Problem: Because the company was using operational data, the database was rife with duplicates. “As is common with operational databases, when customers buy again, they’re added again,” explains Vannett. “Names and addresses are dirty. Suppressions are difficult.”
Further, marketing had no direct access to the data. Requests were made through IT, which was a burden on both departments.
Goal: Clean up and combine ASC’s operational data with an array of other primary and secondary data sources in a centralized location that allows marketing direct, one-click access.
The Process: Dovetail conducted an extensive discovery process to find out “’What are the business objectives?’ and ‘Where are the pains?’” explains Vannett.
With this information, Dovetail designed a database architecture that puts the information through a three-phase process.
Phase one is a staging area in which ASC pools its operational data, as well as data from 37 other primary sources, such as ski shows and on-mountain surveys. Here, data is cleaned, validated and de-duped.
In the second phase, the cleaned data is loaded into a central database. “It contains data from all 37 sources,” says Vannett. “It’s a never-throw-any-data-away kind of database. There’s more data in there than what marketers need day-to-day.”
The third phase is the creation of a data mart. Using a proprietary application Dovetail calls, simply, the Dovetail Application, marketers access the data mart, which contains information necessary for daily use. “If they need something additional,” says Vannett, “they have the infrastructure to get it quickly from the big database.”
Outcome: Dovetail now incorporates data from 37 primary sources and more than 200 secondary sources to supplement its operational data. For example, within the primary source called information requests and inquiries are secondary sources such as Ski magazine inquiries, Powder magazine inquiries and Aspen chamber of commerce inquiries.