Big Data for Airlines: A Digital Journey from Social Media to your Bottom Line

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Big data plays a king role in the travel industry.
This presentation explains with a few examples how to focus on simple and small data sources to gain benefit. In fact, Big Data is by definition too big to be handled in its entirety; nevertheless the intersection of few, selected, data sets can be easily monetized.
More in detail, this presentation shows some use cases of social shopping, which is a great contemporary application of Big Data.
In conclusion, airlines face challenges when it comes to handling disparate data sources. The key to success is focussing on small and effective data sets and aligning different departments' objectives.

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Big Data for Airlines: A Digital Journey from Social Media to your Bottom Line

  1. 1. ©2013SatisflyLtdBig DataA Digital Journey from Social Media to your Bottom LineYOUR IDEAL SEAT BUDDYSergio MelloSATISFLYATO - Aviation IT Forum 2013Moscow, May 30th
  2. 2. ©2013 Satisfly LtdSATISFLYMission to improve the air travel experience.The solution leverages social media to:•Find good seat neighbours for the passengers•Big Data mining to help airlines knowing their customers betterSatisfly has pioneered the airline industry with these achievements:•First vendor to offer a Social Media product to airlines (2008)•World’s first seating assignment by customers’ mood•Word’s first automatic seating assignment by profile affinity, basedon Social Media data mining
  3. 3. ©2013 Satisfly LtdDEFINITIONThe definition of big data?"Who cares? Its what youre doing with it"Roger Magoulas: “Big data is when the size ofthe data becomes part of the problem."
  4. 4. ©2013 Satisfly LtdTWO FACES OF SOCIAL MEDIAInformationConversationWhile the engaging “conversation” part of social media has catalyzed the attentionof marketers for the past years, the information part has yet to be fully monetized.
  5. 5. ©2013 Satisfly LtdDATA IS KINGData sits on top of the value chain, just like a king rules a kingdom.However, there is only one king, while data sources are most useful when numerous.
  6. 6. ©2013 Satisfly LtdMAKING SENSE OF BIG DATAIn the following two examples, we will see how to make sense of Big Data in threesimple steps.Collect primary behavioural dataVisualize dataCollect environmental dataIntersect data sources1.2.3.4.
  7. 7. ©2013 Satisfly Ltd1. Collect primary behavioural dataThis first example is industry agnostic. Let’s see how turtles move across the globe andfind out the reasons.The first step is to track the turtles’ location and monitor their movements.
  8. 8. ©2013 Satisfly Ltd2. Visualize dataThen, we represent the travel data in a human readable format.Some patterns are clearly visible at first sight.
  9. 9. ©2013 Satisfly Ltd3. Collect environmental dataWe look for other data that refer to the same space but come from different sources.In this case, let’s visualize the ocean temperature on a map.
  10. 10. ©2013 Satisfly Ltd3. Collect environmental dataFurther more, let’s display the ocean currents on the same map.
  11. 11. ©2013 Satisfly Ltd4. Intersect data sourcesFind cold waterLeveragecurrents totravelFind warmwaterFind cold waterFind warmwaterFinally, we shall overlay those previously collected data layers.This representation of multiple data sources facilitates the identificationof data intersections.In this case, we see that turtles follow currents to cross the ocean andtravel between warm and cold water environments.
  12. 12. ©2013 Satisfly Ltd1. Collect primary behavioural dataThe second example is closely related to the travel industry. Let’s see how businesstravellers move across the globe and find out the reasons.The first step is to track their location and monitor their movements.Mobile location is becoming acommodity due to widespread useof social and sharing featues. So thedata collection phase is made easy.
  13. 13. ©2013 Satisfly Ltd2. Visualize dataThen, we represent the travel data in a human readable format.Some patterns are clearly visible at first sight, for instance frequent visitsto the Middle East.26347May 2013.Days spent in each location.71
  14. 14. ©2013 Satisfly Ltd3. Collect environmental dataWe look for other data that refer to the same space but come from different sources.In this case, let’s visualize the LinkedIn connections on a map.LinkedIn connectionsin each location
