Unsuccessful marketing campaigns are leaving customers disgruntled, making them 40% less likely to return. Companies are casting aside useful data that can provide further insights into better products/better connections with customers. John Callan, VP of Marketing at Boxever will discuss how AI can change how businesses predict trends, reduce risks, and improve efficiency. Audience will: Gain expert-level understanding of data and machine learning that’s used in today’s market Identify successful ways companies use machine learning to target customers with personalized content Learn from major airlines use-cases to skillfully target customers and show them exactly what they want to see.

1. | Boxever.com
Data and Analytics: the
Fuel your Brand – and your
Customers Deserve
John Callan, VP Marketing
Big Data Week – October 2016

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We live in a real-time, hyperconnected
world.

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Every organisation is
undergoing a digital
transformation - whether
they know it or not
Channels. Data. Technology.

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Every organisation is
undergoing a digital
transformation - whether
they know it or not
Channels. Data. Technology.

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Every organisation is
undergoing a digital
transformation - whether
they know it or not

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The vendor landscape is
confusing...
Lots of talk about channels,
data, predictive, AI,
technology...

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The customer wants experiences...

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INSIGHTS &
LEARNINGS FROM
THE AIRLINE
INDUSTRY

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One simple vision...
THE MORE YOU KNOW
ABOUT YOUR
CUSTOMER, THE MORE
VALUE YOU DELIVER.

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Airlines have LOTS of Data

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PAX vs Customers
An Airline can tell you how many passengers
they’ve flown in a year, but not how many
customers

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Same Person. Different Context.

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Airlines As Retailers?
Changed from selling flights
to broader retail strategy
• Huge ancillary opportunity
Travelers expect more from
retail experience
• Relevant products and services
• Coherent experience across multiple
channels/devices

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“Personalization increases key metrics like clicks, open-rates and
conversions, often by substantial margins”
“86% of consumers are willing to pay a premium for a better experience”
“By 2017 the digital customer experience will be the key differentiator for
your organization”
“By 2018, organizations that have fully invested in all types of online
personalization will outsell companies that have not by more than
30%”
VentureBeat: Marketing Personalization, Maximizing Relevance and Revenue, June 2015
Gartner: Market Guide for Digita Personalization Engines, April 2015
Personalization is a BIG opportunity

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So WHAT’s THE SECRET?
LOYALTY PROGRAMS
CAN FIX THIS – RIGHT?

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Are loyalty Programs Working?
• Only 9% of travelers book
on loyalty
Wakefield Research/Capital One
• Only 27% of customers believe
travel companies can improve
their experience with data
Boxever Customer Survey Q2 2016

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What is loyalty?
The new battle for who owns “earns” the customer

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$600 MILLION
10% improvement in customer
experience translates to $600M for
an airline
‘The Business Impact of Customer Experience 2012’ – Forrester Research
Loyalty = Great Brand Experiences = $$

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Data (big AND small) is a challenge
51%
59%
70%
75%
Silos prevent data-driven
decisions
Hard to integrate legacy systems
No online/offline integration
Can't recognise customers in
real-time

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Marketing
Operations
Product Data
22
Operational Data
REV
MGMT
IN-
FLIGHT
CALL
CENTER
AIRPORT
LOYALTY
Customer Data
EMAIL
DISPLAY
MOBILE
CALL
CENTER
E-
COMMERCE
SEARCH
SEARCH
CLICK
CLICK
🚫
💢
🚫
🚫
💢

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Marketing
Operations
Product Data
23
Operational Data
REV
MGMT
IN-
FLIGHT
CALL
CENTER
AIRPORT
LOYALTY
Customer Data
EMAIL
DISPLAY
MOBILE
CALL
CENTER
E-
COMMERCE
SEARCH
SEARCH
CLICK
CLICK
🚫
💢
🚫
🚫
💢

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Customer Data
Product Data
Operational Data

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Reimagine the Customer Journey
Earlier and More Valuable Conversions Increase Ancillary Opportunities and Retention
Opportunities occur earlier and complete faster, leaving more time and
opportunity for supporting and selling to a more loyal customer

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Connect All Your Data
Personalize with A.I.
Innovate with all your ideas
1.
2.
3.
How to Reimagine the Customer Journey

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Trans-
actaional
1st Party
3rd Party
Historical Real Time
e.g. Bookings
e.g. email address
or purchase history
e.g. anonymous
browsing data
e.g. location or weather
e.g. duration of last trip or
accompanying passengers
Behavioral e.g. Browsing activity
Customer
Who is Your Customer?
?
Who you see with DMP / Site Optimization..
?

