Malaysia Aviation Group boosts Martech with Anchora and GrowthOps partnership

Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines and Firefly, has partnered with GrowthOps Asia and Anchora to enhance their marketing technology (Martech) capabilities. The partnership included three major projects, which have already been completed, improving MAG's marketing capabilities to offer a more personalised, streamlined and data-driven customer experience.

The collaboration, overseen by Ivan Gan, Digital Transformation Senior Manager at GrowthOps, and Sambhav Jain, Director of Martech at Anchora, focused on unifying customer data, migrating to advanced marketing platforms, and streamlining marketing automation processes.

As part of this effort, the Adobe Real-Time Customer Data Platform (RT-CDP) was implemented to consolidate data from various sources, including loyalty programs, CRM systems, booking portals, e-commerce platforms, third-party platforms, websites, and mobile apps.

"Our goal was to ensure MAG could deliver targeted campaigns based on comprehensive customer insights. By unifying their data, we enabled MAG to execute personalised campaigns seamlessly across channels, which is already paying dividends in terms of efficiency and accuracy for their marketing team," commented Jain.

Another key element of the partnership included the migration to Adobe Campaign Managed Cloud (ACMC) v8, a significant transition that was facilitated with the close collaboration of Anchora, GrowthOps, MAG and Adobe. This migration process, despite its complexity, was completed smoothly, further advancing MAG's marketing capabilities.

Additionally, one of the completed projects involved the migration of Firefly from Insider to Adobe Campaign Managed Cloud, ensuring continuity in marketing campaigns and streamlining MAG's marketing technology stack. This transition has enabled Firefly to leverage the advanced features of Adobe Campaign Managed Cloud for more effective marketing initiatives.

Clarence Lee, Group Chief Digital Officer of MAG, noted the impact of these developments: "The collaboration has significantly advanced our digital capabilities, enabling us to better understand and engage with our customers, thereby driving long-term business success. The successful delivery of these projects underscores our commitment to innovation and strategic digital transformation."

Simon Dale, Vice President, Asia at Adobe, stated: "Today, travellers across the world demand seamless and tailored experiences across multiple touchpoints, whether digital or over the counter. At Adobe, we're proud to enable Malaysia Aviation Group in their mission of delivering hyper-personalised and real-time travel experiences through Adobe Experience Cloud and Real-Time Customer Data Platform. It is exciting to see this collaboration lead the way for the industry on digital transformation and standout traveller experiences."

Luke Evans, Founder of Anchora, reflected on the partnership: "Partnering with Malaysia Aviation Group on these three projects has been a pivotal experience for Anchora. These initiatives highlight our commitment to leveraging advanced martech solutions to drive customer engagement and business growth. Working closely with MAG and GrowthOps Asia has underscored the importance of collaboration in navigating complex technological transitions and achieving impactful results."

These projects underscore Anchora's dedication to using martech solutions to enhance business potential, positioning MAG to offer a more unified and enriched customer experience, which in turn fosters greater customer engagement and loyalty.

Tng Boon Keong, Regional Head of Consulting for GrowthOps Asia, added: "By leveraging the strengths of GrowthOps Asia and Anchora, we have significantly enhanced our martech infrastructure offering. This collaboration has empowered us to execute complex marketing initiatives with greater precision and effectiveness, ultimately driving better results for Malaysia Aviation Group and enriching our customer experience."