PLATFORMS: Ameritech uses Oracle Express Analyzer relational databases with a UNIX server from Sun. However, One-By-One is platform independent and can be used with either UNIX or Intel- based servers.
BACKGROUND: With the help of Paragren Technologies, Ameritech is gaining a competitive advantage through two critical routes: 1) improved data aggregation and multidimensional analysis capabilities through Paragren's One-By- One software, and 2) access to more extensive data, including the integration of purchase behavior, promotional and attitudinal household data about their current and prospective customers.
PROBLEM SOLVED: Ameritech has a massive, multimillion dollar data warehouse; however, its size and complexity make it difficult to quickly access and analyze. Database queries needed to be translated by programmers, and the resulting answers often led to new questions. Data analysis was cumbersome and true multidimensional analysis was difficult. It soon became critical to find a better way to leverage and use the data warehouse. One-By-One enables Ameritech's marketing professionals to use and analyze data based on business needs, from marketing to research to business development. One-By-One effectively bridges the gap between programmer and end user, putting data mining power at everyone's fingertips. Paragren's TeleTrend panel- based market intelligence enables Ameritech to tap into accurate, timely data, which includes demographics, attitudes and purchase behavior from volunteer panelists.
PRODUCT FUNCTIONALITY: One-By-One unlocks the data warehouse by providing fast, flexible access and functionality. One-By-One has significantly improved Ameritech's data discovery and aggregation process. It reduces the need for programmers and whittles query response time to minutes or seconds. Once the data is organized into cubes, One-By-One provides ad hoc drill-down capabilities which contain answers to 80-90 percent of day-to-day questions. If the information is not in a cube, getting it there is a matter of resegmenting customers and establishing new criteria to build a new cube. This modular approach makes it easy to build upon the system without changing the existing cubes.
STRENGTHS: One-By-One provides desktop- based, point-and-click access to market and customer intelligence. The information from Ameritech's database gives Ameritech a greater understanding of market forces, competition and customer direction. Open architecture and platform independence distinguish One-By-One from other data aggregation tools. This is important because most companies have invested heavily in data storage systems, and any additional software needs to seamlessly integrated with existing systems.
WEAKNESSES: At the time of installation, documentation was under development. This was the only weakness which has since been resolved.
SELECTION CRITERIA: Ameritech selected Paragren for its One-By-One state- of- the-art marketing software, its market intelligence panel data and its management team that brings extensive knowledge and experience from the consumer packaged goods (CPG) industry. One- By-One was selected for its unique capabilities, its performance and its open architecture and platform independence for maximum flexibility with the existing database.
DELIVERABLES: Ameritech's research, marketing and business development teams are getting closer to their customers and prospects every day. Being able to tap into accurate, timely data on changes in the marketplace provides a distinct competitive advantage.
VENDOR SUPPORT: Paragren has provided unparalleled service and support. The whole Paragren team is continuously finding new ways for us to analyze our data.
DOCUMENTATION: There is full documentation which is clear and easy to follow.
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