Bigdata summit.key

Achieving customer driven online growth at holidayextras.com

@nilanp #BigDataSummit

Big data

Data science

Data scienceData science

Introducing the data scientist

Introducing the data scientsit

@nilanp #BDLDN

Data scienceBut first introductions...

Nilan PeirisCMTO

Disruptive tehcnolognogyst @nilanp

@nilanpChief Marketing

Technology Officer

£200m@nilanp #BigDataSummit

£200m

30 year old start up

We believe holidays should be hassle-free.

32m Trips

Hotels

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

Data science driven growth

Data science✦ 3 practical examples

3 practical examples...

1. Speed

Why speed ?

“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

2. Matching products to customers

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

Personalisation

Recommendation

Segmentation

Data science

Segmentation

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

Personalisation

Customer

Product type

houseflikr

Car registration

Decision trees

Bayesian statistics

Graph databases

Customer

Credit Card

houseEmail

Address

Car registration

3. Conversion

3 million customers

30 million visitors

200 million clicks

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!

1.0 USER JOURNEY!

Only 6.3% of customers who enter the funnel from airport hotel pages end up converting!

Availability page!

Upgrades!

Payment!

Confirmation!

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!

1.0 USER JOURNEY!

Causality !

Qualitative data + Quantitative data =

Causality

Exit survey

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!

1.0 USER JOURNEY!

Only 6.3% of customers who enter the funnel from airport hotel pages end up converting!

Availability page!

Upgrades!

Payment!

Confirmation!

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!

1.0 USER JOURNEY!

Data science✦recap

The data innovation process...

Capturedata

Slicedata

InnovateLaunch

The dangers of process

optimisation@nilanp #BigDataSummit

The dangers of process optimisation

Speed correlates with browser type

But why is conversion 10% ?

Process optimisation ≠

Changing behaviour

Behvioural causality is an order of magnitude more

difficult to understand than process causality

Understanding why people do things is

difficult@nilanp #BigDataSummit

Data science✦recap

Recap...

1. Data is your largest untapped asset

2. You can use it to drive revenue growth when times are tough

3. Storing, analysing, innovating... 3 steps to

success@nilanp #BigDataSummit

Holiday Extras

Nilan PeirisCMTO

Bigdata summit.key

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