dataminr and the aviation industry: a marriage of insight & speed€¦ · dataminr alert 11:19 apr...

A Marriage of Insight & Speed

Dataminr and the Aviation Industry:

2Dataminr and the Aviation Industry: A Marriage of Insight and Speed

social media fuels many facets of modern life. From photos of newborns to reality T.V. commentary, social media is the de facto platform on which information is shared across the globe. Perhaps no industry is more familiar with this than the aviation industry, where an airline will face everything from acclaim to ire across multiple platforms on a single day.

Or, as Ross Feinstein, Senior Manager of Corporate Communications for American Airlines puts it, “social media is where our customers are.” But in today’s world, where one is all but inundated with corporate

maligning via social media, it is easy to dismiss these platforms as tools of the umbrage-driven, outrage-oriented mindset that has become far too familiar. However, to take such a view would be shortsighted

because, while social media can offer useful, direct and immediate interaction with customers, it also affords critical insights in terms of corporate security and public relations/communications.

It is no secret that… social media is where our

customers areRoss FeinsteinSenior Manager of Corporate Communications

American Airlines


A real-time understanding One doesn’t need to look far to find any number of

examples of local and national media outlets highlighting stories involving airlines that were born on social media, often accompanied by amateur video and photography. With this democratization of reporting, there is a need to not just be reactive, but proactive as well.

That is why Dataminr has proven to be such an indispensable part of the aviation industry’s toolkit, because it allows a company to work in tandem with events and not just respond to them. Using proprietary algorithms and machine-learning technology, Dataminr processes all publicly available tweets in real time and detects indications of breaking events. Dataminr’s real-time alerts help PR, communications, and security teams stay informed of relevant incidents and quickly respond when needed.

Dataminr processes

all publicly available tweets

in real time and detects

indications of breaking events.

4

Consider the case of American Airlines, Flight 31 in May 2017. What should have been a

routine flight between Los Angeles and Honolulu was disturbed by an unruly passenger.

When law enforcement began assembling on the ground to meet the plane, a reporter at

Honolulu International noticed and tweeted about it at 17:30. Thanks to Dataminr’s alerts,

American Airlines was able to release a statement within 15 minutes, directing media

inquiries to the FBI’s Honolulu division. By 17:56, major news outlets began publishing

reports on the story. Dataminr’s early alerts helped American Airlines’ communications

team keep their “finger on the pulse,” so they could release a statement before the media,

en masse, began asking for details. Though this illustrates how American Airlines was

able to prepare in terms of communication, their real-time knowledge of breaking events

has also played a significant role in their responses to matters of corporate security.

With the vast amount of information that is exchanged on social media, it is easy to imagine that critical information might get lost in the fold. Events unfold in the blink of an eye, which is why Dataminr’s real-time alerts enable corporate communication professionals to remain at the forefront of breaking news.

A sea of individuals, a single voice

Dataminr Alert17:30 May 19, 2017

American Airlines Statement17:45 May 19, 2017

Major News Reports17:56 May 19, 2017

#BREAKING: An @AmericanAir flight crew subdued a man trying to break into the cockpit of a Honolulu bound flight from LAX. @HawaiiNewsNow

American Airlines statement:

American Airlines Flight 31, an Airbus A321 from Los Angeles to Honolulu, landed safely at 11:35 a.m. HST. Due to a disturbance during flight, the crew requested that law enforcement meet the aircraft upon landing in Honolulu. American is in touch with federal law enforcement. As this is an active investigation, please contact the FBI’s Honolulu Division.


The shooting at the Fort Lauderdale-Hollywood International Airport in January 2017

is a good example of how social media can aid corporate security response. As the

gunman opened fire at 12:53, American Airlines received multiple Dataminr alerts just

four minutes later and immediately contacted the Director of Operations as well as

the General Manager for the airline in Ft. Lauderdale, both of whom were unaware of

the incident unfolding in a nearby terminal. Given the volume and specificity of the

Dataminr alerts, the airline’s corporate security team began confirming details with

local and federal law enforcement, allowing them a real-time understanding of the

event as it happened. The effect of this is manifold, as American Airlines was able to

inform ground personnel and customers and also reroute aircraft as needed.

Dataminr Alert12:57 Jan 6, 2017

Injury Reports13:09 Jan 6, 2017

Shooter in Custody13:22 Jan 6, 2017

Airport is Closed 17:06 Jan 6, 2017

@AriFleischer: I’m at the Ft. Lauderdale Airport. Shots have been fired. Everyone is running.


The aviation industry is highly interconnected. When an issue impacts one airline, it likely impacts others too, and real-time social media information can help in this regard as well.

Across industries & across the globe

Southwest Airlines Flight 1380 is an example of how one event

can cause reverberations throughout the industry. Shortly

after departing New York-LaGuardia Airport on April 17, 2018,

an engine on the Boeing 737-700 aircraft broke apart, resulting

in the death of one passenger and a dramatic, single-engine

landing that was widely reported in major media outlets.

Unlike other in-flight incidents, this one unfolded on social media.

The sheer amount of information (including photos and videos) that

was disseminated by passengers on the plane itself allowed for a

detailed, real-time understanding of what was happening during

this chaotic incident. As with the previous case, this demonstrates

how, given contemporaneous information, PR and communications

teams had the necessary insight so they were not caught flat-footed

by inquiries from journalists or other internal stakeholders.

It wasn’t just beneficial from a public relations standpoint. Dataminr’s

alerts had instant, practical implications throughout the aviation industry,

as several airlines with the same 737-700 aircraft ordered inspections,

thus preventing similar incidents from occurring. Such immediacy is

critical to staying ahead of any problems that may arise, an immediacy

that can be harnessed by processing social media data in real time.

Dataminr Alert12:01 Apr 17, 2018




Taken together, these examples serve as a cross-section of the many ways that leading aviation companies are already using real-time social media information to remain ahead of the curve in terms of communication and safety. But the beauty of social media and, by extension, Dataminr’s unrivaled ability to extract crucial information, is that it has largely limitless applications and provides broad value across organizations. However, while the uses may change, one common denominator remains: speed. And Dataminr, with its proven track record of real-time reporting, remains the gold standard for those wishing to stay on the cusp of a world that can change in an instant.

Dataminr, with its proven track record of

real-time reporting, remains the gold

standard for those wishing to stay on the

cusp of a world that can change in an instant.

dataminr.com

Dataminr’s solutions for Corporate Security, Communications, News, the Public Sector, and Finance are relied on 24/7 by thousands of clients in over 70 countries. Dataminr discovers high-impact events instantly and critical breaking information long before it’s in the news. Dataminr has been recognized as one of the world’s leading businesses in AI and Machine Learning innovation, pioneering groundbreaking technology for detecting, classifying, and determining the significance of public information in real-time.

To learn more about [email protected]

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dataminr and the aviation industry: a marriage of insight & speed€¦ · dataminr alert 11:19 apr...

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