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 backhaul 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.
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 data first by doing an audit and then by providing a business solution design.
Time Warner Cable had problems with data quality in their instance of Salesforce Sales Cloud, including duplicates, incomplete information and old information. This meant that Time Warner Cable lacked visibility into their customer base.
Employee lacked total confidence in their data due to its quality, and so their decisions were not driven by concrete factors and were thus less informed than they could be.
An audit of Time Warner Cable’s Sales Cloud instance was performed, with the data and metadata reviewed with a focus on the account object. Traction created a proposal detailing data and metadata cleanups to be performed in Sales Cloud in order to achieve better data cleanliness on the way to implementing data governance. 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. Traction worked with Time Warner Cable to ensure duplicate content was accurate before merging records together. After a comprehensive review, Traction identified small, low-risk, “quick wins” that would enable a better data structure. Traction installed Hierarchies to help the sales team visualize the data and identify the white space. Traction provided Time Warner Cable with tactical steps on how they could improve in this area and gave them an action plan for their Salesforce instance. (Note: they embraced every single recommendation.)
This project resulted in minimal-to-no disruption to the business while cleaning up Time Warner Cable’s duplicates. Over 450,000 duplicates across Sales Cloud were merged into 330,000 records. With quicker access to the correct records and less time spent searching and creating, Time Warner Cable are now more efficient with Sales Cloud. Employees have more confidence in data that they know is now structured better and is free of duplicates. Time Warner Cable now has a re-usable process to continue capturing more duplicates. Traction provided Time Warner with the means to prevent data from returning to its previous state with better data governance.