Google Analytics 360 and BigQuery improve efficiency and insights for Skyscanner
Customer Company Size
Large Corporate
Region
- Europe
Country
- United Kingdom
Product
- Google Analytics 360
- Google BigQuery
- Tableau
- Python
Tech Stack
- Google Analytics 360
- Google BigQuery
- Tableau
- Python
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Real-Time Location System (RTLS)
- Predictive Quality Analytics
Services
- Data Science Services
About The Customer
Skyscanner is a leading global travel search company for flights, hotels and car hire around the world. Founded in 2003, the company helps over 40 million people each month find the best travel options across its portfolio of websites and mobile apps. The company is headquartered in Edinburgh, United Kingdom. Skyscanner is committed to understanding its customers better and optimizing its products to provide the best possible service.
The Challenge
Skyscanner, a leading global travel search company, wanted to understand anonymous customer behaviour on a more granular level. They were keen to dig deeper into the data to get more insight and further optimise their products. Skyscanner wanted to drill down into specific markets, device types and marketing channels. Plus, certain teams within the company wanted to understand the performance of individual site functionalities. They needed to see how well interactions with given functionalities affected conversion rates. Finally, the company wanted to create detailed cohorts to understand how users interact with Skyscanner over time.
The Solution
Skyscanner opted to address all of these needs by integrating Analytics 360 with Google BigQuery. This integration has become the starting point for many detailed investigations across the business. For example, analysts and engineers now run cohort analyses to understand how frequently users return to Skyscanner, and which channels are most effective at which part of the customer journey. Using BigQuery with tools such as Tableau and Python also offers more speed and efficiency than ever before. To minimise costs, they use Python scripts to automate aggregations into new, smaller tables that are much more cost efficient to query.
Operational Impact
Quantitative Benefit
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