Ryanair puts customer data in hands of employees

Simplicity was the key when it came to adopting Qlik for its customer BI and analytics

Ryanair opted for business intelligence (BI) and data visualisation tools from Qlik in an effort to get data and insights into the hands of employees.

Head of digital experience at Ryanair Dara Brady told Computerworld UK: "We had a massive amount of customer data on booking and transactions histories they were leaving a large trail, so we decided we could leverage that."

Brady says that the first part of their data strategy was around consolidation of data into a single view, and the adoption of Hadoop helped with this.

Next was finding tools to make sense of this data, however it would "only be productive if we could visualise it to the layman - like myself - someone in digital marketing or finance," Brady said.

In the end it was simplicity that drove Ryanair's adoption of Qlik products across the company. Brady says: "When we took it round the teams it ranked best for the end-user and that could be as simple as the interface and how you export the data," Brady says.

Ryanair has linked Qlik analytics to their client relationship management (CRM) system, so a manager could see "CRM or email was weak yesterday and ask how we improve that. So the tool is only as good as the data you put into it but the ability to make decisions off the back of it has been a big advantage", Brady says.

Ryanair didn't even have a BI or insight team until recently, and their previous experience with Qlik was a driver towards the tool when it came to auditing the market.

Now Ryanair uses the self-serve Qlik Sense to give all staff access to the data they need, and Qlik View, which is more guided analytics, driven by the BI team.

Personalised offers

By having a better view of the customer and their products performance Ryanair staff can tailor personalised offers to try and boost sales.

Brady gives an example: "We can see a route and we get granular analysis on performance. We can use the tool to pin point that quickly and take a decision to put an offer on the home page promoting that route."

These flight offers have been a strength for Ryanair since moving to Qlik, and now they are focusing on selling seats based on preference.

"We looked at the entire seat map configuration of our aircraft and broke down where people are sitting and where the most popular seats are," Brady said.

"We could see which seats are not selling well and can tailor the pricing accordingly. Visualisation of that information wouldn't have been easy without Qlik."

Now Ryanair offers £4 seats as well as the £13 'priority' options towards the front of the aircraft.

Teething problems

It hasn't all been smooth sailing with Qlik though, but teething problems are an inevitability with any new tool according to Brady.

Consolidating data across an organisation may sound like a nice idea but it does lead to issues with classification of data. As Brady says: "My understanding of a metric versus someone else has been different, so the classification and getting everyone on the same page has been a challenge, but you face that with any tool."

Given the chance to do it again Brady would focus on global definitions and good initial governance to smooth this process out.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in