Aeroflot will begin to use predictive analytical technologies of IBM

Aeroflot reaches the new service level clients using IBM Analytics

IBM Analytics will allow the largest Russian airline to increase the share in the domestic and international markets

In March, 2016 IBM announced that the largest airlines of Russia Aeroflot-Russian Airlines (further Aeroflot) began implementation of analytical solutions of IBM which will help it to improve approach to service of 40 million passengers who are annually making runs with Aeroflot, to increase a passenger traffic and to raise a customer loyalty to a brand.

According to the results of the transaction Aeroflot will begin use of predictive analytical technologies of IBM for receiving a picture of real situation due to processing of extensive number of the structured and unstructured these different divisions of the company, including the website of armoring of trips, social networks, the systems of IT department and accounting.

Use of these data allows to study better preferences of clients and their behavior at purchase commission. Thus, Aeroflot will be able to improve customer support and to wage address marketing campaigns. For example, for holding special actions in the new directions the staff of Aeroflot will be able to be guided by the travelers who are potentially interested in the offer and with the most relevant profiles.

"Implementation in traditional approach of customer interaction of Big Data technologies, first of all, is equitable to the interests of clients in search and selection of the best offer. Addition of "broad broadcasting" with the personified, address interaction will allow to attract proactively new audience and to successfully develop the relations with the existing clients", – Mikhail Fandeev, the marketing director of Aeroflot company emphasizes.

A system will use data processing, machine learning and technologies of predictive modeling for the analysis of a customer behavior of Aeroflot at purchase commission. Effectively using over 300 characteristics, including the last purchase, the history of purchases, the number of the purchased tickets and also types of the directions and sensitivity to the price, Aeroflot will be able to create a unique profile of the buyer and more precisely to define an indicator of the customer lifetime value (CLTV).

Analytical technologies of IBM, including BigInsights and SPSS, were selected by Aeroflot as a result of careful market research of similar solutions. The partner of IBM the Technoserv Consulting company was selected from quality of the system integrator of the transaction according to the results of an open tender.