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HP Innovation in Airline Distribution
 

HP Innovation in Airline Distribution

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Converting data into insight

Converting data into insight

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    HP Innovation in Airline Distribution HP Innovation in Airline Distribution Presentation Transcript

    • Convertingdata into insightPersonalized marketing & sales inthe era of social intelligenceBrian CookVP & General Manager, HP Enterprise ServicesTransportation Industry Group24 April 2012© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Topics• The “Big Data” challenge• The customer intelligence gap• Social intelligence and social marketing• The business impact of social intelligence• Characteristics of a socially-enabled business2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • HP in the airline industryExtensive experience in managing airline industry data 20+ 50+ 6 Years Supporting the Airline system migrations Transportation Airline Industry Industry Global Centers of Expertise 70 billion Airline SOA transactions per500 million 9 year Passengers boarded annually Information Management & Analytics Global Centers of3 Expertise © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • HP research survey resultsSenior business and technology executive—survey data50% 98% 34% 35%Do not have Cannot Say that half of Are not effectivean effective deliver the their at accessing And it’s aboutinformation right information enterprise to get evenstrategy in information, is unconnected, information as moreplace at right time undiscovered and when to support and unused needed for challenging… enterprise compliance or outcomes all operational of the time needs Source: Coleman Parkes, October 20114 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Extreme information videoThe nextinformationchallenge… http://www.youtube.com/HewlettPackardVideos#p/u/46/mOPcE3fDodk5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • The customer intelligence gapFeworganizations Nielsonare managingto connect themany pieces ofdata that couldlead them to moreeffective and Financialefficient marketing databasesinvestment6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • What is social intelligence? Social media behaviors Classic marketing & CRM The knowledge of customers that arises by combining insight from Classic Social media customers’ social marketing and behaviors media behavior with the classic CRM customer intelligence from conventional marketing and CRM7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Social marketingDriving value with the big picture Win Keep Develop Manage customers customers customers costs• Increase customer • Acquisition, • Manage the “tail” • Reduce cost of numbers retention, and sale (or cost per development of • Improve cross- acquisition)• Improve the quality high-value selling rates of new customers customers • Reduce cost to you win • Increase purchase serve (cost of • Retention of the frequency of managing• Improve the marzipan existing product customers) “activation” rate layer bought • Reduce cost of• Increase win-back • Reduce attrition • Increase basket failure (identifying of lost customers across the mass of size each time key customer profitable someone shops complaint areas customers and fixing them at the source) • Reduce value decay • Improve yield8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • The value of social intelligenceBusiness impact Value of a fan = 18% growth The most socially-enabled companies grew revenues on average by 18% over the previous 12 months while the least-engaged companies saw revenues sink 6% on average over the same time period9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • SummaryCharacteristics of a socially-enabled business1. Combines structured and unstructured (social) data to drive actionable customer insights that drive growth2. Recognized influencers and high-value customers3. Encourages participation, sharing, and co-creation…internally and externally Value of a4. Has “always-on” (real-time) capability…52 weeks of content versus campaigns fan5. Learns from interactions and responds…social learning is applied throughout the business, not just marketing6. Knows how being social increases profitability10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Thank you For More Information hp.com/go/bi briangcook@hp.com© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.