The partnership expands Aimia’s analytics operations, giving it access to best-in-class analytics.
Aimia, a global leader in loyalty management, has joined hands with Fractal Analytics, a provider of advanced analytics. The exclusive commercial agreement will deepen Aimia’s analytics capabilities, extending its unparalleled customer insights to deliver a more comprehensive understanding of consumer behavior and improve marketing return-on-investment. It will also extend Aimia’s loyalty expertise to Fractal’s existing clients. As part of the partnership, Aimia is making a minority equity investment in Fractal.
The partnership expands Aimia’s analytics operations, giving it access to best-in-class analytics to enhance its current core capabilities and the opportunity to rapidly embed some of Fractal’s existing predictive analytics solutions such as Customer Genomics® into Aimia’s loyalty solutions. It will also allow more rapid development of new offerings leveraging rich customer data across its programs, products and regions.
“This partnership gives Aimia dedicated access to specialised and scarce top talent as our global analytics business continues to grow,” said Eric Monteiro, Chief Strategy and Analytics Officer, Aimia, who will join Fractal’s board of directors as part of the equity investment. “Fractal brings a mature and experienced team of sophisticated analytics professionals to meet the complex needs of our clients.”