Comment les Big Data ont transformé Qantas Airlines - Keynote de Vaughan Chandler à Connect 2013

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  • 1. B I G D E C I S I O N S : N O TB I G D ATA
  • 2. QANTAS LOYALTYOUR PERSPECTIVEOUR STORY12
  • 3. 1987 2008 2009 2010 2011 2012Qantas CashEveryday Reward Platinum One3THE EVOLUTION OF QANTAS FREQUENT FLYER201320072004
  • 4. 60%INCREASEIN MEMBERSHIP4QANTAS FREQUENT FLYER PERFORMANCE5.4M20088.6M2012
  • 5. 80%INCREASEIN PROFIT5QANTAS FREQUENT FLYER PERFORMANCE128M2008231M2012
  • 6. LOYALTY PROGRAMSEMPLOYEE & INCENTIVE REWARD PROGRAMSRETAIL & CORPORATE GIFT CARD SERVICESINSIGHTS & ANALYTICSSTRATEGYMOVING FORWARD6
  • 7. 7CONSUMERFACINGInsights & Analytics Loyalty ProgramsBUSINESSFACINGQANTAS LOYALTY BRAND STRUCTURE
  • 8. 8CUSTOMER INSIGHTSAND ANALYTICSC U STO MERST R AT EG YD ATA D R IVENMAR KET IN GC U STO MERIN T ER AC T IO NMAN AG EMEN TWE ARE NOW PROVIDING THIS CAPABILITY ASA SERVICE TO OTHER ORGANISATIONSR ESU LT S AN DBU SIN ESSR EPO RT IN G
  • 9. QANTAS LOYALTYOUR STORY1OUR PERSPECTIVE2
  • 10. Business modelsevolving10SOURCES OF COMPETITIVE ADVANTAGE ARE CHANGINGBarriersto entry decreasingIndustry convergenceNEW ENTRANTS ACCESSLOWER COST ANDMORE AGILITYScale has historicallybeen a key advantageImplications for INCUMBENTSNow becoming one of itsbiggest weaknesses
  • 11. 11HOW DOES AN INCUMBENT COMPETECustomerinteractionsBrandCustomerknowledge
  • 12. KEY PRINCIPLES FOR USING BIG DATA12MUST BE YOUR PERVASIVEMANAGEMENT APPROACH333 444555222111ORGANISATIONALBEHAVIOURAND STRUCTUREEXTRACTINGTHE VALUEDATAENRICHMENTOPERATIONALISE& EXECUTION
  • 13. 13IT IS NOT JUST ABOUT THE DATA & INFRASTRUCTUREWHERE THEINSIGHTSCOULD BE USEDCREATIONOF INSIGHTSDELIVERYOF INSIGHTSSales andmarketingStrategyformulationProductdesignCapital allocationPlanning andforecastingPricingand yieldmanagementLoyalty CustomerserviceMeasurementPredictionTest & learnInsights requestsManagementInsights “automation”Customer interactionsTHECUSTOMERSTHE CONSUMER
  • 14. KEY PRINCIPLES FOR USING BIG DATA14MUST BE YOUR PERVASIVEMANAGEMENT APPROACH333 444555111EXTRACTINGTHE VALUEDATAENRICHMENTOPERATIONALISE& EXECUTION222ORGANISATIONALBEHAVIOURAND STRUCTURE
  • 15. IT’S NOT ABOUT DATAIT’S ABOUT CREATING CHANGEDATA WON’T CREATE CHANGECustomer analytics should create change across alldepartments in the organisation15Ensure the organisation can keep up with the rate ofchange – and wants to
  • 16. 16QANTAS LOYALTY ORGANISATIONAL STRUCTUREMarketing LegalCFOTechnology CommercialHRAnalyticsCEOMarketing LegalCFOTechnology CommercialHR Insights &Innovation
  • 17. KEY PRINCIPLES FOR USING BIG DATA17MUST BE YOUR PERVASIVEMANAGEMENT APPROACH444555111DATAENRICHMENTOPERATIONALISE& EXECUTION222ORGANISATIONALBEHAVIOURAND STRUCTURE333EXTRACTINGTHE VALUE
  • 18. COMMERCIAL INVOLVEMENT IN DECISION MAKINGDecision complexity levelLow HighManagementDecisionownerCommonperceptionBest practiceapproach18System
  • 19. ARTICULATE RESULTSIN A WAY THE BUSINESSCAN UNDERSTANDEXTRACTING19THE VALUEHAVE HIGHLY SKILLEDCOMMERCIAL LEADERSHIPDRIVE ANALYTICS
  • 20. KEY PRINCIPLES FOR USING BIG DATA20MUST BE YOUR PERVASIVEMANAGEMENT APPROACH555111OPERATIONALISE& EXECUTION222ORGANISATIONALBEHAVIOURAND STRUCTURE333EXTRACTINGTHE VALUE444DATAENRICHMENT
  • 21. Dan38Bronze1 int. flight with Qantas last yearNo other icon usageJohn38Bronze1 int. flight with Qantas last yearNo other icon usage21KNOWLEDGE OF THE INDIVIDUAL CUSTOMER IS CRITICAL
  • 22. 38Bronze1 int. flight with Qantas last yearNo other icon usage38Bronze1 int. flight with Qantas last yearNo other icon usage22KNOWLEDGE OF THE INDIVIDUAL CUSTOMER IS CRITICALJohn4 kidsIdeal reward is voucherInterested in family friendly activitiesTook his only flight with usStay at home DadQFF promoterOptus userDanIdeal reward is upgradeSingleLoves food & winePlatinum with other FFPOwns his own companyQFF detractorFrequent user of hotels & hire cars
  • 23. Qantas Frequent Flyer Predicting Flight BehaviourFittedObservedCustomer ranking model percentileActualprobability offlying withQantasENHANCED DATA WILL GENERATE FAR SUPERIOR RESULTS0 10 20 30 40 50 60 70 80 90 10023
  • 24. KEY PRINCIPLES FOR USING BIG DATA24MUST BE YOUR PERVASIVEMANAGEMENT APPROACH111222ORGANISATIONALBEHAVIOURAND STRUCTURE333EXTRACTINGTHE VALUE444DATAENRICHMENT555 OPERATIONALISE& EXECUTION
  • 25. EventAchieved Platinum status12345625OPERATIONALISE & EXECUTION
  • 26. 26IT’S NOT JUST ABOUTTHE DATA & INFRASTRUCTUREIt requires businesstransformationIt is anongoing journeyRequires bigdecisions