#agilitytour #agilitytour

Mobile  Insight  and  Op7miza7on  Delivering  the  Omni-­‐Channel  Journey

Debraj  Basu,  Director,  Marke7ng  Op7miza7on,  United  Airlines

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Agenda

•  Mobile  as  a  channel  

•  Mobile  data  collec/on  at  United  

•  Business  value  crea/on  •  Q&A    

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MOBILE  AS  A  CHANNEL

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Introduc7on  to  the  United  Mobile  App

•  20  million  +  downloads  since  its  launch  in  November  2013  

•  A  few  firsts  •  First  US  airline  to  enable  customers  to  scan  their  passports  

•  First  to  partner  with  Uber  through  the  app  

•  New  features  •  Interac/ve  indoor  maps  for  hubs  

•  Self-­‐booking  that  offer  faster  re-­‐booking  in  the  event  of  flight  delay/cancella/on  

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United’s  Customer  Digital  Eco-­‐system

Website   Tablet   Mobile  App   Account  

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Mobile  at  United  Airlines

•  Mobile  app  features  •  Booking  •  Check-­‐in  •  Re-­‐booking  

•  Other  apps  •  Mileage  Plus  X  

•  Employee  facing  apps  

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MOBILE  DATA  COLLECTION  AT  UNITED

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We  believe  United  is  significantly  ahead    of  the  game  in  Digital  Data  Collec7on

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Where  do  we  collect?

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What  do  we  collect?

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Why  is  data  collec7on  in    mobile  challenging?

•  Challenges  •  Na/ve  App  •  Overwhelming  Business  needs  

•  Tradi/onal  setup  vs  Ensighten  •  Time  to  deployment  

•  SDK    

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Implementa7on  with  Ensighten

App  Data

Library API

Analy0cs  Tag

Ensighten  flexibility    +    

Google  repor/ngAnaly0cs  Data

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BUSINESS  VALUE  CREATION

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What  happens  aTer  data  collec7on?

Expanded  data  elements   User  choice  tracking      

Employee  interac/on    

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Retarge7ng  Ads  on  Mobile  Devices

Listen  to  what  the  customers  want  and  en/ce  them  with  relevant  

campaigns  

Cart  Abandonment:  Regain  those  dollars  with  email    

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Feeding  Omni  Channel

•  Phenomenal  increase  in  customer  touch-­‐points  

•  Missing  data  or  data  not  on  premise  

•  Disjointed  data  across  mul/ple  channels  

•  Fragmented  link  to  the  customer  

•  Struggle  to  access,  analyze  and  act  

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Use  of  mobile  op7miza7on