Home Trust harnesses analytics to optimize marketing activities

Published on 28 Mar 2013

Self-service has created quite a culture shift: users no longer see marketing as a bottleneck for information, and we no longer need to spend time generating reports for them – so everyone is more productive.

Louise Taylor, Director of Marketing, Home Trust

Customer
Home Trust

Industry
Banking

Deployment country
Canada

Overview

Home Trust is Canada’s largest independent trust company. It offers mortgages, Visa cards, deposits and retail credit services to consumers who may not have traditional credit backgrounds – for example, self-employed entrepreneurs – or whose specific needs are not met by larger financial institutions. Home Trust is a wholly owned subsidiary of Home Capital Group (TSX:HCG). It employs 640 people at its headquarters in Toronto and at offices in Vancouver, Calgary, Halifax and Montreal.

Business need
When Home Trust’s senior management asked the marketing department to optimize its loyalty programs, the team needed to find a way to predict the effects of changing the program’s parameters on the company’s finances and its relationships with mortgage brokers.

Solution
Building on Home Trust’s previous success with IBM® Business Analytics software, the marketing team used IBM Cognos® TM1® to perform “what if” analyses of different scenarios for its loyalty programs and decide on the best course of action.

Benefits
Used predictive analytics to review the effectiveness of the loyalty program and provided supporting evidence for cancelling it. Resources could then be redirected to an incentive program that better meets the business objectives. Enabled users to serve themselves with sales and marketing analyses, giving the marketing team more time to focus on other priorities.

Components

IBM products and services that were used in this case study.

Software
Cognos Business Intelligence, Cognos Data Manager, Cognos TM1

Solution
BA - Business Analytics, BA - Business Intelligence, BA - Performance Management, BA - Predictive Analytics, Business Integration, Business Process as a Service, Empowering People, Smart Work, Smarter Marketing, Smarter Planet

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