Customer Loyalty Card Analysis

This dashboard presents an overview of Customer Loyalty Card activities, showing flight counts, points redeemed, member demographics, membership by city, and cancellation patterns across different months.

The loyalty program is thriving over 509,000 flights have been recorded, and a remarkable 12 million points redeemed, reflecting strong member engagement and satisfaction. The community is nearly evenly split between male and female members, painting a picture of inclusivity, while a significant portion consists of married individuals with Bachelor's degrees, suggesting a well-educated and settled customer base.

Membership flourishes in bustling cities like Toronto and Vancouver, where urban dwellers appear to be embracing the program the most. Since 2016, loyalty has steadily climbed, with year-over-year growth highlighting increasing trust and value in the program.

But not all trends point upward. A closer look reveals a spike in cancellations near the year's end, particularly in November and December, a period that may warrant deeper customer engagement and retention efforts. Despite this, members are not just joining they're participating, collecting and redeeming points actively throughout the year.

Together, these insights uncover more than just numbers, they reveal behavior, opportunity, and a clear direction for refining targeted marketing and retention strategies, especially tailored to member demographics and high-performing regions.

I independently managed the entire project, from data cleaning and transformation to building the analytics dashboard in Power BI. Working solo, I handled every stage — creating calculated columns, designing visuals, and structuring insights for easy interpretation. The final outcome was a clear, interactive dashboard that revealed key loyalty trends, supporting data-driven decision-making for customer retention and marketing efforts.