pascal_clement_amadeus_13.45
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Amadeus Travel Intelligence
‘Monetising’ big data sets
© 2013 Amadeus IT Group SA
Pascal Clement, Head of
Travel Intelligence, Amadeus
© 2013 Amadeus IT Group SA
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Approaches to BI today
From Traditional BI to BIG Data
The world is changing
BI
PROCESS
• Limited Data
• Expensive to
maintain
• Low scalability
Traditional business
intelligence tools are too
slow (and limited)
• Under usage of real
BI value
DATA
BI as defined since … 1994 is a set of methodologies, processes, architectures, and technologies that transform
raw data into meaningful and useful information used to enable more effective strategic, tactical, and
operational insights and decision-making”
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© 2013 Amadeus IT Group SA
Traditional
Business
Intelligence
The future marketplace and the whole travel
ecosystem need a new BI
The Consumer
“Pull” Model
Unstructured
Data
NextGeneration
Personalized
Services
SOLOMO *
Mobile Devices
Cloud Computing
Models
Regulated
Supply Chains
Optimized
Travel Retailing
The Supplier
“Push” Model
Structured
Data
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Data Warehouse and ETL
Services
© 2013 Amadeus IT Group SA
Desktop
Dashboards
MIDT BIDT
“Me Too”
* Social, Local, Mobile
Data Big-Bang
_ IDC: “212 billion ‘things’
online globally by 2020”
_ This will include 30 billion
‘autonomous’ things
_ More data generated this year,
than in the previous 5000
_ The future is not about more
data, it’s about leveraging the
data
_ Travel companies need to put the
right infrastructure in place now
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© 2013 Amadeus IT Group SA
Are we ready for this future?
The challenges
Creating an integrated data source
Maintaining a hybrid tech environment
Data skills shortage
Maintaining competitive advantage
Travel industry knowledge
© 2013 Amadeus IT Group SA
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confidential
…Imagine the possibilities…
RESTRICTED
What if airlines could…
…Detect pro-actively expected no-shows to increase opportunities to re-sell tickets
(RM)
…Identify travellers’ intentions to invest only where it worth - for efficient marketing spend (MKT)
…Open new routes with high ROI (Network Planning)
…Be alerted on uncompetitive pricing (RM)
…Get their daily Market Positioning per O&D to take appropriate action (Sales)
…Get recommendations on most profitable merchandising opportunities per route (Sales)
…Monitor their performance indicators in real-time (Executives)
…Identify their operational pain points in a factual and measured way (Ops)
…Adjust their Ops Control strategy in real time (Ops)
..in a agile, cost efficient
and timely manner !
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© 2013 Amadeus IT Group SA
…Have a 360 degree insight of their activity (Executives)
Leveraging BIG Data technology to deliver
next-gen BI solutions
- Amadeus,
- Customers (private),
- Industry,..
Cost-efficient solutions
Cloud-based
Agility
- Try a scenario
- Get immediate results
- Expand as relevant
INTELLIGENT PROCESS
Traditional business
intelligence tools are too
slow (and limited)
Personalized Service
Specialized Data Scientists
Deep Travel expertise
BIG DATA
High volume, high velocity, high variety information assets can create substantial economic value and help with operations,
decision making, risk management and customer service
Big Data is composed of 85% of unstructured data generated by internet, social media, mobile users, etc.
Big data is more about processing large volumes of data in almost real time, to create on-the-fly value
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© 2013 Amadeus IT Group SA
Amadeus
Travel
Intelligence
No Data Limit
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Classical BI
Data Lake
Datamart =
store of bottled water
cleansed, packaged and
structured for easy
consumption
Repository of
unlimited amounts of data
of any format, schema and type,
that is relatively inexpensive
and massively scaleable
© 2013 Amadeus IT Group SA
A new approach to the infrastructure
confidential
Customer – Before and After
RESTRICTED
BEFORE
© 2013 Amadeus IT Group SA
Amadeus BI Dashboards
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Strictly
Market Analysis: United Kingdom
CONFIDENTIAL
Most British intend to
stay in Dubai for a
week
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© 2013 Amadeus IT Group SA
Dubai is one of the top
searched destination
from London in March
2014
Benefits for the travel industry
High-performance analytics
Increased automation
Unprecedented speed
Cheaper, faster data processing
Complex calculations made much
simpler
‘
This means
a more
relevant
offer for the
traveller
© 2013 Amadeus IT Group SA
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© 2013 Amadeus IT Group SA
Thank you