Achievingcustomer drivenonline growth atholidayextras.com           @nilanp           #BigDataSummit
Big data      @nilanp      #BigDataSummit
Big data      @nilanp      #BigDataSummit
Data science       @nilanp       #BigDataSummit
Data science
Introducing the data scientist         @nilanp         #BigDataSummit
Introducing the data scientsit         @nilanp #BDLDN
Data introductions...But first science
@nilanp        Nilan Peiris           CMTODisruptive tehcnolognogyst     Chief Marketing          @nilanp  Technology Offi...
£200m   @nilanp   #BigDataSummit
£200m
30 year old start up
We believeholidays should be hassle-free.
32m Trips
Our role in the holiday value chain.                                 Parking   Insurance     Books           the most effi...
A holiday engine.     A platform
Nilan Peiris           CMTODisruptive tehcnolognogyst          @nilanp
Data sciencedriven growth
✦ 3 practical examplesData science 3 practical examples...               @nilanp               #BigDataSummit
1. Speed     @nilanp     #BigDataSummit
Whyspeed ?    @nilanp    #BigDataSummit
“every 100 ms (that’s 1    tenth of a second) increase in page load  time of Amazon.comdecreased sales by 1%”
Subsecond searches within 12 months        Text
2. Matching products to      customers           @nilanp           #BigDataSummit
Size ?
How do you match       Size ?customers to products ?
The most efficient way of monetising trip data on      the internet
?
Recommendation         @nilanp         #BigDataSummit
Personalisation
Recommendation         @nilanp         #BigDataSummit
Segmentation        @nilanp        #BigDataSummit
Data science
Segmentation        @nilanp        #BigDataSummit
In a world where everyclick, can be tracked and recorded - we shouldn’t be managing customersby putting them in groups    ...
Personalisation         @nilanp         #BigDataSummit
Carregistration                          Product                           type               Customer    flikr           ...
Decision trees         @nilanp         #BigDataSummit
@nilanp#BigDataSummit
Bayesianstatistics       @nilanp       #BigDataSummit
@nilanp#BigDataSummit
Graphdatabases      @nilanp      #BigDataSummit
Carregistration                          Credit                          Card               Customer  Email Address       ...
3. Conversion
3 millioncustomers       @nilanp       #BigDataSummit
30 million visitors       @nilanp       #BigDataSummit
200 million  clicks       @nilanp       #BigDataSummit
Why are wedown / up?
GA picture
0 USER JOURNEY! Only 6.3% of customers who enter the funnel from airport hotel pages end up converting!                Hol...
Why ?    @nilanp    #BigDataSummit
Causality !        @nilanp        #BigDataSummit
Qualitative data +Quantitative data =    Causality             @nilanp             #BigDataSummit
Exit survey
nformation!e more        Sample feedback!rmation.!     Images!                         13%!              “Cant see a pictu...
✦recap  The data innovationData science       process...
Capture    Slice data      dataLaunch    Innovate           @nilanp           #BigDataSummit
The dangers of     processThe dangers of process optimisation     optimisation              @nilanp              #BigDataS...
Speed correlates with   browser type             @nilanp             #BigDataSummit
But why is conversion       10% ?             @nilanp             #BigDataSummit
Process  optimisation ≠Changing behaviour        @nilanp        #BigDataSummit
Behvioural causality is anorder of magnitude more difficult to understand than process causality                @nilanp    ...
Understanding whypeople do things is     difficult            @nilanp            #BigDataSummit
✦recapData Recap...     science
1. Data is your largest    untapped asset               @nilanp               #BigDataSummit
2. You can use it todrive revenue growthwhen times are tough             @nilanp             #BigDataSummit
3. Storing, analysing,innovating... 3 steps to        success               @nilanp               #BigDataSummit
HolidayExtras
Nilan Peiris           CMTODisruptive tehcnolognogyst          @nilanp
Bigdata summit.key
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Bigdata summit.key

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The Big Data story from holidayextras.

Slides I presented at the big data summit on the 28th June 2012.

