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Data collaboration with a global airline
Overview
A major airline sought to enhance its customer segmentation and analytics capabilities by integrating Acxiom’s InfoBase® variables into its data strategy. By gaining a deeper understanding of its existing customers, the airline aimed to inform and improve its approach to acquiring new customers, applying machine learning techniques to automate insight generation and optimise audience reach.
Collaborating closely with the client, Acxiom leveraged its privacy-enhancing expertise to design a secure clean room solution on Google Cloud. This approach created a privacy-first environment, allowing the airline’s analysts to work with Acxiom’s data seamlessly, without the need to transfer or move any data.
Business challenge
The airline was facing challenges across customer acquisition, growth, and retention. To address these, it sought additional insight beyond its own first-party data to better understand its customers. By integrating Acxiom’s InfoBase variables into its segmentation and clean room strategy, the airline aimed to identify high-value prospecting audiences for media activation. It also sought to improve cross-sell and upsell opportunities among existing customers, particularly around ancillary revenue. Additionally, the airline aimed to enhance personalisation to boost customer satisfaction and loyalty.
Due to privacy and compliance requirements, the client was unable to share their first-party data outside their own data ecosystem.
This resulted in:
- Limited access to external data insights, restricting segmentation and targeting strategies.
- Operational inefficiencies, as analysts lacked the ability to enrich data with external sources in a secure manner.
A solution was needed that would enable collaboration without moving data.
Solution: A secure clean room using Google Cloud
Acxiom worked with the airline to implement a clean room using Google Cloud infrastructure, providing a secure and controlled environment for enrichment and data analytics.
By leveraging Google Cloud infrastructure, Acxiom enabled the airline to:
- Enrich its first-party data with InfoBase without the need to move data.
- Provide analysts with governed access to insights through a secure data environment.
- Apply advanced analytics tools, including machine learning models and dashboards, to extract meaningful insights.
This approach ensured that the airline’s analysts could work with an enriched data asset in a secure manner.
Results and business impact
By leveraging Google Cloud’s secure infrastructure, the airline now has a repeatable and compliant approach to data collaboration and advanced analytics.
Key outcomes included:
- Privacy enhanced data collaboration capability, enabling secure access to Acxiom’s InfoBase insights.
- Improved customer segmentation, leading to more precise marketing and customer engagement.
Conclusion
This case study highlights how clean rooms enable data collaboration, allowing organisations to integrate additional data insights without the need to transfer and move data.
By leveraging Acxiom’s InfoBase, Acxiom’s Professional Services, Google Cloud, and advanced analytics capabilities, the airline successfully:
- Built a clean room to enable secure data collaboration with external partners.
- Enhanced customer segmentation using trusted insights.
- Developed a repeatable, scalable framework to support future data collaboration and further enhancements.
With this secure and privacy-first solution, the airline can now drive more effective audience engagement,
