Analytics in the Spotlight

Episode 1: Starting up

Travel Distribution Summit Europe

London | May 23, 2014

Copyright
C. Ciobanu 2014CWT
- Copyright 2011 CWT
2014
Agenda

Jump-starting analytics
Early analytics use-cases
Takeaways

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Corporate Travel has Several
Dimensions
Our job is to find the sweet spot in this space:

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Why Analytics?

Marketing analytics = reporting

Analytics: real-time, predictive, insight

If it is not SUM or COUNT, then it is probably analytics

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Example 1: Predictive Analytics

Studies focused on revenue or transactions:

My transactions have gone down 10% this week is it normal?

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Example 2: Traveler Behavior

Example: Who is spending the most money per trip? Why?

3 levers: Demand, demographic, behavior

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Example 3: Moving Towards Insight:
How do we Measure Travel Stress?
Survey to find out the intensity of stress:
Measures how stress is perceived at each stage
Transactional analysis:
Duration of each stressful activity

STRESS = INTENSITY X DURATION

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Building a Trip Reconstruction Platform

Each trip is seen a collection of 22 activities

Reconstruction Engine
External
Stress Index

Balanced innovation pipeline (low vs high risk)

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CWT Travel Stress Index: Moving
Towards Traveler Policies
Received positively in our industry and beyond

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http://hbr.org/infographic/2014/04/how-stressful-is-business-travel
Takeaways

When starting up

1. Do not worry about investing $$$

2. Go for the quick wins, outside reporting
3. Have one (and only one!) high-risk project

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Thank you.

Catalin Ciobanu
Director of Innovation & Big Data
analytics , CWT
cciobanu@carlsonwagonlit.com

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Appendix

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CWT at a Glance

A global leader in business travel

Present in over 150 countries and territories (wholly

owned, JVs & partner countries)

Nearly 20,000 employees

A diverse client portfolio of large corporations, small and

mid-size companies, government institutions and non-
governmental organizations

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Example 3: Rules Emerging Through
Correlations
Example: Which travelers are over-staying?

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Survey: How is Travel Stress Perceived?

Investigate the intensities of 33 stress factors

7,300 respondents

CWT Travel Stress Index survey:

http://www.cwt-solutions-group.com/export/sites/cwtpreprod/.content/files/cwt-stress-triggers-for-business-travelers.pdf
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