Choice of Model - To start with my suggestion for the model to build would be a TOFU to sign up model. We have around 2,29,754 users TOFU and around 10,000 signups confirmed so should be a decent dataset to work with. It's a bit sparse but we'll plan accordingly. - There are lots of models further down the line to consider but we'll start here and slowly work our way through the remaining parts of the funnel. Approach - Initially we will model at a high level what are events that are crucial to whether a user converts or not. - Once we have an understanding on what those events are we'll dive deeper into those events and see what buckets in those particular events are important - So for example our first model might reveal to us that search entered is a crucial event. We will then dive deeper into search terms entered and model what search terms might be important Questions to Ask - What're the various user funnels you're running? - Can you confirm sign up event name - signUp_completed? - Is it possible to login without signing up? - Is there a point that you currently retarget users? Any retargeting ad campaigns? - Lots of drop off from login initiated to login completed and signup initiated to sign up completed? - Any specific user buckets you're trying to understand? - Anyway you classify trips or locations as of now? Feature List to Consider - Currency - UserLang - Location - City, Country - Device Type - Source - First Page Landed Date Time - First Page Landed (Based on Funnels) - TD - Profile Page - H Page - C Page - Cat Page - Each event whether one or not it was performed - td_slider_clicked - td_page_loaded - srp_page_loaded - profile_page_loaded - td_description_read_clicked - srp_pagination_clicked - h_page_loaded - srp_trip_clicked - td_itinerary_read_clicked - search_autoSuggest_clicked - navbar_usermenu_clicked - cat_page_loaded - h_carousel_scrolled - trip_card_slider_clicked - td_TLProfile_clicked - mt_page_loaded - hub_dest_loaded - esrp_page_loaded - srp_filtered_month - c_page_loaded - h_searchbar - hub_cat_trip_clicked - hub_dest_trip_clicked - search_entered - td_tmprofile_clicked - navbar_home_clicked - navbar_joinTrip_clicked - h_destinationTile_clicked - td_mediaCanvas_load - td_mediaCanvas_closed - profile_photo_clicked - navbar_searchMobile_clicked - td_recommended_scrolled - hub_cat_pagination_clicked - h_tripCard_clicked - srp_filtered_language - hub_dest_pagination_clicked - navbar_leadTrip_clicked - srp_filtered_style - td_recommended_clicked - c_search_executed - hub_style_loaded - td_video_played - srp_filtered_type - td_joinTrip_clicked - navbar_howItWorks_clicked - srp_hierarchy_alternative_clicked - hub_style_pagination_clicked - hub_cat_filtered_month - not_found_page_loaded - bookTrip_page_loaded - h_categoryTile_clicked - wa_message_initated - c_tripCard_clicked - tripPage_review_clicked - esrp_carousel_scrolled - srp_breadcrumb_clicked - hub_dest_filtered_month - hub_style_trip_clicked - td_share_initiated