The OK Bergbahnen operate the loyalty club "My Mountain Club" for their guests. Its members collect points and redeem them for benefits. P8 Marketing analyzed the resulting database: the data sources were cleaned, merged into a master data set, interpreted using mathematical models and visualized in a dashboard. The dashboard presents the development of the loyalty club based on important KPIs – viewable at any time by the marketing team. The interpretation of this data subsequently enabled clear member segmentation and revealed gaps in reaching other important groups. Using a simulation calculator, an optimized points and benefits system and the "My Mountain Club next level" are now being developed.