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

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

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  • 1. Big Data InnovationUsing Data Science to Drive Growth @nilanp #BDLDN
  • 2. Big data @nilanp #BDLDN
  • 3. Big data @nilanp #BDLDN
  • 4. Data science @nilanp #BDLDN
  • 5. @nilanp #BDLDN
  • 6. @nilanp #BDLDN
  • 7. Data science @nilanp #BDLDN
  • 8. Big data ? @nilanp #BDLDN
  • 9. Data science PLUS Velocity Variety Volume @nilanp #BDLDN
  • 10. Data introductions...But first science @nilanp #BDLDN
  • 11. @nilanp Nilan Peiris CMTODisruptive tehcnolognogyst Chief Marketing @nilanp Technology Officer @nilanp #BDLDN
  • 12. £200m @nilanp #BDLDN
  • 13. £200m @nilanp #BDLDN
  • 14. 30 year old start up
  • 15. We believeholidays should be hassle-free.
  • 16. 32m Trips
  • 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. A holiday engine. A platform
  • 19. WhyWe ♥science Data
  • 20. ✦ 3 practical examplesData science 3 practical examples... @nilanp #BDLDN
  • 21. 1. Speed @nilanp #BDLDN
  • 22. Whyspeed ? @nilanp #BDLDN
  • 23. “every 100 ms (thatʼs 1 tenth of a second) increase in page load time of Amazon.comdecreased sales by 1%”
  • 24. 2. Matching products to customers @nilanp #BDLDN
  • 25. @nilanp #BDLDN
  • 26. Size ?
  • 27. How do you match Size ?customers to products ?
  • 28. Recommendation @nilanp #BDLDN
  • 29. Personalisation
  • 30. Recommendation @nilanp #BDLDN
  • 31. Segmentation @nilanp #BDLDN
  • 32. Data science
  • 33. Segmentation @nilanp #BDLDN
  • 34. Personalisation
  • 35. Size ? @nilanp #BDLDN
  • 36. Personalisation
  • 37. Personalisation
  • 38. Personalisation @nilanp #BDLDN
  • 39. Carregistration Product type Customer flikr house
  • 40. Decision trees @nilanp #BDLDN
  • 41. Bayesianstatistics @nilanp #BDLDN
  • 42. Graphdatabases @nilanp #BDLDN
  • 43. Carregistration Credit Card Customer Email Address house
  • 44. 3. Conversion
  • 45. 3 millioncustomers @nilanp #BDLDN
  • 46. 30 million visitors @nilanp #BDLDN
  • 47. 200 million clicks @nilanp #BDLDN
  • 48. Why are wedown / up?
  • 49. GA picture
  • 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. Why ? @nilanp #BDLDN
  • 52. Causality ! @nilanp #BDLDN
  • 53. Qualatitive data +Quantiative data = Causality @nilanp #BDLDN
  • 54. Exit survey
  • 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. ✦recapData Recap.... science
  • 57. Capture Slice data dataLaunch Innovate @nilanp #BDLDN
  • 58. ✦recap A 3 step action planData TODAY !start science you should
  • 59. 1. Recruit data scientists 2. Store everything3. Start playing with your data @nilanp #BDLDN
  • 60. HolidayExtras