the big bang how to monetise increasingly big datasets ewan nicolson [email protected]
TRANSCRIPT
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Truly global flight coverage
80% visitors from outside the UK market
45 countries with over 50,000
visitors per month
Edinburgh & Glasgow
Miami
Singapore
BeijingBarcelona
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Monetising data by selling it
Data
Usefuldata
Talk to customers
Beta product
Polished product
How to deliver data?
Customer feedback
SALES
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Add value using data
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Non direct value
“There are known knowns; there are
things that we know that we know.
We also know there are known
unknowns; that is to say we know there
are some things we do not know.
But there are also unknown unknowns,
the ones we don't know we don't know.”
Donald Rumsfeld; US Secretary of Defense; February 2002
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Known knowns
Reporting tools Daily KPI Report Market dashboards
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Known unknowns
Forecasting Decision makingA/B Testing
http://r2.reddit.com/r/atheism/comments/1ddxok/when_i_passed_him_he_proudly_announced_the/
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Unknown unknowns
Customer segmentation
http://en.wikipedia.org/wiki/File:Rosa_Gold_Glow_2_small_noblue_color_space.png
Media coverage Travel Insight
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How?
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3 organisational abilities you need…
Collecting data Analysis Presentation
People
Technology
Process
…each with the same 3 parts:
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Collecting data
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Collecting dataT
echn
olog
y
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Collecting dataP
eopl
e
Photo:Harminder Dhesi
https://flic.kr/p/8h2hWX
Need good people
to help make
decisions
You may already
have these people
within your
organisation
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Collecting dataP
roce
ss
Need to justify costs – make a business case.
Which data to log?
known knowns
known unknowns
unknown unknowns
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Analysis
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AnalysisP
eopl
e
Hire talent, train skills
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AnalysisT
echn
olog
y
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AnalysisP
roce
ss
These people are creative – give them opportunity to create.
Listen to them.
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Presentation
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PresentationT
echn
olog
y
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PresentationP
eopl
e
Communicators are important. Have diversity in your team.
Don’t shut your analysts in a corner. Get them out in the business.
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PresentationP
roce
ss Can be simplehttp://www.economist.com/node/17118939
Or complexhttp://www.nytimes.com/interactive/2011/05/31/business/economy/
case-shiller-index.html?_r=0
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PresentationP
roce
ss
Your job isn’t done until you
make something happen.
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EdinburghQuartermile One15 Lauriston PlaceEdinburgh EH3 9EN
Glasgow5th floor, 151-155 St Vincent St, Glasgow G2 5NW
SingaporeNo. 08-01&04 & 09-048th floor, Robinson Point, 39 Robinson Rd, Singapore
BeijingLevel 19, Tower E2, Oriental Plaza, No. 1 East Chang An Avenue, Dong Cheng District, Beijing 100738
Miami1395 Brickell Ave, Suite 900, Miami, Florida 33131
BarcelonaC/Esteve Terradas, 21, Bajos 3a - 08023 Barcelona, España
thank you