Upload
simun3332000
View
9
Download
0
Tags:
Embed Size (px)
DESCRIPTION
assignment
Citation preview
Virgin Atlantic
Analytics at the heart of eBusinesseBusiness
Fergus Boydg yeBusiness Strategy &
Commercial
Presentation to IBM, London 2012
About us Long haul, point-to-point, full service airline
2B turnover (2011)38+ aircraft 38+ aircraft
35 destinations6m passengers pa 6m passengers pa
9,000 staff
Redefining the airport experienceRedefining the airport experience
www.virginatlantic.comg
2m UU/month 3.5m sessions/month 17 global regions 200k online check-ins/
thmonth
eBusiness Commercial in theoryy
Businessshaping actionable insights
Commercial focusData dri en insights
Web analyticsactionable insights based on high-quality analysis
Data driven insights Best practice Train the trainer
Voice of the Customer
Commercial reporting
Tagging
eBusiness Commercial in realityy
Web analyticsanalytics
Voice of theAB/MVT the
Customertesting
Affiliate Marketing
User Experience MarketingExperience
TaggingCommercial reportingp g
The day joby j
Currently
60 h d l d d t t d
Moving towardsMulti Variant Testing optimising 60 scheduled and automated
reports 20+ ad hoc insight reports/month
Multi Variant Testing optimising page content based on real user behaviour
Multi-channel tracking 50% eBusiness & 50% loyalty B2C & B2B UK & global regions
Multi channel tracking Site optimisation, not just reporting Exposure to conversion modelling
Data visualisationUK & global regions Old & new websites Tagging experts
AB t ti & bilit
Data visualisation
AB testing & usability Cookie compliance Affiliate programme
Our main analytical toolsy
Coremetrics Website analytics tool measures how users are interacting with
our website
Business Objects Business Objects 5 Universes covering Flying Club, Flying Co and Website
Bookings
TagMan Allows us to accurately attribute Sales down to marketing touch
i tpoints
eDigitalOnline Survey functionality to allow us to gather qualitative Online Survey functionality to allow us to gather qualitative insights to web, and members of our research panel
Historyy IBM Coremetrics Analytics & Explore Live since 2010
IBM LiveMail added 2011/12 IBM LiveMail added 2011/12 Over 130 different digital campaigns pa
all channels & regions all channels & regions
Web Futures & Mobile Futures projects currently underway2 full time analyst resources 2 full time analyst resources
Lot of agency support
Challengesg
IT project vs business projectp j p j
Demand vs supply, Demand vs supplywhy is x going down? why is x going down?
Balancing projects vs stakeholder requests vs operationsAutomating reports Automating reports
Visualising informationOver/under tracking of pages Over/under tracking of pages
Coremetrics-lite?
Web/DigitalgFutures
Mobile Futures
DesignDesign
Learningsg
Analytics is at the heart of eBusiness Its not about facts & figures, its about commerce & user
experienceP t ff t i t th b i b l i t d t Put effort into the basics by laying a strong data foundation through meticulous taggingT i th t i & i th t th t l t h l Train the trainer & give other teams the tools to help themselves
Integrate actionable insights into real life though hosting Best Practice Sessions
Take the lead on usability & AB testing Think multi-channel