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Achieving customer driven online growth at holidayextras.com
@nilanp #BigDataSummit
Big data
@nilanp #BigDataSummit
Big data
@nilanp #BigDataSummit
Data science
@nilanp #BigDataSummit
Data scienceData science
Introducing the data scientist
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Introducing the data scientsit
@nilanp #BDLDN
Data scienceBut first introductions...
Nilan PeirisCMTO
Disruptive tehcnolognogyst @nilanp
@nilanpChief Marketing
Technology Officer
2005
£200m@nilanp #BigDataSummit
£200m
2005
30 year old start up
We believe holidays should be hassle-free.
32m Trips
Hotels
Books
FX Car Hire
InsuranceParking
Lounges Ski Hire Essentials
the most efficient way of
monetising trips on the internet.
Our role in the holiday value chain.
Customer
A holiday engine.A platform
Nilan PeirisCMTO
Disruptive tehcnolognogyst @nilanp
Data science driven growth
Data science✦ 3 practical examples
3 practical examples...
@nilanp #BigDataSummit
1. Speed
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Why speed ?
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“every 100 ms (that’s 1 tenth of a second)
increase in page load time of Amazon.com
decreased sales by 1%”
Subsecond searches within 12 months
Text
2. Matching products to customers
2. Matching products to customers
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Size ?
Size ?How do you match customers to products ?
How do you match customers to products ?
The most efficient way of monetising trip data on
the internet
??
Recommendation
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Personalisation
Recommendation
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Segmentation
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Data science
Segmentation
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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
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Personalisation
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Customer
Product type
houseflikr
Car registration
Decision trees
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Bayesian statistics
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Graph databases
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Customer
Credit Card
houseEmail
Address
Car registration
3. Conversion
3 million customers
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30 million visitors
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200 million clicks
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Why are we down / up?
GA picture
QuBit confidential and proprietary !
Users are returning back from the availability page due to a lack of information!
Visitors are not ready to book and require more information!! 10.5% of exit feedback related to information.!
In particular on the availability pages!! Product information related feedback was more
prominent on availability pages.!! 16.3% on availability pages!! 7.6% on category, sub-cat or product
pages!
Descriptions!! Product information feedback broken down by
type:!o Images 13%!o Descriptions and Info 65%!o Extras 21%!
Sample feedback!
Images!“Cant see a picture of the hotel. I like to see what I am getting not just have the symbols for the ameneties”!
Descriptions and Info!“cant find enough info about the undercover hotel”!
Extras!“for early flights, would be useful to see times of transfers. also info as to how to get to hotel if travelling by train.”!
There are a number of potential solutions to provide visitors with the information they need to make an informed purchase:!a) More information on the availability page!b) More information in the lightbox ‘more info’ page!c) More information on the ‘back’ page!
13
13%!
65%!
21%!
1.0 USER JOURNEY!
QuBit confidential and proprietary !
Only 6.3% of customers who enter the funnel from airport hotel pages end up converting!
Availability page!
15%!
Upgrades!
98%!
Payment!
43%!
Confirmation!
6.3%!
Summary!At present only 6.3% of users who enter the funnel make a purchase. The largest hurdle is on the availability page where only 15% make it through to the next phase.!
Holiday Extras domain!
Total funnel efficiency!
1 in 7 visitors proceed to the upgrades page!! lack of information?!! lack of urgency?!
Almost all proceed to the payment page!! Performing well !! Can additional upgrades be presented to increase order value which may offset the impact of conversion rates?!
Just under 1 in 2 then proceed to make a payment!! Suggests the payment form is performing very well!
Commentary! Performance!
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!
14
1.0 USER JOURNEY!
Why ?
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Causality !
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Qualitative data + Quantitative data =
Causality
@nilanp #BigDataSummit
Exit survey
QuBit confidential and proprietary !
Users are returning back from the availability page due to a lack of information!
Visitors are not ready to book and require more information!! 10.5% of exit feedback related to information.!
In particular on the availability pages!! Product information related feedback was more
prominent on availability pages.!! 16.3% on availability pages!! 7.6% on category, sub-cat or product
pages!
Descriptions!! Product information feedback broken down by
type:!o Images 13%!o Descriptions and Info 65%!o Extras 21%!
Sample feedback!
Images!“Cant see a picture of the hotel. I like to see what I am getting not just have the symbols for the ameneties”!
Descriptions and Info!“cant find enough info about the undercover hotel”!
Extras!“for early flights, would be useful to see times of transfers. also info as to how to get to hotel if travelling by train.”!
There are a number of potential solutions to provide visitors with the information they need to make an informed purchase:!a) More information on the availability page!b) More information in the lightbox ‘more info’ page!c) More information on the ‘back’ page!
13
13%!
65%!
21%!
1.0 USER JOURNEY!
QuBit confidential and proprietary !
Only 6.3% of customers who enter the funnel from airport hotel pages end up converting!
Availability page!
15%!
Upgrades!
98%!
Payment!
43%!
Confirmation!
6.3%!
Summary!At present only 6.3% of users who enter the funnel make a purchase. The largest hurdle is on the availability page where only 15% make it through to the next phase.!
Holiday Extras domain!
Total funnel efficiency!
1 in 7 visitors proceed to the upgrades page!! lack of information?!! lack of urgency?!
Almost all proceed to the payment page!! Performing well !! Can additional upgrades be presented to increase order value which may offset the impact of conversion rates?!
Just under 1 in 2 then proceed to make a payment!! Suggests the payment form is performing very well!
Commentary! Performance!
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!
14
1.0 USER JOURNEY!
Data science✦recap
The data innovation process...
Capturedata
Slicedata
InnovateLaunch
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The dangers of process
optimisation@nilanp #BigDataSummit
The dangers of process optimisation
Speed correlates with browser type
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But why is conversion 10% ?
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Process optimisation ≠
Changing behaviour
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Behvioural causality is an order of magnitude more
difficult to understand than process causality
@nilanp #BigDataSummit
Understanding why people do things is
difficult@nilanp #BigDataSummit
Data science✦recap
Recap...
1. Data is your largest untapped asset
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2. You can use it to drive revenue growth when times are tough
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3. Storing, analysing, innovating... 3 steps to
success@nilanp #BigDataSummit
Holiday Extras
Nilan PeirisCMTO
Disruptive tehcnolognogyst @nilanp