Press Release: April 10, 2013

Japan’s All Nippon Airways Drives Multimillion Dollar Revenue Increase with HP Autonomy

HP Autonomy’s multivariate testing solution brings rapid and dramatic increase in ticket purchase conversion rate

PALO ALTO, Calif. — HP Autonomy today announced that All Nippon Airways (ANA), Japan’s largest airline, is delivering an enhanced online customer experience and increasing revenue with HP Autonomy’s market-leading multivariate testing platform, Optimost.

Founded in 1952, ANA is headquartered in Tokyo. Online sales are critical to ANA’s business, and it must deliver an exceptional online experience in order to succeed. ANA’s Web Sales Division was established in 2002 specifically to meet this goal.

ANA has worked with HP Autonomy to deploy Autonomy TeamSite as its Web Content Management platform, enabling its marketers to create and deliver an engaging and compelling online experience. ANA had previously been trying to improve its online customer experience through trial and error based on ad hoc data analysis. ANA selected Autonomy Optimost because it was able to offer both powerful multivariate testing capabilities and world-class consulting services.

In the first phase of the Optimost deployment, ANA generated a 30-percent benchmark uplift in click-thrus to purchases of domestic air tickets in just one month, leading to a subsequent uplift in annual revenue.

Autonomy Optimost allows marketers to create and run highly sophisticated multivariate and A/B tests on HP Autonomy’s eCommerce sites, testing multiple combinations of content, design, layout, pricing and offers with real customers to identify the combinations that generate the best results. Optimost can be delivered hosted, on-premises or as a self-service platform.

"We are dedicated to providing the best possible experience for our customers, whether that be in the cabin, at the airport or while booking a flight online,” said Mr. Yoshinobu Maeda, senior manager, Marketing Communication, All Nippon Airways. “Autonomy Optimost helped us successfully adapt our websites to suit the demands of our customers, without any negative performance impact on our systems or page-load times. This has resulted in a better experience for our customers and helped us to increase our online revenue.”

For the next stage of the project, ANA plans to introduce context-based personalization to its website, to match different customer behavior profiles.

“HP Autonomy offers proven technology which allows businesses to take the guesswork out of their marketing,” said Rafiq Mohammadi, general manager, Promote, HP Autonomy. “This takes the burden off the marketing and web teams, and allows companies to provide the best possible online experience for their customers.”

Additional information about the HP Autonomy Marketing Performance Suite is available at

About HP Autonomy

HP Autonomy is a global leader in software that processes human information, or unstructured data, including social media, email, video, audio, text, and web pages, etc. Autonomy’s powerful management and analytic tools for structured information together with its ability to extract meaning in real time from all forms of information, regardless of format, is a powerful tool for companies seeking to get the most out of their data. Autonomy’s product portfolio helps power companies through enterprise search analytics, business process management and OEM operations. Autonomy also offers information governance solutions in areas such as eDiscovery, content management, and compliance, as well as marketing solutions that help companies grow revenue, such as web content management, online marketing optimization, and rich media management.

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