Air Canada, via its loyalty program Aeroplan, wants to better understand and influence loyalty and customer profitability, by exploiting recent advances in machine learning and statistics. This is a four-themed project that requires expertise in data science, statistics, operations research, marketing and software engineering. Theme 1 focuses on predictive models for decision-making systems. We will predict trends in members’ behaviour. We will also predict the effect of policies on members’ behaviour. Theme 2 focuses on software engineering of mega-data systems.