Qantas Unveils 'Red Planet' Data & Research Offer

Australian national airline Qantas has spun off a data marketing business, Red Planet, which will analyse data from the company's 10.1m Frequent Flyer loyalty program members and other sources, to offer targeted advertising and research to third party clients.

Qantas says it will shortly move its own digital media spend to Red Planet, which will also have access to data from the airline's Qantas Shop division and other sources such as credit cards and employee rewards programmes, integrating on- and off-line data, according to www.mumbrella.com.au .

The new firm, whose name comes from the acronym of Media - Analytics - Research Services, ie MARS, will be led by Qantas veteran Vaughan Chandler and will include members of the Frequent Flyer analytics team. Chandler told Mumbrella: 'We're very mindful of protecting people's individual data and privacy, but at a macro level the data the program generates provides some very powerful insights about consumer trends and traits.'

Web site: www.qantas.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.