Flybuys takes a step towards becoming ‘Australia’s largest engagement data platform’ with the launch of data division Unpacked by Flybuys

Flybuys has revamped its data division, announcing the launch of Unpacked by Flybuys.

The division, formerly known as Flybuys Digital Audiences, will be spearheaded by Flybuys’ chief product officer Harley Giles and will partner with marketers to arm them with data, insights and measurement into their audiences.

Giles told Mumbrella the launch was part of a much bigger play by Flybuys to become a market leader in data.

“This is really part of a longer term strategy to diversify our brand towards being Australia’s largest engagement data platform. So Unpacked by Flybuys is partnering with media agencies and brands to help them better engage with their key consumer segments by seeing the impact of their marketing at every step using Flybuys first party data,” said Giles.

Flybuys reports 8.6m active members and will help agencies and brands unpack their marketing objectives and media spend to achieve better results, based on insights Flybuys can provide.

Flybuys’ chief executive John Merakovsky sees the launch as an opportunity to help the brands that Flybuys members purchase from every day, optimise their marketing activity.

“We’ve been continuously investing in our platform, products and people, so the launch of the Unpacked division is a natural next step for Flybuys as we seek to offer the very best in first-party data insights, marketing activation and measurement to Australian brands,” said Merakovsky.

Following significant investment in its data division with the appointment of Sales Director Alex Hunt and several new hires across technology, product, partnerships and marketing, Unpacked by Flybuys has expanded its offering for media agencies and marketing managers. Its capability now offers customer insights, and measurement of both Flybuys-activated and externally run digital advertising campaigns.

Giles believes Unpacked by Flybuys us a gamechanger for FMCG marketers

“Every second across Australia, there’s 15 swipes of a Flybuys card so you can imagine the extent of data that we collect through the program. The ability is there for us to turn that data into really compelling insights for brands and agencies and some very compelling activation activity for online display advertising,” said Giles.

“Probably what is the most compelling part of this is the ability for understanding campaign effectiveness. So how much of that advertising expenditure actually resulted in either online or offline sales?”

Flybuys has partnered with some of Australia’s biggest businesses to enhance the launch, including Nine which will allow advertisers to use Flybuys data across its digital assets, News Corp Australia, which will enable Flybuys data across News Connect and TEG Analytics. The partnership with TEG, owner of Ticketek, will allow FMCG brands to measure the sales uplift they get from sponsoring and advertising live sport and entertainment, which Giles says will be a gamechanger for the industry.

“That’s a really interesting and unique proposition that I think is the first to have occurred globally, where you’re looking at live events, sports attendance, and understanding what the impact of that sponsorship activity occurring for those events are. Huge amounts of money is thrown in sponsorships on multi-year basis and measuring the ROI of that can be really challenging for brands so we’re going to be working with TEG Analytics to help those brands to understand what the impact of those sponsorships is,” said Giles.

“There’s a real opportunity in the marketplace for FMCG marketers particularly to be getting a greater return on their advertising expenditure. I think the old adage of I know that half of my marketing campaign is working, I just don’t know what half really still applies in today’s environment. And by launching Unpacked by Flybuys, we’re really seeking to help FMCG advertisers to really understand how far their marketing dollars are going in the online environment.”

Through TEG Analytics, Seven West Media will activate segments, measure outcomes, as well as integrate Flybuys data into the broadcaster’s 7REDiQ customer data platform for audience insights and analysis. Flybuys has also partnered with measurement provider Nielsen, to develop a range of media measurement solutions.

“The online advertising ecosystem always amazes me how much it continues to change, the landscape continues to change considerably, and I think now more than ever, you need to be putting your marketing and your advertising investment into channels that you know, is going to get maximum return and that’s what we really are seeking to do with Unpacked by Flybuys, give the right insights, the right activation, data layers, as well as the campaign effectiveness to help those FMCG marketers get the best bang for their buck,” said Giles.

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