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

　　In search of new revenue streams

　　寻找新的收入流

　　It’s a similar story at Southwest Airlines LUV 1.54% , which is using big data to determine which new customer services to implement.

　　美国西南航空公司(Southwest Airlines)也在利用大数据技术来决定应该部署哪些新的旅客服务。

　　“Southwest uses aggregated, anonymous customer data to promote products, services, and featured offers to customers on multiple channels, devices, and websites including Southwest.com,” said Dan Landson, a company spokesman. “By observing and looking into customer behaviors and actions online, we are better suited to offer our travelers the best rates and experiences possible. We also use this data to support the evolving relationships with our customers.”

　　西南航空发言人丹o兰德森说：“西南航空利用汇总的匿名用户数据，通过多个渠道、多个设备以及包括公司官网Southwest.com在内的多个网站，向顾客推广产品、服务以及各种个性化服务。通过观察和研究旅客在互联网上的行为和活动，我们能更好地向旅客提供最优惠的机票和最好的旅行体验。同时我们也利用这些数据来进一步改善我们与旅客的关系。”

　　For example, “we look at the city pairs that are being searched to help us determine what type of service we should have on a specific route,” Landson said.

　　比如兰德森说：“通过研究旅客在网上搜索的直飞城市，可以帮助我们决定在某一特定航线上应该推出哪种服务。”

　　The payoff? “Our customer and loyalty segments grow year-over-year,” Landson said. “We believe that intelligent, data-based targeting has a lot to do with that growth.”

　　这样做的成效如何呢?兰德森称：“我们的旅客人数和忠诚度都在逐年增加。我们认为，这种智能化的、基于数据的定位方法对公司的增长起了很大的促进作用。”

　　‘$1 million per week’

　　“每周100万美元”

　　The benefits of a data-focused approach may be easy to understand, but execution is another matter entirely. For most airlines, the first problem lies in “bringing together all sorts of disparate silos of passenger information—booking information from transaction systems, web and mobile behavior (including searches, visits, abandoned carts), email data, customer service info, etc.—to create a single, consolidated view of the customer,” said Allyson Pelletier, vice president of marketing with Boxever, which offers a marketing platform focused on putting big data to work for the travel industry.

　　以数据为中心的经营方式听起来似乎很好理解，但执行起来就全然是另一回事了。差旅业大数据营销平台Boxever公司的营销副总裁艾莉森o佩列蒂耶指出，对于大多数航空公司来说，第一个拦路虎就是“如何把各类孤立的乘客信息整合到一起——比如交易系统中的订票信息、网络和移动行为(包括搜索、访问、退订)、电子邮件数据、客服信息等等——以建立一个统一的顾客视角。”

　　“Armed with this information, and the resulting insights, they can then take specific action that helps them convert more visitors on-site, secure more revenue, or increase loyalty across any channel,” Pelletier said.

　　佩列蒂耶说：“有了这些信息和根据这些信息得出的见解，各大航空公司就可以采取相应的行动，帮助他们将更多消费者转化成自己的顾客，获得更多收益，提高一切渠道上的顾客忠诚度。”

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