Alliance launches analytics firm

Share this content:

Alliance Data Loyalty Services has transformed its in-house analytics arm, Precima, into a full analytics firm of the same name.

Precima allows retailers to segment and analyze data on shopping behavior to pinpoint their most profitable customers. The firm also helps retailers decipher what motivates shoppers and how to keep them loyal.

“There is a wealth of underutilized customer information in the marketplace around loyalty programs and card programs, particularly in the US, and we think the expertise we've developed over the last 16 years makes us well-positioned to help companies take full advantage of that information,” said Bryan Pearson, president of Alliance Data Loyalty Services. “Retail competition is as fierce and challenging as ever, and we see customer-centric retailing as a way to improve business returns for companies, specifically by focusing on the marriage between merchandising strategies and operational strategies.”

Pearson went on to say that the launch is a great complement to Alliance's loyalty consulting and data business, and it formalizes the analytics work the company has undertaken in-house for years.

“What we've done is crystallize it into a software application and also a system of processes in such a way that we are able to provide a critical link between consumer strategy and merchandising strategy by bringing together two very valuable data sets: management data and loyalty data,” Pearson explained. “That allows that nuance of customer-centric retailing, so retailers can make better decisions about promotions and pricing, assortment and products and how to optimize specific categories and even make operational decisions about store layouts.”

The firm works with retail partners of Canada's Air Miles Reward Program, which is also operated by Alliance Data Loyalty Services. Other clients include A&P and Safeway grocery stores in Canada and other high-frequency retailers.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above