tui travel a&d · big data use cases what do you want to know? 1 knowing patterns of customer...

TUI Travel A&D A Big Data Analytics Journey

eyefortravel - Smart Travel Analytics Europe

2013

Listicle of small tips for a successful Big Data journey Listicle of small tips for a successful Big Data journey

1. Decide where you want your journey to take you

2. Agree the journey with your colleagues

3. Plan carefully, but expect surprises along the way

4. Pack light, start with a 3 Star, you can upgrade later

5. Start small, think big, move fast, quick wins, be innovative!

What is Big Data? What is Big Data?

“The definition of Big Data?

Who cares? It's what you're doing with it”

Bill Franks, Chief Analytics Officer for Teradata

Why is it disruptive? Why is it disruptive?

"I know half my advertising dollars are wasted. I just don't know which half!“

John Wanamaker Father of modern advertising and a "pioneer” in marketing

In the old world, difficult choices had to be made with blunt tools to optimize results, without

the vital feedback mechanisms we have today.

Now we don’t have to decide what data to keep, we can save and analyze ALL the data!

Connecting the Unconnected Connecting the Unconnected

Connecting…

…the Unconnected!

Connecting the Unconnected Connecting the Unconnected

Focus of Analytics: understand behaviours Focus of Analytics: understand behaviours

Declared

What they

say they

want

Observed

What they

search for

Inferred

What they

may be

interested

in

Actual

What they

ultimately

choose I search for hotel rooms

in “sun & beach”

destinations for 2 adults

and 2 children

I choose the best value

hotel and package with

transfers in Mallorca

What is the client behavior?

I want to buy a summer

holiday for my family on

the beach

I could be interested in

hotels in Mallorca with

specific children

activities

What does the customer want ?

Focus of Analytics: Predict and Prescribe Focus of Analytics: Predict and Prescribe

Source: Gartner

Find the right question to answer Find the right question to answer

…we are developing clear business sponsored use cases

“Big Data initiatives launched without defining formal use cases will ultimately fail” Forrester Research, Inc.

Understand the business context Understand the business context

Potential Big Data Use Cases

Strategic Strategic Value Chain Value Chain

Clients Clients

Suppliers Suppliers

Business Business

Operational Operational

Bu

sin

ess

Inte

llige

nce

C

lick

Stre

am &

Tr

ansa

ctio

nal

Bu

sin

ess

Inte

llige

nce

C

lick

Stre

am &

Tr

ansa

ctio

nal

Support Support

IT

An

alyt

ic D

ash

bo

ard

IT

A

nal

ytic

Das

hb

oar

d

Rev

en

ue

Man

age

me

nt

An

alyt

ics

& P

red

icti

ve t

oo

l R

eve

nu

e M

anag

em

en

t A

nal

ytic

s &

Pre

dic

tive

to

ol

Product Real time inventory

Product Real time inventory

Distribution Customer

trends

Distribution Customer

trends B

ig D

ata

An

alyt

ics

Dis

cove

ry &

Pre

dic

tio

n

Big

Dat

a A

nal

ytic

s D

isco

very

& P

red

icti

on

Big Data Use Cases Big Data Use Cases

What Do you want to Know?

Knowing Patterns of Customer Behaviour and Trends Knowing Patterns of Customer Behaviour and Trends 1 1

"Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.“

Knowing our inventory and understanding the business rules Knowing our inventory and understanding the business rules 2 2


Understanding and predicting the demand or customer needs Understanding and predicting the demand or customer needs 3 3


Agree with your travelmates Agree with your travelmates

Source Data

Transformation & Analysis

Source Data

Integration Analysis

Value

Value

Big Data

Traditional BI

Time & Cost +

Source: Forrester

• Focus in Consistency, accuracy & Integrity using structured data

• Clean, conform & integrate before analysis

• Exact certainty required for the results

• Insights from Big Data analysis = New Requirements for BI analysis

• Focus in Speed & Flexibility due to new data processing structure

• Data may not be perfect but it is good enough

• Able to operate on Raw Sources on cheap and scalable data storage

• Adaptive tools allow exploratory modelling and visualisation of data

• It’s all about DISCOVERY using heuristics, approximations and sentiments

Find the prize !!! Find the prize !!!

Unlock value from data and get benefit

Customer knowledge to drive brand and market value Customer knowledge to drive brand and market value

New innovative agile routes to

market

New innovative agile routes to

market

Innovating business to create new opportunities

Innovating business to create new opportunities

Predictive analytics

to focus spend on marketing, product

development

Predictive analytics

to focus spend on marketing, product

development

Scale & Scope… Scale & Scope…

During 2008, the number of things connected to the Internet

exceeded the number of people on earth

2003 2010

2015 By 2020 there will be

50 billion

These things are not just smartphones and tablets

they will be every thing including IOT

Source: CISCO (http://share.cisco.com/internet-of-

things.html)

Complexity overwhelms traditional methods Complexity overwhelms traditional methods

Source: Forrester Research

Tools of the Trade … Tools of the Trade …

Type of Analysis How the Algorithm works and its value

Event Correlation Analytics Correlation tools process events to filter out signal from noise to identify likely candidates for targeted analysis

