We empower your organization to confidently use your data for critical analysis and business decisions. Tru-Clarity provides solutions for architecture, structure, data capture, quality, accessibility and usability. We will help turn your big data into manageable data structured specifically for analytics and data-driven business decisions.
Solutions to integrate multiple data sources to deliver a single version of truth. Designing and structuring data to support analytic and operational needs and provide a richer view of customer behaviors and profiles. Expertise in data science and analytics; helping you overcome many of the hurdles in sourcing timely, relevant and accurate data for use in business decision making and advanced analytics. Breaking through the noise of big data to focus on meaningful and impactful variables.
Development and support of a data governance framework for business processes, roles, policies, standards and controls to effectively manage an organization’s information assets. Development and support of a data architecture to collect, store, integrate and optimize data for data-driven decisions. We work on behalf of sales, marketing and other stakeholder teams to make sure business needs are considered and addressed in enterprise data initiatives.
Deliver reporting solutions and self-service capabilities to provide operational and management information and key metrics. Empower end-users with timely and actionable information. Support all aspects of reporting specification, development and deployment including help with analysis, interpretation and visualization.
Data Warehouse Best Practices
Government Client
An IT organization for a local government engaged Tru-Clarity to provide guidance with their business intelligence infrastructure. The client had already progressed well into their data warehousing roadmap. They were concerned, however, that some decisions being made may limit flexibility of future capabilities. They requested that we review their roadmap and provide recommendations for any needed adjustments to their plan.
Tru-Clarity consultants start engagements such as this by learning as much as possible about the details unique to the client’s situation. We interviewed stakeholders and key users from multiple organizations as well as numerous members of their IT organization. We also hosted a Business Intelligence Workshop that allowed the stakeholders to share concerns. The client’s largest challenge was balancing the goal of creating a unified data source while segmenting PII data to protect citizen privacy.
With our guidance, the client adjusted their architecture to have a tiered approach that allowed for organizational customization with an underlying single source of citizen data. The operational data stores (ODS) and user facing data marts were unique to organizational requirements. The data mart maintained unified business rules and normalized information. Additionally, Tru-Clarity provided a best practice document that suggested a variety of ongoing changes including the establishment of a user community, improved quality control and the creation of a structured data governance program.
ROI Reporting
Travel and Hospitality Client
A travel and hospitality client asked Tru-Clarity to evaluate the success of a recurring multichannel promotional campaign. They were interested in automating a reporting process that would quantify the Return on Investment (ROI) of the campaign. The client also wanted a way to determine incremental revenue and ensure that the campaign was not cannibalizing revenue from customers willing to pay full price.
We started with classifying incremental revenue by assessing same-product sales in the periods prior to, during and after the campaign. Using historical data from numerous past campaigns, we estimated true incremental revenue and verified statistical significance of the differences. By automating this process, our consultants developed recurring reporting to quantify incremental revenue. These reports included campaign ROI that offset revenue with promotional costs as well as fixed sales and marketing costs.
This particular campaign proved to be consistently successful over time. The methodologies used have been replicated to determine ROI for additional campaigns. The automated nature of these processes have allowed the client to easily monitor new and recurring campaigns and adjust strategies to maximize return on their limited budget. Eventually, the ability to validate incremental revenue estimates helped the marketing department justify an increased promotional budget.
B2B Targeting
Financial Services Client
A financial services client with a recently launched B2B business unit needed help in determining what lead generation efforts were performing well and what types of businesses their direct sales force should target. Although Salesforce.com was being used to track opportunities, data management practices around lead management and marketing hindered their ability to readily answer these questions.
Tru-Clarity developed an analytic data set from all marketing activities including email campaigns, conferences, webinars and white-paper downloads. We performed a match back from the data set to sales opportunities and sales conversions and also appended industry code and company size to each record. From this process we identified specific campaigns that consistently yielded the best opportunity and conversion rates and highlighted many sources to scale back or eliminate. In addition to the industry and size data, we developed profiles for the best prospect targets with higher engagement and conversion rates and higher revenue levels. We also worked with the Salesforce administrator to develop better data management practices and training for the sales team.
As a result of this analysis, the client reallocated over $1 million in marketing spend to more productive use, implemented a more disciplined targeting strategy and revamped data management practices in Salesforce.
Data Mart Development
Communications Client
A telecommunications client needed improved data access to support several retention efforts. Their customer data existed only within the billing and provisioning systems. Although their IT department could create data extracts from the operational systems, the information was not formatted in a manner conducive to marketing activities. They originally engaged Tru-Clarity to analyze the extracted data to achieve a better understanding of churn drivers. The scope of the project was expanded to develop an automated process so that the data could be available on an ongoing basis.
This was an engagement that required immediate return on the client investment. Our consultants used an incremental approach to improve recurring processes so that each cycle would enable actionable marketing insights in addition to movement towards an established data mart. Understanding that the resulting data processes must be architecturally sound, we used proven data warehouse techniques to minimize “throw away” work.
The resulting data mart became a cornerstone of the client’s targeted marketing efforts. Its capabilities were expanded over time to include external demographic data and more sophisticated marketing-driven business rules. Most notably, the data mart incorporated retention model scoring so that every customer’s likelihood to churn was automatically determined during each processing cycle. In the years since its initial development, the data mart has supported retention, segmentation and acquisition models as well as numerous ad hoc analysis efforts.
