Life at Expedia Group Blog
Empathy: the most powerful of Analytics tools
Alexander Jing | Analytics Manager, Product Analytics in Bellevue
My journey with Expedia Group started 4 years ago, when I was hired for a contractor role. Initially, it was just a short-term gig. Yet the more I learn about Expedians and the work we do here, the more I am fascinated by Expedia Group.
What motivates me to come to office everyday – perhaps misnomer since I sometimes work from home– is the opportunity and the mission that lies ahead. Firstly, the opportunity is huge. Expedia Group is in a market with tremendous potential; as big as it is today, it still only has a very small market share in the global travel market. What intrigues me even more is the mission. As a travel company, Expedia Group brings all people and places in the world within reach. Travel breaks down barriers, helps people understand each other, and broadens one’s horizon. This understanding is more important than ever in today’s world.
How do I connect the big picture to my everyday job? As inspiring as travel can be, there is still friction to solve for. When we put a traveler’s journey under a microscope, we see many elements that could be smoother. A customer trying to fit a flight to her budget and schedule. A customer needing to book a hotel in a foreign country when they don’t speak the language. A customer traveling to a destination for the first time, unsure of where to look for things to do. These and many more are the customer pain points Expedia is trying to solve, and we at Expedia Group solve them through…analytics!
I am analytic manager in the product analytics team. Our mission is to resolve customer pain points, which we do by leveraging the tremendous amount of data we collect every day. I like to imagine myself as a detective: I collect and visualize data points in a meaningful way, and I analyze them, trying to recreate the travel experience behind numbers, and pinpoint anything that may lead to a better experience. Since we don’t see our customers, we rely on modern technology to make sure we capture customer behavior as truthfully as possible. When I look at a number, I see the customer behind it. And it is my job to make sure I understand that customer and I do everything I can to improve their experience with us.
So how do I do that? Aside from all the “required skillset” you might see on a random job posting – query, visualization, modeling, scripting – I like to emphasize empathy. Behind every number there is a customer, or a customer’s interaction with our website. Behind every interaction there is a need or a purpose. A flight confirmation number might be somebody’s first trip to a foreign country. An error code on the confirmation page could be the difference between catching the flight or missing it. An increase in bounce rate might indicates customers are not finding the information they need. A low open rate for an e-mail campaign could mean we are not sending useful information to customers.
We are best at our job when we put ourselves in customers’ shoes, and we analytic folks are best at our job when we see the human interaction behind the numbers. This is the critical skillset one need to be successful as an analyst. Most other skills can be learned rather quickly, but empathy requires a completely different mindset! And if you have what it takes to be a customer champion? Expedia welcomes you!
Expedia Group is important to me not just professionally, but also personally. My daughter was born 2.5 years ago. Life with a young kid is hectic and unpredictable and requires tremendous energy. Life with a young kid and a full-time job? Oh my, you have no idea! Fortunately for me, I have colleagues that are supportive and understanding. Flexibility of working hours and location is common in Expedia Group, and one does not need to hesitate to take a day or two off for familial obligation. I’ve been able to watch my kid grow, read books to her, teach her to talk, whilst maintaining productivity in my role.
Expedia Group is truly a special place to be! Every day I am learning, meeting smart and devoted people, solving puzzles, and bringing the world closer! If you are like me, and enjoy fast-paced, customer-centric, and mission-driven work, I’m sure Expedia Group will not disappoint!