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Allaedin, firstly may I offer my congratulations to you on this nomination, well deserved.
I share you sentiment at being humbled and honored to have been nominated within this cateogry, its a very strong list of nominations across all categories.
Furthermore I would like to congratulate all others that have been nominated.
The voting process looks clear and all DAA Members get chance to review the reasons for nomination, just in case of interest:
My information as submitted by the nominators:
Have worked with Mark in setting up a new Digital Analytics team at Avios, and I've seen his dedication in promoting digital analytics within a business which has traditionally been fully directed over the usage of offline behavioural data. He recruited, trained and set up the team on his own, which now plays an imperative role in shaping the Digital Sales, Marketing and Travel Strategy.
I would like to nominate Mark for this award for his work on increasing the understanding of customer behaviour with regards to the “look-to-book” metric. This relates to the travel industry and is a measure of the number of booking made by a particular customer relative to the number of searches a customer made on that particular route. This metric is important as it provides a measure of which route searches (that resulted in a booking) are popular and therefore indicates the route may be under-priced, or conversely, not popular, and therefore overpriced. A small fluctuations in the metric can result in huge changes in profit or loss, therefore calculation of this metric using a robust methodology is crucial. Mark used a novel methodology using Adobe Insight, modifying the data architecture to allow tracking of the customer through the whole user journey to allow the accurate calculations of this metric. The resulting analysis resulted in some actionable Insight and increased conversions on under booked routes.
Mark works for Avios (formerly known as Airmiles (UK) and currently part of IAG, that includes both BA and Iberia) – Avios have been a customer of SCL for some time, but their internal analytics deployment, while technically good, was never fully adopted or appreciated by the wider business. Since starting at Avios he has led (and subsequently built a team) around delivering actionable insight to the wider business:
◦ Extended the already member-centric nature of the analytics to present (in a meaningful way, and only when appropriate) 100’s of extra dimensions and metrics – allowing for deeper insight about specific user segments.
◦ Actively embraced new digital analytics opportunities, bringing App Tracking into Avios, through Localytics, a system not used before, identified the benefits of this to the company and how to integrate this with existing digital analytics.
Actively looking to push the limits of what is possible:
◦ Implementing connection of data between Online Research tool (ForeSee) and Web Analytics Tool (NetInsight)
◦ Implementing connection of data between Facebook App and Web Analytics Tool - meaning the company for the first time had strong insight on members use of Facebook. Despite the time consumed in the long term and day-to-day challenges involved with an initially unloved and under-resourced platform/team Mark has helped the UK analytics community by setting-up group on Linked in specifically for UK Web and Digital Analysts to share thoughts, ideas best practice, actively inviting and engaging digital analysts and key contacts from agencies and web analytics providers. (https://www.linkedin.com/groups?gid=7413413)
Rapidly growing knowledge and understanding of digital analytics
Within Avios Mark has sought out new insight opportunities through...