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2006 atlanta journal_constitution
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Transcript of 2006 atlanta journal_constitution
1
Making A Good Database Better
Presented by:
Mark Klein
Gwen Borders
Atlanta Journal-Constitution
MaaX Users Conference - March 27, 2006
2
Our Delimma
Choose One:
“If it ain’t broke…. don’t fix it.”
Vs.
“Is that a light at the end of the tunnel, or am I about to
get hit by a locomotive?”
3
Topics
Where We Were
Situation
Re-design plans
Challenges
Where We’re Going
Circulation ROI
Multi-department usage
4
Situation – Original MaaX Context
Internal development team established Summer ’03
Astech selected for ambitious development assignment Spring ’04
Complex mix of 60 files, 10M records, four “master” reference tables
MaaX database launched in December ’04
Acculturation efforts through February ’05
“MaaX Lite” Vision: broad user community & simplified data views
In-house training program – 25 MaaX Lite “graduates”
Sales channel managers envisioned as campaign planners
Multi-department involvement beyond circulation
Migration to fully integrated sales processes using MaaX by Fall
Big promises for sales efficiencies & ROI
Where We Were
5
Situation – Realities Sink In
March through June: perspectives change….
New V. P.
New sales management
Slow cultural acceptance (low “risk” tolerance)
MaaX applications limited to direct response
Heavy dependence on “Virtual Fields”: over 100 in use
Proxy for business rules
Accommodate complex data/file combinations
Compensate for inherent MaaX software Query/Banding limits
Database stability and nightly processing/refresh over-burdened
IT uneasiness with channel integration capabilities
“Show me the money” ???
Where We Were
6
Situation – Gut Check
Can nightly refresh processes be shortened ?
Can the nightly refresh be error free?
Can we reduce dependence on Virtual Fields ?
Can we create effective business rules ?
Is there “head-room” for overall database growth ?
Can we “finish” the sales integration process ?
Telemarketing disposition data alone = 10 M records
Need multi-channel sales/retention choreography
Visibility across channels for individual household impact
BOTTOM LINE: DO WE HAVE THE RIGHT DATABASE DESIGN ?
Astech bravely posed this question…. thank goodness they did.
Where We Were
7
Redesign Action Plan – June/July
Define spectrum of sales & communication applications
All roads lead to a household… via many channels
Manage channel timing, sequence, and interval
Measure effectiveness of variations in these variables
Evaluate alternative database designs
Identify pros/cons of alternatives vs. existing design
Assess timeline and resource requirements
Maintain existing database functionality throughout
Where We Were
8
Re-design Challenges
Managing internal perspectives
Building current database usage - - broadening applications
Motivating core project team: “I thought we were done”
Limiting skepticism: “What’s wrong with design #1 ? Confidence in design #2 ?”
Providing tangible early ROI examples
“Push me – Pull you” relationship with Astech
Sharing Oracle/SQL knowledge and experiences
Acknowledging characteristics of SmartFocus software design
Anticipating (and revising) necessary business rules
Timeliness and mutual accountability
Compressing learning curves without sacrificing results
Where We Were
9 Where We Were
LADZ
AMST ACAM
CPTY CURG CSMC
DMCY
DMSF
DMMO
DMSI
DMLD
DMHI
ECAM
EDSP
2 1
SAMA SABL SAM3 SUB3 SUBA
SBIL SCMP
SMEM SDOL SPRM
SQUE SSTP
3
RLGC
1 – DM ADDR KEY
2 – BLOCK GROUP
3 – SUB ACCT NO
4 - PHONE
5 – SUB RRN
6 - AC / EX
SEML
1
5
7 – BATCH NO COMB
7
8 – ED ZONE
8
PMST
4
SDAE SDEE FIPS
SDEL
SMAS
SM3S
9 – SAM3 ID
9
SB3S SBAS
1 1
1
1 1
1
1
10 – AJC SAM ID
10
10
10
3 3
1 1
11– FIPS ST / CTY
11
PDPE
PNPA
PDNC PCAM PDSP PLST
4
6
10
Existing Design Challenges
No direct link between address, phone and email masters
Inability to include phones or emails where an address didn’t exist
Nightly Build Errors Increased Build Times
Virtual Fields dependency on other Virtual Fields
Query complexity Transactional Data
Duplicity Issues
Determining the most accurate information when multiple subscriptions existed
Table Volumes Maax screen limits
User Confusion
Where We Were
11
Making The Conversion
Accepting the final database design solution Is this the best approach to linking multi master tables?
Does this give us full integration?
Is the end users life simplified?
