For a major financial institution with multiple lines of business, GDI helped implement Teradata based Internet Data Warehouse solution to achieve better ROI on email marketing.
The Challenge
Client Background
GDI’s client is a giant financial institute with multiple lines of business, several financial products and multiple departments to service the needs of their clients. This Fortune 500 Company is a diversified financial services provider with operations in USA, Canada, UK and continues to add innovative offerings to current product range.
Project Objective:
Analysts needed the ability to understand the Email Marketing / Servicing initiatives and their success (delivery/response) rates. The objective of this project titled “Closed loop Internet Analytics” was to allow the analysts to have a closed loop understanding of the Email marketing events that led to product browsing on the enterprise web site, start an application and become a customer.The Solution
Technology Employed:
- Teradata - EDW Warehouse
- Ab Initio - Enterprise ETL Tool
- ERwin - Enterprise Data Modeling Tool
- Business Objects - Enterprise Reporting Tool
- SQL Server - Ops DB
- Oracle - Ops DB
- DB2 - RTM Services DB
- Agile – Project Management Methodology
Project Details:
The project involved identifying the visitors and customers anonymously; identifying the web sessions per industry standards and cross referencing the marketing email population with the web visitors. The approach used was to build a Teradata based Internet Data Warehouse. GDI consultant worked as the Teradata Warehouse Architect to make this project successful.
Key Responsibilities:
- Collaborate with the client teams for identification of challenge areas and to carefully determine end-point goals.
- Understand the business requirement and build the enterprise wide data models that efficiently solve the problem statement
- Apply expert data analysis skills in design and development of proposed solutions to ensure that the solution met client requirements.
- Develop and administer the Internet Data Warehouse for the enterprise
- Map the web data into the enterprise systems
- Build link between web activity and email activity for closed loop internet analytics
- Customized views and ad hoc Queries for Enterprise Dashboard and Enterprise Reporting
The Results
The Closed Loop Internet Analytics project helps target the right population with the right products through email marketing. It has also helped the analysts to improve the email delivery rate by understanding the delivery/bounce/response rates and by taking preventive measures. This has contributed to the significant increase in the ROI for email marketing.