Innovative data warehousing solution for improved marketing decisions
October 10, 2021
Quotation – Digital Signature Management – SAP, DocuSign
October 10, 2021DATA WAREHOUSING
A collaborative approach to implement a data warehousing solution for better data synergy across business divisions
A telecom service provider was facing difficulties in leveraging its enterprise data due to data duplication, errors in reporting, and inconsistencies in stories.
All business team were engaged to identify the right information and implement a robust data warehousing solution that provided rich visualizations and analytics. This collaborative approach has instilled a sense of ownership among all business and support team.
Execution Success
Single version of truth shared by all departments: Marketing, Operations, and Finance.
Context
Our client, an American telecommunications giant wanted to maximize their revenue margins through promotion of in-demand products as well as targeting selective customer segments in marketing campaigns. The client had a legacy system that was unable to respond quickly to changing business rules. Changes requested by the business would go through a tedious change cycle, leading to a large and unfinished backlog. The data collected and analyzed for profitability reports was also being manually processed in standalone systems resulting in delayed and irrelevant reporting. All these challenges were leading to loss of time, effort & data duplication and inaccurate interpretation by users.
Solutions
The telecom company decided to address the root causes that were resulting in loss of productivity, errors in reporting, and data inconsistencies with a centralized & robust data warehousing solution. After a detailed analysis of the challenges that the business teams were facing, a base camp approach was adopted to tackle the root causes and to bring about a long-lasting solution derived through:
- Participation of all business teams to identify the right resource data
- Collaboration among the teams to define all data entities, business rules
- Implementation of an analytics engine to derive insights from complex data
- Introduction of data visualization tools for easy interpretation
Solution Highlights
Empowering business teams with a sense of ownership
BASE CAMP APPROACH
Execution strategy to drive better participation, collaboration, and consensus among all participating business teams.
PARTICIPATION
All business teams came together to identify and channel the right resource data and find the root causes.
COLLABORATION
The teams worked in collaboration to define all data entities, business rules, and KPIs needed by all departments.
USAGE
Re-use of all data entities, business rules, and KPIs that were pre-built in the data warehouse to minimise IT support
IMPLEMENTATION
Technology teams applied an analytics engine to derive insights from complex data to reduce processing time
VISUALIZATION
The teams introduced tools like BI for richer data visualization to speed up and improve decision making
Benefits / Results
With the new data warehousing solution, the client organization was able to establish a common data channel across multiple departments, teams, and users resulting in the following benefits: