AirAsia Berhad data science unit MadCience Consulting Sdn Bhd has entered into an agreement to set up a data analytics joint venture in Asia Pacific with Big Data For Humans Ltd (Bd4h).
The joint venture will be responsible for building a software-as-a-service business in the region, with its first client being AirAsia Berhad.
It will be operated through Big Data For Humans APAC Ltd (Bd4h APAC), which is expected to commence operations in the fourth quarter of this year.
Both Bd4h and Bd4h APAC are incorporated in Edinburgh, Scotland.
The Bd4h data science platform will be able to automate insights and generate action plans in real- time to provide AirAsia guests with the best offers based on their preferences across all channels.
MadCience Consulting also subscribed to 1,000,000 unsecured convertible loan notes issued by Bd4h for £1,000,000, of which £500,000 will be used to finance the joint venture.
AirAsia Group CEO Tony Fernandes said, “For the first 15 years, AirAsia has been a marketing and branding company and we have built a very valuable, social media savvy brand. I am excited by the possibilities offered by data analytics to grow AirAsia’s business, especially in ancillary.
“These are exciting times. Data is king, and we look forward to working together with Big Data For Humans to unlock the value in our customer database as we bring AirAsia even closer to becoming a digital company.”
AirAsia Group Chief Data Officer Nikunj Shanti said, “Peter Ellen and Steven Rose who head up Big Data For Humans have a solid track record of delivering cutting edge,
cloud-based data analytics platforms. We hope to tap into their wealth of experience to implement better targeted marketing and cross-selling as well as identify new business opportunities that will not only benefit AirAsia but deliver an improved guest experience.”