10 united - achieving a 360 degree view of customers

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

Bill Bruno CEO, Stratigent

bill.bruno@stratigent.com

Inside United’s Vision: Achieving a 360° view of customers February 1, 2013

Abhijit Patil Senior Manager of Marketing Data & Infrastructure Development, United

Abhijit.patil@united.com

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The Vacation Shopping Adventures of Jill

Jill is a businesswoman in Chicago. Every morning on the train to work, she reads the news on her smartphone.

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.

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.

Jill searches Las Vegas fights. Even though she went to Las Vegas this time last year, she really wants to relax on the beach.

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.

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.

Jill purchases an Economy seat for her trip to Cancun and receives her confirmation.

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.

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.

It's the day before Jill's trip and she is very excited. She checks in for her flight at home through iPhone app.

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.

"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.

Before Jill goes through security, she decides to check her other bag. At the kiosk, she is given the upgrade offer again and declines.

After the plane is in the air, Jill purchases WiFi for her iPad which she brought along for entertainment on her vacation.

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.

Jill documented her vacation on Facebook and posted all her photos when she got home.

In-use

Today we collect customer interactions on united.com, mobile and several other partner sites (hotels, MileagePlus, etc.) leveraging Ensighten Manage.

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.

In-progress

As a leap forward in our infrastructure development, we deployed Ensighten Mobile on our iOS app. Android is in-progress.

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

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

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

Questions?