Say you are an organisation within charity fundraising. Since many years you had a membership database and recently you also introduced an eShop with related accessories.
The membership database holds the following record (Name, Address, City, YearlyContribution):
- Margaret & John Smith, 1 Main Street, Anytown, 100 Euro
The eShop system has the following accounts (Name, Address, Place, PurchaseInAll):
- Mrs Margaret Smith, 1 Main Str, Anytown, 12 Euro
- Peggy Smith, 1 Main Street, Anytown, 218 Euro
- Local Charity c/o Margaret Smith, 1 Main Str, Anytown, 334 Euro
Now the new management wants to double contributions from members and triple eShop turnover. Based on the recommendations from “The One Truth Consulting Company” you plan to do the following:
- Establish a platform for 1-1 dialogue with your individual members and customers
- Analyze member and customer behaviour and profiles in order to:
- Support the 1-1 dialogue with existing members and customers
- Find new members and customers who are like your best members and customers
As the new management wants to stay for many years ahead, the solution must not be a one-shot exercise but must be implemented as a business process reengineering with a continuous focus on the best fit data governance, master data management and data (information) quality.
So, what are you going to do with your data so they are fit for action with the old purposes and the new purposes?
Recently I wrote some posts related to these challenges:
Any other comments on the issues in how to do it are welcome.