Virgin Atlantic

Analytics at the heart of eBusinesseBusiness

Fergus Boydg yeBusiness Strategy &

Commercial

fergus.boyd@fly.virgin.com

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