EveryMundo Platform

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, and 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.

More than 60 airlines (and one airline alliance) worldwide use at least one EveryMundo solution. We collect the following data assets from these airlines:

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.

SEM Data

Online campaign data from the search engines Google, Baidu, Bing, Yandex, Yahoo, Naver.

FareNet

FareNet is EveryMundo’s proprietary script that collects User Search Data from our clients’ internet booking engines (IBE) in real-time. As users search for flight fares, FareNet captures the lowest daily fare in the search results and sends new low fares to be populated across the web.

The FareNet pixel is a single line of code implemented into the Flight Search Results Page, Calendar Page and Confirmation Page. FareNet only activates when a user:

• Arrives to the Flight Search Results Page after initiating the flight search, and
• Lands on the Confirmation Page after completing a booking.

This gives our solutions the power to constantly update fares and trip information without any additional calls to the Res system or GDS. Keeping fares updated and saving airlines additional fees.

FareNet is USDOT compliant, meets WCAG 2.0 Accessibility Guidelines, and provides the highest fare accuracy available. Data from FareNet is used to power EveryMundo products like airTRFX and FareWire, which bring real-time fares to millions of webpages every day.

Data Points Collected:

The following are the data-points collected from FareNet (adjusted based on data available to users in airline’s Flight Search Results Page and Confirmation Page).

Note that no personally identifiable information is collected.

Fare Refresher:

The Fare Refresher enables an automatic refresh of a specific route list, when routes have not been searched for a specific period of time, to ensure fare availability. Additionally, airlines with the feature will be able to schedule a refresh for selected route(s), date(s), and currency(ies). This will allow an airline to ensure fare availability for routes and update fares when promotions are occurring.

The Fare Refresher is a configurable product that leverages both FareNet and Deeplink MS allowing EM to improve fare availability and accuracy for routes configured by the Airline Marketer.

How it works:

• Deeplink Service: The Fare Refresher Lambda uses the Deeplink MS to create requests directly to the customer’s IBE.
• Puppeteer and AWS Lambdas: EM leverages AWS Lambdas to run Puppeteer, which provides headless browser automation with Chrome, allows us to load the customer IBE and collect fare data. The Fare Refresher blocks tracking scripts, and ensures Farenet is loaded. This ensures we do not impact customer tracking.
• FareNet: FareNet collects fare information from the customer’s IBE page, and then sends an event to the Fare Refresher Lambda to move to the next request. All data is sent to the Fare Integration Table in Datacore, to ensure we don’t impact EM tracking of user searches. 

End-to-End Product Performance Dashboards

We provide full  transparency into the performance of our products with the FareNet Dashboards inside of airTRFX Control. We measure increased product awareness (e.g. route network awareness for airlines), user engagement, and revenue attribution. These dashboards are: