Spafax IQ mockup

Image via Spafax

To celebrate the 40th anniversary of APEX EXPO this year, APEX Media is looking back at its members’ most significant achievements. Today, we take a glimpse at how new technology from Spafax is changing the way airlines choose and review their in-flight entertainment content.

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In 2018, Spafax launched a new data analytics platform, Spafax IQ, which combines data from multiple sources to create valuable insights about an airline’s in-flight entertainment and connectivity (IFEC) offering. Air Canada was announced as the first Spafax IQ customer at APEX EXPO in Boston.

Henry Gummer, SVP Entertainment at Spafax, is team lead on the project. He said, “Many airlines receive data from several sources in varying formats, so analysis can be a tedious and manual process. We wanted to provide the industry with a tool that would give them one view of their passenger engagement across all IFEC systems at a rate that outperforms the market.”

Spafax IQ produces a set of four dashboards with over 30 data visualizations regarding the consumption of an airline’s movie and TV content, including content performance by item and category, media and advertising performance and cost per engagement. It can also provide airlines with a customized “IQ Index” that assesses content performance against unique key performance indicators.

“We wanted to provide the industry with a tool that would give them one view of their passenger engagement across all IFEC systems at a rate that outperforms the market” – Henry Gummer, Spafax.

To achieve this in real time, the data must be retrieved, cleaned and integrated from at least seven different sources including internal APIs, third-party data portals and cloud data services. As a result, Spafax IQ crunches information from over 10 million rows of data and 5000 lines of code.

Anton Vidgen, director of Brand Experience at Air Canada, explained, “We have already seen ways in which we can optimize our in-flight entertainment investment and better serve our customers by providing them with more of what they love. In a world with an ever-growing pool of content to choose from, we are working to ensure that sound analytics form the foundation of our curation strategy.”

The benefits being delivered to Air Canada through Spafax IQ include the potential identification of cost-savings on licensing fees, opportunities for new deals and insight into content performance per distributor, allowing for more focused discussions between companies at industry events.

See more posts from the 40 Success Stories campaign.