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

Customer:
Home Trust

Industry:
Financial Markets

Deployment country:
Canada

Solution:
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

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.

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

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.

Video

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.

Software:
Cognos TM1, Cognos Business Intelligence, Cognos Data Manager

Legal Information

© Copyright IBM Corporation 2013. IBM Corporation, Software Group, Route 100, Somers, NY 10589. Produced in the United States of America. January 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. Microsoft, Windows, Windows NT, and the Windows logo are trademarks of Microsoft Corporation in the United States, other countries, or both. 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. It is the user’s responsibility to evaluate and verify the operation of any other products or programs with IBM products and programs. 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. 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. Statements regarding IBM’s future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only.

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