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“Bringing it Together”
An Analytical Perspective
November 2013
Commercial Performance
British Airways – Commercial Performance
Contents
Introduction
Old World vs. New World Data Issues
The “traditional” universe now expanded
Our current solution - EDW and tool set
Consolidation around customer - Know-me
Our challenges – partners and unstructured data
A shift in the paradigm
Summing up
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British Airways – Commercial Performance
Introduction
I will give an analytical perspective on the consolidation and dissemination of data.
In common with my background in Revenue Management as well as in my current function in Commercial Performance at British Airways we are heavily reliant on clean, accurate, accessible data, which we then shift through to create insight that lead to decisions.
The data landscape is shifting and alongside it the opportunities and challenges
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British Airways – Commercial Performance
Old and New World Data Environment
Old World Issues
Data Availability
Car Rental lack of real-time car count data
Temporary Office Solution – no link between sales enquiry and inventory
Low Point Analysis
• Conclusions based on low data typically internal
Low skill data extraction and manipulation
Analysts not requiring extensive training
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New World Issues
Multiple Sources – multiple versions of the truth
Differing touch points hold alternate assumptions and data creation process often opaque
Expertise to manipulate and draw out the message
Talent difficult to find and retain in an increasing data centric environments
Inability to harness large volumes of unstructured data
Facebook ,Twitter feeds, Web Traffic
British Airways – Commercial Performance
The Traditional Universe
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Historic
Future External
Competitors
Customer
Transactional Forecast
Targets
British Airways – Commercial Performance
The Expanded Universe
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Historic
Future
External
Competitors
Customer
Transactional Forecast
Targets
Web Stream
Non Relational
Mobile Touch points
Partners
Ancillary
British Airways – Commercial Performance
Current Solution – Warehouse
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External
Web Schedules
DATA WAREHOUSE
Revenue Management
Bookings CRM
• Everything in one place
Simplification and Structuring
Toolset to suit range of abilities and uses
British Airways – Commercial Performance
The Right Tool Set…
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Reach and Complexity
• Access to data sets are controlled by a set of business owner not by BI or IT. • Certain data is classified into Sensitive and Highly Sensitive and require multiple sign-offs for access • SAS allows our users to manipulate and analyse all the data and information we hold
British Airways – Commercial Performance
Data Consolidation around the Customer
BA is structuring its data around a unique customer and is using this data in a program called Know-me with the goal of the program is to understand customers better than any other airline
Personal recognition - This aspect of Know Me involves recognizing customers for being loyal to BA
Service excellence and recovery - BA will track the service it provides to its customers and attempt to always keep it at a high level. BA also wants to understand what problems its customers experience,
Offers that inspire - The program analyses customer data to construct relevant and targeted “next best offers” for their consideration. BA hopes that customers will consider it more a service than a marketing program.
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British Airways – Commercial Performance
Our Challenges Partner and unstructured data remain difficult to cross integrate with our current data
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Unstructured
BIG Data
Data Warehouse with “Our” Structure
External Data
British Airways – Commercial Performance
Integration and a hybrid data environment An element of structure is required to create insight however not all data is destined for the warehouse.
We will continue to simplify, integrate and structure our data around the customer and believe that this will drive our profits and differentiate us.
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Unstructured BIG Data
Data Warehouse
with “Our” Structure
External Data
Data Scientists + Programming
Simplification and structuring allows a wider internal audience
and monetization
British Airways – Commercial Performance
A Shift in the Paradigm We have seen the shift to customer away from transactions but the way travel companies manage their performance is still centred around the product and geography.
Travel Industry Revenue Management is still very much rooted in the Price, Inventory and Time dimensions.
Technology, the right skills and big data together can create a shift
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Transaction
Customer
Customer
Transaction
British Airways – Commercial Performance
It is happening but how far will it go?
One outcome could be that we start managing performance and setting targets for individuals rather than groups of customers. Having specific prices, offers and products created by mining live data. This would require a high degree of flexibility and analyst autonomy.
Could we see Revenue Management teams “optimising” customers rather than inventory? Could booking data be replaced by live data sourced from internal and external systems ?
Will we completely break free from data structures and into a non-relational live data environment or will it stay as hybrid.
Would love to hear from the audience
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VS.
British Airways – Commercial Performance
Summing Up
The traditional universe of data and information has expanded,
there are opportunities to exploit and monetize the insights.
The trend of consolidation around the customer will continue
and has the ability to shift the current transactional model.
The key challenges of harnessing the change with the right
skillset and interpreting the results coherently remain present
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