Data is at the centre of many major business decisions but the range and scope of both sources and information means it's difficult to manage. This latest Q&A with one of the five finalists in Business Travel Show's Disrupt Awards is one that is looking to replicate its success of managing data in other sectors to business travel.
In this part of the series we speak to Tony Hufflett, a partner in Datasyrup. The winner will be announced after a Dragons' Den-style pitch and judging at the exhibition on Wednesday 22nd February at 4pm. Register to attend.
When did you launch?
We launched Datasyrup in 2016, but have mainly been working in other sectors to date, notably healthcare and automotive. We are only starting to take on clients in corporate travel in 2017.
How many people are working for the company?
We are four core team members some with deep expertise in business travel analytics. We also have a very experienced technology partner - Shree Partners who have expertise with GDS data, IT and travel transactional data. And we have a close partnership with Nina & Pinta a travel consulting and training agency.
Sum up what your company/product does in one sentence
We want to bring modern tools for business improvement to an industry that seems to very under-served by them and struggling with its big data challenges.
Why is it unique?
We work to close the gap between data and people. We combine our expertise in data analysis, business intelligence and data communication to equip travel managers, TMCs and suppliers with the tools to drive changes and improvements in their organisations. For example - we will automatically suggest areas of savings, so everyone can focus on running the business not deciphering dozens of metrics. The industry often reports data at such a high level it is difficult act upon, we also look at traveller level data to remove the risk of misinterpreting aggregate dashboards.
Why is it disruptive?
There are a number of great new tools for analysis and "playing" with data that are being used in other sectors. They have proven very effective in finding savings, running lean operations and increasing customer attachment and satisfaction. Corporate travel has generated 'big data' via the creation of the GDS, but it now needs to handle them better. Often travel is seen as a cost centre, but we think that with the right tools and understanding at hand travel managers could become strategic partners in their organisation.
What problem does it solve?
For travel managers for example: what would be the saving if I modify the travel policy? How will that affect compliance? How could I boost compliance and keep high traveller satisfaction? How can I raise the profile of travel management in the organisation?
For travel suppliers for example: forecasting demand and revenue. Who are the most loyal customers? Which ones are likely to leave soonest? What are the priority improvements needed on my service?
What platforms is it available on and can integrate with?
Most organisations already have pre and post trip data warehouse and some reporting tools. We can help leverage this technology and add more useful features such as forecasting financials and simulating the future. We use tools such as MicroStrategy, Tableau and PowerBI for example. We can integrate our models directly into the existing platforms, so no need for another one. We use the ABE principle: "Anything But Excel"!
What markets is it available in?
We are based in London but work with worldwide clients and data.
Which companies are using it already?
We are starting up. We have significant past experience in travel in our past lives prior of Datasyrup. We are now in conversation with corporate travel managers and TMCs and our first projects are starting now.