DataFlux data management technology gives the leading information and analytic services company a competitive edge through an end-to-end approach to data quality and data integration.

The Business

Intellidyn is a leading information and analytic services company, delivering database integration, target marketing and strategic insight to consumer businesses. Intellidyn maintains one of the largest prospect databases in the industry and maintains the largest repository of integrated credit, demographic, lifestyle, auto ownership and purchase behavior data available in the United States. The company provides unparalleled expertise in using data to improve marketing ROI.

The Challenge

Building a successful data warehouse and a unified consumer view has been a challenge. As everyone knows, more than 90 percent of these projects have failed. Intellidyn learned that a major obstacle was in understanding that warehousing and CRM is not all about IT. The challenge is to customize those functions to the business application.

Intellidyn continues to move deeper into a dynamic environment. The challenge is how to handle the new volume of data from dynamic transactions such as ATM, VRU activity, website hits or purchase transactions. The ultimate challenge is being able to take all that data and do all of your modeling and scoring on the fly, so that the next day you’ve wrapped in all of the previous day’s behavior. According to Peter Harvey, President of Intellidyn, “It all comes down to the consumer’s demand to marketers — know me…or my loyalty drops to zero.”

In this dynamic world, how do you know them? “You know them by their transactions,” said Harvey. “When you can show consumers that you know them, it’s amazing what happens in terms of loyalty and renewals, which drives profitability.”

The DataFlux Solution

Intellidyn has implemented an enterprise data warehouse using a suite of SAS products including Warehouse Administrator. Presently, the data warehouse is approaching 6TB in size. Also, there’s the addition of DataFlux data management technology integrated with SAS software to handle data profiling, data quality, data integration and data augmentation. “DataFlux provides the fundamental ability to build the customer-centric or individual view. Without this critical data foundation, all other data warehousing and CRM functionality is compromised,” added Harvey.

The Results

Intellidyn has benefited from the DataFlux data management solution in a variety of ways, including:

• Decreased the access time to three different data sources from 22 to six hours.
• Intellidyn clients now have current, accurate and reliable views of their customers within hours instead of days or weeks.
• The enterprise data management solution was fully functional within three months, offering a 360-degree view of every consumer in the United States.
• Integrating external data – such as purchase behavior and risk exposure via credit data – with their internal transaction data: driving history, accident history, car ownership, past insurance company.

DataFlux gives Intellidyn an important competitive edge. It provides an end-to-end data management approach; it also does the best job of data integration; and DataFlux has the talent, plus the ability to respond immediately when the parameters of a project change, with unmatched service quality.