virgin fergus boydv3
DESCRIPTION
assignmentTRANSCRIPT
-
Virgin Atlantic
Analytics at the heart of eBusinesseBusiness
Fergus Boydg yeBusiness Strategy &
Commercial
Presentation to IBM, London 2012
-
About us Long haul, point-to-point, full service airline
2B turnover (2011)38+ aircraft 38+ aircraft
35 destinations6m passengers pa 6m passengers pa
9,000 staff
-
Redefining the airport experienceRedefining the airport experience
-
www.virginatlantic.comg
2m UU/month 3.5m sessions/month 17 global regions 200k online check-ins/
thmonth
-
eBusiness Commercial in theoryy
Businessshaping actionable insights
Commercial focusData dri en insights
Web analyticsactionable insights based on high-quality analysis
Data driven insights Best practice Train the trainer
Voice of the Customer
Commercial reporting
Tagging
-
eBusiness Commercial in realityy
Web analyticsanalytics
Voice of theAB/MVT the
Customertesting
Affiliate Marketing
User Experience MarketingExperience
TaggingCommercial reportingp g
-
The day joby j
Currently
60 h d l d d t t d
Moving towardsMulti Variant Testing optimising 60 scheduled and automated
reports 20+ ad hoc insight reports/month
Multi Variant Testing optimising page content based on real user behaviour
Multi-channel tracking 50% eBusiness & 50% loyalty B2C & B2B UK & global regions
Multi channel tracking Site optimisation, not just reporting Exposure to conversion modelling
Data visualisationUK & global regions Old & new websites Tagging experts
AB t ti & bilit
Data visualisation
AB testing & usability Cookie compliance Affiliate programme
-
Our main analytical toolsy
Coremetrics Website analytics tool measures how users are interacting with
our website
Business Objects Business Objects 5 Universes covering Flying Club, Flying Co and Website
Bookings
TagMan Allows us to accurately attribute Sales down to marketing touch
i tpoints
eDigitalOnline Survey functionality to allow us to gather qualitative Online Survey functionality to allow us to gather qualitative insights to web, and members of our research panel
-
Historyy IBM Coremetrics Analytics & Explore Live since 2010
IBM LiveMail added 2011/12 IBM LiveMail added 2011/12 Over 130 different digital campaigns pa
all channels & regions all channels & regions
Web Futures & Mobile Futures projects currently underway2 full time analyst resources 2 full time analyst resources
Lot of agency support
-
Challengesg
IT project vs business projectp j p j
Demand vs supply, Demand vs supplywhy is x going down? why is x going down?
Balancing projects vs stakeholder requests vs operationsAutomating reports Automating reports
Visualising informationOver/under tracking of pages Over/under tracking of pages
Coremetrics-lite?
-
Web/DigitalgFutures
-
Mobile Futures
-
DesignDesign
-
Learningsg
Analytics is at the heart of eBusiness Its not about facts & figures, its about commerce & user
experienceP t ff t i t th b i b l i t d t Put effort into the basics by laying a strong data foundation through meticulous taggingT i th t i & i th t th t l t h l Train the trainer & give other teams the tools to help themselves
Integrate actionable insights into real life though hosting Best Practice Sessions
Take the lead on usability & AB testing Think multi-channel