Aimia

“We’ve partnered with Dapresy for several years now and have a great spirit of collaboration with the Dapresy design team, which is very responsive and willing to share tips to build superior dashboards. This has enabled us to better assist customers and close new business. When you have a challenge in presenting data in a certain way, Dapresy is a powerful tool that is highly flexible.”

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- Michel Berne, Partner a& Co Founder, Ad Hoc Research

About Aimia

 

Aimia is a global leader in loyalty management, offering a full suite of services including coalition loyalty, proprietary loyalty and loyalty analytics. It owns and operates some of the world’s biggest and most popular coalition loyalty programs, including Aeroplan in Canada (partners include Air Canada, TD, CIBC, AMEX, Esso, Home Hardware and Toyota) and Nectar in the UK (partners include Sainsbury’s and BP).

 

The Challenge

 

Managing high-priority research projects for internal Aimia stakeholders can be demanding. Aimia’s Market and Consumer Research team seeks to do just that, so it can exert a real influence on the company’s important business decisions.

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The group’s primary focus in the Canadian market is Aeroplan, whose millions of members collect miles to earn rewards. Over the past year, Aimia’s research team has set up three important research trackers to help manage the Aeroplan business. An enormous amount of data is collected each month for these trackers based upon a combined 7,000 consumer interviews.

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Aimia needs to ensure that these trackers are reliable, actionable, include an internal governance process, follow best practices, offer timely reporting (avoid updating PowerPoint slides) and offer a 360-degree view so the business knows what members and Canadians think of the program.To do so, they partner with Ad Hoc Research, the administrator of Dapresy’s visual business intelligence dashboards used for the Aeroplan trackers.

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“We’ve partnered with Dapresy for several years now and have a great spirit of collaboration with the Dapresy design team, which is very responsive and willing to share tips to build superior dashboards. This has enabled us to better assist customers and close new business. When you have a challenge in presenting data in a certain way, Dapresy is a powerful tool that is highly flexible.”

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— Michel Berne, Partner & Co-founder, Ad Hoc Research

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Prior to using Dapresy, Aimia found that existing reporting tools were not well suited for research tracking data. It had internal clients with varied information needs who required report automation and the ability to serve themselves the specific information they required. As such, an intuitive tool was required to ensure user adoption. Dapresy offers reliable and secure tools that provide infographics and dashboards that are far more impactful than lengthy reports. And its online dashboards provide a fast and efficient method of reporting out on the results of thousands of consumer interviews each month – in an intuitive manner.

 

Results

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According to Audrey Paradis, director of Aimia’s Market and Consumer Research team, “As soon as someone new at Aimia sees a Dapresy dashboard they can’t help saying ‘Wow!’. They talk about the flexibility they have to get exactly the information they want in a manner that is both intuitive and visually pleasing.”

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Paradis noted that unlike traditional business intelligence tools, Dapresy is well suited for research data. Its infographics and dashboards are impactful and information can be exported in various formats such as PowerPoint and Excel when needed.

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Internal clients include the entire Marketing team, account managers for Aeroplan partners, as well as Strategy and Business Development managers, each of them with a different need for the information. Because of the vast nature of the research, there is no way to prepare custom reports for each. Fortunately, Dapresy is intuitive enough for most to serve themselves with exactly the information required to take important actions.

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Using the “My Stories” feature, stakeholders can create folders for the monthly tracking studies and then select specific page views they want. Then they can edit the data presentation and add each edited slide to this custom folder. They are able to add as many slides as they need to tell their story. All of these custom slides automatically update with each new wave of monthly data. These slide sets can be viewed online, or can be easily downloaded to PowerPoint as needed.

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Future Plans ​

 

As Aimia’s business evolves, Dapresy is flexible enough to manage change. For example, if Aimia wishes to focus on a specific type of Aeroplan member, it can easily filter specifically for that in the dashboards. Because the dashboards are online, changes are quick to implement and report out on.

Among recent Dapresy advancements, Ad Hoc’s Berne said he is looking forward to working with “Instant InfoGraphics for Data Visualization,” which features an Icons & Shapes Library filled with 2,000+ icons, shapes, elements, flags and more to build customized dynamic infographics. Once added to custom dashboards, the system automatically fills the icons with data.

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Ad Hoc will also soon be using the enhanced “Templates Library” filled with pre-built backgrounds, slides, charts, objects, and more, for added value to its clients. The Templates Library saves many hours of building and design work.

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Outcomes Achieved

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• Aimia’s Marketing and Account Management teams now have timely versions of tracker results to discuss metrics and trends internally.

• By quickly understanding vital signs of business, the company can take appropriate actions when necessary.

• Intuitive design enables Aimia to “self serve” dashboard views so individuals within different departments can quickly access the exact information they     require to do their jobs via filters, cross-tables and verbatim analysis.

• Online dashboards enable timely data updates across the company.

• One-click exports enable Aimia team members to obtain custom reports in the format they desire.