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

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in