New data platform Unpacked by Flybuys launches


Flybuys has today launched its new data platform, Unpacked by Flybuys, providing data, insights and measurement into their audiences geared towards marketers. The new data offering has been rebuilt from its previously Flybuys Digital Audiences offering.

The name Unpacked by Flybuys signals its mission to help agencies and brands unpack their marketing objectives and media spend to achieve better results, based on insights derived from the shopping baskets of 8.6 million active Flybuys members.

Flybuys chief product officer, Harley Giles, told CMO the data platform has been redesigned to match the three phases that marketing chiefs work around when designing a campaign. “We’ve looked to map our product portfolio to these three phases,” he said.

“The first phase is insights. ‘Help me understand who my audience is.’ The second is ‘show me where I can target those potential users online through a variety of different channels’. The third is ‘help me understand how successful that campaign has been’.”

Giles said it was a deliberate decision to structure the new data offering to ensure it met industry needs and around the insights needed at each part of the process. “We set up our product around those three key aspects of a digital marketing campaign flow,” he said.





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