Empirics launches member analytic platform

Link Group's data specialist, Empirics, has launched a platform to enable superannuation funds and their business partners to collaborate and match customer data to help improve member retention and satisfaction.

The platform, MartketSuite Alliance, is part of a partnership between Empirics and technology software provider, IXUP.

Empirics chief executive, Darrell Ludowyke, said the platform was developed in response to the increasing demand from super funds to more effectively gather and use external data to better understand and retain their members and assist in finding new prospects.

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"MarketSuite Alliance gives super funds an unprecedented level of insight into both their member base, and the customer base of their business partners," he said.

"As an example, a gym that targets females aged over 50 may want to partner with a super fund to offer discounted rates. The gym and the super fund can securely collaborate on their data to see if enough fund members match this demographic and assess whether this will be an effective business partnership."

Empirics said super funds and their partners would have joint visibility of customer demographics through an easy-to-use portal, in a bid to give more informed decisions on potential lead generation opportunities.

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