  15. 15. ©2013 Satisfly Ltd4. Intersect data sources2763417Small network.Just a flightconnectionBig network.Thisstop makes senseBig network.Thisstop makes senseBiggest network.Will stop here next time No network.Just a one-off eventSmall network.This stop couldbe leisureFinally, we shall overlay those previously collected data layers.This representation of multiple data sources facilitates the identificationof data intersections.In this case, we see that the traveller choses to fly an airline that hubs in theMiddle East and is likely to make a trip to Europe.
  16. 16. ©2013 Satisfly LtdNo news!Influencers lead the flockYOUR IDEAL SEAT BUDDYMost human behaviours can also be observed in other animal species.When it comes to shopping, there is a great similarity between the following ofa human influencer and that of a shepherd.
  17. 17. YOUR IDEAL SEAT BUDDY©2013 Satisfly LtdSOCIAL SHOPPINGCUSTOMERTrendTREND SETTERSaleA marketing tool to bring the shopping dynamics of real life toonline purchasing behaviorSocial shopping is a marketing lever for the most natural human behaviour.It allows to inform customers about the shopping choices of their influencersat the right time, in the right place. It is an application of Big Data.
  18. 18. ©2013 Satisfly LtdSOCIAL SHOPPINGUse case: destination promotionThey have booked:Example of destination promotionDestinationAdd a social layer on your content in real time to create a highly customized digitalexperience.Retrievesocial informationvia APIAddsocial layerWhere to use• Website• Mobile app• Newsletter• Any other digital application
  19. 19. ©2013 Satisfly LtdSOCIAL SHOPPINGUse case: destination mapCustomers want to be influenced by advocates and relevant acquaintances.Overlay social relevance on top of any digital content.Benefits• Engaging• Informative• InspirationalExample of destination mapRetrievesocial informationvia APIAddsocial layer
  20. 20. ©2013 Satisfly LtdSOCIAL SHOPPINGUse case: booking engineExample of flight search resultsThe addition of social relevance shifts the buyer focus from price,destination and schedule to a new fourth marketing dimension.Welcome a new decisional factor.Retrievesocial informationvia APIAddsocial layerBenefits• Engaging• Increase sales• Increase yield
  21. 21. ©2013 Satisfly LtdSOCIAL SHOPPING CASE STUDYThe Click-through-Rate on the search ads with social extensions became 20% higher thanfor those ads without Social Extensions.+20% CTR
  22. 22. ©2013 Satisfly LtdSOCIAL SHOPPING CASE STUDYIn order to offer an intuitive search, Kayak has unveiled a package holidays service builtaround an algorithm which uses what people look for and write about most.
  23. 23. ©2013 Satisfly LtdTRAVELLER LIFECYCLEairport flightcheck in arrivalfeedbacknewslettereveryday lifebookingPartner locatorProfile syncPremium seatingTaxi shareSocial shoppingGeo-marketingIntelligent seating(social or automatic)Airport meetupFlight ratingRecognitionCustomer care AnalyticsNeed to offer a variety of features to create a holistic travel experience.Social login
  24. 24. ©2013 Satisfly LtdCUSTOMER INTELLIGENCERecognitionYOUR IDEAL SEAT BUDDYEnable your front line staff to accessand act upon real time informationabout your customers.Name SurnameCurrent City, CountryFFP numberHigh Value CustomerWife birthday tomorrowAgeRelationship statusDietary requirementsNationalityHometownLatest social media postsCurrent moodCurrent itineraryLiked brandsReady for useUnstructured
  25. 25. ©2013 Satisfly LtdMAKE A CHOICEData is growing at a 40% compound annual rate, reaching 45 ZB by 2020.Would you rather focus on old or new data?
  26. 26. ©2013 Satisfly LtdPRIVACYLeverage established frameworks and data protection regulations.Customers will show the way to their personal data.
  27. 27. ©2013 Satisfly LtdTHE CHALLENGENeed for organizational design and digital platforms that allow for a multi-channel, multi-disciplinary mindset across the organization.
  28. 28. ©2013 Satisfly LtdDAVID OR GOLIATHSmall data is your gateway to profitability.• Align company offerings and customer needs.• Build internal consensus.• Collapse data silos.• Create unified, logical data views.• Collect and use data responsibly.
  29. 29. ©2013 Satisfly Ltd• Engage passengers with a continuous touchline• Motivate them to reveal who they areby using customer intelligence to their benefit• Supercharge one-to-one marketing with predictiveintelligence• Leverage the power of Social ShoppingEXECUTIONKNOW YOUR CUSTOMERAnd deliver a personalized experience
  30. 30. ©2013 Satisfly LtdThank you for your attention!For enquiries please contact:Sergio Mellosergio.mello@satisfly.comMobile: +852 6620 8644Twitter: @sergioflyLinkedIn: http://hk.linkedin.com/in/sergiomello

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