10 united - achieving a 360 degree view of customers
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Enterprise Tag Management Enterprise Tag Management
Bill Bruno CEO
Stratigent
Inside United’s Vision: Achieving a 360° View of Customers
Abhijit Patil Senior Manager of Marketing
Data & Infrastructure Development United Airlines
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Bill Bruno CEO, Stratigent
Inside United’s Vision: Achieving a 360° view of customers February 1, 2013
Abhijit Patil Senior Manager of Marketing Data & Infrastructure Development, United
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Service Offerings Who Is Stratigent?
Transform the way organizations leverage
data to make decisions
Proven methodologies and industry best
practices
The industry’s most talented team of
consultants
+ +
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Service Offerings Title
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The Vacation Shopping Adventures of Jill
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Jill is a businesswoman in Chicago. Every morning on the train to work, she reads the news on her smartphone.
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It's been a long winter in Chicago, and Jill has been dreaming about the beach. She's searched beach destinations on united.com-- but has yet to commit.
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Today, when Jill arrives at work, she gets an email from united.com advertising specials to Las Vegas. Even though she's been shopping for the beach, she clicks.
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Jill searches Las Vegas fights. Even though she went to Las Vegas this time last year, she really wants to relax on the beach.
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So, she abandons her Las Vegas search and checks out the united.com Specials. She sees a deal to Cancun and decides to check it out.
Jill starts to get excited about a long-deserved vacation to Cancun.
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Jill compares her different seat options: First, EconomyPlus, and Economy. While she would love to fly in First, she books in Economy hoping for a deal later.
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Jill purchases an Economy seat for her trip to Cancun and receives her confirmation.
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After Jill buys her ticket, she receives an email from United with car and hotel offers. Jill clicks, finds a hotel that she likes, and books it.
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A few days later, Jill is researching baggage rules on united.com and sees an ad for EconomyPlus. Clicking, she sees that it is only $74 extra for her Cancun trip. She accepts the offer.
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It's the day before Jill's trip and she is very excited. She checks in for her flight at home through iPhone app.
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Before Jill goes to the airport, she decides to print her boarding pass for her records. Jill sees a tile on united.com to upgrade to First for $699, but since she is happy with her EconomyPlus seat selection, she declines.
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"Would you like to upgrade?" "No, thank you."
At the airport, Jill checks her bag with an agent. The agent offers her an upgrade to First for $699. She declines.
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Before Jill goes through security, she decides to check her other bag. At the kiosk, she is given the upgrade offer again and declines.
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After the plane is in the air, Jill purchases WiFi for her iPad which she brought along for entertainment on her vacation.
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Jill is happy with the start to her vacation and is looking forward to a few days of rest, relaxation, and sunsets on the beach.
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Jill documented her vacation on Facebook and posted all her photos when she got home.
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In-use
Today we collect customer interactions on united.com, mobile and several other partner sites (hotels, MileagePlus, etc.) leveraging Ensighten Manage.
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In-use
Ensighten Manage has empowered our web analytics tool to collect and report more granular data. We use it for on-site real estate optimization as well as measuring campaign performance.
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In-progress
As a leap forward in our infrastructure development, we deployed Ensighten Mobile on our iOS app. Android is in-progress.
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In our data strategy road map, we intend to leverage Ensighten Offsite to collect customer engagement data and provide real-time feedback for dynamic optimization of on-site content.
Future
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As an innovative next step in our infrastructure development, we are exploring how to utilize Ensighten Manage on our kiosks to gather user interactions.
Future
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Future
European countries have stringent privacy laws. We intend to apply Ensighten Privacy to our on-board Wi-Fi product to abide by international rules and regulations while collecting valuable data
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Questions?
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