The EveryMundo Platform is home to our Products and powers the data that they use, providing real-time fares, flight and route information, airline and airport data, as well as deeplinks, across products, pages, and digital marketing channels.
Data is collected, stored, and broadcast according to Business Rules configured for each product. Using these customizable configurations, each product can easily be designed to display data in a way that makes sense for the end user.
The EveryMundo Platform allows our Partners to build with us, and as the EveryMundo Platform grows, our products grow with it. Developers can use the EveryMundo Platform to develop their own airModules or other products using EveryMundo technology.
Display flight and fare information for the next 30-360 days
Choose to store and display Economy Fares, Business Fares, or even Miles. EveryMundo even has airModules that toggle between various fare classes. You have the flexibility to display your Domestic Routes as One Way and International Routes as Round-trip, or define the Trip Type for each route, in order to customize the marketing experience on your pages. You choose.
More than just fares
The EveryMundo Platform includes the Airports, Routes, Deeplinks, and more, basically everything your Fare Marketing needs comes from the EveryMundo Platform.
The EveryMundo Platform makes it possible to display and pre-populate information based on the page a user lands on – whether on airTRFX or on your own homepage.
Summary of Data Infrastructure
We centralize all data in DataCore™, our proprietary big data aggregation and processing system. Through DataCore, we manage modular APIs to power our products with real-time data. DataCore receives, processes, optimizes and communicates large data sets in a high performance, high availability environment. DataCore augments airline proprietary data with 3rd party information. As data infrastructure we use: MongoDB, AWS Kinesis Firehose, AWS Kinesis Stream, Amazon S3, Amazon Redshift, and Amazon Lambda Functions.
We use Hadoop HDFS with Apache Spark. Tableau and Google Data Studio are our main visualization tools to empower internal and external teams to answer their own data questions. We leverage Sumologic to analyze log files. We also employ data anomaly detection in Amazon QuickSight and Amazon CloudWatch.
EM Data Standards
As a data-driven, product-centric company, data is core to what we do, it’s our language. So we developed emDataStandards. emDataStandards are Airline industry specific data standards that enable direct distribution to better present, find, track and build airline digital marketing products.
Data Standards are the rules by which data are described, collected and used. In order to share, exchange, and understand data, we must standardize the format as well as the meaning.
The emDataStandards are an Open Source Project found here: https://github.com/EveryMundo/emDataStandards
Data Collection and Data Sources at EveryMundo
We centralize all data in DataCore™, our proprietary big data aggregation and processing system. Through DataCore, we manage modular APIs to power our products with real-time data.
Almost 50 airlines (and one airline alliance) worldwide use at least one EveryMundo solution. We collect the following data assets from these airlines:
EveryMundo’s proprietary solution enabling the capture of fares, flight info, and user behavior data based on natural user activity in an airline’s booking engine.
Information about visibility and target audience: who they are, how they search, etc.
THIRD PARTY DATA
Fare data from APIs that airlines provide
AIRLINE BI DATA
Data such as capacity share, load factor, revenue management data, etc.
GOOGLE & ADOBE ANALYTICS DATA
Track and report website activity of the users such as sessions, page value, traffic sources, conversions, and revenue.
Online campaign data from the search engines Google, Baidu, Bing, Yandex, Yahoo, Naver.
FareNet is EveryMundo’s proprietary tool which collects User Search Data from the airline internet booking engine (IBE). FareNet powers EveryMundo’s airline eCommerce solutions by collecting User Search Data from airlines’ booking engines in real-time.
This gives our solutions the power to constantly update fares and trip information – without additional calls to the airline’s reservation system. In addition, this method of collecting the flight search data does not add any stress to servers or affect page load time.
The FareNet pixel is a single line of code implemented into the Flight Search Results Page and Confirmation Page. The script only activates when the user:
- Arrives to the Flight Search Results Page after initiating the flight search, and
- Lands on the Confirmation Page after completing a booking.
Note: This data collection capability could be extended to other steps of the IBE.
Data Points Collected
The following are the standard data-points collected from FareNet (adjusted based on data available to users in airline’s Flight Search Results Page and Confirmation Page):
Origin Airport Code
Destination airport code
Additional data is saved for the main trip (selected in both “Outbound flight details” and “Inbound flight details”):
We implement end-to-end tracking for all of our products to give transparency into the performance of our products. With the end-to-end tracking, we measure increased product awareness (e.g. route network awareness for airlines), user engagement, and revenue attribution.
Benefits of our end-to-end tracking system include:
Independent of the client’s tracking set-up
All requests are encrypted and no personally identifiable information is collected
We collect data from the first touchpoint to final transaction
All user interactions are tracked, for example, all clicks on CTA button and filter interactions
We collect revenue in different currencies and attribute it to user product usage
To achieve end-to-end tracking, the following two cookies get generated:
- emcid: Used to identify user interactions across products and airlines. This could be used to evaluate willingness to buy.
- emtid: Unique identifier created through product interactions to evaluate user behavior changes, e.g. what fares did user click on versus what fares did users see in the IBE or what route did the users click on and what route did the user end up buying, etc.
airTRFX Control Usage
We have implemented user behavior tracking in airTRFX Control Usage, in order to:
- Provide an overview to users how their team is using airTRFX Control
- Provide targeted training to airlines in areas of airTRFX Control that they may not have discovered yet
Please note that the airTRFX Control Usage dashboard is currently in development and not yet available to customers. In the future, this dashboard will be available in airTRFX Control.
Business Intelligence Data for Customers
Customers can gain access to BI data in three different ways:
- Tableau Online: Customers log in to Tableau Online to view different BI dashboards
- airTRFX Control: Selected BI dashboards in Tableau get embedded into airTRFX Control. This is currently in Beta.
- In-page Analytics: Customers logged into airTRFX Control can visit their own airTRFX pages and view airModule performance by clicking on a data icon. This is currently in development and not yet available to customers.