What machine learning has done for the Virgin Velocity program

Applying machine learning to the Virgin Velocity Frequent Flyers program has already seen communication effectiveness increase by 10 per cent and given teams the ability to apply advanced analytics at 10 times the pace, its data analytics chief says. Virgin embarked on a data transformation program a little over 12 months ago, work that's running alongside a wider digital transformation program across the organisation. The emphasis is twofold: Enhance customer experiences across the Velocity customer loyalty member base by improving redemption offers that are personalised and relevant; and lift the team's ability to understand and attribute what communications and digital activities are supporting this quest. As part of this overhaul, the data analytics team adopted DataRobot's machine learning platform to bolster predictive modelling capability. Oliver Rees, general manager of Torque Data, the data analytics arm of Virgin Australia, told CMO the group's application of machine learning is about driving personalised customer experiences, and at pace, by being able to run data analytics and modelling more accurately and faster.