Data Solution Fuels Market Growth
Challenge
ABC is a Fortune 50 company that sells a wide range of products and services to both businesses and consumers all over the world. But when the world paradigm shifted, ABC ceded major portions of it’s market leadership. The company was nearly dismantled and split into numerous niche “Baby ABCs.” In the mid-nineties a new management team took control at ABC and galvanized the company to battle back as one unified entity. To succeed, it was going to require an intimate knowledge of customers and their needs.
Solution
ABC engaged Data Square to build a solution that would improve customer intelligence programs and capabilities by providing a single integrated view of the customer and an analytic framework to act upon that intelligence. Data Square used its d2CI Customer Intelligence data warehousing methodology to design and develop the ADb, which is an enterprise-wide data warehouse that integrates myriad financial, marketing, operations, and third-party databases into an analytically compliant repository of customer and competitive attributes and history. In addition to detail-level views, the solution was designed to present critical data in a pre-summarized format to enable analytics, queries and ad-hoc reporting.
Results
The solution enabled over 115 analytic initiatives annually and analytic assist revenue of $15 billion. In addition, won revenue increased by 300%-600% and sales cycles decreased by 10%-20%. Following the database implementation, ABC’s Brand A revenue increased by 8.4% when the overall market declined by over 27%. Due to its success, the U.S. initiative was later extended to Canada to create an integrated North America view and the database strategy served as a framework for future global analytics.
