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Big Data & Analytics Innovation Summit
Nikolay Novozhilov, Wego.com
Following the user – discovering the value of big data
About Wego
Wego compares hotel and airfares from hundreds of leading travel sites from all around the world on one simple screen
Wego was founded in 2005 in Singapore
Everybody is building infrastructure for Big Data
… but where is the value?
“This is my Big Data!
How big is yours?”
Common path: “Start with a problem!”
The Problem
“Our ability to collect, store and process data is growing faster than our ability to ask good questions”
Can we do any proactive analytics?
User path seems like a good idea!
… but is it?
1. Landing page
2. Search results 3. Handoff
Look for the most common paths… combinatorics kills you!
All revenue-generating users have unique paths
Popular and bad solution - reduce details
Bounced user
Different approach: Look at individual user story
User path(way of
analytics)
User story(way of agile)
How does it work in practice?
Relational tables with
events
Denormalized sparse
table
Natural language generation
Human-readable story
Final “user story”
• Visitor from SA with tablet came in using organic search (google.com).
• Did a flight search from Jeddah to Paris from 2015-02-06 to 2015-02-23 for 1 adult
• Did a flight search from Jeddah to Dubai from 2015-02-06 to 2015-02-23 for 1 adult
• Did a flight search from Dubai to Paris from 2015-02-06 to 2015-02-23 for 1 adult
• Clicked on airtickets.com for 1378 USD
How does it work? Lessons learned
You can include as many details as possible
User story allows to guess user’s motivation (can’t be simulated!)
Most users will walk away silently but some - will keep trying repeatedly and will show you the problem
But do stats later! Don’t rely on user stories for actions
Just random users will be a little boring. Look at active users/revenue generating/returning users.
What I saw in my data?
Travel planning cycle and it’s length
Specific patterns like “leg” searches
Specific patterns for different countries/languages
Bugs in Data and in Product
Technical details for geeks
Storage for events - Google BigQuery
Generating natural language – SQL query
Visualization – Google Spreadsheets
This is just one tool in the tool box but often overlooked