Topological Relationship Analytics

Maps relationships among components to narrow scope to upstream and downstream impacts

Statistical Pattern Analysis Compares performance patterns to identify common elements or behaviours. Anomalies are extracted from normal historical behaviour

Textual Pattern Analytics Sifts through streams of textual data to identify patterns overlooked by numerical collection technologies

Configuration Analytics Identifies discrepancies from standard configuration policies

Economic Modelling Analytics Examines supply and demand factors to determine optimum use of resources

Source: Forrester Research

Big Data = New Business Value Big Data = New Business Value

Volume: Growing quantity of data

Internal systems Untapped data, industry and public data

Velocity: Quickening speed of data

Weekly or daily Hourly or minutes Real-time

Variety: Increase in types of data

Structured enterprise

data

Current State

Unstructured Data, Customer

discussions, audio and video

Unrealized Business Opportunity and Value

Source: Gartner

The Big Data landscape The Big Data landscape

Mobile Phone / GPS

Credit History

Travel History

Real Estate Records

Census Data

Mobile Phone / GPS

Credit History

Travel History

Real Estate Records

Census Data

Ext

ern

al

Dat

a So

urc

es

Inte

rna

l

Google +

Facebook

Twitter

Instagram

Blogs

Pinterest

External Sensor Data

Google +

Facebook

Twitter

Instagram

Blogs

Pinterest

External Sensor Data

CRM

Web Profiles

Sales Records

HR Records

Financials

Inventory

CRM

Web Profiles

Sales Records

HR Records

Financials

Inventory

Call Center

Online Forums

Web Feeds

Email

Sensor Data

Text Documents

Call Center

Online Forums

Web Feeds

Email

Sensor Data

Text Documents

Structured Unstructured

Data Type

80% unstructured

data

80% unstructured

data

Companies only use 12%

of their existing data

Companies only use 12%

of their existing data

External structured data is a logical extension of the current analytics done on internal structured data in the enterprise

Internal unstructured data is next great untapped treasure trove of customer knowledge to be explored and data mined

This quadrant represents tremendous opportunity for the enterprise to gather consumer insights

Internal structured data is traditional organizational data crown jewels. Enterprises need to ensure they are fully leveraging this vital data treasure

Categories of Big Data that can be leveraged

From Data to Real Time Actionable Intelligence From Data to Real Time Actionable Intelligence

Know-Nothing Know-What Know-How Know-Why Know-Now Know-Nothing Know-What Know-How Know-Why Know-Now

Doing things right Doing the right things

Control and Efficiency Control and Efficiency Value and Effectiveness Value and Effectiveness

Data

(numbers,

symbols,

facts)

Information

(data processed

to describe who,

what, where,

when)

Knowledge

(collected

information to

instruct how)

Understanding

(assign meaning,

explain why,

apply to

analysis)

Actionable

Intelligence

(prediction,

evaluated

understanding)

AI U K D I

Uncover hidden patterns Actionable analytics

Be ready for “surprises” Be ready for “surprises”

• Surprisingly little customer data is captured, stored, shared or analyzed

• Traditional organizations suffer from fragmentation of products and services resulting in silos of data

• Geographic and product structures not conducive to sharing of customer data inc. CRM & clickstream data

• Customer data is not linked up across products or with valuable external data such as clickstream or social graph

A Sample Big Data Architecture – Don’t Panic! A Sample Big Data Architecture – Don’t Panic!

Big Data Reference

Architecture

TUI Travel PLC | 19/11/2013 |

From a simple, fast and cheap infrastructure… From a simple, fast and cheap infrastructure…

…to something bigger and scalable! …to something bigger and scalable!

For a Big Data architecture get a good travel partner For a Big Data architecture get a good travel partner

Big Data Reference

Architecture

TUI Travel PLC | 19/11/2013 |

Start small…Think Big Start small…Think Big

Start Small … Think Big … Move Fast! Start Small … Think Big … Move Fast!

• Start with quick wins to gain business buy-in to connect silos and secure customer data, then define a more ambitious Big Data roadmap

• Build the cluster, with the support of a Big Data partner, start with a cheap and cheerful cloud based solution until you find your feet

• Don’t underestimate time required to find, normalize and clean data

• Secure appropriate analysis and technical skills - there is a lack of skilled resources: Data Scientists, Data Analysts, Big Data Designers

• Finding patterns in data requires a plan for what you are looking for, skill, maths and a degree of patience and …

… with focus on Game Changing Innovation! … with focus on Game Changing Innovation!

• Transforming insights into value requires more than technology

• Getting value from Big Data and analytics also requires business and process change

• Innovative thinking is required as Big Data is a new analytics paradigm exploring new connections in data

• Creative thinking can unearth valuable customer knowledge under-utilized inside the company

Use Big Data to delight your customer … Use Big Data to delight your customer …

My Account

History

Demographic

s

Psychographi

cs

Connecting …

… the Unconnected!

Big Data Analytics Journey - Enjoy your

Journey! Thanks and Bye for Now!

eyefortravel - Smart Travel Analytics Europe

2013