Loyalty Firm to Sell Analytics Expertise

Air Miles operator Alliance Data Loyalty Services has formally launched a consumer analytics supplier, Precima, developed from what was previously its in-house analytics function.

The firm will use segmentation modelling and market research to help retailers to profile, understand and increase revenue from their most profitable customers.

Precima will be led by General Manager Brian Ross, who has more than 12 years of experience in customer management and advanced customer analytics; Vice President of Business Development Wes Horvath, who has more than 20 years of marketing services experience and joined the company from Safeway Inc. where he was VP for Business Development; and Miguel Pereira, Director of Consulting Analytical Services, whose 15 years' experience with three leading retailers focused on the use of customer data for marketing, merchandising and operations.

Brian Pearson, President of the parent company, comments: 'Precima applies an industry-leading expertise in loyalty data to develop sophisticated segmentation modeling. It overlays publicly available data and provides in-depth market research to gain a much more valuable degree of insight into who the best customers of a business are and what's important to them.'

In April, UK-based retail leader Tesco announced major expansion of its relationship with loyalty and analytics provider dunnhumby, into new territories in eastern Europe and Asia.

Web sites: www.precima.com and www.alliancedata.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.