“Data analytics has transformed the culture at JetBlue to one which embraces testing and measurement in order to better serve our customers” says Greg Stiller from JetBlue, one of the confirmed speakers for Smart Travel Analytics 2015, an EyeforTravel event that is now into its third year. Other confirmed speakers come from big name brands including United Airlines, Hilton, Caesars Entertainment, Wyndham Worldwide, Facebook, Emirates and Carlson Wagonlit. The agenda is set following four months of intense industry research involving conversations with big and small brands alike. That research has revealed just how much the growth of data is impacting the industry and which areas need to be addressed to fully take advantage. Dominant themes include how brands can achieve a holistic view of their data, and the need to break down silos between departments so data can be leveraged to improve performance and increase revenue. What everybody agrees on is that revenue managers and marketers need to start working together to achieve shared goals. So big goals but there are big questions to answer too. How, for example, do you go about implementing this type of internal change? Can you shift mindsets enough to align departments that are fundamentally very different to each other in order to take advantage of the opportunities analytics presents? Collaboration between departments can help in a number of ways. To: - Gain customer understanding for increased loyalty and sales - Personalise your upsell strategy throughout all stages of the customer journey - Structure unstructured social data to tailor unique offers to customers - Improve data visualisation for faster, smarter decision-making. All these challenges present exciting opportunities for travel brands and will be discussed in depth throughout the two days. Death by Powerpoint Previous delegates have revealed that the traditional conference format does not lend itself to this topic as well as others. The call was for more hands-on discussion on how to use analytics, rather than a simple reliance on Powerpoint presentations. Responding to industry feedback, this year’s roundtable discussions will ensure that delegates learn how to put the theory into practice. How to leverage big data to drive customer engagement will be at the heart of the agenda for this year’s Smart Travel Analytics North America. The event will take place over two days, attracting 150+ senior travel executives. The event e-brochure has just been released, which contains the full agenda, speaker line-up and registration details, and can be downloaded at EyeForTravel To celebrate the event launch EyeforTravel are offering a $100 discount for registrations received before Monday 29th September.