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The data-driven airport: How daa created data and analytics capabilities to drive business growth, improve the passenger experience and deliver operational efficiency
Journal of Airport Management,
13
(4),
361-379
(2019)
Abstract
This paper provides an overview of the approach daa has taken to building a data-driven organisation. It outlines the capabilities delivered to drive business growth, improve the passenger experience and deliver operational efficiency. This required new ways of working, a step change in culture, organisational change, new processes and a new approach to analytics talent. It also required new technology that can be used to drive user adoption, meeting the ambition to scale data and analytics across an organisation. There have been many lessons learned on the journey; these lessons and recommendations are also discussed.
Keywords: data and analytics strategy; data culture; passenger experience insights; data science; analytics platform
The full article is available to subscribers to the journal.
Author's Biography
Marc Mullan is the Vice President of Data and Analytics at daa. daa operates Dublin and Cork Airports in Ireland and has significant overseas businesses through its ARI and daa International subsidiaries, in addition to Dublin Airport Central office development on the airport’s campus. Marc is a senior leader with over 20 years’ experience in successfully developing and delivering strategic change in the fields of data and analytics, multichannel customer relationship management (CRM), sales operations, sales performance management and financial operations. He has worked with large multinationals across the transport, technology and communications sectors to transform the customer experience, deliver operational efficiency and create value. With a passion for analytics, he has a proven track record of implementing cultural change at all levels of an organisation, enabling the democratisation of data and embedding evidence-based decision-making across the enterprise.
