A deeper customer understanding: Analysing behaviour for more rewarding customer experiences

When your business is built on building rewarding experiences for your customers, getting your data and analytics right is critical.

Oliver Rees, the Chief Data Officer at Virgin Velocity, the global frequent flyer program of the Virgin Australia airline group, knows this better than most.

His role requires him to turn data from more than 9.5 million program members into quantifiable financial benefits – and keep those customers happy at the same time.

From analytics best practice, recruiting citizen data scientists, and creating customer intimacy, Oliver’s experience in building customer experience campaigns based on deep data-driven insight is unsurpassed.

So, what are his lessons to create a deeper customer understanding – and to use that understanding to improve your customer experiences?