National
Animal Charity
Microsoft Dynamics
Master Data
PMaaS
All
Business Units
The charity are embarking on a series of change programs to enable the charity to meet its 10-year strategic objectives. The Golden Record project forms part of the ‘Single Customer and Supporter View’ programme that aims to join up customer data that is currently siloed.
The charity has a range of methods that its supporters and customers use to interact with the organisation that the current CRM system is unable to unify. This has resulted in supporter data being stored on a variety of disparate systems in different states and in varying degrees of accuracy. The lack of a single supporter view, or Golden Record, has for many years impeded the ability to strengthen supporter and service user relationships, loyalty, trust and satisfaction in CP and ultimately inhibits the potential for fundraising opportunities.
The charity is also in the process of implementing a new Customer Relation Management (CRM) system, Microsoft Dynamics, and this has generated the pre-requisite to create a Golden Record of clean data that can be taken forward into the new CRM system as well as providing a better understanding of the interactions the organisation has with its customers.
Maxica was commissioned to take control of this failing project to provide the professional project management and change momentum to achieve the business objective.
A data matching tool was used to extract relevant personal information from multiple sources and match it to create a unified master record. There were 12 initial data sources totaling 5,360,643 records, deemed necessary for creating a comprehensive and accurate master record critical for building the Golden Record.
Working with the IT department, Maxica implemented API data feeds that would funnel data from the twelve sources into a central data lake. This central data lake served as the staging area for all incoming contact data, ensuring that all data was in one location for subsequent processing and analysis.
Maxica ensured the successful delivery of this solution went from inception to go live with 1 year. The team conducted an analysis of the data sources to identify negative trends. This analysis enabled the development of custom rules for the data feeds to the data matching tool. These rules were designed to exclude organisational data, remove false entries, and filter out records that did not meet minimum data quality requirements.
The data could now be cleansed and enriched, removing entries according to the rule base, putting all the most recent address and contact information into a standard format. This process resulted in the creation of the 'Golden Record', which unified data from twelve different systems into 4,342,516 individual records, a 19% reduction. Further data sources can now be added, as required, to further increase the charities single customer view.
The success of the 'Golden Record' project now provides as a comprehensive, accurate data set offering insight into how customers interact with the organisation.
The speed, professionalism and attention to detail provided by Maxica, ensured that this was completed with the most comprehensive up to date data.
"Maxica has delivered exceptional management of the project from discovery, data audits, governance, planning, budgeting as well as effective communication and relationships with many different stakeholders. It has enabled insights driving strategic decisions all the way up to senior leadership and trustee level. As a result of this project, we have been put forward for an award at the Chartered Institute of Fundraising."
Head of Data and Analytics
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