Home Trust

Analytics used to eliminate a nonviable program while empowering users with valuable marketing analysis

Published on 01-Nov-2013

"The new solution makes it so easy for users to gather, integrate and manipulate data so that they can manage most of their day-to-day needs themselves, without support from IT specialists… This is a huge leap forward: five years ago, it would have been almost unthinkable that business intelligence could be safely left in the hands of nontechnical users." - Home Trust Co.

Customer:
Home Trust

Industry:
Financial Markets

Deployment country:
Canada

Solution:
BA - Business Analytics, BA - Business Intelligence, Data Warehouse, BA - Performance Management, Smarter Planet

IBM Business Partner:
Newcomp Inc.

Overview

Headquartered in Toronto, Ontario, Home Trust Co. is a prominent trust company specializing in alternative lending services. It provides mortgages, loans and secured credit products to consumers and retailers who may not have traditional credit backgrounds or whose specific needs are not met by larger financial institutions. A subsidiary of the Home Capital Group, the company currently employs approximately 640 people at its offices in Toronto, Vancouver, Halifax and Montreal. It was founded in 1977.

Business need:
Home Trust Co. needed a sales planning and forecasting solution that would facilitate meaningful analysis and drive operational efficiency.

Solution:
Empowering employees with advanced analytics can sharpen the efficiency of a business. Home Trust Co. implemented a sales planning and forecasting solution that draws data from multiple systems, thereby facilitating the types of analysis that help drive greater sales performance and optimize marketing activities.

Benefits:
The IBM solution helped provide the evidence needed to eliminate an inefficient loyalty program, accelerate the month-end sales reporting process and enable users to “serve themselves” with sales and marketing analysis.

Case Study

Headquartered in Toronto, Ontario, Home Trust Co. is a prominent trust company specializing in alternative lending services. It provides mortgages, loans and secured credit products to consumers and retailers who may not have traditional credit backgrounds or whose specific needs are not met by larger financial institutions. A subsidiary of the Home Capital Group, the company currently employs approximately

640 people at its offices in Toronto, Vancouver, Halifax and Montreal. It was founded in 1977.

The Opportunity
Home Trust Co. relies on analysis to improve the efficiency of its operations. However, nonintegrated ERP systems forced the business intelligence (BI) and marketing teams to conduct much of the analysis using spreadsheets — a time-consuming and laborious process. Lacking a single version of the truth, the teams were consumed with the task of providing brokers with sales performance data in a timely manner. Further, the marketing team couldn’t properly assess the financial viability of the loyalty program it offered to brokers. Moving forward, Home Trust Co. needed a sales planning and forecasting solution that would facilitate meaningful analysis and drive operational efficiency.

What Makes It Smarter
Empowering employees with advanced analytics can sharpen the efficiency of a business. Home Trust Co. implemented a sales planning and forecasting solution that draws data from multiple systems, thereby facilitating the types of analysis that help drive greater sales performance and optimize marketing activities. Using the new solution, the marketing team can perform data analysis that matches new mortgage sales with the brokers and business development managers that sold them.

Members of the salesforce can then access this analysis using an online portal, which provides them with instant insight regarding their sales performance while reducing their reliance on the BI and marketing teams. Further, the marketing team can use the new solution to identify specific parameters within its loyalty programs that drive up costs. Using what-if scenario analysis, the team can view the impact that new parameters may have and use this information to create a new, more cost-effective loyalty program.

Real Business Results
• Provides the evidence needed to eliminate an inefficient loyalty program, thereby generating annual savings of CAD250,000 on rewards and administrative costs
• Accelerates the month-end sales reporting process from four days to just four hours (an improvement of 88 percent)
• Enables users to “serve themselves” with sales and marketing analysis, giving the BI and marketing teams more time to focus on other priorities

For More Information
Please contact your IBM representative or IBM Business Partner. Visit us at ibm.com/cognos.

To learn more about Home Trust Co., visit www.hometrust.ca.

Products and services used

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

Software:
Cognos TM1

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America October 2013 IBM, the IBM logo, ibm.com, 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 performance data discussed herein is presented as derived under specific operating conditions. Actual results may vary. THE INFORMATION IN THIS DOCUMENT 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.