The Company
This client is a non-profit electric utility with a primary mission to deliver reliable and affordable supply of electricity to 1.2 million business and residential customers.
The Challenge
Extensive data and information have been collected by the company’s various departments about its customers, vendors, contractors, conservation technologies, equipment, products, marketing studies, programs, etc. This information was disbursed across 42 myriad data sources and outsourced supplier systems, making business analysis and reporting a challenge. Standard monthly campaign reports required two weeks of data collection and compiling efforts. Pulling the prospect list for campaigns required extensive support from the IT vendor. Significant potential existed to streamline the process.
Major requirements included:
- Develop data management strategy to streamline existing data sourcing processes
- Create a high-level conceptual design for the integrated Sales and Marketing operational and analytical information environment
- Recommend a multi-generational plan to build the integrated Sales and Marketing operational and analytical information environment
- Perform “gap analysis” to compare current state with future vision technology
- Collect, structure and define requirements for Data Mart
The Solution
The requirements assessment process applied included a combination of top-down and bottom-up analytical techniques to gather information and understanding of the roles, business processes, objectives, and information and analysis requirements:
- Top-down interviews were conducted with individuals representing the company and its vendors, who have responsibility for market research, load research, operations, IT, program design/implementation and control
- Bottom-up approach was to review the available databases and assess their value in meeting marketing and conservation requirements for improved data analysis, and to prioritize them based against available data elements to meet the business needs
- Develop “gap analysis” to compare current state with future vision technology, and provide recommendation for going-forward IT strategy
The Result
The CRM data management strategic plan provided the company with:
- Alternative approaches to improve marketing processes through better reporting and analysis in both short and long term
- Comprehensive inventory of available marketing data sources and processes
- Business requirements document, including requirements prioritization and feasibility, scope definition, reporting templates, risk analysis and multi-generation implementation plan