demet yarkin...pegasus airlines turkish low-costairline headquartered in istanbul 2nd largest...

Şirket İçi (Internal)

10.07.2019

DEMET YARKINHead of Customer Experience & Analytics Management

Şirket İçi (Internal)

• Data is Changing the Game

• Analytical Landscape

• Personalization & Customer Analytics in Pegasus

• Personalized Travel Experience

• Jumping to the Next Level in The Game

Agenda

Pegasus Airlines

Turkish low-cost airline headquartered in Istanbul 2nd largest airline in Turkey

Total Pax in 2018 -> 30M

35

45

Has been flying for 14 years & Turkey's most established private airline

111 Destinations (35 dom, 76 int) 3000+ Flights/week

Number of employees 6,500

80 aircrafts

Data is Changing The Game

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Turkey Overview

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Next Best Offer

Customer Value

Fraud Mng

Propensity Scores

CustıomerScore Location

Strategic Planning

Customer Optimization

Journey Management Personalization

Test & Learn

Customer Data Platform

Single Customer View

Analytics Machine Learning, Predictive models

PlansMarketing plans,

processes and actions

ConstraintsContact rules, decision

conditions

Plan

B.R

ules

Insigh

t

Dep

loym

entC

usto

mers

IN

OUT

Customer Experience

Engagement

Decisioning

Digital Ecosystem Excellence

Analytical Landscape

ANALYTICS CAPABILITIES

Our Approach

ACTIONABLE CUSTOMER

TOUCHPOINT IMPLEMENTATION

INFORMATION & INSIGHT

RESULTS IN IMPROVED OVERALL

REVENUE&EXPERIENCE

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Real-time Decisions in interactive channels

Real-time Analytics

Personalized next best offers

Automation of data collection and data integration across

all customer channels

Segmentation-of-one

Centrally orchestrated

consistent messaging

Business Change Enabled

Better marketing processes Deeper customer insightCustomer experience

efficiencyBetter marketing

performance

Pegasus Capabilities

Personalization & Customer Analytics in Pegasus

SAS (Guide&Miner&MA &CI360) EVAMSalesforce

We’re here!

Şirket İçi (Internal)

Real-time Decisions in interactive channels

Real-time Analytics

Personalized next best offers

Automation of data collection and data integration across

all customer channels

Segmentation-of-one

Centrally orchestrated

consistent messaging

Business Change Enabled

Better marketing processes Deeper customer insightCustomer experience

efficiencyBetter marketing

performance

Pegasus Capabilities

We’re here!

Personalization & Customer Analytics in Pegasus

Şirket İçi (Internal)

MARJ.

S6

S5

S4

S3

S2

S1

S7

Value Based Segmentation Behaviour Segmentation

S7 create more revenue

Pegasus

7 Behavioural Segment Defined!

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Methodology

Be Ready

Unification CustomersCreation of Customer Per Raw

Go

Complete data enrichmentAnalyse,Corelate, Define

Outliers,Imputation, Grouping

Run

K-means & Hierarchical Clustiring AlgorithmDefine the segments

Şirket İçi (Internal)

Real-time Decisions in interactive channels

Real-time Analytics

Personalized next best offers

Automation of data collection and data integration across

all customer channels

Segmentation-of-one

Centrally orchestrated

consistent messaging

Business Change Enabled

Better marketing processes Deeper customer insightCustomer experience

efficiencyBetter marketing

performance

Pegasus Capabilities

We’re here!

Personalization & Customer Analytics in Pegasus

Travel Assistant Project Trailer

Şirket İçi (Internal)

Customer Centric Approach

Get to home

Leave Journey &

Evolve Relationship

Receive Inspiration & Plan Occasion

Compare & Select Flight

Book Travel

Plan & Prepare for

Journey

Take Outbound

Flight

Land at Destination Airport

Get to Destination

Airport & Await Flight

Take Return Flight

Land at Home Airport

NEED

BUY

PLAN

Provide Feedback

Which ancillaries do I want to add

to my flight?

How satisfying was my flight experience

with Pegasus?

Do I need a car?

Will I fly again with Pegasus in

the future?

Where should I travel to these

summer holidays?

PLAN A NEW

TRAVEL

Request Customer Support

GO

Personalized Communication

Payment process design regarding customer score &

segment

Due to customer’s situation& need create real time offer & personalized communication

Get to Home

Airport & await flight

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Jumping to the Next Level

Change the Content regarding to customer profileCreate 1-1 pricing

Predict the dreaming times!

Şirket İçi (Internal)

We didn’t start aviation in Turkey

but we transformed it!