Tribe Connect is a data-driven technology company that enables brands to unlock the commercial value of location and behavioural data. Through its Tribe Connect platform, Tribe provides scalable analytics and insights that help organisations optimise performance, better understand audiences, and drive measurable business outcomes.
Situation
Tribe Connect needed to evolve its analytics capabilities to support growth and a more sophisticated customer offering. The existing data pipeline lacked secure customer-level access, relied on a single AWS account, and posed security and scalability risks. Data ingestion was inefficient, customer data inputs were limited, and there was no robust foundation for historical data migration or advanced analytics.
To address these challenges, Tribe partnered with Firemind to modernise its data and analytics architecture while ensuring enterprise-grade security and future readiness.
Task
The objective was to design and deliver a secure, scalable, multi-tenant analytics solution that would:
- Provide segregated customer access to analytics
- Establish well-governed AWS infrastructure
- Improve data ingestion and historical data availability
- Enable self-service analytics through frontend integration
- Lay the groundwork for AI-powered analytics capabilities
Action
Firemind delivered a structured five-phase modernisation programme, designed to minimise risk while enabling rapid value creation:
- Multi-Tenant Analytics Deployment
Firemind implemented enterprise-grade Amazon QuickSight dashboards with row-level security, enabling secure, segregated customer access to analytics. - AWS Infrastructure Optimisation
A multi-account AWS architecture was introduced using AWS Control Tower, replacing the single-account setup and significantly improving governance, security, and scalability. - Data Migration and Pipeline Enhancement
Historical data was migrated to Amazon Redshift. Firemind implemented Kinesis-based ingestion for real-time data flows and implemented a structured data transformation and validation layer to improve data modelling, quality, and maintainability. - Frontend Integration and Access Control
Analytics dashboards were embedded directly into the Tribe Connect frontend. Secure authentication was implemented using Amazon Cognito, alongside new customer data upload interfaces. - Firemind Pulse™ Trial
Firemind deployed its AI-powered Firemind Pulse™ analytics platform for a three-month evaluation, enabling Tribe to assess advanced analytics and AI-driven insight generation.
This phased approach reduced delivery risk while ensuring each component aligned with Tribe’s long-term product and growth strategy.
The Results
The programme delivered a fully modernised analytics foundation with clear, measurable outcomes:
- 5-phase delivery model enabling structured, low-risk transformation
- Multi-tenant analytics platform with secure, row-level customer segregation
- Multi-account AWS architecture improving security, governance, and scalability
- Modern data pipeline supporting real-time ingestion and historical analysis
- Embedded, self-service analytics improving customer experience and usability
- AI-ready foundation through a live trial of Firemind Pulse™ platform
As a result, Tribe Connect now has a secure, scalable analytics platform that supports current customer needs while enabling future growth and AI-powered innovation. x
Conclusion & Key Takeaways
Firemind’s collaboration with MoneySuperMarket demonstrates the power of AI agents and GenAI orchestration in enhancing customer engagement and transparency.
Trust drives conversion
Speed and scalability matter
Modular AI workflows
This project has laid the foundation for MSM’s future in intelligent, explainable price comparison, blending advanced AI with a customer-first philosophy.
