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Big Data InnovationUsing Data Science to Drive Growth                  @nilanp #BDLDN
Big data     @nilanp #BDLDN
Big data     @nilanp #BDLDN
Data science       @nilanp #BDLDN
@nilanp #BDLDN
@nilanp #BDLDN
Data science       @nilanp #BDLDN
Big data ?      @nilanp #BDLDN
Data science   PLUS  Velocity  Variety  Volume        @nilanp #BDLDN
Data introductions...But first science             @nilanp #BDLDN
@nilanp        Nilan Peiris           CMTODisruptive tehcnolognogyst     Chief Marketing          @nilanp  Technology Offi...
£200m   @nilanp #BDLDN
£200m   @nilanp #BDLDN
30 year old start up
We believeholidays should be hassle-free.
32m Trips
Our role in the holiday value chain.                                 Parking   Insurance     Books           the most effi...
A holiday engine.     A platform
WhyWe ♥science      Data
✦ 3 practical examplesData science 3 practical examples...               @nilanp #BDLDN
1. Speed     @nilanp #BDLDN
Whyspeed ?    @nilanp #BDLDN
“every 100 ms (thatʼs 1    tenth of a second) increase in page load  time of Amazon.comdecreased sales by 1%”
2. Matching products to      customers              @nilanp #BDLDN
@nilanp #BDLDN
Size ?
How do you match       Size ?customers to products ?
Recommendation        @nilanp #BDLDN
Personalisation
Recommendation        @nilanp #BDLDN
Segmentation       @nilanp #BDLDN
Data science
Segmentation       @nilanp #BDLDN
Personalisation
Size ?     @nilanp #BDLDN
Personalisation
Personalisation
Personalisation         @nilanp #BDLDN
Carregistration                          Product                           type               Customer    flikr           ...
Decision trees         @nilanp #BDLDN
Bayesianstatistics       @nilanp #BDLDN
Graphdatabases      @nilanp #BDLDN
Carregistration                          Credit                          Card               Customer  Email Address       ...
3. Conversion
3 millioncustomers      @nilanp #BDLDN
30 million visitors       @nilanp #BDLDN
200 million  clicks       @nilanp #BDLDN
Why are wedown / up?
GA picture
0 USER JOURNEY! Only 6.3% of customers who enter the funnel from airport hotel pages end up converting!                Hol...
Why ?    @nilanp #BDLDN
Causality !       @nilanp #BDLDN
Qualatitive data +Quantiative data =   Causality            @nilanp #BDLDN
Exit survey
nformation!e more        Sample feedback!rmation.!     Images!                         13%!              “Cant see a pictu...
✦recapData Recap....     science
Capture    Slice data      dataLaunch    Innovate          @nilanp #BDLDN
✦recap  A 3 step action planData TODAY !start      science  you should
1. Recruit data scientists   2. Store everything3. Start playing with your            data                @nilanp #BDLDN
HolidayExtras
Big data Summit
Big data Summit
Big data Summit
Big data Summit
Big data Summit
Big data Summit
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Big data Summit

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My presentation from the Big Data Summit London 18th April 2012

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Transcript of "Big data Summit"

