Virgin Atlantic

Analytics at the heart of

eBusiness
Fergus
g Boyd
y
eBusiness Strategy &
Commercial
fergus.boyd@fly.virgin.com

Presentation to IBM, London 2012

About us

Long haul, point-to-point, full service airline

2B turnover (2011)
38+ aircraft
35 destinations
6m passengers pa
9,000 staff

Redefining the airport experience

www.virginatlantic.com
g

2m UU/month
3.5m sessions/month
17 global regions
200k online check-ins/
month
th

eBusiness Commercial in theoryy

Businessshaping
actionable insights
based on high-quality
analysis

Web analytics

Commercial
reporting

Voice of the
Customer

Tagging

Commercial focus
Data dri
driven
en insights
Best practice
Train the trainer

eBusiness Commercial in reality

y
Web
analytics
AB/MVT
testing
User
Experience
Commercial
reporting
p
g

Voice of
the
Customer
Affiliate
Marketing

Tagging

The day
y jjob
Currently

60 scheduled
h d l d and
d automated
t
t d
reports
20+ ad hoc insight reports/month
50% eBusiness & 50% loyalty
B2C & B2B
UK & global regions
Old & new websites
Tagging experts
AB testing
t ti & usability
bilit
Cookie compliance
Affiliate programme

Moving towards

Multi Variant Testing optimising

page content based on real user
behaviour
Multi-channel
Multi
channel tracking
Site optimisation, not just reporting
Exposure to conversion modelling
Data visualisation

Our main analytical

y
tools

Coremetrics

Business Objects

5 Universes covering Flying Club, Flying Co and Website

Bookings

TagMan

Website analytics tool measures how users are interacting with

our website

Allows us to accurately attribute Sales down to marketing touch

points
i t

eDigital

Online Survey functionality to allow us to gather qualitative

insights to web, and members of our research panel

History
y

IBM Coremetrics Analytics & Explore Live since 2010

IBM LiveMail added 2011/12
Over 130 different digital campaigns pa

all channels & regions

Web Futures & Mobile Futures projects currently underway

2
2 full time analyst resources
Lot of agency support

Challenges
g

IT p
project
j
vs business p
project
j

Demand

vs supply, Demand vs supply

why is x going down?

down?
why
Balancing projects vs stakeholder requests vs operations
Automating reports
Visualising information
Over/under tracking of pages
Coremetrics-lite?

Web/Digital
g
Futures

Mobile Futures

Design

Learnings
g

Analytics is at the heart of eBusiness

Its not about facts & figures, its about commerce & user
experience

Putt effort
P
ff t into
i t the
th basics
b i by
b laying
l i a strong
t
data
d t
foundation through meticulous tagging
T i the
Train
th trainer
t i
& give
i other
th tteams th
the ttools
l to
t help
h l
themselves
Integrate actionable insights into real life though
hosting Best Practice Sessions
Take the lead on usability & AB testing
Think multi-channel