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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