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


• 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


Turkey Overview


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


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!



Real-time Analytics




Segmentation-of-one






performance


We’re here!



MARJ.

S6

S5

S4

S3

S2

S1

S7

Value Based Segmentation Behaviour Segmentation

S7 create more revenue

Pegasus

7 Behavioural Segment Defined!


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



Real-time Analytics




Segmentation-of-one






performance


We’re here!


Travel Assistant Project Trailer


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


Jumping to the Next Level

Change the Content regarding to customer profileCreate 1-1 pricing

Predict the dreaming times!


We didn’t start aviation in Turkey

but we transformed it!

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

Documents