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#agilitytour #agilitytour
Mobile Insight and Op7miza7on Delivering the Omni-‐Channel Journey
Debraj Basu, Director, Marke7ng Op7miza7on, United Airlines
#agilitytour
Agenda
• Mobile as a channel
• Mobile data collec/on at United
• Business value crea/on • Q&A
#agilitytour
MOBILE AS A CHANNEL
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Introduc7on to the United Mobile App
• 20 million + downloads since its launch in November 2013
• A few firsts • First US airline to enable customers to scan their passports
• First to partner with Uber through the app
• New features • Interac/ve indoor maps for hubs
• Self-‐booking that offer faster re-‐booking in the event of flight delay/cancella/on
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United’s Customer Digital Eco-‐system
Website Tablet Mobile App Account
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Mobile at United Airlines
• Mobile app features • Booking • Check-‐in • Re-‐booking
• Other apps • Mileage Plus X
• Employee facing apps
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MOBILE DATA COLLECTION AT UNITED
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We believe United is significantly ahead of the game in Digital Data Collec7on
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Where do we collect?
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What do we collect?
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Why is data collec7on in mobile challenging?
• Challenges • Na/ve App • Overwhelming Business needs
• Tradi/onal setup vs Ensighten • Time to deployment
• SDK
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Implementa7on with Ensighten
App Data
Library API
Analy0cs Tag
Ensighten flexibility +
Google repor/ngAnaly0cs Data
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BUSINESS VALUE CREATION
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What happens aTer data collec7on?
Expanded data elements User choice tracking
Employee interac/on
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Retarge7ng Ads on Mobile Devices
Listen to what the customers want and en/ce them with relevant
campaigns
Cart Abandonment: Regain those dollars with email
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Feeding Omni Channel
• Phenomenal increase in customer touch-‐points
• Missing data or data not on premise
• Disjointed data across mul/ple channels
• Fragmented link to the customer
• Struggle to access, analyze and act
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Use of mobile op7miza7on