Airport Survey Analytics Solution

© 2014 GrayMatter All Rights Reserved

Survey Analytics for Airports

A GrayMatter Product


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Agenda

• Why Survey Analytics for Airports?

• Challenges in conducting Survey Analytics

• What is GrayMatter’s Airport Analytics (AA+) solution?

• What are the benefits expected from Airport Analytics (AA+) ? Business Benefits

IT Benefits

• Product Snapshots


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Why Survey Analytics for Airports?

• Airports around the globe are investing in Survey Analytics toenhance passenger experience :

Passenger Experience – how passengers rate your airport’s services on variousparameters

Priority Areas - which aspects are of particular importance for your specificairport; are the problems pertaining to parameters directly under control ofairport operators?

Evolving Market Needs - how passengers’ perceptions and priorities arechanging over time

Relative Business Performance - how your airport compares to others aroundthe world by traffic type, size, regions, etc.;


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Recognized Need

“89% OF AIRPORTS WILL USE BI TO CONDUCT AIRPORT SERVICE QUALITY

DATA ANALYSIS BY 2017” - AIRPORT IT TRENDS REPORT (SITA)


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• Key objective – Constantly improve PAX satisfaction Ground Operations Efficiency Monitor (GOEM) & Service Quality Survey (SQS) –

12 PAX touch points each

Airport Service Quality (ASQ) – Standard ACI survey, across all facilities / servicesfor PAX

Air Passenger Survey (APS) – Extension / similar to ASQ

Instant Feedback Kiosks Survey (IFS) – voluntary PAX feedback at touch pointse.g. toilets

Social Channels - Feedback from passengers on social channels like Twitter,Facebook regarding concession performance, parking operations, groundtransportation, and the overall airport experience analyzed to provide valuable,real-time information that’s not available from other sources

Typical Airport Surveys


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• KPI’s are simple but can be difficult to compute Sampling to be applied on universe

Weighted average processing across all question to drive final rating

Simple/weighted average scoring on group of questions and then group touniverse ( hierarchy of weighted average process)

• Highly flexible data model to support creativity of survey team Should handle large data volume

Should able to treat anything and everything as question and answer model

Should able to treat question/ group of questions/ answers/ group of answers asdimension of analysis

Should able to flatten data for any kind of flexible grouping for analysis

Should able to provide small cube of data for various slice and dice

Should able to mix responses across same type and different type of surveys

Should able to sample ( one frequency of same survey) to group all frequencies ofsurveys

Should able to perform weighted average operations at different level

Survey Analytics – Typical Challenges


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• Technology Choices Mix of flatten data analysis and cubes, run time stat function calculations and

weighted averages etc

• Data Collection, capturing and integration can be reasonable challenge if design is not accurate

• Domain Experience Often it is considered simple reporting, but it is more of creative process of

analysis and survey preparation, domain experience for effective analysis isimportant

Survey Analytics – Typical Challenges


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What is GrayMatter’s Airport Analytics (AA+) Solution?

GrayMatter’s Airport Analytics (AA+) product is a pre-builtenterprise wide analytics solution for Airport Operators consisting ofin-depth analytics for Operations, Finance, Commercials, Surveys,Infrastructure, Airline Marketing, Ground Handling, Car ParkingRevenues, HR, Environment & Safety by integrating data across 10+airport systems into a centralized data warehouse


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What does GrayMatter’s Airport Analytics (AA+) offer?

• Airport Analytics (AA+) is a pre-built, KPI driven modular solution withdashboards and analyses operating on top of data pulled in fromsources like ASQ , SKYTRAX and other passenger surveys

• Key analyses are mentioned below Quarterly comparison of overall survey scores

Drill-down analysis of scores for survey groups (baggage delivery, check-in, airportfacilities etc.)

Further drill-down to analysis by survey parameters for every survey group (for instanceambience of the airport, cleanliness, availability of wash rooms etc. parameters for thesurvey group airport environment)

Comparison with peer airports based on survey scores

Analysis by terminals and gates

Analysis of % respondents extremely satisfied, satisfied and dissatisfied

Sector-wise analysis (e.g., international , domestic etc.)

Solution envisioned on premise as well as on the cloud on a pay-as-yougo model


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What does Airport Analytics (AA+) offer?Business Benefits

Key Result Area Airport Analytics (AA+) solution summary

Enhancing Passenger Experience a. Periodic analysis of survey scores to identify and fix passenger pain points

b. Drill down to survey groups and survey parameters to determine specific problem statements

c. Analysis by buckets of extremely satisfied, satisfied, dissatisfied

Benchmarking business performance a. Comparison with peer airports based on survey scores

Specific areas of priority a. Drill down analysis by groups and parameters to identify issues specific to your airport

b. Analysis by sector to understand passenger segment specific issues

c. Analysis by terminal and gate to pinpoint specific bottlenecks and issues

Evolving Market Needs a. Analysis of passenger feedback across time periods to understand their evolving needs

b. Analysis of passengers across sectors to understand segment specific changes in preferences

c. Analysis by detailed parameters to isolate changing passenger preferences for specific attributes


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What does Airport Analytics (AA+) offer?IT Benefits

Key Result Area Airport Analytics (AA+) solution summary

Total Cost of Ownership (TCO) a. Solution envisioned on cloud on pay-as-you-go model which reduces capex and involves opexincurred once you start seeing the benefits

b. Pre-built solution with overall total lower cost of implementation and support

Fast Deployment a. Pre-built data model, content and connectorsexpedites deployment

User Experience a. Device agnostic solution delivering BI at two clicks to executives on the move

Role Based a. Solution designed to provide insights catering to varied needs of different levels of executives in your Airport Service Quality department

Future-Proofed Solution a. Scalable and customizable solution to meet the needs of your projected business growth

Ad Hoc Analysis Capabilities a. Advanced self service capabilities to meet the end user needs for analysis on the fly


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Product Snapshots


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ASQ Overview


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ASQ Competitive

© 2014 GrayMatter All Rights Reserved 15

Thank You

Data & Analytics

Airport Survey Analytics Solution