The Diggintravel Podcast

Lufthansa Group’s Shift to Airline Product Analytics

Mar 21, 2024

The podcast discusses Lufthansa Group's shift to airline product analytics, focusing on decentralized models and digital analytics communities. They delve into personalization, AI, and building better products efficiently. The discussion emphasizes the importance of data-driven decision-making, customer experiences, and the evolution towards personalized services in the airline industry.

43:09

Creator website

Episode guests

Laura J. Hornbake

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Transition from web to product analytics with decentralized model at Lufthansa Group.

Importance of personalization and AI in building trustworthy customer experiences in airlines.

Deep dives

Laura Hornbake's Role in Shifting Lufaans and Group Towards Digital Product Analytics

Laura Hornbake, the director and head of product analytics at Lufaans and group Digital Hangar, discusses the journey of transitioning from traditional web analytics to digital product analytics. With a vast experience in conversion optimization, personalization, and digital analytics, Laura emphasizes embedding data-driven decision-making in all digital product teams. The Digital Hangar within Lufaans and group serves as a central hub for digital transformation, employing a decentralized analytics model focused on providing guidelines and strategies for product analytics across various teams.

Introduction

3min

Exploring the Role of Product Analytics in the Lufthansa Group's Digital Transformation

4min

Evolution of Analytics Community and Product Analytics in Organizations

12min

Progression Towards Digital Maturity and Personalization in the Airline Industry

4min

Elevating Customer Experiences with First-Party Data in Airlines

17min

Evolution from Decentralized Model to Community of Practice in Airline Analytics

2min

For all you digital professionals who want to learn how the best airlines are mastering analytics and doing so at scale, this Diggintravel Podcast episode is a must-listen.

Today, we bring you another insightful case study: the Lufthansa Group and their Digital Hangar’s journey from web and CRO analytics to airline product analytics.

Laura J. Hornbake, Product Analytics Community of Practice Lead at Lufthansa Group Digital Hangar, talked about their shift towards a decentralized model and the establishment of a digital analytics community of practice, highlighting how some of the most innovative airlines are revolutionizing the use of analytics to build better products more efficiently and on a larger scale.

And naturally, our discussion wouldn’t be complete without delving into personalization and AI.

RESOURCES:

You can find the full article with examples, screenshots, key concepts, quotes, and other notes from this chat here:

https://diggintravel.com/lufthansas-group-evolution-to-airline-product-analytics/

You can find how airline marketers can build relevant, timely, trustworthy customer experiences on autopilot with AI here:

https://useinsider.com/sirius-ai-generative-ai-solution-for-customer-experience/

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The Diggintravel Podcast

Lufthansa Group’s Shift to Airline Product Analytics

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Laura Hornbake's Role in Shifting Lufaans and Group Towards Digital Product Analytics

The Significance of First-Party Data in Personalization Initiatives

The Evolution of AI and Its Role in Analytics Transformation

Community of Practice and Empowerment in Data Analytics

Remember Everything You Learn from Podcasts