Bigdata summit.key
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The document discusses strategies for achieving customer-driven online growth at holidayextras.com, emphasizing the importance of speed, product matching, and conversion rates through data science and analytics. Recommendations focus on improving the customer journey, particularly the availability page, to enhance user engagement and increase sales efficiency. Key insights include utilizing data as an asset and understanding customer behavior to drive revenue growth.
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Bigdata summit.key
- 1. Achieving customer driven online growth at holidayextras.com @nilanp #BigDataSummit
- 2. Big data @nilanp #BigDataSummit
- 3. Big data @nilanp #BigDataSummit
- 4. Data science @nilanp #BigDataSummit
- 7. Data science
- 8. Introducing the data scientist @nilanp #BigDataSummit
- 9. Introducing the data scientsit @nilanp #BDLDN
- 10. Data introductions... But first science
- 11. @nilanp Nilan Peiris CMTO Disruptive tehcnolognogyst Chief Marketing @nilanp Technology Officer
- 12. £200m @nilanp #BigDataSummit
- 13. £200m
- 14. 30 year old start up
- 15. We believe holidays should be hassle-free.
- 16. 32m Trips
- 17. Our role in the 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. Nilan Peiris CMTO Disruptive tehcnolognogyst @nilanp
- 21. ✦ 3 practical examples Data science 3 practical examples... @nilanp #BigDataSummit
- 22. 1. Speed @nilanp #BigDataSummit
- 23. Why speed ? @nilanp #BigDataSummit
- 24. “every 100 ms (that’s 1 tenth of a second) increase in page load time of Amazon.com decreased sales by 1%”
- 25. Subsecond searches within 12 months Text
- 29. 2. Matching products to customers @nilanp #BigDataSummit
- 31. Size ?
- 32. How do you match Size ? customers to products ?
- 34. The most efficient way of monetising trip data on the internet
- 35. ?
- 36. Recommendation @nilanp #BigDataSummit
- 37. Personalisation
- 38. Recommendation @nilanp #BigDataSummit
- 39. Segmentation @nilanp #BigDataSummit
- 40. Data science
- 41. Segmentation @nilanp #BigDataSummit
- 42. In a world where every click, can be tracked and recorded - we shouldn’t be managing customers by putting them in groups of similar people @nilanp #BigDataSummit
- 43. Personalisation @nilanp #BigDataSummit
- 45. Car registration Product type Customer flikr house
- 46. Decision trees @nilanp #BigDataSummit
- 48. Bayesian statistics @nilanp #BigDataSummit
- 50. Graph databases @nilanp #BigDataSummit
- 51. Car registration Credit Card Customer Email Address house
- 54. 3. Conversion
- 55. 3 million customers @nilanp #BigDataSummit
- 56. 30 million visitors @nilanp #BigDataSummit
- 57. 200 million clicks @nilanp #BigDataSummit
- 58. Why are we down / up?
- 60. GA picture
- 61. 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!
- 62. Why ? @nilanp #BigDataSummit
- 63. Causality ! @nilanp #BigDataSummit
- 64. Qualitative data + Quantitative data = Causality @nilanp #BigDataSummit
- 65. Exit survey
- 66. 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.”!
- 67. ✦recap The data innovation Data science process...
- 68. Capture Slice data data Launch Innovate @nilanp #BigDataSummit
- 69. The dangers of process The dangers of process optimisation optimisation @nilanp #BigDataSummit
- 70. Speed correlates with browser type @nilanp #BigDataSummit
- 71. But why is conversion 10% ? @nilanp #BigDataSummit
- 72. Process optimisation ≠ Changing behaviour @nilanp #BigDataSummit
- 73. Behvioural causality is an order of magnitude more difficult to understand than process causality @nilanp #BigDataSummit
- 74. Understanding why people do things is difficult @nilanp #BigDataSummit
- 75. ✦recap Data Recap... science
- 76. 1. Data is your largest untapped asset @nilanp #BigDataSummit
- 77. 2. You can use it to drive revenue growth when times are tough @nilanp #BigDataSummit
- 78. 3. Storing, analysing, innovating... 3 steps to success @nilanp #BigDataSummit
- 79. Holiday Extras
- 80. Nilan Peiris CMTO Disruptive tehcnolognogyst @nilanp