Master Data Management Project
TANI, where we implemented the Master Data Management project, has a structure that provides 360-degree CRM services to 22 member companies from 10 different sectors with 20 years of experience. It is also a Koç Group company that manages Turkey's largest database with 60 million customer records that they manage within the scope of loyalty programs.
Making sure that 60 million customer records are accurate, healthy and reliable and providing a unique view of all customers in the program were among the most important issues for TANI. When we set out for the project, our goal was to increase the reliability of TANI's existing data by improving the data quality of its existing data. With this project, TANI would be able to increase the effectiveness of its customer loyalty programs based on reliable data, reduce the cost of managing customer data, and improve cross and upselling capabilities for the companies they serve.
Informatica Master Data Management Solution
Within the scope of the points targeted at the beginning of the project, TANI preferred Informatica's Master Data Management solution to manage data in the most effective way. The Informatica Master Data Management solution, which is scalable and one of the best in its class, enables the company to easily manage 60 million customer records and ensure that the company has confidence in its data.
With the use of secure, high quality and singularized data obtained, TANI has the opportunity to carry out much more effective segmentation, in-depth target audience selection, campaign management and cross-selling activities in customer loyalty programs.
at the end of the project;
- A singular and accurate view of 60 million customers was created.
- Communication problems between the business unit and IT were reduced.
- Increased efficiency of database marketing service.
- Improved the efficiency of campaign management and target list selection.
- Member companies were enabled to cross and upsell much more effectively.
With the successful implementation of the project, it took 10 member companies 20 days to prepare data quality reports and present them to the companies, but now 22 participating member companies can receive these reports within 1 day.
As Damalink, we have been a partner of TANI since the day we were founded and we have provided services to all customers of TANI on Master Data Method and Data Quality. Thanks to both business and process knowledge and mastery of Informatica technologies, we quickly adapted to the changes. For example, while TANI had a single roof customer before the KVKK, after the KVKK, we quickly provided a single merchant-based customer. We are happy to share our experience in Master Data Management as a part of the TANI family.
