MyPoints was one of the original 'dotcom' companies based in the US and a key part of the United Online loyalty programme. The largest Internet rewards scheme at that time, it had over 10 million members who had signed up for the service and volunteered up to 400 pieces of demographic and personal information that enabled the MyPoints team to send them targeted emails.
For the European site, Spark Data Systems were selected (after a multi stage tendering process run by PriceWaterhouseCoopers) to re-build the system and migrate the 275,000 European users to the new platform.
The system consists of a mass emailing platform, activity based reward program and an online shopping site. Behind the scenes the system creates a 'single customer view' gathering together many different information sources to provide a customer insight using declared and demonstrated activities. A large scale below the line marketing application stress tested to deal with thousands of concurrent users and 100 million+ transactions.
The project ran to time and budget and on completion MyPoints Europe staff were able to use the single, integrated system rather than the three separate systems operated by the US team.
The site was able to generate up to 10 million emails per day, and the sign up rate reached over 25,000 registrations per month, before being sold by the parent company, Experian