Virgin Australia buys data analytics practice, Torque Data

Data analytics business will now be integrated into the airline's Velocity customer loyalty arm

Virgin Australia has confirmed the acquisition of Australian data analytics consultancy, Torque Data, for an undisclosed sum.

The acquisition is being undertaken by its Velocity Frequent Flyer division and will see Torque Data integrated fully in the customer loyalty program business.

Torque Data was founded in 2001 and offers predictive analytics, campaign automation and data visualisation services. Its employee base includes data modellers, analysts and campaign managers.

In a statement, Virgin Australia’s CEO, John Borghetti, said the acquisition was about helping grow its customer loyalty program in one of the world’s leading offerings.

“Torque Data is a leader in the data and analytics field, with clients across a number of different industries, including media, consumer goods, financial services, travel and telecommunications,” he said.

“Torque Data will enable the Virgin Australia Group to significantly expand its data analytics and campaign automation capabilities, supporting the accelerated growth of the Velocity business by enabling us to deliver more value to members and partners.

“The acquisition also provides another revenue diversification opportunity for Velocity and the Group, as it will enable the business to offer data analytics, campaign automation and consultancy services to third parties.”

Virgin Australia’s decision to acquire a data analytics business comes as its rival, Qantas, expands out its customer analytics capabilities through its Red Planet data management business. The B2B practice was launched out of Qantas' Frequent Flyer business last September and provides media buying, analytics and research services to clients and program partners as well as internal business units.

Virgin is also following in the footsteps of other Australian brands actively building their own internal data analytics practices such as Woolworths, who acquired a non-controlling stake in data consultancy, Quantium, in 2013.

Torque Data CEO, Oliver Rees, said he was thrilled to be joining the Virgin business.

“Velocity has a strong growth trajectory and has been recognised around the world for its innovative initiatives in the loyalty space. This is a fantastic opportunity for us to grow Torque Data’s capability to service our existing clients while adding value to Velocity and the Virgin Australia Group,” he said.

Earlier this week, Virgin also confirmed Karl Schuster as the new CEO of its Velocity customer loyalty business. He was most recently the president of Asia-Pacific for AIMIA and takes up the post from 1 October.

Schuster was the MD of Carlson Marketing Group Australia and New Zealand between 2001 and 2006 before being promoted to a regional role in 2006. Following the acquisition of Carlson Marketing by Aimia in 2009, he was responsible for the developing Aimia's business in Asia. His resume also includes 10 years with the Ogilvy Group.

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

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

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in