
The teams express their gratitude to the representative of Pulkovo Airport for active assistance during the project.