Google Case Studies Google Analytics 360 and BigQuery improve efficiency and insights for Skyscanner

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	Google Analytics 360 and BigQuery improve efficiency and insights for Skyscanner Google

Google Analytics 360 and BigQuery improve efficiency and insights for Skyscanner

Google

Technology Category	Analytics & Modeling - Big Data Analytics Analytics & Modeling - Real Time Analytics
Applicable Functions	Sales & Marketing Business Operation
Use Cases	Real-Time Location System (RTLS) Predictive Quality Analytics
Services	Data Science Services
Challenge	Skyscanner, a leading global travel search company, wanted to understand anonymous customer behaviour on a more granular level. They were keen to dig deeper into the data to get more insight and further optimise their products. Skyscanner wanted to drill down into specific markets, device types and marketing channels. Plus, certain teams within the company wanted to understand the performance of individual site functionalities. They needed to see how well interactions with given functionalities affected conversion rates. Finally, the company wanted to create detailed cohorts to understand how users interact with Skyscanner over time. Read More
About Customer	Skyscanner is a leading global travel search company for flights, hotels and car hire around the world. Founded in 2003, the company helps over 40 million people each month find the best travel options across its portfolio of websites and mobile apps. The company is headquartered in Edinburgh, United Kingdom. Skyscanner is committed to understanding its customers better and optimizing its products to provide the best possible service. Read More
Solution	Skyscanner opted to address all of these needs by integrating Analytics 360 with Google BigQuery. This integration has become the starting point for many detailed investigations across the business. For example, analysts and engineers now run cohort analyses to understand how frequently users return to Skyscanner, and which channels are most effective at which part of the customer journey. Using BigQuery with tools such as Tableau and Python also offers more speed and efficiency than ever before. To minimise costs, they use Python scripts to automate aggregations into new, smaller tables that are much more cost efficient to query. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Big Data Analytics

Analytics & Modeling - Real Time Analytics

Applicable Functions

Sales & Marketing

Business Operation

Use Cases

Real-Time Location System (RTLS)

Predictive Quality Analytics

Services

Data Science Services

Challenge

Skyscanner, a leading global travel search company, wanted to understand anonymous customer behaviour on a more granular level. They were keen to dig deeper into the data to get more insight and further optimise their products. Skyscanner wanted to drill down into specific markets, device types and marketing channels. Plus, certain teams within the company wanted to understand the performance of individual site functionalities. They needed to see how well interactions with given functionalities affected conversion rates. Finally, the company wanted to create detailed cohorts to understand how users interact with Skyscanner over time.

About Customer

Skyscanner is a leading global travel search company for flights, hotels and car hire around the world. Founded in 2003, the company helps over 40 million people each month find the best travel options across its portfolio of websites and mobile apps. The company is headquartered in Edinburgh, United Kingdom. Skyscanner is committed to understanding its customers better and optimizing its products to provide the best possible service.

Solution

Skyscanner opted to address all of these needs by integrating Analytics 360 with Google BigQuery. This integration has become the starting point for many detailed investigations across the business. For example, analysts and engineers now run cohort analyses to understand how frequently users return to Skyscanner, and which channels are most effective at which part of the customer journey. Using BigQuery with tools such as Tableau and Python also offers more speed and efficiency than ever before. To minimise costs, they use Python scripts to automate aggregations into new, smaller tables that are much more cost efficient to query.

Impact #1	Accelerated workflow
Impact #2	Deeper insights more quickly
Impact #3	Improved conversion rates on smartphones and tablets

Impact #1

Accelerated workflow

Impact #2

Deeper insights more quickly

Impact #3

Improved conversion rates on smartphones and tablets

Benefit #1	Improved conversion rates by 30-40% on smartphones and tablets in the last six months

Benefit #1

Improved conversion rates by 30-40% on smartphones and tablets in the last six months

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Overview

Google Analytics 360 and BigQuery improve efficiency and insights for Skyscanner

Operational Impact

Quantitative Benefit