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
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.
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.
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.
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.
IBM products and services that were used in this case study.
Cognos Business Intelligence, Cognos Data Manager, Cognos TM1
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
© Copyright IBM Corporation 2013. IBM Corporation, Software Group, Route 100, Somers, NY 10589. Produced in Canada. March 2013. IBM, the IBM logo, ibm.com, Let’s Build A Smarter Planet, Smarter Planet, the planet icons, Cognos and TM1 are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS Word documentUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided. The client is responsible for ensuring compliance with laws and regulations applicable to it. IBM does not provide legal advice or represent or warrant that its services or products will ensure that the client is in compliance with any law or regulation.