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A consistently pleasant travel experience for passengers is high on the agenda of every airline. After all, passenger reviews have a direct impact on an airline’s revenue. As a result, airlines today are implementing innovative ways to enhance passengers’ on-board experience. One such attempt is the inclusion of Internet access and in-flight entertainment. Take for example, Gogo Air, a company that provides in-flight broadband Internet services for commercial and business aircraft, which relies on data analytics and machine learning to upgrade the existing service. It leverages Adobe Analytics tools among others to derive insights around customer experience.