By Maeve Hosea

In the age of the customer, forward thinking brands are harnessing data for a number of winning business initiatives. High levels of conversions, increased loyalty and superior retention all add meaning to that story.

With impactful commercial results top of mind, British Airways’ marketing team is working to isolate the most relevant information within the data it holds.

“Everybody on [one of our] planes has got a story,” says Debra Walmsley, head of customer research and insight at British Airways. “Understanding those stories allows us to empathise and walk in the shoes of those customers so we can better shape the products Read full story ›

Source: Marketing Week