Home Trust harnesses analytics to optimize marketing activities - Video

Published on 05-Apr-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

Financial Markets

Deployment country:

BA - Business Analytics, Business Integration, BA - Business Intelligence, Business Performance Transformation, Empowering People, BA - Performance Management, Smart Work, Smarter Marketing, Smarter Planet

Smarter Planet:
Smart Work


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.

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.

Accelerated month-end sales reporting processes from four days to just four hours.

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.


Home Trust is Canada's largest independent trust company. Find out how the marketing department optimizes its loyalty programs by performing "what if" analyses of different scenarios for its loyalty programs and decide on the best course of action, with IBM Business Analytics.

Products and services used

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

Cognos TM1, Cognos Business Intelligence, Cognos Data Manager

Legal Information

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