Management Consulting and Systems Integration: Improved Campaign Management for a Leading Telecommunications Provider
Business Challenge
For the last decade, a major telecom provider has steadily reinvented their networks and products to strengthen their readiness for the wireless and broadband era. Investing some $55 billion in infrastructure since 2000, this telecommunications company has created an integrated, high-speed multi-megabit network including new applications to support their vision of becoming a broadband technology leader. As part of this effort, this organization recently upgraded its Campaign Management database infrastructure from disparate systems to Teradata, which handles large data volumes and allows for fast processing capabilities. But what existing technical capabilities could still be used in the new environment? What campaign and marketing data should be migrated to the new database? What were the best processes and procedures to put in place to develop marketing lists and ad-hoc reports as well as to perform campaign analysis for mission critical marketing efforts?Solution: Campaign Management Optimization
Armeta facilitated the successful migration of existing Campaign Management data from disparate sources into the customer’s new Teradata database. Armeta evaluated and documented best practices for the efficient migration of existing SAS logic into Teradata SQL, leveraging the strengths of each for optimal performance. Program templates were developed to easily migrate Campaign Management lists to the Teradata system. New processes were developed that involved creating Teradata extracts of the combined data that could then be analyzed with revamped SAS programs. Armeta coached the technical staff as they implemented these new processes as well as assisted in the development of new SQL and SAS analysis programs and queries. Formalized training sessions were conducted to train campaign management technical staff and end users during the migration.Result
By taking advantage of the strengths of SAS and the improved database query response time of Teradata, this telecom provider was able to significantly improve productivity of its existing campaign management processes. By changing the way users and programmers accessed crucial campaign and marketing data, processing time for lists and reports was reduced from days to minutes. With campaign data easily accessible, campaign management staff is now empowered with vastly improved analytical capabilities to develop marketing lists, create ad-hoc reports and perform mission-critical marketing analysis.
Technical Expertise
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