Growth of data capability and Modern Data Warehouse

Consumers save Air Miles through a loyalty programme. All data that is stored for this purpose must be completely GDPR-proof and available in real-time at any time. How? Via a Modern Data Warehouse including a Data Lake. LMN (Loyalty Management Netherlands) asked TeamValue to support them with the architecture, implementation and management of their Data Warehouse. We developed a fully automated deployment pipeline which is unique in the world of BI. LMN saves time and costs with our Golden Path, and improves their performance and customer experience. A transformation that delivers value to partners and their customers.

We didn't have the systems, processes, people or knowledge. TeamValue has specialists in house who immediately add value to your organisation. Where previously models had to run for 8 hours, we now do it in 8 minutes. Even in the transition from the old to the new Data Warehouse, we are able to keep running without downtime. The Data Engineer, Business Analyst and Project Leader are hands-on, future-proof and down to earth. I've never had such cooperation before! - Director of Data & Analytics - Dr Lydia de Haan

The Value

By bringing together the worlds of Business Intelligence, Cloud and Agile Transformations, we were able to build the bridge between business and IT together with Air Miles. Without a solid data architecture, LMN was unable to guarantee the quality, security and resilience of its data storage. Now that there is a Modern Data Warehouse, it is possible! And that is not unimportant when you are dealing with the privacy of many, many consumers. LMN is now sure that they have a future-proof architecture and process for the loyalty programme. With this they can communicate creative and personal marketing messages to their savers in an integer way. The value of data-democracy is going to bring us a lot''. All this in the cloud, integrated and 100% automated by means of their own Data Hub.

The aim was not only to understand data, collect and process it in a uniform way, but also to present it in comprehensible reports. "Data - bigger, better, faster in the cloud" was the motto at the start of the project. And we succeeded!

Our goal is to be and remain a centralised data-driven marketing company. With the arrival of TeamValue, as a manager I have a grip, I can (re)direct, I take responsibility and we are predictable. The inspiration session for our board was also very valuable. We are in control, incidents have been reduced and in the long term we have made considerable cost savings'. - Director of Data & Analytics - Dr Lydia de Haan

The Team

Together with the Data & Analytics team of Air Miles, TeamValue delivered value on an operational level as well as to the strategy and change within the organisation. TeamValue was end-to-end responsible for setting up a new Data Warehouse in collaboration with Data Science. As a team, we delivered value. And the business benefits from that every day. Now LMN is able to ensure a fast, predictable and uninterrupted flow of data.

The following colleagues were involved on behalf of TeamValue: Xander in the role of Lead Data Architect. Sander in the role of Requirements Engineer and Delegated Product Owner. And Marco in the role of Project Leader to phase out marketing tool CIM. The golden triangle that we stand for is bringing business and IT together.

The result:

1. Setting up the Modern Data Warehouse including Data Lake and Machine Learning makes it possible for Air Miles to always have access to all historical data. With the help of the (release) pipelines, this ensures a scalable and agile architecture.
2. The backlog of sprints is fully transparent and planable, making Air Miles at least 80% self-service in the field of Data Engineering after implementation by TeamValue. This puts the business in control and reduces management costs.
3. Campaigns can now be done based on profiling and are hyper-personalised and all compliant with the GDPR. Savers have a say in what data is stored at what time.
4. Using Golden Path, Air Miles can leverage a fully automated deployment pipeline based on CI/CD. This enables the business to release to production with the push of a button.
5. Air Miles uses a flexible Azure Cloud Solution. As a Microsoft CSP partner, we offer the option of pay-per-use. No expensive subscriptions, costs remain limited and licences are purchased centrally via one invoice stream. You only pay for what you use. Teradata will be phased out in parallel, so that the business can continue to deliver.
6. By means of a Data Catalog and the deployment of Data Marts, Air Miles can guarantee data governance, agility, availability and historical data. With the LMN Data Hub in the cloud, all data is available in real-time anytime, anywhere. Just-in-time, not only for Air Miles but also for its partners.
7. A fully integrated BI platform in which the mutual data traffic and the rights of management, analysts and the marketing department are directly defined. The platform is API-driven and the data is stored in the Microsoft Azure Cloud.

Air Miles & TeamValue

The Air Miles loyalty programme is managed by Loyalty Management Netherlands. Points are earned through transactions with the savings partners Albert Heijn, Etos, AH Online, Shell, Praxis, Essent and Mastercard. The saved points can be redeemed at various savings partners and at a selection of companies in the Travel and Leisure sector, among others. In addition, Air Miles can be donated to a number of charities. With 3.3 million active savers, Air Miles is one of the largest marketing organisations in the Netherlands. TeamValue and Air Miles have found a partner in each other who share the same vision of future-proof BI architecture. Together, we will make sure we are the leading example in the consumer-driven loyalty market.

Data is our gold. We have a large database and therefore set an example. For us, the cooperation with TeamValue is orange with a golden edge. They are open and honest, transparent in sharing results and with their arrival, besides IT also the business has started to BizDevOps''. - Director of Data & Analytics - Dr Lydia de Haan

Interested?

Want to know more about how we can support your organisation in the field of Business Intelligence & Data Analytics? Go from data to insights with our experts.