Year of Graduation
Geoff G. Parker
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.
Level of Access
Restricted: Campus/Dartmouth Community Only Access
Beauregard, Eric, "Investigation into Ghost Visits at DraftKings" (2018). ENGG 390 Reports (MEM Students). 41.
Available to Dartmouth community via local IP address.