Booth-Visit Behavioral Analysis of Students Through Process Mining

This research analyzes students' behavioral visits to booths during Siam University's Open House Fair/Exhibition. The primary objective is to unveil the paths and durations of students' interactions with exhibition booths and identify target student groups for faculty engagement. The study encompasses the following steps: 1) Designing a database and recording event logs within the system. 2) Importing data into Fluxicon Disco. 3) Employing the fuzzy miner algorithm to construct a Spaghetti model. Based on the resulting process mining models/graphs (both frequency-based and time-performance-based metrics), the research reveals the following results: I) Insights into the routes and frequencies of student booth entries. II) An understanding of the time students spend at each booth. III) The identification of repeated booth visits, indicating target groups for follow-up. Notably, the Faculty of Engineering booths attracted the highest number of repeat visits, accounting for 30%. Remarkably, 48% of this group expressed their initial interest in the Faculty of Engineering. This research provides valuable guidance for marketing purposes to recruit more future students to the institution.