Then, with help from a dedicated Compaq Services consultant, ICC designed and implemented a business intelligence solution by adding an additional AlphaServer TM 8400 system to its production cluster, augmented with an additional half terabyte of StorageWorks TM storage. Putting the warehouse to work Since its inauguration in mid-1997, the business intelligence solution has been a stellar performer. It currently supports 60 to 70 concurrent users and helps ICC build better relationships with its merchant members. For example, through the business intelligence solution, ICC now offers reports that help its merchants better understand customer preferences and buying patterns. Based on these constantly evolving customer profiles, the merchants can create direct mail and advertising campaigns that target the wants and needs of its best customers.
Merchants can use the reports to increase their business and profits.
Meanwhile, ICC uses the business intelligence solution to target marketing programs to its own customer base. By drilling down into the warehouse data, ICC can identify its best customers, create marketing programs with their needs in mind, and then analyze the campaigns' effectiveness. Members of the marketing department, for example, generate reports to discover how customers respond to varying interest rates, and strategize accordingly. Thanks to these more effective marketing campaigns, Dunowicz projects a half-million new cards will be issued next year. The business intelligence solution improves our business and helps increase customer usage of the cards significantly, resulting in greater profits and better services for our customers.