bto 2014 - ultan o’brien - boxever - what do travel and baseball have in common

What do Travel

and Baseball

Have in

Common?

Baseball•Lots of data!

•Measuring the wrong

things

•Revolutionised in

2000’s by Data

Science

•Oakland A’s

• Least funded

• Almost won world

series

”The Seven Deadly Sins of

Big Data in Travel?"

Sin No.1

Forget Small Data

The World is Changing• iPhones or Facebook Did Not

Exist in 2005

• Mobile and social is central to

most peoples lives in 2014

• Pace of change increasing

rapidly.

Travellers Have Evolved• Mobile & Connected

• Empowered & Informed

• Multi-Channel/Device

• Expect Instant Service

• Expect Personalised Service

Unveiling Pope Benedict Unveiling Pope Francis

The World is Changing

Problem is Acute in Travel•Most airlines don’t have a CRM

•Most airlines struggle with providing

timely info to frontline staff

•Most airlines can’t connect online with

offline

•Most airlines have no personalisation

But There’s LOTS of Data•Powerful intent data with actionable

info• E.g. Family travelling on 2 week sun holiday

destination

•Rich personal data with historical

information• E.g. Business traveller with a nut allergy who

always tends to opt for vegetarian dish, drink bombay gin, always stays in Hilton

Recent CMO Survey of F500

Small Data Still a BIG Problem

Sin No.2

View customers across a

single channel in real-time

Big Customer DataLittle=

Boxever Customer Intelligence - Real-time & Omni-channel

Single Customer

View

360°

Web UI

(Behavioural)

Mobile App

(Behavioural)

CRS

(Transactional)

Support

(Email / SMS / Chat)

Inflight / Kiosk

Loyalty

Social (Twitter/FB)

Demograhics

(Experian, etc)

• Quickly gather data from multiple sources

• Both 1st party and 3rd party data

Sin No.3

Focus on insight rather

than action

• Customer Intelligence

Platform

• 3 key functions

– Capture

– Gain Insight

– Act on outcome

• 3 key benefits

– Lower acquisition cost

– Improve conversion

– Increase retention

ACT

INSIGHT

CAPTURE

Big Data Analytics &

Personalization for Travel

Sin No.4

Segmentation isn’t important

to personalization

Mass

Merchandising

Macro

Segmentation

MicroSegmentation

1-1

Personalization

Sophistication/

Capability

Customer

Value

Tailored based on

market, origin,

destination, etc.

Segments based

on lifestyle or RFM

strategies

Targeted segments

based on similar

behaviors

Unique, optimized

offer based on

individual context

Boxever Marketing Maturity Model

Product Offering –> Segments

“European travellers would

crawl naked over broken

glass for cheaper fares”

MAY 2004

“I probably made a lot of silly

decisions when I was fighting with

everybody over the last cent”

SEPT 2014

Sin No.5

NOT to consider Context as the

most important factor in Travel

Unique Experience

Context

Product/Content

Customer

Travel Products

• Flights

• Hotels

External Content

• Destination Info

• Weather

Real-time Access

• Dynamic pricing

• Volatile availability

Trip/Search Context

• Business vs Leisure

• Sun vs City

Location Context

• Home vs Airport

Lifecycle Context

• Inspire vs Bought

Travel Decisioning

Sin No.6

Think that Personalization

doesn’t work

“We have 6.2

million customers,

we should have

6.2 million stores”

Jezz Bezos , CEO, Amazon

1999

8 in 10 consumers say that

personalized marketing

has some impact on their

decision to purchase

Businesses that are

currently

personalizing web

experiences are

seeing a 19% sales

increase

What Is Personalization?

Sin No.7

To consider customers to be

rationale BUT unpredictable

Social Proofing

Social Proofing – Online

By Ultan O Brien, VP Sales

@ultanob

16%Social Proofing - Inflight

16%

68%

32%

DECOY

DECOY

0%

16%

84%

68%

32%

DECOY

Paris Vs RomeDECOY

Dating

Tip?

Rational & Logical?

Irrational & Unpredictable?

Ultan O Brien, VP Sales

@ultanob

Thank You