ALITALIA.COM

Analytics 2012

Web Analytics in Alitalia: the road to better results

Milan, 08th November 2012

Andrea Giudice

User Experience, Alitalia

DIGITAL STRATEGY: OUR AMBITION IS TO:

□ make the whole range of products

and services available at the on-

line channels

□ provide simple, consistent and

intuitive user experience

□ engage customers in a direct

relationship to create intimacy and

loyalty

□ express corporate and brand

identity

2

3

DIGITAL STRATEGY: CUSTOMER TOUCH POINTS CYCLE

Social Sharing

Personal Area

Customer Care

WEB ANALYTICS IN ALITALIA: WHERE ARE WE?

TODAY

Livello 1

Page views

Visits

Visitors

Top 10

Demography

Tecnography

Livello 2

Path analisys

Funnel reports

A/B Testing

KPI

Dashboards

Livello 3

Segmentation

SEO

Campaign Optimization

Personas

KPI alerts

Livello 4

Multichannel aggregation

Lifetime value

Personalization

Content prioritization

Decision support

Livello 5

Multichannel sales reporting

Balanced scorecard

Strategic planning

Predictive Analysis

Many data,

low value

“Business Driven”,

focus on metrics,

accuracy, processes

Optimization! 330° view on

customers

(30° privacy)

Strategic View

(1)

(1) Adattamento da B.Gassmann, Gartner, presentata all’eMetrics Summit 2007, San Francisco

Web Analytics Maturity Model

2009 2011 2013

5

THE ANALYTICS APPROACH

MEASURE SHARE OPTIMIZE THE NEXT

THING

MEASUREMENT

6

Devices

Platforms

7

MEASUREMENT

Campaigns

Behaviors

8

THE ANALYTICS APPROACH

MEASURE SHARE OPTIMIZE THE NEXT

THING

Standard daily digest including most

relevant KPIs to major company

stakeholders:

• Executives

• Marketing

• Revenue Management

• Ground Operations

• Market Sales

DATA SHARING AND ANALYTICS EVANGELIZATION

9

10

THE ANALYTICS APPROACH

MEASURE SHARE OPTIMIZE THE NEXT

THING

11

CUSTOMER EXPERIENCE IMPACTS ON SALES

A simple, consistent and intuitive user experience

increase sales & reduce costs

We optimize to:

□ enable customers to find what they

want quickly

□ ensure buttons/commands are in

right place and with the best

wording

□ target customers with right content

□ simplify the Purchasing & Service

Processes

□ Improve conversion (revenue &

services)

Special Offers

1st Test

Page Background

The special offer page is the primary entry

point for the website, even more so than the

Homepage. The goal of the test is to drive

more traffic into the booking funnel and

generate uplift in Booking Conversion.

Measured Conversion Events

• Primary: Select Flight

• Secondary: Receipt (Booking Conv.)

Test Run Dates

12 – 25 October 2011

Test Details

512 Possible experiments

13

SPECIAL OFFER OPTIMIZATION

Original page

“Control”

14 *Data is based on unique views and unique conversions and results from 12– 25 October 2011

+5.56%

Lift

Original page Optimal page

SPECIAL OFFER ORIGINAL VS. OPTIMAL

+5,56%

Lift

481

Extra Bookings

+1,100

mon. potential bookings

+ €220,000

monthly

potential

Optimal

+2,3%

Increasing the font size in the search gadget converted more visitors to

select flight page from the search gadget and overall helped lifting the

number of bookings.

Original font Bigger font

FACTOR RESULT: SEARCH GADGET

15

Optimal

+3.67%

Increasing the size of the search button in the special offers made the call to

action stand out clearer and added +3.67% clicks to it

FACTOR RESULT: SEARCH BUTTON

Original button Bigger button

16

Original

Optimal

+3,86%

Take advantage

No Surprise

Benefits

Even though the ‘no surprise’ message did have the bigger lift towards

the select flight page, the check-marked benefits carried a higher lift

through to the receipt page.

FACTOR RESULT: HEADLINE

17

Acquista ora » Cerca le occasioni »

Optimal

+5,44%

The button ‘scegli»’ created the biggest lift in bookings and was

therefore declared the optimal level.

FACTOR RESULT: OFFER BUTTON

Original Scegli >>

18

Control

Even though displaying the payment methods or security icons initially had a

positive influence on the click-throughs to select flight for the search gadget, the

number of bookings went down and these levels were not considered for the

optimal.

Payment methods

Security icons Payment methods & security icons

None

FACTOR RESULT: PAYMENT

19

Special Offers – Geo content

2nd Test

TEST OVERVIEW

Page Background

The goal of this test was to compare the Italy-wide Special Offers page against a Calabria- specific Special Offers page for the segment Calabria. The test shows that the targeted content drives more bookings in general and especially through the listed offers.

Measured Conversion Events

Primary: Flex DateSecondary: Select Flight / Confirmation

Test Details

Test type: AB Experiments: 2 Run Dates: 21 Dec 2011 – 70 days

Original page

“Control”

21

TEST RESULTS

+12.69%

Lift

FlexDate

+7.09%

Lift

Bookings

+7,09% 12,6%

Lift

473

Extra Bookings

+1,120

mon. potential bookings

+ €229,000

monthly

potential

Original page Optimal page

22

•Dedicated Analytics and

Optimization team

•Clear process & strategy

•Great test ideas

•Communicate results in your

organization

•Develop an holistic view

•Use learnings

KEY SUCCESS FACTORS

23

What’s next?

NEXT STEPS

Segment Testing General Testing Targeting Personalization

Next 6 months Past 8 months

25

26

TARGETING & PERSONALIZATION

create a

unique and

customized

experience on

alitalia.com

Thank you