Fly Buys’ marketing is set to become smarter and more relevant for its 2.5 million active cardholders with a new partnership between business analytics specialist SAS and the country’s leading loyalty programme.
Loyalty New Zealand, which manages Fly Buys, is introducing SAS analytics tools to help it generate more accurate predictive and descriptive modelling of consumer spending for the 42 brands that participate in the programme.
Head of Fly Buys Lance Walker says the greater ability to manipulate and mine data will allow Loyalty New Zealand’s consumer insight team to generate more accurate marketing intelligence, faster.
“We‘re adding increasingly sophisticated layers of transactional, geodemographic and attitudinal information to our database and with tools like the SAS Enterprise Miner we can analyse this information more efficiently,” says Mr Walker.
“The key to marketing – at any time – is relevance and in the current economic climate it’s even more critical that businesses target their marketing so they avoid waste. That’s where the insights that we can deliver will make a real difference.”
The new SAS technology is the next step in the development of Loyalty New Zealand’s marketing intelligence capability which has included setting up a team of analysts and dataminers specialising in customer insight.
This team is now working with Participant businesses on market segmentation, customer profiling, propensity modelling and geospatial analysis.
“Typically this work would be done by independent analytics agencies, but now Loyalty New Zealand can provide that information to Participants as another benefit of the Fly Buys programme,” Mr Walker said.
“We not only have the analytic capability but we can apply this directly to the most comprehensive consumer database in the country.
“We will also be able to develop set insight offerings within our database so we can be more responsive to Participant companies and help them generate a greater return on investment because their marketing is more relevant,” Mr Walker said.
“Ultimately we believe our investment in this enhanced capability will attract new Participants to the programme.”
The Fly Buys programme has 42 Participant businesses where Fly Buys Members are able to collect Fly Buys points on purchases ranging from electronics and whiteware to insurance, groceries, electricity and petrol. This year five new Participants have joined - AvantiPlus, Henrys, CaseIH, Summit Quinphos and DFS Galleria.