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Source: Henry Harteveld, Atmosphere Research
Group at the 2012 SITA Air Transport IT Summit,
Brussels.
The Art Of The Possible,
The Reality Of The Doable
Henry H. Harteveldt
Co-Founder/Airline & Travel Industry Analyst
Atmosphere Research Group
20 June 2012
Twitter: @hharteveldt
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Corporate Marketers Dont Use
Data As Well As They Should
39% of corporate marketers dont
collect own data frequently/not real-
time enough
51% said lack of sharing customer data
inhibits calculating marketing ROI
91% agreed successful brands use
customer data to drive business,
marketing decisions
Source: Marketing ROI In The Era Of Big Data, Columbia University Business School, New
York American Marketing Association, Q1 2012
2012 Atmosphere Research Group, LLC Confidential and Proprietary
IBMs Watson Showed How Big Data Could Be
Used
Source: IBM
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Retailers Leverage Data To Drive Additional Sales
Source: Amazon.com
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Financial Institutions Use Big Data In Numerous
Ways
Customer creditworthiness
Customer authentication
Product development
Offer management
Fraud prevention
Source: Company websites
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Passenger Data Sources Orbit Airlines
Website
GDS
Counter/On-board
Kiosks
Loyalty/CRM/eCRM
Credit card
Partners
Smartphones
Tablets
Goggles
Social media
Ad click-throughs
Search click-throughs
Direct connects
Email offers/responses
Call centre
Location-based services
Up-sell/cross-sell offers/responses
Source: Airbus
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Not Enough Passengers Are Willing To Share
Personal Information With Airlines
Percent of airline passengers who are somewhat or extremely comfortable sharing
personal information with the following types of organizations
Base: Online leisure airline passengers
Sources: Atmospheres US Online Traveler Survey, Q2 2012; UK Online Traveler Survey, Q2 2012; China Online Traveler Survey, Q2 2012; Brazil Online
Traveler Survey, Q2 2012;
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Low Pax Perceptions Of Airline Communications
Suggest Data Is Either Missing Or Not Being Used
How effective are airlines in doing the following?
Base: Online leisure airline passengers
Sources: Atmospheres US Online Traveler Survey, Q2 2012; UK Online Traveler Survey, Q2 2012; China Online Traveler Survey, Q2 2012; Brazil Online
Traveler Survey, Q2 2012;
Sending you promotional offers
you find interesting
Showing you relevant offers and
information on their websites
Suggesting destinations that
interest you
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Ancillary Product Purchases Provide Useful Real-
Time Insights Into Passenger Activity
Percent who have bought the following products/services on half or more
of their domestic/regional leisure/personal flights in past 12 months
Base: Online leisure airline passengers
Sources: Atmospheres US Online Traveler Survey, Q2 2012; UK Online Traveler Survey, Q2 2012; China Online Traveler Survey, Q2 2012; Brazil Online
Traveler Survey, Q2 2012;
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Visual Web Creates New Structured Data Resource
-- And Burden
Source: Pinterest.com, TripAdvisor.com, SearchCube.com
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Massive Use Of Social Media Generates Massive
Amount Of Unstructured Data From Multiple Sources
91% in
Brazil
30% in
UK
9% in
US
Base: Online leisure airline passengers
Sources: Atmospheres US Online Traveler Survey, Q2 2012; UK Online Traveler Survey, Q2 2012;Brazil Online Traveler Survey, Q2 2012
Source: Google Images
2012 Atmosphere Research Group, LLC Confidential and Proprietary
China Has Its Own Social Media Networks,
Compounding Unstructured Data Complexity
Source: MailmanGroup.com
69% in
China
76% in
China
58% in
China
Base: Online leisure airline passengers
Source: Atmospheres China Online Traveler Survey, Q2 2012
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Monitoring Twitter Sentiment In Real Time: A Canary
For Your Marketing And Customer Service Coal Mine
Time (PST) Twitter Handle Message Text
18:33:46 beverlyhilton The Beverly Hilton wishes to extend its profound sympathies to the family and fans of Whitney Houston.
