TUI Travel A&D A Big Data Analytics Journey. eyefortravel - Smart Travel Analytics Europe 2013

Transcription

1 TUI Travel A&D A Big Data Analytics Journey eyefortravel - Smart Travel Analytics Europe 2013

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3 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!

4 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!

5 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

6 Why is it disruptive? In the old world, difficult choices had to be made with blunt tools to optimize results, without "I know half my advertising dollars are wasted. the vital feedback mechanisms we have today. I just don't know which half! John Wanamaker Now we don t have to decide what data to keep, Father of modern advertising and a "pioneer in marketing we can save and analyze ALL the data!

7 Connecting the Unconnected

8 Connecting the Unconnected Connecting the Unconnected!

9 Focus of Analytics: understand behaviours What does the customer want? 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 Declared Observed Inferred Actual What they say they want What they search for I search for hotel rooms in sun & beach destinations for 2 adults and 2 children What they may be interested in What is the client behavior? What they ultimately choose I choose the best value hotel and package with transfers in Mallorca

10 Source: Gartner Focus of Analytics: Predict and Prescribe

11 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!

12 Find the right question to answer Big Data initiatives launched without defining formal use cases will ultimately fail Forrester Research, Inc. we are developing clear business sponsored use cases

13 Big Data Analytics Discovery & Prediction Business Intelligence Click Stream & Transactional Revenue Management Analytics & Predictive tool IT Analytic Dashboard Understand the business context Potential Big Data Use Cases Value Chain Strategic Operational Support Clients Distribution Customer trends Business Suppliers Product Real time inventory

14 Big Data Use Cases What Do you want to Know? 1 Knowing Patterns of Customer Behaviour and Trends "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. 2 Knowing our inventory and understanding the business rules "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. 3 Understanding and predicting the demand or customer needs "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.

15 Agree with your travelmates Focus in Consistency, accuracy & Integrity using structured data Clean, conform Source & integrate Transformation before analysis & Exact certainty Data required for the Analysis results Big Data Value Insights from Big Data analysis = New Requirements for BI analysis Focus in Speed & Flexibility due to new data processing structure Traditional Data may not Source be perfect but it is good enough Integration Analysis BI Able to operate Data on Raw Sources on cheap and scalable data storage Adaptive tools allow exploratory modelling and visualisation of data Time & Cost + Value It s all about DISCOVERY using heuristics, approximations and sentiments Source: Forrester

16 Find the prize!!! Unlock value from data and get benefit Customer knowledge to drive brand and market value New innovative agile routes to market Innovating business to create new opportunities Predictive analytics to focus spend on marketing, product development

17 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!

18 Scale & Scope During 2008, the number of things connected to the Internet exceeded the number of people on earth By 2020 there will be 50 billion These things are not just smartphones and tablets they will be every thing including IOT Source: CISCO (

19 Complexity overwhelms traditional methods Source: Forrester Research

20 Tools of the Trade Type of Analysis How the Algorithm works and its value Event Correlation Analytics Topological Relationship Analytics Statistical Pattern Analysis Textual Pattern Analytics Correlation tools process events to filter out signal from noise to identify likely candidates for targeted analysis Maps relationships among components to narrow scope to upstream and downstream impacts Compares performance patterns to identify common elements or behaviours. Anomalies are extracted from normal historical behaviour 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

21 Big Data = New Business Value Current State Unrealized Business Opportunity and 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 Unstructured Data, Customer discussions, audio and video Source: Gartner

22 Internal Data Sources External The Big Data landscape Categories of Big Data that can be leveraged External structured data is a logical extension of the current analytics done on internal structured data in the enterprise Internal structured data is traditional organizational data crown jewels. Enterprises need to ensure they are fully leveraging this vital data treasure Mobile Phone / GPS Travel History Real Estate Records CRM Companies only use 12% of their existing data Sales Records Financials Structured Credit History Census Data Web Profiles HR Records Inventory Google + Facebook Blogs Pinterest Call Center Online Forums Data Type Sensor Data Twitter Instagram External Sensor Data Web Feeds Text Documents Unstructured 80% unstructured data This quadrant represents tremendous opportunity for the enterprise to gather consumer insights Internal unstructured data is next great untapped treasure trove of customer knowledge to be explored and data mined

23 From Data to Real Time Actionable Intelligence Know-Nothing Know-What Know-How Know-Why Know-Now Data (numbers, symbols, facts) Knowledge (collected information to instruct how) Actionable Intelligence (prediction, evaluated understanding) D I K U AI Information (data processed to describe who, what, where, when) Uncover hidden patterns Understanding (assign meaning, explain why, apply to analysis) Actionable analytics Control and Efficiency Doing things right Value and Effectiveness Doing the right things

24 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

25 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!

26 A Sample Big Data Architecture Don t Panic! Big Data Reference Architecture TUI Travel PLC 19/11/2013 Page 26

27 From a simple, fast and cheap infrastructure

28 to something bigger and scalable!

29 Big Data Reference Architecture For a Big Data architecture get a good travel partner TUI Travel PLC 19/11/2013 Page 29

30 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!

31 Start small Think Big

32 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

33 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

34 Use Big Data to delight your customer Connecting My Account History Demographic s Psychographi cs the Unconnected!

35 Big Data Analytics Journey - Enjoy your Journey! Thanks and Bye for Now! eyefortravel - Smart Travel Analytics Europe