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www.talend.com ©Talend 2016 · EN
Helping everyone love later life
“Faster, cleaner data uploading enables us to target our marketing campaigns more precisely and be more responsive to our over-60 demographic clients.
CA S E S T U DY
INDUSTRY
• Non-profit
INFORMATION• HQ: UK
• 1,001-5,000 employees
USE CASE• National charity management
CHALLENGE• Serving the needs of the over-60 demographic
TALEND PRODUCT USED • Talend Data Management
PARTNER• KETL
RESULTS
• From 8 weeks to virtually real time responses to help seniors navigate the challenges of aging
• Accelerated process of cleaning and uploading data from more than 120 data feeds
• £78,000 saved per year reducing the staff time previously needed to clean data
”Tillat Kadri, CRM Database Services Manager, Age UK
Age UK is the largest charity in the United Kingdom dedicated to helping elderly people make the most of later life. The Age UK Group comprises Age UK and three national charities—Age Cymru, Age NI and Age Scotland—and in England, 165 local Age UK partners and over 400 smaller organizations. The charity provides advice via its free national advice line, enables independence through exercise classes and mobility aids, and combats loneliness through befriending services. Age UK also helps seniors manage benefits, insurance and finances.
Serving the needs of the over-60 demographicHaving a flexible, clean and efficient CRM is of critical importance to Age UK. Currently, Age UK uploads information to its CRM system from more than 120 data feeds, just one of which can contain as many as 250,000 records in a single file.
There are three categories of data feeds: One includes data on charity donations; another on retail partners offering products such as stair lifts, hearing aids, orthopedic beds and personal alarms; and a third on home, travel and motor insurance.
However, data in these feeds frequently does not meet quality standards. In fact, Age UK’s Data Management Enterprises Division teams have to perform custom data cleaning processes to remedy duplicate records and incomplete records in a database containing some 12 million contacts. This manual, inefficient process consumes the time of four full-time employees each month. In addition, the process of uploading data from specific feeds from other organisations can take as long as eight weeks due to resource
constraints. The consequences are that Age UK is often not dealing with current or accurate data, which prevents it from assessing the effectiveness of marketing campaigns and from giving its clients the best and most timely advice, help and recommendations on everything from insurance to healthcare providers.
Why Talend?For those reasons and more, Age UK made the decision to implement Microsoft Dynamics CRM. The company wanted to speed up the way data is processed; wanted to have more accurate and cleaner data from which to derive better insights; and wanted to have a system in place that can potentially integrate with web services to automate the data upload process.
However, once the new Microsoft CRM was deployed, Age UK’s IT teams found it difficult to upload data into it using the supplied out-of-the- box tool.
After investigating possible solutions, the CRM team selected Talend Data Management to work in tandem with the new CRM system. By investing in Talend, Age UK is able to manage its data more effectively, optimize the data import process, and consistently upload clean data much more quickly and cost-effectively to the new system.
“Talend has an intuitive and transparent model for process and data flow,” says Mike Newens, Data Integration Development Manager, Age UK.
Age UK relied on Talend Gold partner KETL for design consulting services, and worked with them to build a data integration
framework that served as a pilot project for the full implementation. Newens says that “support from Talend and KETL consultants has been of the highest quality and tailored specifically to our needs. Utilizing Amazon Web Services for our Talend development environment enables us to collaborate in developments with KETL in a seamless way.”
Real-time responses to help seniors navigate the challenges of agingBusiness benefits that Age UK receives from the improved availability of high-quality data include better analytics and reporting so it can build models of how seniors use its services. The organization is also able to more closely track sales of products and take advantage of cross-selling opportunities. Age UK now also has the ability to optimize marketing campaigns by more precisely targeting its customers.
In addition, Talend helps Age UK comply with data governance regulations for marketing and data protection, which include avoiding emailing customers who have opted out or received recent emails, and avoiding creating duplicate records for individuals initiating transactions several weeks apart.
“For example,” says Newens, “if a client notifies us today that he or she doesn’t want to receive more emails, and we can process that information in real time or within 24 hours, then upcoming emails to that individual stop immediately. We can’t be that responsive when we’re having to do selections and analysis on old data sets.”
Another benefit is the ability to quickly recognize subjects of interest for elderly people that produce a spike in requests for
advice, such as a change in government regulations. With that analysis available more quickly, Age UK can respond more effectively to seniors’ need for information and advice.
Reports on data quality generated through Talend are useful for working with suppliers to improve the quality of inbound data and measure data quality against service level agreements (SLAs) for each supplier. In addition, enhanced CRM data quality is essential for eliminating duplicate records and providing a better client experience. “Before implementing Talend,” says Newens, “when uploading data into the CRM could take eight weeks, it could happen that the system would create two separate records for the same individual calling in several weeks apart to buy separate products, like home insurance and travel insurance. With Talend in place, the data is uploaded immediately via a single feed, and the system recognizes it’s dealing with the same individual and creates one unified record. That saves us from having to de-dupe the database and enables us to work from the most current data.”
Reducing data upload time from as long as
eight weeks to virtually real time thus helps Age UK become much more responsive to its customers— and costs are also going down. Kadri points out that by reducing the staff time previously needed to clean, de-dupe and transform data, implementing the Talend platform is expected to save Age UK approximately £78,000 per year.
“We are very impressed with Talend. It’s a wonderful open environment that enables us to deliver high-quality applications and integrations quickly. It’s an absolute delight to work with.”
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