Qantas Red Planet chief: We don't have a data strategy

Executive manager of the new audience marketing services business says standalone data strategies run the risk of analytics work being siloed across organisations

The leader of Qantas’ new audience data business, Red Planet, has warned against establishing standalone data strategies, saying any data-driven activity must be embedded within commercial context.

Speaking at the Teradata Marketing Integrated 2014 event at Sydney’s National Maritime Museum, Red Planet and loyalty services executive manager, Vaughan Chandler, said the group had opted not to adopt a dedicated data strategy because it would isolate such capabilities from the day-to-day strategic thinking driving the business.

“We have a very structured approach to how we manage the data itself, but if you adopt a ‘data strategy’, it becomes removed from the commercial strategy and thinking of the business,” he told attendees.

“This ends up running in parallel, and becomes more about systems integration and reconciliation.

“But if you are running a predictive model, for example, you are building in error by definition of what you are doing and that requires new ways of thinking.”

Red Planet is a B2B marketing services business launched by Qantas in September to provide the airline and its partners with media buying, analytics and research competencies.

The division will undertake market research with select Qantas Acquire and Frequent Flyer customers, and is also onselling its ability to marry offline and online behavioural data and overlay this across media buying in order to provide more targeted marketing.

Chandler said it was imperative the organisation ensured every commercial decision utilised data and that every data-driven decision goes through appropriate teams.

“Data is fundamental in the psyche of how we manage decisions and be strategic,” he said.

In response to a question on how Red Planet prioritises data projects, Chandler said it is just as important to recognise the data jobs that aren’t worth pursuing, as those that are.

“It’s a trade-off of what to do and what not to do – it’s that science of balance that makes the difference,” he said.

8 ways to get on top of data analytics

Chandler added the Qantas Loyalty leadership team comes together regularly to work out what initiatives the business is keen to focus on before work is undertaken. All data analytics capability has also been centralised across the group to ensure teams are building models that are being shared across the business.

“Rather than have pockets of analysts, this provides a collegiate feel. A big problem in corporates is that this [data analytics] is quid pro quo, or it’s dominated by the unit that owns 80 per cent of the P&L. For us, it’s about managing dynamics so that is well understood,” he said.

Related: How integrated marketing is helping Qantas personalise Frequent Flyer engagement

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

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in