Bigdata summit.key

Achieving customer driven online growth at holidayextras.com

@nilanp #BigDataSummit

Big data


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

2005

£200m@nilanp #BigDataSummit

£200m

2005

30 year old start up

We believe holidays should be hassle-free.

32m Trips

Hotels

Books

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

Text

2. Matching products to customers

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!

13

13%!

65%!

21%!

1.0 USER JOURNEY!


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

Availability page!

15%!

Upgrades!

98%!

Payment!

43%!

Confirmation!

6.3%!

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!

14

1.0 USER JOURNEY!

Why ?


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!

13

13%!

65%!

21%!

1.0 USER JOURNEY!


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

Availability page!

15%!

Upgrades!

98%!

Payment!

43%!

Confirmation!

6.3%!

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!

14

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
