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Dara Brady, Ryanair : How to Swim In a Sea of Data

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Dara Brady, Ryanair : How to Swim In a Sea of Data at DMX Dublin 2019

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Dara Brady, Ryanair : How to Swim In a Sea of Data

  1. 1. DMX, MAR 2019
  2. 2. 2 E ur ope’s No.1 Air line Q  No 1, Coverage Q  234 Apts/2,100 Routes Q  No 1, Traffic 152m guests (+8%) Q  455 x B737 fleet Q  210 x B737-MAX on order
  3. 3. 3 Avg. Fare Change % > Ryanair Ryanair €39 -3% Wizz €46 -5% +18% easyJet €60 -2% +54% Norwegian €80 +4% +105% IAG €193 -2% +395% Lufthansa €196 -3% +403% AF/KLM €213 -1% +446% Avg Competitor Fare €131 +236% E ur ope’s Lowest Far es (Source: FY results/Annual Reports)
  4. 4. 4 € per pax RYA WIZ EZJ NOR E’Wings LUV Staff/efficiency 6 5 9 17 18 50 Airport & Hand. 7 11 21 17 34 9 Route Charges 5 5 6 7 7 0 Own’ship & maint. 6 16 8 34 23 16 S & M other 3 3 7 9 29 18 Total 27 40 51 84 111 93 %> Ryanair +48% +89% +211% +311% +244% E ur ope’s Lowest Costs W ins! (Source: FY results/Annual Reports)
  5. 5. 5 E ur ope’s No. 1 Mar ket S har e ( 15%) *(Source: CapStats intra EU Depart capacity Oct 17 – Sep 18) Country (Cap m)* No. 1 No. 2 No. 3 Share UK (137) EZJ BA 19% Spain (135) Vueling Iberia 19% Germany (128) Luft EZJ 8% Italy (98) Alitalia EZJ 28% France (82) AF EZJ 7% CEE (119) Wizz Aegean 15% Greece (31) Aegean SkyExpress 10% Portugal (29) TAP EZJ 20% Ireland (19) Aer Lingus BA 48% Belgium (17) Luft/Bru Jetairfly 29%
  6. 6. 6 Gr owth to 200m customer s 80 99 105 130 130 138 152 162 [VALUE] 189 200 60 80 100 120 140 160 180 200 FY18 FY19 FY20 FY21 FY22 FY23 FY24 431 455 478 513 540 575 585 Guests
  7. 7. 7 T he Good Guys Of E ur opean Air Tr avel
  8. 8. 8 T he Good Guys Of E ur opean Air Tr avel
  9. 9. 9 T he Good Guys Of E ur opean Air Tr avel
  10. 10. 10 Digital Perfor mance Drives Retur ns
  11. 11. 11 3 G a m e C h a n g e s ove r t h e p a s t 5 ye a r s Technology has advanced at a rapid rate Cost & barriers to entry are reducing Data is valuable driver of performance 1 2 3
  12. 12. 12 2004: 2019: W h o i s p l a y i n g t h e g a m e ? 2004 2019 VS.
  13. 13. 13 T h e R ya n a i r D at a S t o r y Drowning in Data FR Starting point
  14. 14. 14 Ryanair Data Maturity •  Basic data reporting •  The right people and processes •  More than one source •  Analysis of the right data •  AI drives performance •  Decisions are driven by machine learning •  Real time & contextual •  Data is the DNA •  AI applied across the business 2014 2016 2019 Dedicated INS resource Dedicated BI Resource Dedicated INS resource Dedicated BI Resource Customer Algorithms Single Customer View Levels Enablers Level 1 Level 2 Level 3 Level 4
  15. 15. 15 2014 •  Only looking at web data and no business correlation •  No single view of the customer •  Not a business priority/ didn’t drive performance •  No team or data infrastructure D i f fe r e n c e s B e t w e e n 2 0 1 4 v s 2 0 1 9
  16. 16. 16 D i f fe r e n c e s B e t w e e n 2 0 1 4 v s 2 0 1 9 2016- 2018 •  Multiple streams of data being analysed •  All tied back to business performance & KPI’s •  Creation of a single customer view •  Deep understanding of customer behaviour •  Proper set up – Technology and People
  17. 17. 17 Business Goal Actionable Data Action Taken Increase no. of customers who book Summer flights earlier From our CDM •  Customers who book leisure trips •  Customers who are not price sensitive •  Customers who don’t book far in advance normally Early Bird Customer Management Program Capitalise on hot prospects for Car Hire who are past the main point of purchase From our CDM •  Each day cross pull a list of customers who are due to travel soon •  Run a propensity model against these to decide which customers are a worth targeting Run a email only campaign which offers €10 off car hire to these selected hot prospects deep linking into a specific funnel to complete their transaction Drive Priority Boarding Conversion in January From our CDM •  Select customers who are flying in the target month •  Are low propensity to add Priority Boarding to their trip based on their previous purchasing behaviour Run an offer through email, web and app targeting these customers with a time sensitive offer on PB T h e R ya n a i r D at a S t o r y – L eve l 2
  18. 18. 18 T h e R ya n a i r D at a S t o r y – L eve l 3 Where actions can be taken Web App Email Push In-app CS Social MyRyanair Customer Data (Single View of the Customer) Booking information Clickstream data Customer Service Flight info NPS MyRyanair Campaign data Historical data Real-time data Reporting Level 3 •  AI drives performance •  Decisions are driven by machine learning •  Real Time & contextual
  19. 19. 19 2019: Ryanair 3.0 •  160+ pieces of useful customer data •  15+ algorithms •  Use of real-time session data, •  Single view of the customer •  Seamless cross-channel uses of data •  Optimization, testing and learning •  Visitor ID recognition and matching Used for, •  Recommending flights, hotels, car hire, tourist attractions - the right product at the right time •  Show what’s popular & trending •  Ordering and sorting of inventory •  Creating a 1:1 customer relationship •  Targeted merchandising and messaging •  Tailored deals and promotions T h e R ya n a i r D at a S t o r y – L eve l 3
  20. 20. 20 T h e “ S o W h at ” Ru l e So what? Allows us to distinguish what's nice to know information and what is actionable – always ask yourself or your team the “so what?” question.
  21. 21. 21 T h i n g s w e d i d t h at wo r ke d w e l l Conversion Clinics 1 Product Champions 2 Sharing of data 3 Knowledge Sessions 4
  22. 22. 22 •  You need the plumbing in place, it creates agility and empowerment •  Start with a business hypothesis, otherwise you waste time •  Data without actions is pointless, it’s just information if you can’t take action •  Data needs to be part of your operating rhythm, if it isn’t you won’t use it •  Understanding data and its impact on your business is more important than the volume of data you have available. •  Iterate and when the facts change you are entitled to change your mind. •  Measurement and understanding of what is success before you start is very important •  Not every action will be successful, it is inches not miles! Ke y L e s s o n s
  23. 23. 23 Questions?

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