Challenge

The ability to analyze quality data in a timely manner allows loyalty marketing companies to create strategic campaigns targeting new and existing cardholders. And as new technology continues to drive the market across industries, it is imperative that loyalty marketing companies implement data-driven solutions to manage the increasing volume of client demands.

This Fortune 500 card services provider recognized the need to provide customized loyalty marketing services to its 135 private-label credit card merchants, and realized that the only way to do that was to optimize how they retrieve and analyze data. Their existing data management and analytics platform supported marketing and financial analytics, but they needed to optimize these systems to align with its expanding business vision and strategy.

Ultimately, they wanted to:

  • Create a strategic data management program to drive data and analytics maturity

  • Optimize teams to enable delivery of customized client solutions more efficiently

  • Establish greater oversight of goals and results from investing in a strategic data management program

They knew where they wanted to go, but they needed help with how to get there.

Looking for help in developing a data management and analytics strategy, they reached out to us for help. The organization turned to Fusion for help in developing a strategic data management and analytics strategy and a roadmap to guide the optimization journey.

Solution

At the time we got involved, the client’s brand partners included 135 different merchants with private-label credit cards. For each merchant, the company provided reports and analytics based on a unique set of requirements. They saw that they needed a strategy to better manage the volume of reports with their current resources and still maintain the level of customization clients were accustomed to, especially as the brand-partner portfolio continued to grow.

We completed a comprehensive evaluation to determine current business needs, requirements and market opportunities. Then, we assessed the technical landscape and reviewed the client’s current strategic plan. The result was the creation of a data management and analytics strategy and a multiyear roadmap to help them achieve their goals.

With the full support of the client’s executive committee, we began solution delivery, starting with the creation of an Enterprise Data Governance Council, appointed to oversee the Data Management and Analytics Program. The process was accelerated by applying Fusion’s comprehensive Catalyst Strategic Data Management framework. Through this approach, we completed the data management and analytics strategy and roadmap on a fast-paced schedule, allowing the client to more effectively guide development efforts needed to deliver analytic enablement in support of business objectives.

Success

With an established Data Governance Council and a streamlined process for analyzing their data, they were better able to create customized solutions for each of their 135 brand partners.

Customized solutions for each client
Better utilization of collected data
More efficient internal processes