Comprehensive customer data overview through data warehouse

The project targets the marketing and sales departments, which support the numerous partners within the service provider. Each partner is responsible for their own clients, sectors, and services. Additionally, the clients primarily consist of large companies, with the service provider engaging with C-level managers. A standard CDP or data warehouse is not suitable for this complex organisation. Given the cost and time involved in developing a custom solution, we decided to first delve into the service provider's requirements. Although this approach required more initial time investment, it allowed us to design the right solution for them from at once.

We initiated a research project with the goal of creating a valuable, comprehensive overview of customer data for the professional service provider.

Approach

The research phase consisted of two steps:

Conducting interviews: We conducted 30 semi-structured interviews with employees from the marketing and sales departments, as well as the service provider's partners. Through these interviews, we assessed the current state of affairs, collaboration practices, missing data, and the goals of various stakeholders. We streamlined the interviews to efficiently gather valuable information without overwhelming the participants.

Applying the Digital Power data strategy model: The interviews provided an abundance of valuable information. To organise it all, we utilised the Digital Power data strategy model. This model enabled us to visualise the necessary steps, identify pain points, and determine how the service provider could extract more value from a data warehouse or CDP.

Results

During the interviews, we observed that both the employees and partners appreciated our approach of conducting research before diving into solution-building.

The research highlighted two critical aspects:

1. Creating stakeholder support: To ensure active utilisation of a data warehouse or CDP within the department, it is crucial to foster support from all stakeholders.
2. Optimising data quality and refining use cases: To add value, we needed to further enhance data quality and clearly define use cases, i.e., how stakeholders and departments intend to utilise the data.

Based on our findings, we advised the service provider to work towards implementing a data warehouse while first addressing the necessary prerequisites, which include:

• Formulating clear objectives
• Developing detailed use cases
• Enhancing data quality
• Establishing appropriate processes
• Generating buy-in across the entire department and beyond
• Granting the right individuals access to tools

A data warehouse only provides value when actively used. By fulfilling the above conditions, the service provider can maximise its benefits.

Additionally, we provided recommendations on how they can add value in the short term using their existing data and systems, without relying on a data warehouse or CDP. For example, building dashboards in Adobe Analytics, integrating existing data within current systems, and employing social listening to gain insights into customer sentiments.

Future

We intend to put our recommendations into practice for the service provider. In the short term, we will add value by establishing clear goals, defining Key Performance Indicators (KPIs), and building dashboards using the existing data. Subsequently, we will focus on improving data quality and implementing a data warehouse or CDP.

Using the data strategy model, we will assist the service provider in progressing through the subsequent steps. This involves simultaneously refining goals and data ambitions, and creating data products that will directly deliver value to the service provider.

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