This document discusses United Airlines' use of mobile optimization. It begins by outlining the agenda, which includes discussing mobile as a channel, mobile data collection at United, and business value creation. It then provides details on United's mobile app, including key features and partnerships. It describes how United collects data on mobile, including the types of data collected and challenges of mobile data collection. It discusses United's implementation with Ensighten to facilitate data collection and integration with analytics tools. Finally, it outlines how United uses the mobile data to create business value, such as retargeting ads, reducing cart abandonment, and powering omni-channel experiences.

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#agilitytour
Mobile Insight and
Op7miza7on Delivering the
Omni-­‐Channel Journey
Debraj Basu, Director, Marke7ng Op7miza7on, United Airlines

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Agenda
• Mobile
as
a
channel
• Mobile
data
collec/on
at
United
• Business
value
crea/on
• Q&A

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MOBILE AS A CHANNEL

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Introduc7on to the United Mobile App
• 20
million
+
downloads
since
its
launch
in
November
2013
• A
few
firsts
• First
US
airline
to
enable
customers
to
scan
their
passports
• First
to
partner
with
Uber
through
the
app
• New
features
• Interac/ve
indoor
maps
for
hubs
• Self-­‐booking
that
offer
faster
re-­‐booking
in
the
event
of
flight
delay/
cancella/on

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United’s Customer Digital Eco-­‐system
Website
Tablet
Mobile
App
Account

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Mobile at United Airlines
• Mobile
app
features
• Booking
• Check-­‐in
• Re-­‐booking
• Other
apps
• Mileage
Plus
X
• Employee
facing
apps

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MOBILE DATA COLLECTION AT UNITED

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We believe United is significantly ahead
of the game in Digital Data Collec7on

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Where do we collect?

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What do we collect?

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Why is data collec7on in
mobile challenging?
• Challenges
• Na/ve
App
• Overwhelming
Business
needs
• Tradi/onal
setup
vs
Ensighten
• Time
to
deployment
• SDK

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Implementa7on with Ensighten
App
Data
Library
API
Analy0cs
Tag
Ensighten
flexibility
+
Google
repor/ng
Analy0cs
Data

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BUSINESS VALUE CREATION

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What happens aTer data collec7on?
Expanded
data
elements
User
choice
tracking
Employee
interac/on

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Retarge7ng Ads on Mobile Devices
Listen
to
what
the
customers
want
and
en/ce
them
with
relevant
campaigns
Cart
Abandonment:
Regain
those
dollars
with
email

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Feeding Omni Channel
• Phenomenal
increase
in
customer
touch-­‐points
• Missing
data
or
data
not
on
premise
• Disjointed
data
across
mul/ple
channels
• Fragmented
link
to
the
customer
• Struggle
to
access,
analyze
and
act

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Use of mobile op7miza7on