The document discusses how analyzing big data from social media can improve the airline travel experience. It describes Satisfly's use of social media data mining to assign seats based on customers' moods and profiles. It then provides examples of how intersecting travel behavior data with environmental data like temperature and ocean currents can provide insights. Finally, it discusses how airlines can leverage social shopping and continuous customer engagement across the travel lifecycle to deliver personalized experiences.

1. ©2013SatisflyLtd
Big Data
A Digital Journey from Social Media to your Bottom Line
YOUR IDEAL SEAT BUDDY
Sergio Mello
SATISFLY
ATO - Aviation IT Forum 2013
Moscow, May 30th

2. ©2013 Satisfly Ltd
SATISFLY
Mission to improve the air travel experience.
The solution leverages social media to:
•Find good seat neighbours for the passengers
•Big Data mining to help airlines knowing their customers better
Satisfly has pioneered the airline industry with these achievements:
•First vendor to offer a Social Media product to airlines (2008)
•World’s first seating assignment by customers’ mood
•Word’s first automatic seating assignment by profile affinity, based
on Social Media data mining

3. ©2013 Satisfly Ltd
DEFINITION
The definition of big data?
"Who cares? It's what you're doing with it"
Roger Magoulas: “Big data is when the size of
the data becomes part of the problem."

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TWO FACES OF SOCIAL MEDIA
InformationConversation
While the engaging “conversation” part of social media has catalyzed the attention
of marketers for the past years, the information part has yet to be fully monetized.

5. ©2013 Satisfly Ltd
DATA IS KING
Data sits on top of the value chain, just like a king rules a kingdom.
However, there is only one king, while data sources are most useful when numerous.

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MAKING SENSE OF BIG DATA
In the following two examples, we will see how to make sense of Big Data in three
simple steps.
Collect primary behavioural data
Visualize data
Collect environmental data
Intersect data sources
1.
2.
3.
4.

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1. Collect primary behavioural data
This first example is industry agnostic. Let’s see how turtles move across the globe and
find out the reasons.
The first step is to track the turtles’ location and monitor their movements.

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2. Visualize data
Then, we represent the travel data in a human readable format.
Some patterns are clearly visible at first sight.

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3. Collect environmental data
We look for other data that refer to the same space but come from different sources.
In this case, let’s visualize the ocean temperature on a map.

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3. Collect environmental data
Further more, let’s display the ocean currents on the same map.

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4. Intersect data sources
Find cold water
Leverage
currents to
travel
Find warm
water
Find cold water
Find warm
water
Finally, we shall overlay those previously collected data layers.
This representation of multiple data sources facilitates the identification
of data intersections.
In this case, we see that turtles follow currents to cross the ocean and
travel between warm and cold water environments.

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1. Collect primary behavioural data
The second example is closely related to the travel industry. Let’s see how business
travellers move across the globe and find out the reasons.
The first step is to track their location and monitor their movements.
Mobile location is becoming a
commodity due to widespread use
of social and sharing featues. So the
data collection phase is made easy.

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2. Visualize data
Then, we represent the travel data in a human readable format.
Some patterns are clearly visible at first sight, for instance frequent visits
to the Middle East.
2
6
3
4
7
May 2013.
Days spent in each location.
7
1

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3. Collect environmental data
We look for other data that refer to the same space but come from different sources.
In this case, let’s visualize the LinkedIn connections on a map.
LinkedIn connections
in each location

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4. Intersect data sources
2
76
3
4
17
Small network.
Just a flight
connection
Big network.This
stop makes sense
Big network.This
stop makes sense
Biggest network.
Will stop here next time No network.
Just a one-off event
Small network.
This stop could
be leisure
Finally, we shall overlay those previously collected data layers.
This representation of multiple data sources facilitates the identification
of data intersections.
In this case, we see that the traveller choses to fly an airline that hubs in the
Middle East and is likely to make a trip to Europe.

