Association members also will benefit from partnership

The Parable Group, provider of marketing services and real-time information and analytics, announced June 24 an agreement to provide analytics and enhanced insight for CBA and its members.

Under the agreement, Parable will provide CBA members and CROSS:SCAN reporting stores with enhanced analytics through the ParableConnect data platform. This base-level data partnership will deliver many benefits to CBA member stores for free, enabling them to seamlessly store and process real-time transactional data.

“We are excited that CBA asked us to improve its capabilities and provide their users with compelling and actionable analytics,” said Erik Ernstrom, manager of business intelligence for The Parable Group. “Users will enjoy expanded functionality on CROSS:SCAN, powered by our data platform, which will provide the opportunity to run best-sellers reports by quantity sold, by dollars, by receipt count, and allow filtering by product type and category, region, vendor and more.”

Parable currently powers data services for retailers affiliated with various marketing groups while safeguarding and protecting the integrity of retailers’ individual data. Data partners transmit data to Parable, which transforms it into actionable insights on ParableConnect—helping retailers improve inventory selection, drive more transactions, increase sales and optimize their marketing spend.

Through the new partnership, CBA members and CROSS:SCAN reporting stores will receive enhanced analytics with zero expense but can choose to upgrade.

“Easily accessible and visible data will help our industry better understand customer trends, adapt to their needs and project need more effectively and profitably,” CBA President Curtis Riskey said. “It will be especially important as retailers try new strategies and need to monitor results in a dynamic retailing marketplace.”

Riskey said he is confident that security barriers and legal protections are in place to protect retailer data from being shared.

CBA is requesting existing CROSS:SCAN reporting companies to connect with Parable to renew data security and operational agreements. CBA Service Corp., a separate company, will be involved in providing enhanced services to suppliers offering data reports and analysis for Christian-retail channel use and application. —Johnson

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