Marketing transformation agency GrowthOps Asia and marketing technology (martech) company Anchora have collaborated to complete three projects for Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines and FlyFirefly. According to a release, the projects have improved MAG's marketing capabilities, enabling more personalized, data-driven customer experiences.
Led by Ivan Gan, senior manager of digital transformation, and Sambhav Jain, director of martech at Anchora, the collaboration focused on unifying customer data, migrating to an advanced marketing platform, and streamlining marketing automation.
The partnership implemented the Adobe Real-Time Customer Data Platform (RT-CDP) for MAG, integrating data from sources such as loyalty programs, CRM systems, booking portals, e-commerce platforms, third-party platforms, websites, mobile apps, etc. This integration eliminated data silos across applications within the organization and provided a comprehensive view of each customer.
“Our goal was to enable MAG to run targeted campaigns based on comprehensive customer insights,” said Jain.
“By unifying our data, MAG is able to run personalized campaigns seamlessly across channels, which is already delivering huge results in terms of efficiency and precision for our marketing teams.”
The partnership also enabled MAG's initial migration to Adobe Campaign Managed Cloud (ACMC) v8. The move was complex, but close collaboration with Adobe and MAG made it a smooth transition, the company said.
The third project completed through the partnership was migrating Firefly from Insider to Adobe Campaign Managed Cloud to ensure continuity of marketing campaigns. The migration streamlined MAG's marketing technology stack and enabled Firefly to take advantage of ACC's advanced capabilities.
Clarence Lee, Group Chief Digital Officer at MAG, said: “This collaboration has significantly enhanced our digital capabilities, enabling us to better understand and engage with our customers, driving long-term business success.”
The success of these projects underscores our commitment to innovation and strategic digital transformation.”
Simon Dale, vice president, Asia, Adobe, added: “Today, travelers around the world expect seamless, customised experiences across multiple touchpoints, whether digital or in-store. Adobe is proud to support Malaysia Airlines Group's mission to deliver hyper-personalised, real-time travel experiences.”
“Adobe Experience Cloud and Real-time Customer Data Platform. We are excited to see this collaboration leading the industry towards digital transformation and delivering better travel experiences.”
Luke Evans, founder of Anchora, said: “Partnering with Malaysia Airlines Group on these three projects has been a pivotal experience for Anchora, underscoring our commitment to leveraging advanced marketing technology solutions to drive customer engagement and business growth. Working closely with MAG and GrowthOps Asia has highlighted the importance of collaboration in navigating complex technology transitions and achieving impactful results.”
These projects demonstrate Anchora's commitment to leveraging marketing technology solutions to enhance business potential, and through this partnership, MAG will be able to deliver a more unified and enriched customer experience, resulting in increased customer engagement and loyalty, the release stated.
“Leveraging the strengths of GrowthOps Asia and Anchora has allowed us to significantly strengthen our marketing technology infrastructure offering,” said Tng Boon Keong, regional head of consulting at GrowthOps Asia.
This collaboration has enabled complex marketing activities to be executed more precisely and effectively, ultimately resulting in better results and an enriched customer experience for the Malaysia Airlines Group.”