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1st Party 3rd Party
Trans-
actaional
Historical Real Time
Behavioral
e.g. Bookings
e.g. Browsing activity
e.g. email address
or purchase history
e.g. anonymous
browsing data
e.g. location or weather
e.g. duration of last trip or
accompanying passengers
Customer
Who is Your Customer?
Who you see using your CRM / SCV..
?

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What you need..
e.g. Bookings
e.g. Browsing activity
e.g. email address
or purchase history
e.g. anonymous
browsing data
e.g. location or weather
e.g. duration of last trip or
accompanying passengers
Customer
1st Party 3rd Party
Trans-
actaional
Historical Real Time
Behavioral
Who is Your Customer?

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SCALE the journey with Artificial Intelligence
Boxever stores a total of about
700m guest profiles
(600+m guests in EU and 100+m in AP).
… LinkedIn has around 400m
=+
Boxever stores nearly as much data as
Spotify and iTunes COMBINED
2TB of memory and 560
vCPUs of auto scaling
power EVERY NIGHT
100s of nodes in
10 different clusters in
6 data centers internationally
Petabytes of data
across our systems
7 billion events
in June 2016
>100 million events
per day

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But wait….what’s the deal with A.I.?
The future is here, today!
Well, not quite..
The new CMO? My bonus!

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You can’t ‘Reimagine the Customer Experience’ without A.I.
Artificial Intelligence - defn:
“A machine able to perform tasks that normally require human intelligence”
Who are You? What brings you here
today?
What do you need –
right now?
“Identity Matching”
“Predictive
Segments &
Classifications”
“Real-Time Context
Awareness”

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Predictive Personalization
Unique Experience
Context
Product /
Content
Customer Trip/Search Context
– Business vs Leisure
– Sun vs City
Location Context
– Home vs Airport
Lifecycle Context
– Inspire vs Bought
Travel Products
– Flights
– Hotels
External Content
– Destination Info
– Weather
Real-time Access
– Dynamic pricing
– Volatile availability

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Grace books a
flight from Dublin to
Rio de Janeiro
Grace checks in
BUT her bag doesn’t
make the flight!!
…thankfully,
Boxever knows!
She takes off…
Susan the Flight
Attendant is notified
of a Service Issue
Grace lands. She’s
updated on
Facebook
Messenger
Grace is upgraded for
the rest of her flight to
Rio
Susan tells Grace and
Boxever recommends
an upgrade
1 2 3 4
57 68
Personalization Scenario: Grace’s trip to Rio de Janeiro
36

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Grace speaks to
Spinner, a chatbot
on Facebook
Messenger
Grace arranges
delivery of her bag.
Spinner asks
‘Anything else?’
Spinner redirects her
to the Call Centre to
arrange transport for
Grace
Pete knows it’s Grace,
and it’s simple to
promptly confirm
delivery
Boxever proactively
prompts Pete to offer
her a complimentary
Town Car
Boxever sends a
survey to Grace a
week later
Grace gets her bag 6
hours after landing
Grace is delighted to
accept a free
chauffeur!
9 10 11 12
13141516
37
Grace rates her trip:
⭐⭐⭐⭐⭐
17

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4-8 Weeks
to Value
7x CTR Rates
Increased
4.5x Conversion
Rates Increased
+4.3%
Inc. Revenue
Per Month
Our Customer Intelligence Cloud applies artificial intelligence to all your
customer data, to make every single interaction with every single one of your
customers a smarter one.