Any questions / queries / feedback - drop me a line

@nilanp

Published in: Technology, Economy & Finance
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Bigdata summit.key

  1. 1. Achievingcustomer drivenonline growth atholidayextras.com @nilanp #BigDataSummit
  2. 2. Big data @nilanp #BigDataSummit
  3. 3. Big data @nilanp #BigDataSummit
  4. 4. Data science @nilanp #BigDataSummit
  5. 5. Data science
  6. 6. Introducing the data scientist @nilanp #BigDataSummit
  7. 7. Introducing the data scientsit @nilanp #BDLDN
  8. 8. Data introductions...But first science
  9. 9. @nilanp Nilan Peiris CMTODisruptive tehcnolognogyst Chief Marketing @nilanp Technology Officer
  10. 10. £200m @nilanp #BigDataSummit
  11. 11. £200m
  12. 12. 30 year old start up
  13. 13. We believeholidays should be hassle-free.
  14. 14. 32m Trips
  15. 15. 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
  16. 16. A holiday engine. A platform
  17. 17. Nilan Peiris CMTODisruptive tehcnolognogyst @nilanp
  18. 18. Data sciencedriven growth
  19. 19. ✦ 3 practical examplesData science 3 practical examples... @nilanp #BigDataSummit
  20. 20. 1. Speed @nilanp #BigDataSummit
  21. 21. Whyspeed ? @nilanp #BigDataSummit
  22. 22. “every 100 ms (that’s 1 tenth of a second) increase in page load time of Amazon.comdecreased sales by 1%”
  23. 23. Subsecond searches within 12 months Text
  24. 24. 2. Matching products to customers @nilanp #BigDataSummit
  25. 25. Size ?
  26. 26. How do you match Size ?customers to products ?
  27. 27. The most efficient way of monetising trip data on the internet
  28. 28. ?
  29. 29. Recommendation @nilanp #BigDataSummit
  30. 30. Personalisation
  31. 31. Recommendation @nilanp #BigDataSummit
  32. 32. Segmentation @nilanp #BigDataSummit
  33. 33. Data science
  34. 34. Segmentation @nilanp #BigDataSummit
  35. 35. In a world where everyclick, can be tracked and recorded - we shouldn’t be managing customersby putting them in groups of similar people @nilanp #BigDataSummit
  36. 36. Personalisation @nilanp #BigDataSummit
  37. 37. Carregistration Product type Customer flikr house
  38. 38. Decision trees @nilanp #BigDataSummit
  39. 39. @nilanp#BigDataSummit
  40. 40. Bayesianstatistics @nilanp #BigDataSummit
  41. 41. @nilanp#BigDataSummit
  42. 42. Graphdatabases @nilanp #BigDataSummit
  43. 43. Carregistration Credit Card Customer Email Address house
  44. 44. 3. Conversion
  45. 45. 3 millioncustomers @nilanp #BigDataSummit
  46. 46. 30 million visitors @nilanp #BigDataSummit
  47. 47. 200 million clicks @nilanp #BigDataSummit
  48. 48. Why are wedown / up?
  49. 49. GA picture
  50. 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. 51. Why ? @nilanp #BigDataSummit
  52. 52. Causality ! @nilanp #BigDataSummit
  53. 53. Qualitative data +Quantitative data = Causality @nilanp #BigDataSummit
  54. 54. Exit survey
  55. 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. 56. ✦recap The data innovationData science process...
  57. 57. Capture Slice data dataLaunch Innovate @nilanp #BigDataSummit
  58. 58. The dangers of processThe dangers of process optimisation optimisation @nilanp #BigDataSummit
  59. 59. Speed correlates with browser type @nilanp #BigDataSummit
  60. 60. But why is conversion 10% ? @nilanp #BigDataSummit
  61. 61. Process optimisation ≠Changing behaviour @nilanp #BigDataSummit
  62. 62. Behvioural causality is anorder of magnitude more difficult to understand than process causality @nilanp #BigDataSummit
  63. 63. Understanding whypeople do things is difficult @nilanp #BigDataSummit
  64. 64. ✦recapData Recap... science
  65. 65. 1. Data is your largest untapped asset @nilanp #BigDataSummit
  66. 66. 2. You can use it todrive revenue growthwhen times are tough @nilanp #BigDataSummit
  67. 67. 3. Storing, analysing,innovating... 3 steps to success @nilanp #BigDataSummit
  68. 68. HolidayExtras
  69. 69. Nilan Peiris CMTODisruptive tehcnolognogyst @nilanp

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