Air New Zealand has confirmed the acquisition of a New Zealand-based analytics company.
In partnership with Aimia, a Canadian marketing and loyalty analytics firm, the airline will purchase 11Ants Analytics, which was originally developed by Waikato University.
11Ants has developed a cloud-based retail analytics platform which allows retailers to obtain insights from their transactional and customer data. The new joint venture with Aimia will see 11Ants Analytics’ business expand into the 20 countries, across several industries including the retail and travel sectors.
“Investing in new technologies and finding new ways to innovate enables us to take this to the next level, with decisions about our business and the products and services we offer our customers based on data insights from those same customers,” said Hamish Rumbold, Air New Zealand’s general manager of customer value.
“Businesses have a lot of information about their customers’ buying behaviour but often don’t know how to use it to improve the experience for the customer or the performance of their business.
“In an increasingly digital world, customers expect the businesses they frequent to provide them with a personalised experience. 11Ants Analytics’ technology enables businesses to listen, understand and act with a much deeper understanding of their customers.”
The terms of the acquisition have not been revealed.