Qantas confirms launch of customer data management business

Red Planet will provide data, analytics and media buying services to partners and is tapping into customer loyalty program data

Qantas has confirmed the launch of a new audience data management and media buying business, dubbed ‘Red Planet’, off the back of its customer loyalty program.

The B2B marketing services business is based around three core areas of expertise – media buying, analytics and research – and is overseen by executive manager of Qantas Loyalty and former strategy chief, Vaughan Chandler. Trials began earlier this year of the new business.

According to the airline, it has already helped the Qantas Group and several key partners improve marketing effectiveness.

The company said it has engaged members from the Frequent Flyer and Acquire member bases to participate in ongoing market research. It is also marrying offline and online behavioural data and overlaying this across media buying for both the Qantas Group and its partners better target their marketing efforts.

In a statement, Chandler stressed the team’s focus on protecting individual data and privacy but said that at a macro level, the data generated by the loyalty program offered powerful insights about consumer trends and traits.

“Making sure people aren’t served up irrelevant communications is an important part of communicating in a targeted manner,” he said. “We can help avoid the wrong ads being served to the wrong audience, which ultimately enhances the experiences for our members online.

“In the online environment, there’s the opportunity to serve up advertising that is particularly relevant to groups based on what they’re doing online and offline. For instance, a Qantas Frequent Flyer who has just booked a flight to Perth is likely to be interested in premium accommodation in that city.

“If you have to see ads when you’re browsing online, it may as well be for services that are actually relevant to you.”

More on Qantas marketing

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Great article, Thanks for sharing with us. I would like to recommended list of top customer loyalty software for small to large scale of ...

Matts Frigian

How brands are ramping up customer loyalty program spending in 2017

Read more

“We’re in an arms race for finite attention.”What a statement that is. I am so glad that someone of Steve's caliber comes out about the m...

Peter Strohkorb

Marketo CEO: Ditch the volume game, focus on value

Read more

Hello Greetings for the day. As I am also looking to stabilize gym with Hypoxi in india place called Delhi. And I have gone through your ...

Dhruv singh

Goodlife gets business ‘in shape’ with real-time analytics

Read more

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

Latest Podcast

More podcasts

Sign in