Advanced analytics provider, Fractal Analytics, has formed a global strategic alliance with Loyalty Management giant, Aimia. As a result Aimia will invest an undisclosed sum for a single-digit stake in the firm as part of a strategic deal, thus increasing Aimia’s analytics capabilities, extending its customer insights to deliver a more comprehensive understanding of consumer behavior and improve marketing return-on-investment.

“This strategic partnership gives Aimia dedicated access to specialized and scarce top talent as our global analytics business continues to grow, ” points out 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.”

Aimia shortlisted Fractal after a two-year global search during which it evaluated five analytics providers. “We found that Fractal had the best cultural and sectoral fit for us,” said Vikas Choudhury, COO and CFO (India), Aimia.

Fractal will help Aimia leverage its repository of customer data, and the two will go to market jointly and build intellectual property in the area of customer analytics. This is the second such arrangement in the analytics space after Mastercard concluded a similar deal with MuSigma last year.

Experts believe that there is a huge potential for analytics industry. “Analytics is moving from standalone project-based revenue to ongoing engagements, which is where the real benefits are,” said Milan Sheth, partner and technology leader at EY India

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(Image Credit: birgerking)

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