This document discusses digital insights for the airline industry in Russia. It shows that demand for airline services in Russia is growing rapidly, with smaller players increasing their market shares. Specific airlines like Ural Airlines and Nordwind Airlines are highlighted as winners that have outpaced competitors by generating growth in traffic from email marketing and referrals. The importance of contextualizing data and working with referral websites and meta search engines is emphasized.

1. The digital world today:
Knowledge is Power

2. Every Website Every Mobile App
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3. Ecommerce
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& Telecom
Finance Brands Travel
Our Customers
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4. Mission
Airlines Industry
Deep dive
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Airlines Market in Russia
August 2017

6. Airlines Market in Russia: What Changed?
Aug ‘16 to Aug ‘17
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82% 77%
16 Aug 17 Aug
Top 5 Players Share
Others

7. Airlines industry in Russia is growing at
a rapid pace. YoY traffic to top-30
websites in the industry grew 19%.
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Airlines Market in Russia: Market Shares Distribution
Aug ‘16 to Aug ‘17

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Look at the Data in the Context: Traffic to vim-avia.com
Sep 1st to Sep 28th 2017

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Summary
• Demand for Airlines Services in Russia is growing rapidly
• Airlines Industry is seeing growth of market shares of smaller players
• Data should be seen in context of the market, news and global factors

10. Mission
What you should know about
Email
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11. More than 20%
increase of market
share YoY
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How the “Others” are growing in Market Share
17 Aug
Top 5 Players Share
Others
77%

12. Winners: Uralairlines.ru is Securing the Lead against Competition
Sep ‘15 to Aug ‘17

13. Winners: Source of Constant growth for Uralairlines.ru
Aug ‘16 to Aug ‘17
Traffic from Email increased more than
X5.5 times since Aug -16 and became
2nd biggest source of desktop traffic
after organic search

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Summary
• Ural Airlines was the only player in top 5 who not only did not lose,
but increased his market share.
• They outpaced competition by generating a whopping growth
in traffic from e-mail channel.
• E-mail marketing is not dead.

15. Mission
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What you should know about
Referral Traffic

16. Winners: Top by YoY Growth of Market Share
Aug ‘16 to Aug ‘17

17. Nordwindairlines.ru winning the referral traffic race
Aug ‘16 to Aug ‘17

18. Insights:
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Referral Traffic to Nordwindairlines.ru
When competitors see a
decline in referral visits after
season's peak,
nordwindairlines.ru starts to
drive even more
01
01

19. Organic Visits Paid Visitsskyscan.ner.ru
aviasales.ru
momondo.ru
avia.yan.dex.ru
Other
18%
55% 13%
5%
9%
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Top Referring Meta Search Websites
Jun to Aug ‘17
Traffic from Top-4 Meta Search websites

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Summary
• By diversifying referrers profile one can reach referral traffic
growth ( even after peak of the season ends.)
• Websites that produce content for bargain hunters win the race
• Learn how to work with meta searches and referral
websites (meta search).

21. Thank You
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