The Big Bang How to monetise increasingly big datasets Ewan Nicolson ewan. nicolson@Skyscanner. net
Edinburgh & Glasgow Barcelona Beijing Miami Singapore Truly global flight coverage 45 countries with over 50, 000 visitors per month 80% visitors from outside the UK market
Monetising data by selling it Data Talk to customers Useful data Beta product How to deliver data? Customer feedback Polished product SALES
Add value using data
Non direct value “There are knowns; there are things 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 also unknowns, the ones we don't know. ” Donald Rumsfeld; US Secretary of Defense; February 2002
Known knowns Reporting tools Daily KPI Report Market dashboards
Known unknowns http: //r 2. reddit. com/r/atheism/comments/1 ddxok/when_i_passed_him_he_proudly_announced_the/ Forecasting A/B Testing Decision making
Unknown unknowns Customer segmentation http: //en. wikipedia. org/wiki/File: Rosa_Gold_Glow_2_s mall_noblue_color_space. png Media coverage Travel Insight
How?
3 organisational abilities you need… …each with the same 3 parts: People Technology Process Collecting data Analysis Presentation
Collecting data
Technology Collecting data
People Collecting data Need good people to help make decisions You may already have these people within your organisation Photo: Harminder Dhesi https: //flic. kr/p/8 h 2 h. WX
Process Collecting data Need to justify costs – make a business case. Which data to log? knowns known unknowns
Analysis
People Analysis Hire talent, train skills
Technology Analysis
Process Analysis These people are creative – give them opportunity to create. Listen to them.
Presentation
Technology Presentation
People Presentation Communicators are important. Have diversity in your team. Don’t shut your analysts in a corner. Get them out in the business.
Process Presentation Can be simple http: //www. economist. com/node/17118939 Or complex http: //www. nytimes. com/interactive/2011/05/31/business/economy/case -shiller-index. html? _r=0
Process Presentation Your job isn’t done until you make something happen.
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