Client: Wolverine World Wide
Consumer Insight Database Warehouse
To reach increasing corporate sales goals, Wolverine World Wide is aggressively seeking to understand their end-consumer better to drive marketing and product development efforts. Extensive disparate data sources ranging back to early 2001 provide a wealth of information about consumers that include: online purchase history, event data, user registration and website visitor information, product registration, and email response information.
This business intelligence solution collects and analyzes the broad range of data, consolidates it into identifiable consumers, and provides “query-able” information for staff to analyze and provide valuable insight to the various business brands/divisions.
Highlights
- Information aggregated nightly for the Consumer Insight Data Mart; aggregated data provides detailed metrics to assign a value to a consumer and quantifies it with backing customer behavior data
- Fact tables typically contain millions of records
- Facilitates global, multi-national consumer identification and reporting
- Segments consumers and activities into brands/divisions for data security and reporting by brand users
- Nightly aggregates of data are produced for reporting in less than 15 minutes.
Technology
- System integrates with Responsys email marketing system to track consumer engagement metrics
- Data stored within a Microsoft® SQL Server™ 2008 Enterprise database for the Consumer Data Warehouse
- Uses Business Objects XI Release 2, Data Quality v 11.7.0 for scrubbing, matching, deduping and identifying consumers based on attributes such as name, address, phone, email, and birth date.
- Uses Business Objects XI Release 2 for Universe Creation/Design built upon the Data Mart
- Uses Business Objects XI Release 2 Web Intelligence (Webi) for drill down reporting upon BO Universe