How Time Warner Cable audited, cleaned up installed governance for their big data
Time Warner Cable Inc. (NYSE:TWC) is among the largest providers of video, high-speed data and voice services in the United States, connecting 15 million customers to entertainment, information and each other. Time Warner Cable Business Class offers data, video and voice services to businesses of all sizes, cell tower back haul services to wireless carriers and enterprise-class, cloud-enabled hosting, managed applications and services. Time Warner Cable Media, the advertising sales arm of Time Warner Cable, offers national, regional and local companies innovative advertising solutions.
Having already implemented Salesforce as their customer relationship manager, Time Warner had a major issue with duplicate data, which lowered employee confidence in the information they were seeing. Traction came in and overhauled their customer data first by performing an audit and then by providing a business solution design.
- Time Warner Cable had problems with data quality, including duplicates, incomplete information and old information. This meant that Time Warner Cable lacked visibility of their customer base.
- Employees lacked confidence in the data due to its quality, and so their was poor overall trust in their system.
Org audit: An audit of the org was performed, with the customer data and metadata reviewed with a focus on the Account object.
Business solution design: Traction created a proposal detailing data and metadata cleanups to be performed in order to achieve better data cleanliness on the way to implementing data governance.
Data cleanup: Beginning with critical objects such as Accounts and location records, Traction performed a data cleanup. This also included the remediation of legacy values and the standardization of names, addresses and picklist values.
Duplicate record cleanup: Traction worked with Time Warner Cable to ensure duplicate content was accurate before merging records together.
Data model enhancement: After a comprehensive review, Traction identified small, low-risk, “quick wins” that would enable a better data structure.
Hierarchies installation: Traction installed Traction Hierarchies to help the sales team visualize their customer data and identify white space.
Data governance: Traction provided Time Warner Cable with tactical steps on how they could improve in this area and gave them an action plan. (Note: they embraced every single recommendation.)
Successful end-to-end de-dupe: This project resulted in minimal-to-no disruption to the business.
Huge merge of records: Over 450,000 duplicates across the system were merged into 330,000 records.
Increased efficiency: With quicker access to the correct records Time Warner Cable are spending less time searching and creating records.
Increased user trust: Employees have more confidence in customer data that they know is now structured better and is free of duplicates.
Re-usable process to capture more duplicates: Time Warner Cable now has a re-usable process to continue capturing more duplicates.
Better data governance: Traction provided Time Warner with the means to prevent data from returning to its previous state.