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Aimia takes stake in Fractal Analytics
By Adnews Staff
Montreal-based loyalty company Aimia has formed an agreement with analytics company Fractal Analytics, based in New Jersey. Aimia will make use of the company's services to improve its understanding of consumer behaviour and increase marketing return-on-investment. In addition, Fractal Analytics will make use of Aimia's loyalty program expertise. As part of the agreement, Aimia will acquire a minority equity stake in Fractal and Eric Monteiro, chief strategy and analytics officer at Aimia, will join Fractal's board of directors.
"This strategic partnership gives Aimia dedicated access to specialized and scarce top talent as our global analytics business continues to grow," said Monteiro. "Fractal brings a mature and experienced team of sophisticated analytics professionals to meet the complex needs of our clients."