Virgin Atlantic's Data Strategy: The Offense Funds the Defense

During his keynote address at EFIS, Virgin Atlantic’s head of data and insight revealed the airline’s approach to data management and innovation.

Tim Lum Virgin EFIS
Tim Lum, Virgin Atlantic

One short year ago, Virgin Atlantic’s data strategy was just getting off the ground.

“In 2017, we started off with no data warehouse,” Tim Lum, the airline’s head of data and insight told delegates at the European Financial Information Summit. “Data was in complete silos. We didn’t even have an enterprise data warehouse. In similar vein to regulated industries, we had them in specific silos in order to cater for specific regulations. We had no governance, no process, no analytics. We only had

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