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Aimia partners with Fractal Analytics, to enhance its analytics capablities

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Sanghamitra Kar
New Update

NEW DELHI, INDIA: Aimia, a provider in loyalty management, has formed a strategic long-term partnership with Fractal Analytics, a provider of advanced analytics.

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The exclusive commercial agreement will deepen Aimia's analytics capabilities, extending its customer insights to deliver an 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 analytics to enhance its current core capabilities and the opportunity to embed some of Fractal's existing predictive analytics solutions such as customer genomics into Aimia's loyalty solutions.

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It will also allow rapid development of new offerings leveraging rich customer data across its programs, products and regions.

"This strategic partnership gives Aimia dedicated access to specialized 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."

Srikanth Velamakanni, co-founder and chief executive officer, Fractal Analytics, said: "CMOs across industries increasingly recognize the importance of deeply understanding their customers and hyper-personalizing their experience to inspire their loyalty. Our partnership with Aimia gives companies access to the world's best loyalty analytics expertise."

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