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No news!
Influencers lead the flock
YOUR IDEAL SEAT BUDDY
Most human behaviours can also be observed in other animal species.
When it comes to shopping, there is a great similarity between the following of
a human influencer and that of a shepherd.

17. YOUR IDEAL SEAT BUDDY
©2013 Satisfly Ltd
SOCIAL SHOPPING
CUSTOMER
Trend
TREND SETTER
Sale
A marketing tool to bring the shopping dynamics of real life to
online purchasing behavior
Social shopping is a marketing lever for the most natural human behaviour.
It allows to inform customers about the shopping choices of their influencers
at the right time, in the right place. It is an application of Big Data.

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SOCIAL SHOPPING
Use case: destination promotion
They have booked:
Example of destination promotion
Destination
Add a social layer on your content in real time to create a highly customized digital
experience.
Retrieve
social information
via API
Add
social layer
Where to use
• Website
• Mobile app
• Newsletter
• Any other digital application

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SOCIAL SHOPPING
Use case: destination map
Customers want to be influenced by advocates and relevant acquaintances.
Overlay social relevance on top of any digital content.
Benefits
• Engaging
• Informative
• Inspirational
Example of destination map
Retrieve
social information
via API
Add
social layer

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SOCIAL SHOPPING
Use case: booking engine
Example of flight search results
The addition of social relevance shifts the buyer focus from price,
destination and schedule to a new fourth marketing dimension.
Welcome a new decisional factor.
Retrieve
social information
via API
Add
social layer
Benefits
• Engaging
• Increase sales
• Increase yield

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SOCIAL SHOPPING CASE STUDY
The Click-through-Rate on the search ads with social extensions became 20% higher than
for those ads without Social Extensions.
+20% CTR

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SOCIAL SHOPPING CASE STUDY
In order to offer an intuitive search, Kayak has unveiled a package holidays service built
around an algorithm which uses what people look for and write about most.

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TRAVELLER LIFECYCLE
airport flight
check in arrival
feedbacknewsletter
everyday life
booking
Partner locator
Profile sync
Premium seating
Taxi share
Social shopping
Geo-marketing
Intelligent seating
(social or automatic)
Airport meetup
Flight rating
Recognition
Customer care Analytics
Need to offer a variety of features to create a holistic travel experience.
Social login

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CUSTOMER INTELLIGENCE
Recognition
YOUR IDEAL SEAT BUDDY
Enable your front line staff to access
and act upon real time information
about your customers.
Name Surname
Current City, Country
FFP number
High Value Customer
Wife birthday tomorrow
Age
Relationship status
Dietary requirements
Nationality
Hometown
Latest social media posts
Current mood
Current itinerary
Liked brands
Ready for use
Unstructured

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MAKE A CHOICE
Data is growing at a 40% compound annual rate, reaching 45 ZB by 2020.
Would you rather focus on old or new data?

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PRIVACY
Leverage established frameworks and data protection regulations.
Customers will show the way to their personal data.

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THE CHALLENGE
Need for organizational design and digital platforms that allow for a multi-channel, multi-
disciplinary mindset across the organization.

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DAVID OR GOLIATH
Small data is your gateway to profitability.
• Align company offerings and customer needs.
• Build internal consensus.
• Collapse data silos.
• Create unified, logical data views.
• Collect and use data responsibly.

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• Engage passengers with a continuous touchline
• Motivate them to reveal who they are
by using customer intelligence to their benefit
• Supercharge one-to-one marketing with predictive
intelligence
• Leverage the power of Social Shopping
EXECUTION
KNOW YOUR CUSTOMER
And deliver a personalized experience

30. ©2013 Satisfly Ltd
Thank you for your attention!
For enquiries please contact:
Sergio Mello
sergio.mello@satisfly.com
Mobile: +852 6620 8644
Twitter: @sergiofly
LinkedIn: http://hk.linkedin.com/in/sergiomello