B I G D E C I S I O N S : N O TB I G D ATA
QANTAS LOYALTYOUR PERSPECTIVEOUR STORY12
1987 2008 2009 2010 2011 2012Qantas CashEveryday Reward Platinum One3THE EVOLUTION OF QANTAS FREQUENT FLYER201320072004
60%INCREASEIN MEMBERSHIP4QANTAS FREQUENT FLYER PERFORMANCE5.4M20088.6M2012
80%INCREASEIN PROFIT5QANTAS FREQUENT FLYER PERFORMANCE128M2008231M2012
LOYALTY PROGRAMSEMPLOYEE & INCENTIVE REWARD PROGRAMSRETAIL & CORPORATE GIFT CARD SERVICESINSIGHTS & ANALYTICSSTRATEGYMOVIN...
7CONSUMERFACINGInsights & Analytics Loyalty ProgramsBUSINESSFACINGQANTAS LOYALTY BRAND STRUCTURE
8CUSTOMER INSIGHTSAND ANALYTICSC U STO MERST R AT EG YD ATA D R IVENMAR KET IN GC U STO MERIN T ER AC T IO NMAN AG EMEN TW...
QANTAS LOYALTYOUR STORY1OUR PERSPECTIVE2
Business modelsevolving10SOURCES OF COMPETITIVE ADVANTAGE ARE CHANGINGBarriersto entry decreasingIndustry convergenceNEW E...
11HOW DOES AN INCUMBENT COMPETECustomerinteractionsBrandCustomerknowledge
KEY PRINCIPLES FOR USING BIG DATA12MUST BE YOUR PERVASIVEMANAGEMENT APPROACH333 444555222111ORGANISATIONALBEHAVIOURAND STR...
13IT IS NOT JUST ABOUT THE DATA & INFRASTRUCTUREWHERE THEINSIGHTSCOULD BE USEDCREATIONOF INSIGHTSDELIVERYOF INSIGHTSSales ...
KEY PRINCIPLES FOR USING BIG DATA14MUST BE YOUR PERVASIVEMANAGEMENT APPROACH333 444555111EXTRACTINGTHE VALUEDATAENRICHMENT...
IT’S NOT ABOUT DATAIT’S ABOUT CREATING CHANGEDATA WON’T CREATE CHANGECustomer analytics should create change across alldep...
16QANTAS LOYALTY ORGANISATIONAL STRUCTUREMarketing LegalCFOTechnology CommercialHRAnalyticsCEOMarketing LegalCFOTechnology...
KEY PRINCIPLES FOR USING BIG DATA17MUST BE YOUR PERVASIVEMANAGEMENT APPROACH444555111DATAENRICHMENTOPERATIONALISE& EXECUTI...
COMMERCIAL INVOLVEMENT IN DECISION MAKINGDecision complexity levelLow HighManagementDecisionownerCommonperceptionBest prac...
ARTICULATE RESULTSIN A WAY THE BUSINESSCAN UNDERSTANDEXTRACTING19THE VALUEHAVE HIGHLY SKILLEDCOMMERCIAL LEADERSHIPDRIVE AN...
KEY PRINCIPLES FOR USING BIG DATA20MUST BE YOUR PERVASIVEMANAGEMENT APPROACH555111OPERATIONALISE& EXECUTION222ORGANISATION...
Dan38Bronze1 int. flight with Qantas last yearNo other icon usageJohn38Bronze1 int. flight with Qantas last yearNo other i...
38Bronze1 int. flight with Qantas last yearNo other icon usage38Bronze1 int. flight with Qantas last yearNo other icon usa...
Qantas Frequent Flyer Predicting Flight BehaviourFittedObservedCustomer ranking model percentileActualprobability offlying...
KEY PRINCIPLES FOR USING BIG DATA24MUST BE YOUR PERVASIVEMANAGEMENT APPROACH111222ORGANISATIONALBEHAVIOURAND STRUCTURE333E...
EventAchieved Platinum status12345625OPERATIONALISE & EXECUTION
26IT’S NOT JUST ABOUTTHE DATA & INFRASTRUCTUREIt requires businesstransformationIt is anongoing journeyRequires bigdecisions
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Comment les Big Data ont transformé Qantas Airlines - Keynote de Vaughan Chandler à Connect 2013

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Comment les Big Data ont transformé Qantas Airlines - Keynote de Vaughan Chandler à Connect 2013

