News Focus: Data Analysis - Airmiles hires insight company

Dunnhumby is aiming to repeat its successful analysis of Tesco Clubcard data with the customer base of the Airmiles Travel Company.

The BA-owned company, one of the original loyalty schemes in the UK, said it has hired dunnhumby as part of the "ambitious growth plans" it announced late in 2003.

At that time the company announced its transformation from a loyalty scheme into a broader travel brand.

Chris Jansen, managing director of the Airmiles Travel Company, said the company needed the customer insight that dunnhumby would deliver to "greater understand the motivations of our customer base, better inform campaigns and increase the level of customer engagement".

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