DataLever Enterprise ServerREVIEWER: Daniel Mathieux, director of MRM development for AAA National office.
BACKGROUND: AAA is a membership organization with 47 million+ members (USA and Canada). Our particular division, the AAA Action Center, is an internal service group for AAA clubs. Delivering both technology solutions and business consulting, the AAA Action Center is responsible for developing and supporting the customer intelligence system, data enhancement and processing services.
PLATFORMS: Clients: Windows XP. Server: Windows 2003 connected to a RAID system with 1.0TB.
PROBLEM SOLVED: We had several critical issues. The first was customer information consolidation: we wanted to get a clearer understanding of our members by consolidating data from a variety of sources (membership, road service, insurance, financial services, etc.). Second, we wanted to perform customer overlay matching. We knew we were missing many matches with our existing key-based matching process, and we wanted to convert to a "fuzzy matching" approach. Third, we needed to encapsulate both data quality and auditing expertise, and we needed sophisticated data management tools. Finally, we wanted to extend data cleansing functionality to business-level users, rather than keeping it as an IT-centric process.
PRODUCT FUNCTIONALITY: The Action Center maintains data warehouses for our 70+ customer clubs. These warehouses contain customer and transaction data on millions of members and customers. To better serve their members, clubs need to understand how customers are accessing and using products and services. We use DataLever's Enterprise Server to manage data consolidation and data quality. The DataLever Enterprise Server takes data from disparate sources, standardizes and cleanses name, address and other data (phone, membership number, etc.) and then compares it with our data warehouses as well as external demographic data sources for data append. This gives us a fuller picture of our members and lets us understand how to tailor our services to their needs.
STRENGTHS: DataLever's greatest strengths are implementation speed, processing speed and the accuracy of the results. Additionally, our DataLever solution is flexible. In a very short period of time, we not only replicated our existing process, but improved upon it as well.
WEAKNESSES: While we have cut our processing time down significantly, we would like to see the product have more automated parallelism. Although we like the way DataLever can encapsulate business processes, some of the initial configuration could be made easier by better debugging capabilities.
SELECTION CRITERIA: DataLever offered many advantages over the other tools we evaluated. First, DataLever's macro/function management and sharing capabilities are exceptional. All of our processes were running under the same logic and assumptions. We easily implemented this complex logic using DataLever processes with minimum coding. We found DataLever's cleansing of all of our data to be superior. Auditing capabilities throughout the process allow us to ensure that we achieve the correct results. DataLever's performance is unmatched - processes ran in one-third the time that they previously took. The data platform flexibility allows us to read data from a variety of files and databases with equal alacrity. Finally, the graphical interface allows for rapid implementation and easy documentation, and facilitates quick changes when required.
DELIVERABLES: The key output for DataLever is cleansed matched data. This data is produced in many different outputs, including Microsoft SQL Server, SAS, delimited and fixed text. In addition to data, we produce a variety of paper and HTML reports that summarize the outcome of each data process.
VENDOR SUPPORT: We found DataLever to be excellent during the entire process. Whenever we had either a question or concern, they made sure to have an answer to us - usually within an hour or two. DataLever provided excellent training and on site services to get us "jump started" in migrating preexisting processes to DataLever.
DOCUMENTATION: The documentation (online and reference material) as well as the included samples made for a good understanding of the functionality of the software.
DataLever Enterprise Server
4450 Arapahoe Avenue, Suite 100
Boulder, CO 80303
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