the big bang how to monetise increasingly big datasets ewan nicolson ewan.nicolson@skyscanner.net

The Big BangHow to monetise increasingly big

datasets

Ewan Nicolsonewan.nicolson@Skyscanner.net

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

Monetising data by selling it

Data

Usefuldata

Talk to customers

Beta product

Polished product

How to deliver data?

Customer feedback

SALES

Add value using data

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

Known knowns

Reporting tools Daily KPI Report Market dashboards

Known unknowns

Forecasting Decision makingA/B Testing

http://r2.reddit.com/r/atheism/comments/1ddxok/when_i_passed_him_he_proudly_announced_the/

Unknown unknowns

Customer segmentation

http://en.wikipedia.org/wiki/File:Rosa_Gold_Glow_2_small_noblue_color_space.png

Media coverage Travel Insight

How?

3 organisational abilities you need…

Collecting data Analysis Presentation

People

Technology

Process

…each with the same 3 parts:

Collecting data

Collecting dataT

echn

olog

y

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

Collecting dataP

roce

ss

Need to justify costs – make a business case.

Which data to log?

known knowns

known unknowns

unknown unknowns

Analysis

AnalysisP

eopl

e

Hire talent, train skills

AnalysisT

echn

olog

y

AnalysisP

roce

ss

These people are creative – give them opportunity to create.

Listen to them.

Presentation

PresentationT

echn

olog

y

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.

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

PresentationP

roce

ss

Your job isn’t done until you

make something happen.

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

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Miami1395 Brickell Ave, Suite 900, Miami, Florida 33131

BarcelonaC/Esteve Terradas, 21, Bajos 3a - 08023 Barcelona, España

thank you