Turning supply & demand data into happier holidaymakers

Building a state-of-the-art data analytics capability for a top UK airport

Datasparq was engaged to help Gatwick’s car parking and commercial products team who were looking to improve car park occupancy and pricing using advanced analytics and modern data platform capabilities.

Gatwick had previously worked extensively to review pricing strategies and develop initial forecasts and booking curves. The team has continued to improve parking commercial strategies using data from Google Analytics to better calculate optimal pricing.

Automating processes

However, the data platform, in place at the time and the pricing tools demanded a lot of manual processes to deliver effective trading-decision reporting, and required a step-change in capability to drive further improvements.

Gatwick’s longer term aspiration required the new data and analytics platform to be able to support multiple data sources to deliver BI and analytics use-cases, but also be extensible to support machine learning to help with more advanced use-cases such as dynamic pricing calculations.

Smarter tooling

During the initial approach the solution was designed and deployed on AWS, making use of tools like Databricks, Microsoft SQL server and S3 storage layer that aligned with the corporate IT architecture at the time. The solution proved to be more expensive than initially anticipated and inflexible in supporting more use cases that rely heavily on SQL data exploration and machine learning.

The solution was migrated to Google Cloud Platform due to its data analytics and AI capabilities and also to make use of the BigQuery ecosystem. The solution proved to be faster, more robust and flexible to support BI and AI applications.

How can Datasparq help you?

The end-to-end AI & data transformation company

Datasparq is an end-to-end AI & data transformation company. We help enterprises tackle complex, high-value business challenges using AI. Working as an integrated partner, we help the world’s best-known companies navigate the threats & opportunities of AI by designing, building and running cutting-edge solutions.

What makes Datasparq different?

• We’re practitioners—not PowerPointers. Our clients don’t just get a slide deck—in fact, we pride ourselves on getting things done. Our clients count on us to help them end-to-end—from finding ways to unlock the value in their data, to delivering and managing the finished product.
• Where data science meets design thinking. Our clients only get the A-team. We build bespoke, world-class teams for every unique challenge; carefully considering operational factors and putting end-users first. That’s where our SparQshop sessions come in.
• We’re here for people and the planet—not just profit. We’re part of the story about AI as a force for good. That means creating ethical, explainable AI that helps build a better world for everyone.