the big bang how to monetise increasingly big datasets ewan nicolson [email protected]
TRANSCRIPT
Truly global flight coverage
80% visitors from outside the UK market
45 countries with over 50,000
visitors per month
Edinburgh & Glasgow
Miami
Singapore
BeijingBarcelona
Monetising data by selling it
Data
Usefuldata
Talk to customers
Beta product
Polished product
How to deliver data?
Customer feedback
SALES
Add value using data
Non direct value
“There are known knowns; there are
things that we know that we know.
We also know there are known
unknowns; that is to say we know there
are some things we do not know.
But there are also unknown unknowns,
the ones we don't know we don't know.”
Donald Rumsfeld; US Secretary of Defense; February 2002
Known knowns
Reporting tools Daily KPI Report Market dashboards
Known unknowns
Forecasting Decision makingA/B Testing
http://r2.reddit.com/r/atheism/comments/1ddxok/when_i_passed_him_he_proudly_announced_the/
Unknown unknowns
Customer segmentation
http://en.wikipedia.org/wiki/File:Rosa_Gold_Glow_2_small_noblue_color_space.png
Media coverage Travel Insight
How?
3 organisational abilities you need…
Collecting data Analysis Presentation
People
Technology
Process
…each with the same 3 parts:
Collecting data
Collecting dataT
echn
olog
y
Collecting dataP
eopl
e
Photo:Harminder Dhesi
https://flic.kr/p/8h2hWX
Need good people
to help make
decisions
You may already
have these people
within your
organisation
Collecting dataP
roce
ss
Need to justify costs – make a business case.
Which data to log?
known knowns
known unknowns
unknown unknowns
Analysis
AnalysisP
eopl
e
Hire talent, train skills
AnalysisT
echn
olog
y
AnalysisP
roce
ss
These people are creative – give them opportunity to create.
Listen to them.
Presentation
PresentationT
echn
olog
y
PresentationP
eopl
e
Communicators are important. Have diversity in your team.
Don’t shut your analysts in a corner. Get them out in the business.
PresentationP
roce
ss Can be simplehttp://www.economist.com/node/17118939
Or complexhttp://www.nytimes.com/interactive/2011/05/31/business/economy/
case-shiller-index.html?_r=0
PresentationP
roce
ss
Your job isn’t done until you
make something happen.
EdinburghQuartermile One15 Lauriston PlaceEdinburgh EH3 9EN
Glasgow5th floor, 151-155 St Vincent St, Glasgow G2 5NW
SingaporeNo. 08-01&04 & 09-048th floor, Robinson Point, 39 Robinson Rd, Singapore
BeijingLevel 19, Tower E2, Oriental Plaza, No. 1 East Chang An Avenue, Dong Cheng District, Beijing 100738
Miami1395 Brickell Ave, Suite 900, Miami, Florida 33131
BarcelonaC/Esteve Terradas, 21, Bajos 3a - 08023 Barcelona, España
thank you