Qantas uses data to personalise customer experience

This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.

Australia’s national airline Qantas is using data, both big and small, to get people to "feel and do something."With action, data for the sake of data is pointless.

"It doesn't matter how great your data or tech is, you've still got to make people feel something and do something,"said Stephanie Tully, CMO of Qantas, at the ADMA Data Day event in Sydney.

But don’t use the term ‘big data’ when talking to Tully.

"The number of times I've been in interviews or meetings where someone has asked ‘What's your big data strategy?’ From our perspective, there's no such a thing....

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