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Source: Henry Harteveld, Atmosphere Research

Group at the 2012 SITA Air Transport IT Summit,

Brussels.

The Art Of The Possible,

The Reality Of The Doable Henry H. Harteveldt

Co-Founder/Airline & Travel Industry Analyst

Atmosphere Research Group

20 June 2012

Twitter: @hharteveldt

2012 Atmosphere Research Group, LLC Confidential and Proprietary

Corporate Marketers Don t Use

Data As Well As They Should

39% of corporate marketers don t

collect own data frequently/not real-

time enough

51% said lack of sharing customer data

inhibits calculating marketing ROI

91% agreed successful brands use

customer data to drive business,

marketing decisions

Source: Marketing ROI In The Era Of Big Data, Columbia University Business School, New

York American Marketing Association, Q1 2012

2012 Atmosphere Research Group, LLC Confidential and Proprietary

IBM s Watson Showed How Big Data Could Be

Used

Source: IBM

2012 Atmosphere Research Group, LLC Confidential and Proprietary

Retailers Leverage Data To Drive Additional Sales

Source: Amazon.com

2012 Atmosphere Research Group, LLC Confidential and Proprietary

Financial Institutions Use Big Data In Numerous

Ways

Customer creditworthiness

Customer authentication

Product development

Offer management

Fraud prevention

Source: Company websites

2012 Atmosphere Research Group, LLC Confidential and Proprietary

Passenger Data Sources Orbit Airlines

Website

GDS

Counter/On-board

Kiosks

Loyalty/CRM/eCRM

Credit card Partners

Smartphones

Tablets

Goggles

Social media

Ad click-through s

Search click-through s

Direct connects

Email offers/responses

Call centre

Location-based services

Up-sell/cross-sell offers/responses

Source: Airbus