B2B analytics in the airline market: Harnessing the power of consumer big data

Christopher Holland, Sabrina Thornton, Peter Naudé

Research output: Contribution to journalArticle

Abstract

This paper utilizes market-level data to explore the relative performance of individual companies amongst defined competitors. We show the potential of using consumer clickstream data, an important type of big data, to create a new set of B2B analytical frameworks. In the markets where complex interactions between competitors, search intermediaries and consumers create a network, B2B relationships can be inferred from consumer search patterns, and can then be modeled to gauge the online performance. A commercial dataset from ComScore’s US panel of one million users is used to illustrate a new approach to measure and evaluate the online performance of competitors in the US airline market. The methodology and associated performance framework demonstrate the potential for new forms of market intelligence based on the visualization of market networks, online performance calculated from matrix algorithms, the measurement of the impact of search intermediaries, and the identification of latent relationships. This research makes theoretical and empirical contributions to the debate on the use of big data for B2B market analytics. B2B managers can use this approach to extend their network horizon from an egocentric to a network view of competition and map out their competitive landscape from the perspective of the customer.
Original languageEnglish
Number of pages13
JournalIndustrial Marketing Management
Early online date14 Dec 2019
DOIs
Publication statusE-pub ahead of print - 14 Dec 2019

Fingerprint

Airline market
Competitors
Intermediaries
Relative performance
Visualization
Interaction
Managers
Market intelligence
Clickstream data
Consumer search
Methodology
B2B relationships

Cite this

@article{e3e1fcadc7ca42ef8704693e18a465aa,
title = "B2B analytics in the airline market: Harnessing the power of consumer big data",
abstract = "This paper utilizes market-level data to explore the relative performance of individual companies amongst defined competitors. We show the potential of using consumer clickstream data, an important type of big data, to create a new set of B2B analytical frameworks. In the markets where complex interactions between competitors, search intermediaries and consumers create a network, B2B relationships can be inferred from consumer search patterns, and can then be modeled to gauge the online performance. A commercial dataset from ComScore’s US panel of one million users is used to illustrate a new approach to measure and evaluate the online performance of competitors in the US airline market. The methodology and associated performance framework demonstrate the potential for new forms of market intelligence based on the visualization of market networks, online performance calculated from matrix algorithms, the measurement of the impact of search intermediaries, and the identification of latent relationships. This research makes theoretical and empirical contributions to the debate on the use of big data for B2B market analytics. B2B managers can use this approach to extend their network horizon from an egocentric to a network view of competition and map out their competitive landscape from the perspective of the customer.",
keywords = "Online market analysis, Big data, B2B analytics, Online panel data, Online performance measures, B2B networks",
author = "Christopher Holland and Sabrina Thornton and Peter Naud{\'e}",
year = "2019",
month = "12",
day = "14",
doi = "10.1016/j.indmarman.2019.11.002",
language = "English",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier Inc.",

}

B2B analytics in the airline market : Harnessing the power of consumer big data. / Holland, Christopher; Thornton, Sabrina; Naudé, Peter.

In: Industrial Marketing Management, 14.12.2019.

Research output: Contribution to journalArticle

TY - JOUR

T1 - B2B analytics in the airline market

T2 - Harnessing the power of consumer big data

AU - Holland, Christopher

AU - Thornton, Sabrina

AU - Naudé, Peter

PY - 2019/12/14

Y1 - 2019/12/14

N2 - This paper utilizes market-level data to explore the relative performance of individual companies amongst defined competitors. We show the potential of using consumer clickstream data, an important type of big data, to create a new set of B2B analytical frameworks. In the markets where complex interactions between competitors, search intermediaries and consumers create a network, B2B relationships can be inferred from consumer search patterns, and can then be modeled to gauge the online performance. A commercial dataset from ComScore’s US panel of one million users is used to illustrate a new approach to measure and evaluate the online performance of competitors in the US airline market. The methodology and associated performance framework demonstrate the potential for new forms of market intelligence based on the visualization of market networks, online performance calculated from matrix algorithms, the measurement of the impact of search intermediaries, and the identification of latent relationships. This research makes theoretical and empirical contributions to the debate on the use of big data for B2B market analytics. B2B managers can use this approach to extend their network horizon from an egocentric to a network view of competition and map out their competitive landscape from the perspective of the customer.

AB - This paper utilizes market-level data to explore the relative performance of individual companies amongst defined competitors. We show the potential of using consumer clickstream data, an important type of big data, to create a new set of B2B analytical frameworks. In the markets where complex interactions between competitors, search intermediaries and consumers create a network, B2B relationships can be inferred from consumer search patterns, and can then be modeled to gauge the online performance. A commercial dataset from ComScore’s US panel of one million users is used to illustrate a new approach to measure and evaluate the online performance of competitors in the US airline market. The methodology and associated performance framework demonstrate the potential for new forms of market intelligence based on the visualization of market networks, online performance calculated from matrix algorithms, the measurement of the impact of search intermediaries, and the identification of latent relationships. This research makes theoretical and empirical contributions to the debate on the use of big data for B2B market analytics. B2B managers can use this approach to extend their network horizon from an egocentric to a network view of competition and map out their competitive landscape from the perspective of the customer.

KW - Online market analysis

KW - Big data

KW - B2B analytics

KW - Online panel data

KW - Online performance measures

KW - B2B networks

UR - http://www.scopus.com/inward/record.url?scp=85076539935&partnerID=8YFLogxK

U2 - 10.1016/j.indmarman.2019.11.002

DO - 10.1016/j.indmarman.2019.11.002

M3 - Article

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

ER -