Abu Dhabi’s Miral launches new strategy to accelerate data-driven digital transformation

Abu Dhabi based Miral has launched its decision analytics strategy called the Noor Initiative which is in line with its digital transformation plan for Yas Island.

Miral will expand its present investment in big data and predictive data analytics with the implementation of this plan in order to establish a digital foundation and integrate innovation across both internal business streams and external, customer-facing initiatives. The Noor Initiative will improve company efficiency and productivity while also providing more customised experiences for local and international visitors to Yas Island’s attractions and activities.

Commenting on the Mohamed Abdalla Al Zaabi, CEO of Miral, said: “Today, businesses need to invest in innovative digital tools to equip and empower its people, decision making and performance. Evolving into a data-driven organisation is an ambitious and bold strategy, launched within a defining year for Miral as we mark our 10-year anniversary.”

Earlier this year, Miral announced that Yas Island will become a fully contactless destination through the adoption of FacePass, a contactless technology. Rolled out in phases across the island, FacePass is streamlining guest experiences and their safety via facial recognition technology, with Yas Theme Parks being the first theme parks in the region to adopt FacePass.

In addition, MyConnect, is a foundational digital platform established in 2018 to provide robust digital capabilities across all Yas Island assets, in-turn enabling a hyper-connected and immersive visitor experience, including a unique digital guest ID called MyPass that delivers a more targeted marketing approach, using data. Since its inception, over a million guests have registered for a MyPass ID, that has informed decision making to customise and personalise visitations to Yas Island.

The Noor Initiative has been developed in partnership with global consulting firm Bain & Company.

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