CloverDX > Case Studies > CloverETL enables Customology to deliver customer-centric marketing campaigns

CloverETL enables Customology to deliver customer-centric marketing campaigns

Company Size

11-200

Country

Australia

Product

CloverETL

Tech Stack

MSSQL
PHP
Shell Scripts

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Customer Satisfaction
Productivity Improvements

Technology Category

Analytics & Modeling - Data-as-a-Service
Platform as a Service (PaaS) - Data Management Platforms

Applicable Industries

Consumer Goods
Retail

Applicable Functions

Business Operation
Sales & Marketing

Services

Data Science Services

About The Customer

Customology is a division of the GJI group that offers data-driven marketing solutions. These solutions enable companies to reach, measure, and retain their customers through automated data management and customer programs. With over 20 years of experience, Customology works with large Australian and international clients. They blend expertise in marketing strategy with data science to uncover hidden value in their clients’ data, aiming to create customers for life. Customology's clients do not always have loyalty programs or buyer cards in place to identify types of customers. When their clients collect customer data, it’s not from a strategic CRM perspective; rather, they only have transactional, point of service data to work with.

The Challenge

Customology, a division of the GJI group, was facing challenges in managing and utilizing massive amounts of raw transactional and client data in myriad types and formats. As the business grew, it became increasingly difficult to manage the data without a comprehensive data management plan. The data they worked with was not standardized, which led to the development of a single common data model with different presentation layers to have adequate control over the data coming in. Their previous homegrown ETL solution comprised a mixture of off-the-shelf stacks—MSSQL with an ever-growing pool of stored procedures, shell scripts watching hot folders, and the beginnings of microservices written in PHP. While this setup could extract meaningful insights from data, it was slow, cumbersome, and difficult to scale.

The Solution

Customology sought a data integration platform that would not only standardize and transform incoming data to their core model, but also allow them to augment the solution with their own expertise. They chose CloverETL, a versatile data integration tool that allowed them to get data flowing quickly and easily schedule and manage their data integration processes. CloverETL helps Customology solve their clients’ most challenging activity—identifying and understanding unique customer profiles from various transaction points. With CloverETL, they can link these phases into a single data processing workflow, allowing them to skip any intermediate steps.

Operational Impact

Customology can now better scale their activities, dynamically manage campaigns, and efficiently meet their clients’ expectations concerning the availability and delivery of data sets and BI reports.
The time to market has been significantly reduced as they no longer have to develop bespoke applications for each client.
CloverETL’s versatility when massaging data affords Customology the freedom and creativity to design solutions in a more developer-minded way.

Quantitative Benefit