The Big Data story from holidayextras. Slides I presented at the big data summit on the 28th June 2012. Any questions / queries / feedback - drop me a line @nilanp

1. Achieving
customer driven
online growth at
holidayextras.com
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#BigDataSummit

2. Big data
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3. Big data
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4. Data science
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7. Data science

8. Introducing the
data scientist
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9. Introducing the
data scientsit
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10. Data introductions...
But first science

11. @nilanp
Nilan Peiris
CMTO
Disruptive tehcnolognogyst
Chief Marketing
@nilanp
Technology Officer

12. £200m
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13. £200m

14. 30 year old
start up

15. We believe
holidays should be hassle-free.

16. 32m Trips

17. Our role in the holiday value chain.
Parking Insurance Books
the most efficient
way of Hotels FX Car Hire
Customer monetising trips on
the internet.
Lounges Ski Hire Essentials

18. A holiday engine.
A platform

19. Nilan Peiris
CMTO
Disruptive tehcnolognogyst
@nilanp

20. Data science
driven growth

21. ✦ 3 practical examples
Data science
3 practical examples...
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22. 1. Speed
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23. Why
speed ?
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24. “every 100 ms (that’s 1
tenth of a second)
increase in page load
time of Amazon.com
decreased sales by 1%”

25. Subsecond searches
within 12 months
Text

29. 2. Matching products to
customers
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31. Size ?

32. How do you match
Size ?
customers to products ?

34. The most efficient way of
monetising trip data on
the internet

35. ?

36. Recommendation
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37. Personalisation

38. Recommendation
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39. Segmentation
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40. Data science

41. Segmentation
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42. In a world where every
click, can be tracked and
recorded - we shouldn’t
be managing customers
by putting them in groups
of similar people
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43. Personalisation
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45. Car
registration
Product
type
Customer
flikr
house

46. Decision trees
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47. @nilanp
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48. Bayesian
statistics
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49. @nilanp
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50. Graph
databases
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51. Car
registration
Credit
Card
Customer
Email
Address house

54. 3. Conversion

55. 3 million
customers
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56. 30 million
visitors
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57. 200 million
clicks
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58. Why are we
down / up?

60. GA picture

61. 0 USER JOURNEY!
Only 6.3% of customers who enter the funnel from
airport hotel pages end up converting!
Holiday Extras domain! Commentary! Performance!
Availability page! 1 in 7 visitors proceed to the upgrades page!
! lack of information?!
15%! ! lack of urgency?!
Upgrades!
Almost all proceed to the payment page!
98%! ! Performing well !
! Can additional upgrades be presented to increase order
value which may offset the impact of conversion rates?!
Payment!
43%! Just under 1 in 2 then proceed to make a payment!
! Suggests the payment form is performing very well!
Confirmation!
Summary!
At present only 6.3% of users who enter the funnel make a purchase. The
Total funnel efficiency!
largest hurdle is on the availability page where only 15% make it through to the
6.3%! next phase.!
We therefore focus our recommendations on the availability page in order to prevent customers falling out of
the funnel at the availability page, there are a number of solutions:!
a) Provide user with sufficient information to assist in the decision process !
b) Provide user with clear steps to purchase so that they are able to clearly understand where they are in
the funnel!

62. Why ?
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63. Causality !
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64. Qualitative data +
Quantitative data =
Causality
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65. Exit survey

66. nformation!
e more Sample feedback!
rmation.! Images! 13%!
“Cant see a picture of the hotel. I like to
see what I am getting not just have the
was more symbols for the ameneties”!
Descriptions and Info! 65%!
roduct “cant find enough info about the
undercover hotel”!
Extras! 21%!
down by “for early flights, would be useful to see
times of transfers. also info as to how to
get to hotel if travelling by train.”!

67. ✦recap
The data innovation
Data science
process...

68. Capture Slice
data data
Launch Innovate
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69. The dangers of
process
The dangers of process
optimisation
optimisation
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70. Speed correlates with
browser type
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71. But why is conversion
10% ?
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72. Process
optimisation ≠
Changing behaviour
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73. Behvioural causality is an
order of magnitude more
difficult to understand
than process causality
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74. Understanding why
people do things is
difficult
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75. ✦recap
Data Recap...
science

76. 1. Data is your largest
untapped asset
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77. 2. You can use it to
drive revenue growth
when times are tough
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78. 3. Storing, analysing,
innovating... 3 steps to
success
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#BigDataSummit

79. Holiday
Extras

80. Nilan Peiris
CMTO
Disruptive tehcnolognogyst
@nilanp