This document provides an introduction to big data. It defines big data as the large volume of data now being produced by over 7 billion internet and technology users worldwide. Examples of big data sources include social media, machines, and historical records. The document then discusses how Lufthansa Airlines uses big data analytics to personalize the customer experience, handle irregular situations, predict flight delays, and perform predictive aircraft maintenance. It concludes by suggesting that as more travelers and data sources emerge, companies will need to employ more advanced analytical methods to derive value from big data.

1. BIG DATA INTRO
For RCE CWT 9/23/2016
Symonenko Galyna

2. TODAY WE WILL TALK ABOUT:
• What is Big Data?
• Why should you care?
• Case studies and example of CWT products.
“If you cannot explain it simply, you do not
understand it well enough.”

3. WHAT IS BIG DATA?
Imagine, there are approximately 7.3 billion of people.
At least half of them are using internet, as well as digital tools.
Now think how many data we are producing.
Lets check!

4. TIME: 9AM
9/23/2016
http://www.internetlivestats.com

5. SOCIAL
digital materials created by
social media
MEDIA
media and communication
outlets
MACHINE
data generated by
computers and machines
generally without
intervention
HISTORICAL
data about our
environment and archived
documents, forms or
records
Source: IBM

6. DATA PROCESING/ MUNGING
Lots of types software's
WORKING WITH DATA

8. BIG DATA IS NOT ABOUT THE SIZE OF
THE DATA,
IT’S ABOUT THE VALUE WITHIN THE
DATA.
Let us use the following cases:

9. CASE STUDIES

10. MILES AND MORE PROGRAM There is customer profile with the information which is aggregated with both internal and
external data including social media (SM) data for personalization.
STRATEGIC PROGRAM “7TO1 – OUR WAY FORWARD” lunched in 2014.
During October 2014, Lufthansa developed a new logistics platform named Liefery that delivers products to customers within
90 minutes of their placing an order. In the same month, Lufthansa announced its decision to sell the IT infrastructure
division of Lufthansa Systems AG.
In addition, the group also completed the IT service agreement with the IBM Group at the same time.
LUFTHANSA EXPANDS DIGITAL LUGGAGE SERVICE OFFERS Under the slogan "Flying. Reimagined," Lufthansa is
providing its passengers new services. Now, the airline has further developed its digital luggage services. Passengers can
use a link on their mobile boarding pass in the Lufthansa app to track where their luggage is currently located.

11. Lufthansa uses BIG DATA to: (1)
personalize customer experience,
(2) handle irregular (IRREG)
situation, (3) predict departure
delays and proactive IRREG
recovery, (4) predictive and
preventive aircraft maintenance.
USE SM TO PREVENT UNEXPECTED EVENTS After Los Angeles International Airport shooting in 2013 company realized
that the data is processing slowly which resulted in huge looses.
MINIMIZE DELAYS BI is used to predict: network behavior and departure delays of aircraft throughout the day, taking into
account; learn delays from historical patterns and today’s real-time info; learn optimized flight routes from past flight data.
SAFETY PATTERN BI is used to predict and prevent aircraft maintenance: collecting and evaluating aircraft status
information to predict failures of parts; making data available in real time and searching for patterns indicating failures
(especially of engines); scheduling of predictive maintenance events; avoiding flights to destinations short of spare parts
etc.
WHAT DOES LG FOCUS ON?

12. MORE TRAVELERS MORE DATA
OR
DIFFERENT METHODS OF ANALYTICS
?
MORE BUSINESS ANALYSTS

13. THANK
S!
Galyna Symonenko

14. REFERENCE
S:
• A. Chevallier. Strategic Thinking in Complex Problem Solving. Oxford University Press, 6 Jul. 2016
• Amazon in the Air: Innovating with Big Data at Lufthansa https://www.computer.org/csdl/proceedings/hicss/2016/5670/00/5670f096.pdf
• Annual Report and Annual Results 2014 https://investor-relations.lufthansagroup.com/fileadmin/downloads/en/financial-reports/annual-reports/LH-AR-
2014-e.pdf
• Data Munging https://www.trifacta.com/wrangle-data/data-munging
• Extracting business value from the 4 V's of big data http://www.ibmbigdatahub.com/infographic/extracting-business-value-4-vs-big-data
• Introduction to big data https://ru.coursera.org/learn/big-data-introduction
• Is Big Data Still a Thing? (The 2016 Big Data Landscape) http://mattturck.com/2016/02/01/big-data-landscape/
• Lufthansa Will Change How You Check Bags in 2016 http://www.cntraveler.com/stories/2016-01-20/lufthansa-will-change-how-you-check-bags-in-2016
• Lufthansa, IBM In $1.2 Billion Outsourcing Deal http://www.ibtimes.com/lufthansa-ibm-12-billion-outsourcing-deal-1725548
• New service options in the Lufthansa app simplify air travel https://www.lufthansagroup.com/en/press/news-
releases/singleview/archive/2016/march/10/article/3958.html
• T&E Decision Tree http://www.cwt-solutions-group.com/export/sites/cwt/cwtsg/research-and-viewpoints/pdf-cwt-sg-studies/cwt-travel-expense-decision-
tree.pdf
• Understanding Big Data: Infrastructure http://dataconomy.com/understanding-big-data-infrastructure/
• Wikipedia Big Data https://en.wikipedia.org/wiki/Big_data
• All pictures were taken from Pinterest.com