Cargo.one launches cargo.one360 data product for carriers

E-booking platform cargo.one officially launches today, leveraging data collected during the digital quoting and booking process for its cargo.one360 data and analytics product for carriers. [caption id="attachment_97486" align="alignright" width="450"] Image: cargo.one[/caption] The data product will serve more than 20 airlines on Germany-based cargo.one’s platform, though co-founder and managing director Moritz Claussen told Air Cargo World that some of its partner carriers have had access to the data prior to launch. Cargo.one360 includes about 30 metrics, including show rate and win rate, which measures how many searches an airline responded to with an offer and how many customers converted based on offers made, cargo.one’s senior director of airline products Simson Demmer told Air Cargo World . The company plans to add additional metrics in the future and will explore offering a similar data product for freight forwarders using its platform. “A lot of these metrics come from the experience that we’ve had over the past three and a half years of being in this market where a lot of the airlines that we work with were taking the zero-to-one step of doing sales digitally for the first time,” Claussen said. “There’s a lot of learnings on very different levels of any of these organizations from local sales teams to sales-steering, revenue management, all the way up to the boardroom of: What do we actually want to track? What information do we have and how do we utilize that information? What questions do we ask, what are the resulting messages? And how do we measure what we actually derive from those questions?” Other early insights available through cargo.one360 relate to cancellation rates and the factors leading up to the cancellation, display times for carrier offers to appear, and several others related to carrier response times and customer booking metrics, according to Demmer. The information can be accessed by carriers through cargo.one’s dashboard and customizable reports or integrated directly into a carrier’s existing system. Cargo.one provides a range of secure data integration methods, including application programming interface (APIs) and secure shell (SSH) file transfer protocols (FTP). Alongside data specific to the carrier, cargo.one360 presents the market standard for many of its metrics, allowing carriers to compare their own performance against an industry baseline, which Demmer noted is important as many of the metrics provided are new to the industry with the emergence of digital booking. “An example would be, I understand what my display time is to the customer — let’s say it’s 10 seconds — but if I then also understand that the platform average is six and a half seconds, that already gives me some input into where I should be making investments,” Demmer said. “I think you can take that even a level further and say, well, what if I can understand on how many of the searches that I’m competing with a subset of those carriers? I’m actually faster or slower than that, because it’s a difference. The customer experience is, the fastest carrier is the first logo the customer sees and so in a way, you could almost think about it as a marketing investment to increase API speed.” Today’s launch of cargo.one360 follows recent geographic expansions for the platform, which in August went live in North America and signed on its first Southeast Asian carrier in September .

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