How Air Miles leverages their data asset to drive value for their customers and partners
summary
AIR MILES runs a 11 million member coalition across 300 partners, ingesting first‑party retail feeds into an in‑house data lake and Data Hub, exposing datasets via a Snowflake/Suffolk-backed data sharing platform and airmiles.ai (Looker UI). Teams of ~100 (40–45 analytics, 10–12 data scientists) turn 23,000+ attributes into scalable ML products — Smokey doubles response rates and Precision recommendation engine — enabling partner integrations with Adobe/Google martech.
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chapters (14)
- 0:00Intro
- 2:41AIR MILES IS CANADA'S MOST RECOGNIZED LOYALTY PROGRAM
- 3:42AIR MILES Collectors
- 6:01Our Data is Our Unfair Advantage
- 8:21Loyalty as a Path to Personalization
- 9:42It's Not Dust About the Data
- 10:16Strength in Numbers
- 12:01Capabilities across Data
- 14:52AIR MILES Powered by Analytics
- 16:31Data Science & Machine Learning
- 18:44Using Signals to Support Partner Initiatives
- 22:01DATA SHARING PLATFORM
- 25:24Data Solutions to Scale
- 25:57What's Next for AIR MILES
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