FlyBuys mines data to better target members

The Dominion Post

Last updated 05:00 27/07/2009

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Flybuys members can expect more tailormade advertising after the purchase of data-mining software by FlyBuys operator Loyalty New Zealand.

Head of FlyBuys Lance Walker says the software supplied by United States firm SAS can quickly analyse complex information on members' purchasing habits and attitudes, demographic profiles and locations.

FlyBuys will then be able to match products and offers to target markets.

Julie Powell, general manager of advertising agency Ogilvy, says most organisations that have a reasonable customer database and range of products and services would be looking to use software to profile their customers in order to send "useful" advertising to them.

"This sort of software helps ensure that people get what they want as opposed to what a supplier thinks they should want."

Flybuys has 2.5 million active members in New Zealand.

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