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Flybuys launches data arm for business, called Unpacked

Australian loyalty program Flybuys has launched a data division called Unpacked, targeting business.

Unpacked will provide marketers data, insights and measurement derived from the shopping baskets of 8.6 million active Flybuys members, into its audiences to enable unrivalled ROI on its marketing spend.

“We have established Unpacked by Flybuys out of FMCG marketers’ need to have better access to tangible data and transparent results, to get their media spend working harder,” said Harley Giles, chief product officer at Flybuys. “Our team is determined to help brands see the impact of their marketing at every step, using Flybuys’ first-party data.”

Flybuys CEO John Merakovsky, said the launch is an opportunity to help the brands that Flybuys members purchase from, optimise its marketing activity.

“We’ve been continuously investing in our platform, products and people, so the launch of the Unpacked division is a natural next step for Flybuys as we seek to offer the very best in first-party data insights, marketing activation and measurement to Australian brands,” said Merakovsky.

Unpacked by Flybuys has already partnered with some Australian businesses, including News Corp Australia, Teg Analytics, and Nine.

“Unpacked by Flybuys offers media performance visibility all the way through to sales uplift, and the ability to test and learn for the strongest ROI,” said Giles. “There is no room for wasted media in today’s economic climate, so we use a mix of thousands of transactional and life stage segments straight from shopping carts across the country to help our clients respond to their business problems and briefs.”

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