18:43:10 beverlyhilton Arrivals starting for Clive Davis Pre-Grammy Gala #GRAMMYs http://t.co/neXyyv0I
18:44:44 LaraBethWurm @beverlyhilton are you serious right now? Did you even let them move the coroners van? Jeeze
18:45:15 bridgetcolella how is this still happening? "@beverlyhilton Arrivals starting for Clive Davis Pre-Grammy Gala #GRAMMYs"
18:47:16 beverlyhilton Who will be stepping out... http://t.co/wJMRCvjA
18:48:44 mappingtg @beverlyhilton perhaps you should hold your tweets for a time...
18:49:29 mappingtg @beverlyhilton bad form, BeverlyHilton...
18:49:48 EbonitaApplebm y'all ain't an ounce of it @beverlyhilton .
18:52:33 LaraBethWurm
@Justin_Stangel ha! The @beverlyhilton is tweeting pictures of people arriving for the Clive Davis party.
#Wonderwhythecoronervanisthere
18:54:34 mappingtg
I cannot believe @beverlyhilton is tweeting their event right now especially since Clive Davis was Whitney Houston's mentor
Unbelievable!!!
18:56:18 bobsblackdog @beverlyhilton Your current messages are very distasteful.
18:57:28 EricOnMedia So @beverlyhilton's plans of posting exclusive pics of Clive David gala are going forward? Tacky.
18:57:47 eyewonit @beverlyhilton I can't believe that the show must go on. Where is the reverence?
18:59:03 GeneDexter
@beverlyhilton It is in poorest taste 4 photos downstairs while Whitney Houston's body is still upstairs. Is it Day Of The Locust
or what?
18:59:28 eyewonit
Can't believe ur tweeting the event now @beverlyhilton Arrivals starting for Clive Davis Pre-Grammy Gala
#GRAMMYs http://t.co/Ta8SsP0t
19:03:12 GeneDexter
@beverlyhilton Really. Tweeting party arrivals while a dead Industry legend is still on 4th floor isn't speaking
well of priorities tonight.
19:06:50 beverlyhilton Performer Tony Bennett has arrived #GRAMMYs http://t.co/E4qGANjr
Source: Twitter, Atmosphere Research
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Virgin America Didnt Need Much Sentiment Analysis
To See It Had A Problem With Its Website Upgrade...
Source: Atmosphere Research Group Twitter Sentiment Monitor: U.S. Airlines, December 2011,
http://www.atmosgrp.com/2012/01/twitter-sentiment-us-airlines-2011-12/
2012 Atmosphere Research Group, LLC Confidential and Proprietary
...But Listening (Precisely) To What Your Pax Are
Complaining About Can Help Shape Your Response
Yes, VX needed to fix the underlying problem,
but long hold times generated the most
complaints on Twitter in the month following the
cutover
Source: Atmosphere Research Group Twitter Sentiment Monitor: U.S. Airlines, December 2011,
http://www.atmosgrp.com/2012/01/twitter-sentiment-us-airlines-2011-12/
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Passengers Extensive Use Of Location-Based
Social Networks Increases Two-Way Dialogue
Percent of passengers who use location-based social networks
Base: Online leisure airline passengers who own and use smartphones
Sources: Atmospheres US Online Traveler Survey, Q4 2011; UK Online Traveler Survey, Q2 2012; China Online Traveler Survey, Q2 2012; Brazil Online
Traveler Survey, Q2 2012;
2012 Atmosphere Research Group, LLC Confidential and Proprietary
Big Data provides an opportunity to think
and work across silos
Customer Service,
Call Centers
Marketing,
eCommerce
& PR
Operations
Revenue
Management
& Finance
Demand indicators
from search activity
Customer impact during
irregular operations
More accurate, advanced
warnings of service disruptions
Silos Kill
AP Photo/The Kansas City Star, Keith Myers
Thank You
Henry H. Harteveldt
+1 415.206.0889
henry@atmosgrp.com
Twitter: @hharteveldt