Qantas Loyalty, the customer loyalty arm of the giant Australian airline, has launched a data analytics firm known as Red Planet . The new company is positioning the massive data stores accumulated by Qantas through its own Frequent Flyer Program (FFP) to benefit the digital marketing efforts of third party companies.
With about 10.1 million members in its Qantas FFP, the company hopes to create a new revenue stream by leveraging the valuable consumer data it has collected over the years. In a year when the airline posted an operating loss before tax of $646 million, Qantas Loyalty posted its 5th consecutive year of double digit earnings and hopes to use Red Planet to continue this stellar financial performance..
Program leader for Red Planet, Vaughan Chandler commented, “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. Using the data gathered from Qantas Loyalty, the Qantas Shop, and other sources, Red Planet will allow businesses to accurately target intended customers.”