双语时事：航空业运用大数据必然会有大作为

2014-07-08 16:13:44来源：可可英语

　　When a customer checks into a flight with United Airlines UAL -0.30% , there is typically an array of potential add-on offers to navigate through: flight upgrades, access to the airline’s United Club, and more.

　　旅客搭乘美国联合航空公司(United Airlines，简称“美联航”)的班机时，通常还会涉及一连串潜在的附加服务，比如升舱、是否有权进入贵宾室等等。

　　Under United’s old “collect and analyze” approach to data, the airline would use information about customers’ choices about those items, in aggregated fashion to “see what the most successful products were, and market with those [insights] in mind,” said Scott Wilson, the company’s vice president of e-commerce and merchandising.

　　美联航电子商务与经营副总裁斯科特o威尔森介绍说，按照公司过去采用的“收集与分析”数据法，美联航会把旅客选择这些服务的信息汇总到一起，来看“什么才是最成功的产品，然后据此进行营销。”

　　That approach has changed. As of the beginning of this year, “collect, detect, act” is United’s new data-focused mantra, and it’s changing the way the airline serves its customers.

　　现在，这种方法已经发生了变化。自从今年年初起，美联航已经把“收集、探测、行动”定为新的数据收集三步曲，同时还在革新服务旅客的方式。

　　“Now we look at who the customer is and his or her propensity to buy certain products,” Wilson explained. More than 150 variables about that customer—prior purchases and previous destinations among them—are now assessed in real time to determine an individual’s likely actions, rather than an aggregated group of customers.

　　威尔森介绍说：“现在我们会研究旅客是谁，以及他是否有购买我们某种产品的倾向。”现在美联航为了实时评估一名旅客的可能动向，会加入150多个影响旅客消费的变量，以及旅客之前的旅行目的地进行计算，而不再只是把大量旅客数据汇总到一起。

　　The result, delivered in about 200 milliseconds later, is a dynamically generated offer tailored to the individual. Its terms, on-screen layout, copy, and other elements will vary based on an individual’s collected data. For United, the refined approach led to an increase in year-over-year ancillary revenue of more than 15 percent, he said.

　　计算结果大概在200毫秒后就会得出，可以说它是根据一名旅客的实际情况量身打造并动态生成的服务建议。另外，它的服务条款、页面布局、拷贝和其它因素也会根据旅客的具体信息而有所不同。采用新的收据分析法后，联合航空的副业收入年增率超过了15%。

　　‘Airlines evolved big data’

　　“航空业催化大数据”

　　Welcome to the big data era in the airline industry, which in many ways was one of its earliest participants.

　　欢迎来到航空业的大数据时代。从很多方面来看，航空业都是大数据最早的参与者之一。

　　“Airlines are awash in data, much of it unstructured,” said Bob Mann, an industry analyst with R.W. Mann & Co. But only recently have airlines been able to use big-data techniques “to solve, among other objectives, how to recognize and enhance customer value, and how to cultivate high-value customers,” he said.

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