ENGG 390 Reports (MEM Students)

Degree Program

M.E.M

Year of Graduation

2019

Faculty Advisor

Geoff G. Parker

Document Type

Report

Publication Date

Fall 9-11-2018

Abstract

DraftKings, the daily fantasy sports industry leader, experiences a customer behavior issue similar to an online retailer’s shopping cart conversion. There are certain users who visit a Draftkings platform on a given day, but do not enter a paid contest. Since DraftKings’ revenue is volume dependent, it was vital to investigate these “Ghost Users”, gain perspective on the depth of this issue, attempt to find causality for this behavior, and develop a recommendation to counteract it. In doing so, I identified an overlooked user trait that if targeted intently, could potentially bring hundreds of thousands of dollars in additional revenue.

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Restricted: Campus/Dartmouth Community Only Access

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