Powering Customer-Centric Growth: Flybuys’ CDP Evolution
In a landscape where CDPs are changing rapidly, we helped Flybuys pinpoint the value that counts and map a practical path to customer-driven growth.
The challenge
Flybuys set out on a bold transformation journey to sharpen its focus on customer outcomes, whilst streamlining its technology stack and ways of working. At the heart of this initiative was the exploration of a Customer Data Platform (CDP) — not just as a tool, but as the foundation for smarter customer-data usage across digital analytics, marketing and experience. This meant selecting the right technology to deliver a unified customer view and building the operating model to make it real.
And that’s where DBZ came in.
The DBZ Approach
At DBZ, we believe gathering the best information upfront is critical to the success of any project.
To support Flybuys, we ran a series of workshops with key Marketing Technology and Data stakeholders to extract use cases, inform CDP strategy, and explore digital analytics and technology selection considerations. After compiling and prioritising a large set of requirements, DBZ completed a CDP comparison to identify the best fit for Flybuys’ needs.
Snapshot of what we did:
Clarified and assessed the core needs
Aligned the work to Flybuys’ broader Martech ambition
Defined a clear and actionable set of requirements
Delivered strategic insights to guide decision-making
Prepared supporting materials to enable stakeholder alignment and next steps
This structured approach enabled Flybuys to make clearer, more confident decisions about its CDP strategy and provided a foundation for ongoing transformation.
Recommendations
Through the discovery and assessment process, it became clear that there was a strong case for Flybuys to invest in a dedicated Customer Data Platform. A CDP would help them to:
Bring together data from multiple sources — to allowed a unified view of the customer
Enable self-service segmentation — empowering marketing and analytics teams to build and activate customer segments quickly and, without having to rely on technical resources.
Strengthen and extend data foundations — supporting the rapid development and enhancement of existing data assets, creating a more agile data environment.
Deliver on strategic intent — aligning customer data capabilities with Flybuys’ broader ambition to drive customer-centric growth.
As part of our recommendations, DBZ evaluated several composable CDP solutions and mapped how each aligned with Flybuys’ unique requirements and long-term strategy. This involved not only assessing feature sets and scalability, but also ensuring the solutions would integrate effectively with Flybuys’ current ecosystem.
We also considered digital analytics and tag management requirements, to ensure that any CDP recommendations aligned with all of Flybuys’ strategic goals.
Outcomes
DBZ ensured that Flybuys was equipped with clear direction and actionable recommendations to guide its next steps. We provided a structured go-to-market plan, giving Flybuys a practical roadmap for how to progress its CDP journey and meet overarching strategic business goals.
A key outcome was the delivery of a comprehensive set of requirements that Flybuys could take directly into an RFP process. This ensured that potential technology partners would be evaluated against well-defined needs, aligned to both the strategic intent and operational realities of the business.