Empowering subsidiaries with critical customer insights
Blueprint utilized Databricks, Microsoft Azure, and Adobe Preference Center to clean 99% of data from the newly acquired subsidiaries of a major HVAC service group, significantly speeding the ability to launch integrated, intelligent marketing campaigns.
Who: National HVAC Equity Business
Stakeholders: CIO, CMO, Corporate Marketing Team
Domain: Know Your Customer / Customer 360
Relevant Technologies & Software: Databricks, Microsoft Azure, Melissa data, Adobe Preference Center
What we did: Make disparate data from various subsidiaries unified, accessible, and reportable. We worked iteratively, providing data incrementally so that the client could start working with their data quickly.
Results: Helped to make the client’s Databricks instance viable for business insights when compared to cost. Provided centralized data for marketing reporting.
Our client, a home repair and services equity firm, was struggling to effectively leverage its data management system after acquiring 15 regional home repair and improvement service companies. Each subsidiary had its own data inputs, processes, and formats, which the client wanted to centralize to analyze for marketing and business insights. Additionally, their in-house team had a limited understanding of Databricks, Spark, and cloud infrastructure providers like Microsoft Azure, in which the company had recently invested.
Identifying valuable data in the HVAC contractor space
Operating within the HVAC service industry, our client’s subsidiaries each received service-specific requests. Once a request was received, the subsidiary would agree on a quote with the customer and send a repair person or installation team to fulfill the request. Alongside each request, the subsidiary collected valuable information that included customer identity and geographic data, service type and cost, seasonal fluctuations in business needs, promotional offer redemption, service duration, and the rate of required follow-up service. Each of these data points contributed to building a comprehensive picture of the customer journey, including region-specific data that could be utilized to enhance sales, plan for seasonal needs, and more.
Given the breadth and depth of data being collected, it’s common for in-house IT teams to encounter difficulties when it comes to establishing a software environment to process, centralize, deduplicate, and extract the meaningful insights needed for a 360-degree view of business operations. A limited understanding of their cloud investments, like Databricks, often results in roadblocks at the project and operational level that prevent the successful development of a functional and useful system.
Building the foundation for repeatable data access and insights
From millions of rows of customer data, Blueprint engineers created an end-to-end data pipeline on the Azure Databricks platform, enabling the client to view the best-ranked, most-current, and highest-confidence records to execute marketing campaigns. Built on principles that make replication simple, the user-friendly architecture and model can generate reports across the business without having to reengage Blueprint or hire additional consultants.
Any company with franchise or subsidiary needs that include centralizing data and processes for operational or marketing reasons would benefit from this type of use case. Once data is centralized, Blueprint can assess current business operations, drilling down into the granular data that is critical for understanding consumer demand, operational inefficiencies, projected revenue, and more.
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