  1. 1. Big Data InnovationUsing Data Science to Drive Growth @nilanp #BDLDN
  2. 2. Big data @nilanp #BDLDN
  3. 3. Big data @nilanp #BDLDN
  4. 4. Data science @nilanp #BDLDN
  5. 5. @nilanp #BDLDN
  6. 6. @nilanp #BDLDN
  7. 7. Data science @nilanp #BDLDN
  8. 8. Big data ? @nilanp #BDLDN
  9. 9. Data science PLUS Velocity Variety Volume @nilanp #BDLDN
  10. 10. Data introductions...But first science @nilanp #BDLDN
  11. 11. @nilanp Nilan Peiris CMTODisruptive tehcnolognogyst Chief Marketing @nilanp Technology Officer @nilanp #BDLDN
  12. 12. £200m @nilanp #BDLDN
  13. 13. £200m @nilanp #BDLDN
  14. 14. 30 year old start up
  15. 15. We believeholidays should be hassle-free.
  16. 16. 32m Trips
  17. 17. Our role in the holiday value chain. Parking Insurance Books the most efficient way of Hotels FX Car HireCustomer monetising trips on the internet. Lounges Ski Hire Essentials
  18. 18. A holiday engine. A platform
  19. 19. WhyWe ♥science Data
  20. 20. ✦ 3 practical examplesData science 3 practical examples... @nilanp #BDLDN
  21. 21. 1. Speed @nilanp #BDLDN
  22. 22. Whyspeed ? @nilanp #BDLDN
  23. 23. “every 100 ms (thatʼs 1 tenth of a second) increase in page load time of Amazon.comdecreased sales by 1%”
  24. 24. 2. Matching products to customers @nilanp #BDLDN
  25. 25. @nilanp #BDLDN
  26. 26. Size ?
  27. 27. How do you match Size ?customers to products ?
  28. 28. Recommendation @nilanp #BDLDN
  29. 29. Personalisation
  30. 30. Recommendation @nilanp #BDLDN
  31. 31. Segmentation @nilanp #BDLDN
  32. 32. Data science
  33. 33. Segmentation @nilanp #BDLDN
  34. 34. Personalisation
  35. 35. Size ? @nilanp #BDLDN
  36. 36. Personalisation
  37. 37. Personalisation
  38. 38. Personalisation @nilanp #BDLDN
  39. 39. Carregistration Product type Customer flikr house
  40. 40. Decision trees @nilanp #BDLDN
  41. 41. Bayesianstatistics @nilanp #BDLDN
  42. 42. Graphdatabases @nilanp #BDLDN
  43. 43. Carregistration Credit Card Customer Email Address house
  44. 44. 3. Conversion
  45. 45. 3 millioncustomers @nilanp #BDLDN
  46. 46. 30 million visitors @nilanp #BDLDN
  47. 47. 200 million clicks @nilanp #BDLDN
  48. 48. Why are wedown / up?
  49. 49. GA picture
  50. 50. 0 USER JOURNEY! Only 6.3% of customers who enter the funnel from airport hotel pages end up converting! Holiday Extras domain! Commentary! Performance! Availability page! 1 in 7 visitors proceed to the upgrades page! !  lack of information?! 15%! !  lack of urgency?! Upgrades! Almost all proceed to the payment page! 98%! !  Performing well ! !  Can additional upgrades be presented to increase order value which may offset the impact of conversion rates?! Payment! 43%! Just under 1 in 2 then proceed to make a payment! !  Suggests the payment form is performing very well! Confirmation! Summary! At present only 6.3% of users who enter the funnel make a purchase. The Total funnel efficiency! largest hurdle is on the availability page where only 15% make it through to the 6.3%! next phase.! We therefore focus our recommendations on the availability page in order to prevent customers falling out of the funnel at the availability page, there are a number of solutions:! a)  Provide user with sufficient information to assist in the decision process ! b)  Provide user with clear steps to purchase so that they are able to clearly understand where they are in the funnel!
  51. 51. Why ? @nilanp #BDLDN
  52. 52. Causality ! @nilanp #BDLDN
  53. 53. Qualatitive data +Quantiative data = Causality @nilanp #BDLDN
  54. 54. Exit survey
  55. 55. nformation!e more Sample feedback!rmation.! Images! 13%! “Cant see a picture of the hotel. I like to see what I am getting not just have thewas more symbols for the ameneties”! Descriptions and Info! 65%!roduct “cant find enough info about the undercover hotel”! Extras! 21%!down by “for early flights, would be useful to see times of transfers. also info as to how to get to hotel if travelling by train.”!
  56. 56. ✦recapData Recap.... science
  57. 57. Capture Slice data dataLaunch Innovate @nilanp #BDLDN
  58. 58. ✦recap A 3 step action planData TODAY !start science you should
  59. 59. 1. Recruit data scientists 2. Store everything3. Start playing with your data @nilanp #BDLDN
  60. 60. HolidayExtras

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