The Green Sheet Online Edition
March 25, 2013 • Issue 13:03:02
Big data for SMB market
California-based technology firm Tranzlogic has developed a proprietary process that transforms card transaction data into actionable customer intelligence for small to midsize businesses (SMBs). The system reportedly tracks transaction data at merchant locations, and identifies key attributes of loyal customers, including demographic, geographic and economic data. Merchants can access the data collected through a secure client portal.
According to Tranzlogic, transactional data was previously not available in a format that would allow SMBs to easily direct campaigns to their customer base and effectively monitor their customer relationships. With Tranzlogic, merchants can not only apply the insights gained from transaction data to implement highly targeted marketing campaigns, but they can also review and analyze the results to track success rates for each campaign.
Tranzlogic noted that it hopes to revolutionize the way ISOs market to merchants, and in turn help merchants rethink how they interact with customers. The ultimate goal is to transform the ISO-merchant relationship into a value-added partnership that empowers both parties to "grow revenue and strengthen their businesses," the company stated.
"This shift represents the future of the card processing industry," said Charles Hogan, co-founder of Tranzlogic. "Merchants today are letting the payment industry know that they are looking for more than just service providers. Agents, meanwhile, want to become valued strategic partners.
"We've found a way to do both, by developing technology that uses the merchant's existing data to create revenue growth opportunities for everyone involved - the merchants and the agents. And anytime you're creating revenue, you're creating value."
The company offers its services to merchants exclusively through ISO channels. The way it works is ISOs license the Tranzlogic technology and make it available to their merchant portfolios. ISO partners can determine the price merchants pay to access the technology. "Tranzlogic manages the technology for both you and your merchant, making this a no-hassle venture for you and a high-value-add opportunity for your merchants," the company stated.
Tranzlogic plans to demonstrate its new technology for ISOs and merchant level salespeople attending the Electronic Transactions Association Annual Meeting & Expo being held April 30 to May 2, 2013, in New Orleans, where the company will be an exhibitor.
Features of Tranzlogic include:
- Tracks transaction data at merchant locations
- Identifies key attributes of merchants' top customers
- Helps merchants implement highly targeted marketing campaigns
- Analyzes campaign results to track success of individual campaigns
- Gives ISOs a value-added program to enhance merchant profitability
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