Inteliment consultant was involved in a Business Intelligence project in delivering a senior executive dashboard solution for analysing campaign effectiveness for a division in a large bank.
The Client
Our Client was one of Australia's leading financial institutions with operations in ANZ, APAC, & UK. With over 130,000 distribution points and over 700,000 shareholders, offering a full range of integrated financial services including retail, premium, business and institutional banking, funds management, superannuation, general and life insurance, broking services and finance company activities.
The Need
The need was for a reporting framework for event based Marketing to measure the performance of various campaigns ;
- Effective tracking of campaigns and their components
- Measuring performance of the campaign in terms of Sales benefit and Retention benefit
- Tracking the status of referrals in sales pipeline
The Challenges
- Consolidation - Data for reporting was lying in two primary systems - Teradata and a legacy .NET application. There was no interface between Teradata WH and .NET Application, while data was refreshed on a daily basis in .NET Application, thus, the previous day's data was lost if not loaded in the central data warehouse. Further the client was reluctant to invest in any ETL Tool.
- Volume – 500-600 reports were required on a daily/weekly basis for around 60 campaigns with about 80-100 vectors (sub-campaigns).
The Solution
After detailed analysis of the requirements, available technologies and deployment standards of the client, Inteliment designed a comprehensive analytical infrastructure using Microsoft and Teradata technologies.
The client engagement involved:
- Business requirement & data analysis
- Design & Development of an ETL Tool using Microsoft Technology
- Design & Development of the Reporting Architecture.
- Research complex reporting logic and develop code for any gaps
Analytical Reports:
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- FTE Efficiency Report - Analyze total work done – operator wise, team wise, campaign
- Campaign Performance Report – Leads analysis, Sales & Retention Benefit Analysis, Product wise break-down of Sales & Retention
- Referral Pipeline – Track status and outcome of referrals, Compare status of work-in-progress referrals over multiple time periods
- Q & A Report – Analyze answering patterns to questionnaires designed for each campaign
Operational Reports:
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- Call Centre Operator Scorecard – Number of questions actually asked as against standard number of questions to be asked
- Lead Activity Exception Report
- Leads Delivered Report
The Business Benefit
- The crucial data which was getting lost previously could now be loaded in the Teradata Warehouse using ETL Tool built by Inteliment.
- The reliable data along with the graphical format of the reports has aided in effective presentation, analysis and corrective action by the management.
- The deployment of these reports has resulted in considerable time saving.
