CASE STUDIES:   Financial Services Sector                                                                                                                                             

Case Study #1:  Gain Capitol - Trading Exchange Analytics

Business Objective - Business Objective - GAIN Capital Group is a market leader in the rapidly growing online FOREX (foreign currency exchange) industry. A global client base from over 140 countries draws upon GAIN's experience, resources and proven FX trading technology to manage their foreign exchange needs. Gain Capital selected A2C to launch a fast-paced initiative to bring contemporary Marketing Analytics capabilities to their rapidly growing organization:

    ► Ability to convert “Trial Account Customers” over to a paying customer based on their trading history

    ► Create a “lights out” operation for bringing timely and actionable business information to knowledge workers

    ► Improve the selection process for identifying prospects and the effectiveness for their marketing and promotional campaigns

Solution - A2C’s Information Services organization created a Dimensional Data Warehouse for Gain Capital, consisting of a Trade transaction subject area, and all associated Extract, Transform, and Load (ETL) software needed to automatically populate it nightly. A2C also identified several business areas where data mining / predictive modeling technologies were highly likely to deliver important insights for competitive advantage.

Established a repeatable method and extensible platform for bringing information to knowledge workers in easily-understood and actionable forms. Described a path forward in evolving Gain’s marketing information capabilities from intuition-based to fact-based – and a means of quantifying the successes and opportunities in new marketing initiatives.

Benefits Realized - Gain Capital now has a reliable and high-performance platform in production for serving knowledge workers that can be readily extended to incorporate new subject areas. A2C continues our relationship with Gain in leveraging more of the potential of this foundation to realize the benefits of the virtuous cycle of closed-loop marketing: planning, integrated execution, evaluation, refinement – with fact-based metrics driving continuous marketing performance improvements.