Listening to stories

Notes on life, by James Welch



#datadriveseverything – but not at Qantas

In an earlier post I outlined the three steps to success in communications: Content, Targeting, Distribution. One conclusion was that in the world of targeting and beyond, #datadriveseverything. It seems that targeting is something that Qantas needs to spend more time analysing:

Over at the mumbrella news & opinion website, Tim Burrowes flags that Qantas is spamming it’s database with scary stories (my words not his. For his words click here.)

Qantas PR team lacks data management skills

My comment:

This looks like a good example of a company that is only just starting to understand the opportunity provided data-driven communications.

Open communications, great. Poor use of database though.

Continue reading “#datadriveseverything – but not at Qantas”

Keep Calm and Carry On, Says Japan Airlines

The electronic piece of direct mail (eDM) from JAL just landed in my in-box. JAL seems to have taken on the stoic mantra from WWII Britain: Keep Calm and Carry On... the poster campaign to keep Britain sane if the Nazi’s won.

The eDM seems innocuous. Look for yourself. See below.

This stands out as odd when Continue reading “Keep Calm and Carry On, Says Japan Airlines”

Create a free website or blog at

Up ↑