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What do Travel
and Baseball
Have in
Common?
Baseball•Lots of data!
•Measuring the wrong
things
•Revolutionised in
2000’s by Data
Science
•Oakland A’s
• Least funded
• Almost won world
series
”The Seven Deadly Sins of
Big Data in Travel?"
Sin No.1
Forget Small Data
The World is Changing• iPhones or Facebook Did Not
Exist in 2005
• Mobile and social is central to
most peoples lives in 2014
• Pace of change increasing
rapidly.
Travellers Have Evolved• Mobile & Connected
• Empowered & Informed
• Multi-Channel/Device
• Expect Instant Service
• Expect Personalised Service
Unveiling Pope Benedict Unveiling Pope Francis
The World is Changing
Problem is Acute in Travel•Most airlines don’t have a CRM
•Most airlines struggle with providing
timely info to frontline staff
•Most airlines can’t connect online with
offline
•Most airlines have no personalisation
But There’s LOTS of Data•Powerful intent data with actionable
info• E.g. Family travelling on 2 week sun holiday
destination
•Rich personal data with historical
information• E.g. Business traveller with a nut allergy who
always tends to opt for vegetarian dish, drink bombay gin, always stays in Hilton
Recent CMO Survey of F500
Small Data Still a BIG Problem
Sin No.2
View customers across a
single channel in real-time
Big Customer DataLittle=
Boxever Customer Intelligence - Real-time & Omni-channel
Single Customer
View
360°
Web UI
(Behavioural)
Mobile App
(Behavioural)
CRS
(Transactional)
Support
(Email / SMS / Chat)
Inflight / Kiosk
Loyalty
Social (Twitter/FB)
Demograhics
(Experian, etc)
• Quickly gather data from multiple sources
• Both 1st party and 3rd party data
Sin No.3
Focus on insight rather
than action
• Customer Intelligence
Platform
• 3 key functions
– Capture
– Gain Insight
– Act on outcome
• 3 key benefits
– Lower acquisition cost
– Improve conversion
– Increase retention
ACT
INSIGHT
CAPTURE
Big Data Analytics &
Personalization for Travel
Sin No.4
Segmentation isn’t important
to personalization
Mass
Merchandising
Macro
Segmentation
MicroSegmentation
1-1
Personalization
Sophistication/
Capability
Customer
Value
Tailored based on
market, origin,
destination, etc.
Segments based
on lifestyle or RFM
strategies
Targeted segments
based on similar
behaviors
Unique, optimized
offer based on
individual context
Boxever Marketing Maturity Model
Product Offering –> Segments
“European travellers would
crawl naked over broken
glass for cheaper fares”
MAY 2004
“I probably made a lot of silly
decisions when I was fighting with
everybody over the last cent”
SEPT 2014
Sin No.5
NOT to consider Context as the
most important factor in Travel
Unique Experience
Context
Product/Content
Customer
Travel Products
• Flights
• Hotels
External Content
• Destination Info
• Weather
Real-time Access
• Dynamic pricing
• Volatile availability
Trip/Search Context
• Business vs Leisure
• Sun vs City
Location Context
• Home vs Airport
Lifecycle Context
• Inspire vs Bought
Travel Decisioning
Sin No.6
Think that Personalization
doesn’t work
“We have 6.2
million customers,
we should have
6.2 million stores”
Jezz Bezos , CEO, Amazon
1999
8 in 10 consumers say that
personalized marketing
has some impact on their
decision to purchase
Businesses that are
currently
personalizing web
experiences are
seeing a 19% sales
increase
What Is Personalization?
Sin No.7
To consider customers to be
rationale BUT unpredictable
Social Proofing
Social Proofing – Online
By Ultan O Brien, VP Sales
@ultanob
16%Social Proofing - Inflight
16%
68%
32%
DECOY
DECOY
0%
16%
84%
68%
32%
DECOY
Paris Vs RomeDECOY
Dating
Tip?
Rational & Logical?
Irrational & Unpredictable?
Ultan O Brien, VP Sales
@ultanob
Thank You