Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines and FlyFirefly, is working with marketing transformation agency GrowthOps Asia and marketing technology company Anchora to complete three significant projects.
These projects have improved MAG’s marketing capabilities, enabling a more personalised and data-driven customer experience.
The collaboration focused on unifying customer data, migrating to advanced marketing platforms, and streamlining marketing automation.
Also, the partnership implemented the Adobe Real-Time Customer Data Platform (RT-CDP) for MAG, consolidating data from sources such as loyalty programs, CRM systems, booking portals, e-commerce platforms, third-party platforms, websites and mobile apps.
This integration eliminated data silos across applications within the organisation, providing a comprehensive view of each customer.
Sambhav Jain, director of marketing tech at Anchora, said their goal was to ensure MAG could deliver targeted campaigns based on comprehensive customer insights.
“By unifying their data, we enabled MAG to execute personalised campaigns seamlessly across channels, which is already paying dividends in terms of efficiency and accuracy for their marketing team,” said Jain.
The partnership also led one of the first migrations to Adobe Campaign Managed Cloud (ACMC) v8 for MAG. Despite the complexity of the transition, close collaboration with Adobe and MAG ensured a smooth migration.
The third project completed by the partnership was the successful migration of Firefly from Insider to Adobe Campaign Managed Cloud, ensuring continuity in marketing campaigns.
This migration streamlined MAG’s marketing technology stack and enabled Firefly to utilise ACC’s advanced capabilities.
“The collaboration has significantly advanced our digital capabilities, enabling us to better understand and engage with our customers, thereby driving long-term business success,” said Clarence Lee, group chief digital officer from MAG.
“The successful delivery of these projects underscores our commitment to innovation and strategic digital transformation.”
Luke Evans, founder of Anchora, said working closely with MAG and GrowthOps Asia has underscored the importance of collaboration in navigating complex technological transitions and achieving impactful results.
