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CompanyProfle
Data clout for ISOs
"For the very first time you're going to see your top three
Tranzlogic customers listed, and then when you click on one of those,
it's going to bring up a one-page summary that gives you
ISO/MLS contact: information about those customers," Hogan said. "It's
Anthony Aker going to tell you what some of their activity and lifestyle
preferences are, how much money they make, whether
President and co-founder they're married, whether they have kids, if they have a
855-224-0986 mortgage, etc."
aaker@tranzlogic.com
www.tranzlogic.com Value proposition
Tranzlogic's first offering is an off-the-shelf solution
designed for ease of market entry. The company is at work
on a next-generation solution that delivers one-off, value-
ata analytics and marketing firm Tranzlogic proposition derivatives to ISOs based on specific feature
launched its proprietary process for trans- sets. It is scheduled for release in early 2014.
forming credit card transaction data into
D actionable customer intelligence in April 2013. At this point, Tranzlogic has basic and professional
At the time, co-founders Charles Hogan and Anthony versions of its product. The basic offering is for smaller
Aker were confident the system would address inqui- merchants interested in tracking store trends. It provides
ries encountered in the field from merchants seeking to detailed summary and reporting functions, as well as
understand their businesses better. access to live marketing consultation and campaign
management services to reach targeted market groups.
What they didn't anticipate was the overwhelming
response from the acquiring community. "Frankly, the "The professional offering is geared for the more
response has exceeded our expectations in terms of sophisticated merchant or merchant with multiple
the number of ISOs and acquirers that have expressed locations, where they get access to business intelligence
interest in partnering with and/or gaining access to the tools, heat maps, dashboards, raw data feeds, so that they
Tranzlogic product," said Hogan, Tranzlogic's Chief can do deeper dives and more complex analytics to see
Executive Officer. "We've basically been heads down for what market penetration is or how their customers vary
the past year negotiating with and signing up clients and from location to location," Hogan said.
implementing those clients."
Tranzlogic's software-as-a-service is offered exclusively
One of the real advantages is that neither the merchant through merchant acquirers via licenses. "We charge
nor the cardholder has to take action for it to work, Hogan them essentially per seat, per merchant, per month, and
noted. He added that "unlike in a loyalty or card-linked then they decide how and if they'll charge their merchants
offer where a cardholder has to opt-in, this happens and and which merchants will participate," Hogan said. "We
is facilitated automatically in the background." Once help them to productize the product from a branding and
activated, merchants can access such data as transaction marketing perspective. We do all the training, but they
date, card type, amount and other transaction details. To essentially choose how they take it to their market, how
protect consumers, all personally identifiable information they price it and how they sell through."
is not available.
Based on feedback from those using the program,
In addition, Tranzlogic gleans data from various public Tranzlogic believes its program offers ISOs and merchant
and private data repositories and provides demographic level salespeople a value-added proposition – and much
information on cardholders, again protecting personal more. "What's also happened is their sales have gone up
identities, that reveals key geographic, psychographic and the type of merchants that they're getting are more
and economic attributes of a given merchant's primary profitable, so it's actually effectuated a real change in
customers. Hogan has observed that merchants think sales by being able to differentiate, and it's had a fantastic
they know who their customers are, but in reality most impact on retention, so attrition has actually gone down,"
perceptions are based on anecdotal evidence rather than Hogan said.
empirical data.
49
Data clout for ISOs
"For the very first time you're going to see your top three
Tranzlogic customers listed, and then when you click on one of those,
it's going to bring up a one-page summary that gives you
ISO/MLS contact: information about those customers," Hogan said. "It's
Anthony Aker going to tell you what some of their activity and lifestyle
preferences are, how much money they make, whether
President and co-founder they're married, whether they have kids, if they have a
855-224-0986 mortgage, etc."
aaker@tranzlogic.com
www.tranzlogic.com Value proposition
Tranzlogic's first offering is an off-the-shelf solution
designed for ease of market entry. The company is at work
on a next-generation solution that delivers one-off, value-
ata analytics and marketing firm Tranzlogic proposition derivatives to ISOs based on specific feature
launched its proprietary process for trans- sets. It is scheduled for release in early 2014.
forming credit card transaction data into
D actionable customer intelligence in April 2013. At this point, Tranzlogic has basic and professional
At the time, co-founders Charles Hogan and Anthony versions of its product. The basic offering is for smaller
Aker were confident the system would address inqui- merchants interested in tracking store trends. It provides
ries encountered in the field from merchants seeking to detailed summary and reporting functions, as well as
understand their businesses better. access to live marketing consultation and campaign
management services to reach targeted market groups.
What they didn't anticipate was the overwhelming
response from the acquiring community. "Frankly, the "The professional offering is geared for the more
response has exceeded our expectations in terms of sophisticated merchant or merchant with multiple
the number of ISOs and acquirers that have expressed locations, where they get access to business intelligence
interest in partnering with and/or gaining access to the tools, heat maps, dashboards, raw data feeds, so that they
Tranzlogic product," said Hogan, Tranzlogic's Chief can do deeper dives and more complex analytics to see
Executive Officer. "We've basically been heads down for what market penetration is or how their customers vary
the past year negotiating with and signing up clients and from location to location," Hogan said.
implementing those clients."
Tranzlogic's software-as-a-service is offered exclusively
One of the real advantages is that neither the merchant through merchant acquirers via licenses. "We charge
nor the cardholder has to take action for it to work, Hogan them essentially per seat, per merchant, per month, and
noted. He added that "unlike in a loyalty or card-linked then they decide how and if they'll charge their merchants
offer where a cardholder has to opt-in, this happens and and which merchants will participate," Hogan said. "We
is facilitated automatically in the background." Once help them to productize the product from a branding and
activated, merchants can access such data as transaction marketing perspective. We do all the training, but they
date, card type, amount and other transaction details. To essentially choose how they take it to their market, how
protect consumers, all personally identifiable information they price it and how they sell through."
is not available.
Based on feedback from those using the program,
In addition, Tranzlogic gleans data from various public Tranzlogic believes its program offers ISOs and merchant
and private data repositories and provides demographic level salespeople a value-added proposition – and much
information on cardholders, again protecting personal more. "What's also happened is their sales have gone up
identities, that reveals key geographic, psychographic and the type of merchants that they're getting are more
and economic attributes of a given merchant's primary profitable, so it's actually effectuated a real change in
customers. Hogan has observed that merchants think sales by being able to differentiate, and it's had a fantastic
they know who their customers are, but in reality most impact on retention, so attrition has actually gone down,"
perceptions are based on anecdotal evidence rather than Hogan said.
empirical data.
49