  1. 1. B I G D E C I S I O N S : N O TB I G D ATA
  2. 2. QANTAS LOYALTYOUR PERSPECTIVEOUR STORY12
  3. 3. 1987 2008 2009 2010 2011 2012Qantas CashEveryday Reward Platinum One3THE EVOLUTION OF QANTAS FREQUENT FLYER201320072004
  4. 4. 60%INCREASEIN MEMBERSHIP4QANTAS FREQUENT FLYER PERFORMANCE5.4M20088.6M2012
  5. 5. 80%INCREASEIN PROFIT5QANTAS FREQUENT FLYER PERFORMANCE128M2008231M2012
  6. 6. LOYALTY PROGRAMSEMPLOYEE & INCENTIVE REWARD PROGRAMSRETAIL & CORPORATE GIFT CARD SERVICESINSIGHTS & ANALYTICSSTRATEGYMOVING FORWARD6
  7. 7. 7CONSUMERFACINGInsights & Analytics Loyalty ProgramsBUSINESSFACINGQANTAS LOYALTY BRAND STRUCTURE
  8. 8. 8CUSTOMER INSIGHTSAND ANALYTICSC U STO MERST R AT EG YD ATA D R IVENMAR KET IN GC U STO MERIN T ER AC T IO NMAN AG EMEN TWE ARE NOW PROVIDING THIS CAPABILITY ASA SERVICE TO OTHER ORGANISATIONSR ESU LT S AN DBU SIN ESSR EPO RT IN G
  9. 9. QANTAS LOYALTYOUR STORY1OUR PERSPECTIVE2
  10. 10. Business modelsevolving10SOURCES OF COMPETITIVE ADVANTAGE ARE CHANGINGBarriersto entry decreasingIndustry convergenceNEW ENTRANTS ACCESSLOWER COST ANDMORE AGILITYScale has historicallybeen a key advantageImplications for INCUMBENTSNow becoming one of itsbiggest weaknesses
  11. 11. 11HOW DOES AN INCUMBENT COMPETECustomerinteractionsBrandCustomerknowledge
  12. 12. KEY PRINCIPLES FOR USING BIG DATA12MUST BE YOUR PERVASIVEMANAGEMENT APPROACH333 444555222111ORGANISATIONALBEHAVIOURAND STRUCTUREEXTRACTINGTHE VALUEDATAENRICHMENTOPERATIONALISE& EXECUTION
  13. 13. 13IT IS NOT JUST ABOUT THE DATA & INFRASTRUCTUREWHERE THEINSIGHTSCOULD BE USEDCREATIONOF INSIGHTSDELIVERYOF INSIGHTSSales andmarketingStrategyformulationProductdesignCapital allocationPlanning andforecastingPricingand yieldmanagementLoyalty CustomerserviceMeasurementPredictionTest & learnInsights requestsManagementInsights “automation”Customer interactionsTHECUSTOMERSTHE CONSUMER
  14. 14. KEY PRINCIPLES FOR USING BIG DATA14MUST BE YOUR PERVASIVEMANAGEMENT APPROACH333 444555111EXTRACTINGTHE VALUEDATAENRICHMENTOPERATIONALISE& EXECUTION222ORGANISATIONALBEHAVIOURAND STRUCTURE
  15. 15. IT’S NOT ABOUT DATAIT’S ABOUT CREATING CHANGEDATA WON’T CREATE CHANGECustomer analytics should create change across alldepartments in the organisation15Ensure the organisation can keep up with the rate ofchange – and wants to
  16. 16. 16QANTAS LOYALTY ORGANISATIONAL STRUCTUREMarketing LegalCFOTechnology CommercialHRAnalyticsCEOMarketing LegalCFOTechnology CommercialHR Insights &Innovation
  17. 17. KEY PRINCIPLES FOR USING BIG DATA17MUST BE YOUR PERVASIVEMANAGEMENT APPROACH444555111DATAENRICHMENTOPERATIONALISE& EXECUTION222ORGANISATIONALBEHAVIOURAND STRUCTURE333EXTRACTINGTHE VALUE
  18. 18. COMMERCIAL INVOLVEMENT IN DECISION MAKINGDecision complexity levelLow HighManagementDecisionownerCommonperceptionBest practiceapproach18System
  19. 19. ARTICULATE RESULTSIN A WAY THE BUSINESSCAN UNDERSTANDEXTRACTING19THE VALUEHAVE HIGHLY SKILLEDCOMMERCIAL LEADERSHIPDRIVE ANALYTICS
  20. 20. KEY PRINCIPLES FOR USING BIG DATA20MUST BE YOUR PERVASIVEMANAGEMENT APPROACH555111OPERATIONALISE& EXECUTION222ORGANISATIONALBEHAVIOURAND STRUCTURE333EXTRACTINGTHE VALUE444DATAENRICHMENT
  21. 21. Dan38Bronze1 int. flight with Qantas last yearNo other icon usageJohn38Bronze1 int. flight with Qantas last yearNo other icon usage21KNOWLEDGE OF THE INDIVIDUAL CUSTOMER IS CRITICAL
  22. 22. 38Bronze1 int. flight with Qantas last yearNo other icon usage38Bronze1 int. flight with Qantas last yearNo other icon usage22KNOWLEDGE OF THE INDIVIDUAL CUSTOMER IS CRITICALJohn4 kidsIdeal reward is voucherInterested in family friendly activitiesTook his only flight with usStay at home DadQFF promoterOptus userDanIdeal reward is upgradeSingleLoves food & winePlatinum with other FFPOwns his own companyQFF detractorFrequent user of hotels & hire cars
  23. 23. Qantas Frequent Flyer Predicting Flight BehaviourFittedObservedCustomer ranking model percentileActualprobability offlying withQantasENHANCED DATA WILL GENERATE FAR SUPERIOR RESULTS0 10 20 30 40 50 60 70 80 90 10023
  24. 24. KEY PRINCIPLES FOR USING BIG DATA24MUST BE YOUR PERVASIVEMANAGEMENT APPROACH111222ORGANISATIONALBEHAVIOURAND STRUCTURE333EXTRACTINGTHE VALUE444DATAENRICHMENT555 OPERATIONALISE& EXECUTION
  25. 25. EventAchieved Platinum status12345625OPERATIONALISE & EXECUTION
  26. 26. 26IT’S NOT JUST ABOUTTHE DATA & INFRASTRUCTUREIt requires businesstransformationIt is anongoing journeyRequires bigdecisions

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