Customer Demographics Repository (CDR)

Situation

Having robust customer data and the proper tools to analyze it is a critical asset to optimize strategic, tactical, and operational business decisions. However, the company’s data existed in multiple databases and was hosted in silos that were clunky to use, if not entirely incompatible. There wasn’t a standardized format, which made analysis a complex and time-consuming process. Storage of historical data was limited and there wasn’t a place to store incoming customer data from new sales or R&D efforts. Overall, the system was rigid and difficult to scale for growth.

Solution

We partnered with TO, IT, SOCO and the Rates team to begin building a new data warehouse, known as the CDR, on a cloud-based platform with an architecture for storing high-volume, high-velocity and high-variety data.

First launched in the cloud in Q4 2020, the CDR boasts an ecosystem of capabilities that produce quality data assets, high data literacy, and value-added insights.

Capabilities include, but are not limited to:

• Data sharing
• Anonymization of data for external analysis and use
• Segmentation, profiling and targeting
• Propensity modeling for new products and services
• Large sample billing verification

The data also provides critical insights to improve outcomes in recovery, cost savings, rate case strategy and preparation, humanitarian relief, and more. It’s a new frontier of using data to understand and grow our market, customer base, and business.

Analysts have increased usage of the CDR to create and run queries, combine different data sources, and extract the kinds of customer and company insights that were only imaginable before.

With the CDR up and running, Market Strategy handed it off to Operations Support in Q3 2021 for their expertise, ownership, and continued development. Of course, business applications will continue to receive the kinds of data-driven insights that are pivotal to creating value and expediting growth.