Aimia, a global leader in loyalty management, has formed a strategic long-term partnership with Fractal Analytics, a leading provider of advanced analytics. The exclusive commercial agreement will deepen Aimia’s analytics capabilities, extending its unparalleled customer insights to deliver a more comprehensive understanding of consumer behavior and improve marketing return-on-investment. It will also extend Aimia’s loyalty expertise to Fractal’s existing clients. As part of the partnership, Aimia is making a minority equity investment in Fractal.
The partnership expands Aimia’s analytics operations, giving it access to best-in-class analytics to enhance its current core capabilities and the opportunity to rapidly embed some of Fractal’s existing predictive analytics solutions such as Customer Genomics® into Aimia’s loyalty solutions. It will also allow more rapid development of new offerings leveraging rich customer data across its programs, products and regions.
“This strategic partnership gives Aimia dedicated access to specialized and scarce top talent as our global analytics business continues to grow,” said Eric Monteiro, Chief Strategy and Analytics Officer, Aimia, who will join Fractal’s board of directors as part of the equity investment. “Fractal brings a mature and experienced team of sophisticated analytics professionals to meet the complex needs of our clients.”
“CMOs across industries increasingly recognize the importance of deeply understanding their customers and hyper-personalizing their experience to inspire their loyalty,” said Srikanth Velamakanni, Co-founder and Chief Executive Officer, Fractal Analytics. “Our partnership with Aimia gives companies access to the world’s best loyalty analytics expertise.”
Founded in 2000, Fractal provides advanced analytics to more than 50 Fortune 1,000 global companies. Fractal has 13 offices across the globe and expects to grow its global headcount from 700 to more than 1,000 by the end of 2014.