As a Senior Business Consultant at Aimia Loyalty Analytics, I worked with multiple Migros departments, including Category Management, Business Intelligence, Marketing, and Eigenindustrie. My role focused on delivering business-relevant insights derived from loyalty, market, and customer data. Challenges included managing complex projects, ensuring data-driven decision-making, and enhancing business processes to support strategic objectives.

When analysing date I follow the structured three-step framework for insights-driven decision-making:

What

• Defining the Right Business Question: The process began by clearly defining the business problem or question to ensure that all subsequent analysis aligned with achieving meaningful outcomes.
• Gathered and analysed customer, market, and transactional data to build a comprehensive foundation for answering the defined question.

So What

• Generated actionable insights by identifying key trends, opportunities, and challenges tailored to business needs.

Now What

• Developed and implemented strategies based on the insights to deliver measurable business impact.

Key actions included

• Insights and Analysis: Delivered actionable insights and strategic recommendations across key areas such as assortment, pricing, promotions, and communication by analysing customer and market data.
• Process Optimisation: Audited and improved existing workflows and processes, ensuring clarity and efficiency.
• Concept Development: Created and implemented innovative concepts, including a training programme and e-learning module, to inspire clients and expand analytics usage.
• Project Management: Managed multiple projects with responsibilities such as planning, stakeholder management, risk management, and communication.
• Client Collaboration: Acted as the key liaison between clients and Aimia’s global development teams, ensuring client needs were effectively addressed.
• Knowledge Sharing: Contributed to defining best practices and distributing intellectual property across EMEA teams.

Project Successes

• Developed and launched a customer-centric training concept, increasing overall programme ratings and expanding analytics engagement across client departments.
• Redefined a marketing process to integrate innovative data usage, contributing to portfolio growth.
• Conducted a software and process audit that clarified development needs, deepened trust, and strengthened client relationships.

Customer Impact

• Facilitated actionable insights for critical areas such as promotions, assortment, and NPD (new product development), significantly influencing strategic decisions.
• Improved customer satisfaction through tailored support and strategic recommendations.
• Established a continuous cycle of learning and improvement via feedback and best practice sharing.

Internal Contributions

• Drove global initiatives for process optimisation and knowledge sharing, benefiting Aimia’s broader operational framework.
• Generated new global opportunities for the organisation, expanding its reach into growing markets.

"I got to know Pascalle four years ago as an extremely competent and technically well-versed analyst and marketing specialist. I can describe our cooperation as consistently pleasant, constructive, goal-oriented and appreciative.

Pascalle questions and challenges. I particularly valued these characteristics in the context of the joint development of assortment and promotion analyzes. Pascalle's inputs had a significant influence on the strategic orientation and further development of the product ranges.

I am very happy to know Pascalle. It makes people grow beyond their limits."

Category Management, Migros-Genossenschafts-Bund

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