Uploaded byNilan Peiris
Big data Summit
This document discusses how data science can drive innovation and growth. It provides three examples of how Big Data and data science are used by Holiday Extras: 1) Using speed data to improve page load times and increase sales on websites. 2) Applying techniques like recommendation engines, segmentation, and personalization to better match customers to products. 3) Analyzing conversion funnel data to understand why visitation and conversion rates may be down or up and identify opportunities to improve the customer experience. The presentation emphasizes capturing and storing all available data, then using data science techniques to innovate and drive the business forward.
More Related Content
![MARKETING LIKE A QUANT [INBOUND 2014]](https://cdn.slidesharecdn.com/ss_thumbnails/kjxjov2gqlkl2mni4e0q-signature-bd3f726d00e06708adc22f7c585609cd0ba45a9f32b5c4ace56c8a850bc53254-poli-140929191806-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Big data Summit
- 1. Big Data Innovation UsingData Science to Drive Growth @nilanp #BDLDN
- 2. Big data @nilanp #BDLDN
- 3. Big data @nilanp #BDLDN
- 4. Data science @nilanp #BDLDN
- 5.
- 6.
- 7. Data science @nilanp #BDLDN
- 8. Big data ? @nilanp #BDLDN
- 9. Data science PLUS Velocity Variety Volume @nilanp #BDLDN
- 10. Data introductions... But firstscience @nilanp #BDLDN
- 11. @nilanp Nilan Peiris CMTO Disruptive tehcnolognogyst Chief Marketing @nilanp Technology Officer @nilanp #BDLDN
- 12. £200m @nilanp #BDLDN
- 13. £200m @nilanp #BDLDN
- 14. 30 year old start up
- 15. We believe holidays shouldbe hassle-free.
- 16.
- 17. Our role inthe holiday value chain. Parking Insurance Books the most efficient way of Hotels FX Car Hire Customer monetising trips on the internet. Lounges Ski Hire Essentials
- 18. A holiday engine. A platform
- 19. Why We ♥science Data
- 20. ✦ 3 practicalexamples Data science 3 practical examples... @nilanp #BDLDN
- 21. 1. Speed @nilanp #BDLDN
- 22. Why speed ? @nilanp #BDLDN
- 23. “every 100 ms(thatʼs 1 tenth of a second) increase in page load time of Amazon.com decreased sales by 1%”
- 27. 2. Matching productsto customers @nilanp #BDLDN
- 28.
- 29.
- 30. How do youmatch Size ? customers to products ?
- 31. Recommendation @nilanp #BDLDN
- 32.
- 33. Recommendation @nilanp #BDLDN
- 34. Segmentation @nilanp #BDLDN
- 35.
- 36. Segmentation @nilanp #BDLDN
- 37.
- 38. Size ? @nilanp #BDLDN
- 39.
- 40.
- 41. Personalisation @nilanp #BDLDN
- 43. Car registration Product type Customer flikr house
- 44. Decision trees @nilanp #BDLDN
- 45. Bayesian statistics @nilanp #BDLDN
- 46. Graph databases @nilanp #BDLDN
- 47. Car registration Credit Card Customer Email Address house
- 49.
- 50. 3 million customers @nilanp #BDLDN
- 51. 30 million visitors @nilanp #BDLDN
- 52. 200 million clicks @nilanp #BDLDN
- 53. Why are we down/ up?
- 55.
- 56. 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!
- 57. Why ? @nilanp #BDLDN
- 58. Causality ! @nilanp #BDLDN
- 59. Qualatitive data + Quantiativedata = Causality @nilanp #BDLDN
- 60.
- 61. 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 the was 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.”!
- 62. ✦recap Data Recap.... science
- 63. Capture Slice data data Launch Innovate @nilanp #BDLDN
- 64. ✦recap A3 step action plan Data TODAY !start science you should
- 65. 1. Recruit datascientists 2. Store everything 3. Start playing with your data @nilanp #BDLDN
- 66.