Mining Data for Customer Insights at Sun Country Airlines

Exploratory Analysis Reveals Hidden Insights

A Carlson Analytics Lab Client Project

Many companies have troves of data that can be mined for valuable insights. At Sun Country Airlines, executives suspected that potentially useful data was hiding in various legacy systems. Sun Country partnered with the Carlson Analytics Lab to see what could be learned from disparate data sources.

Sun Country logo


The student team working on the project combined multiple data sets to engineer a more comprehensive view of two million Sun Country customers. The team analyzed the data for insight into destination popularity, booking trends, customer demographics, travel patterns, and more. From their analysis, the team identified new, behavior-based customer segments for Sun Country.

The unified data set, segmentation analysis, and accompanying analytics dashboard the students created informed Sun Country’s entire marketing operation. As a result, the company is better equipped to implement marketing strategies that resonate with customers and drive business growth

Michael Warnken

“Through this project, we gained interesting insights into our customers that we had suspected, but not had the time, tools, or resources to validate. The analytical skills these students brought to our project were tremendous.”

– Michael Warnken, Sun Country Airlines Senior Director of E-Commerce
MSBA Student Team

News Story

Sun Country Airlines Engages Business Analytics Students to Decode Data

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Top photo (CC) Eric Salard on Flickr