Alliance Data Loyalty Services launches Precima
Toronto-based Alliance Data Loyalty Services, operator of the Air Miles loyalty program, has launched a new shopping analysis company called Precima. The company was previously the in-house analytics division of Alliance Data. The firm will specialize in analyzing data about shopping behavior so that retailers can track their most profitable customers and their spending motivations. The data will be gathered from the retail companies involved in the Air Miles program, as well as other sources. Brian Ross has been appointed general manager of Precima, while Wes Horvath has been appointed vice-president of business development and Miguel Pereira has been appointed director of consulting analytical services.