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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in