Preparing for conversion Identify and develop required Business Rules
Determine ways to merge data to simplify end user view
Testing and quality checks Business Rule validation
Processing Speeds
Parallel use Converting existing processes to new format
Testing old design versus new design
Where We Were ….Where We’re Going…
12
New MaaX At Work
Advantages of new design…. Master Tables that contain all records (with or without addresses)
Address Master ( 3.1 M )
Phone Master ( 22.7 M )
Email Master ( 2 M )
Direct Links between all master files thru business rules
Business Rules / Views
Determine best guess information for each master file
Use of multiple tables to determine Business Rule results
Creation of new fields from transactional data
Merging tables (send 60 files, produce 25 tables)
Reduction in Maax Table views based on security
Required fields for Campaign selection reside in one table
Where We’re Going…
13 Where We’re Going…
Database Design – Group 1
AMST
one-to-many
1 – ADDR KEY
2 – PHONE NUMBER
1 1
3 – EMAIL ADDRESS
ACAM
SUBA
CPTY
DMSF
PCAM
PDSP
PMST
SUB3
SB3S
SAMA
SDAE
SMAS
SAM3
SABL
PDNC
4 – fields pulled onto AMST
through business rules
SBAS
PNPA
PLST
5 – fields pulled onto
PHONE through business
rules
hidden table
MAAX view
PDPE
5
PMSF 2
EMST
SEML
SDEE
CURG
DMLD
DMMO
DMHI
DMCY
one-to-one (fields on
parent table)
6 – fields pulled onto SUBA
SM3S
OLQ
DMSI
DMLS
4
7
7 – fields pulled onto SUBA
through business rules
CSMC
LTRK
LINA
SSTP
FIPS LSR3
LSRA
EMSF
LPRF LPRM
SPRM
SMEM
SCMP
SBIL
SDOL
SQUE
LADZ
LCPA
1
LDOL
LQUE
ECAM
3
OCAM SCAM
EDSP
ADSP
PCHK
PDPEA
8 – File Merged with PDPE
8
OMKT 6
14 Where We’re Going…
Database Design – Group 2
AMST
one-to-many
1 – ADDR KEY
2 – PHONE NUMBER
1 1
3 – EMAIL ADDRESS
ACAM
SUBA
CPTY
DMSF
PCAM
PDSP
PMST
SUB3
SB3S
SAMA
SDAE
SMAS
SAM3
SABL
PDNC
4 – fields pulled onto AMST
through business rules
SBAS
PNPA
PLST
5 – fields pulled onto
PHONE through business
rules
hidden table
MAAX view
PDPE
5
PMSF 2
EMST
SEML
SDEE
CURG
DMLD
DMMO
DMHI
DMCY
one-to-one (fields on
parent table)
6 – fields pulled onto SUBA
SM3S
OLQ
DMSI
DMLS
4
7
7 – fields pulled onto SUBA
through business rules
CSMC
LTRK
LINA
SSTP
FIPS LSR3
LSRA
EMSF
LPRF LPRM
SPRM
SMEM
SCMP
SBIL
SDOL
SQUE
LADZ
LCPA
1
LDOL
LQUE
ECAM
3
OCAM SCAM
EDSP
ADSP
PCHK
PDPEA
8 – File Merged with PDPE
8
OMKT 6
15 Where We’re Going…
Database Design – Group 3
AMST
one-to-many
1 – ADDR KEY
2 – PHONE NUMBER
1 1
3 – EMAIL ADDRESS
ACAM
SUBA
CPTY
DMSF
PCAM
PDSP
PMST
SUB3
SB3S
SAMA
SDAE
SMAS
SAM3
SABL
PDNC
4 – fields pulled onto AMST
through business rules
SBAS
PNPA
PLST
5 – fields pulled onto
PHONE through business
rules
hidden table
MAAX view
PDPE
5
PMSF 2
EMST
SEML
SDEE
CURG
DMLD
DMMO
DMHI
DMCY
one-to-one (fields on
parent table)
6 – fields pulled onto SUBA
SM3S
OLQ
DMSI
DMLS
4
7
7 – fields pulled onto SUBA
through business rules
CSMC
LTRK
LINA
SSTP
FIPS LSR3
LSRA
EMSF
LPRF LPRM
SPRM
SMEM
SCMP
SBIL
SDOL
SQUE
LADZ
LCPA
1
LDOL
LQUE
ECAM
3
OCAM SCAM
EDSP
ADSP
PCHK
PDPEA
8 – File Merged with PDPE
8
OMKT 6
16
New MaaX At Work
Where We’re Going…
17
New MaaX At Work
Re-introducing New MaaX internally
Applying business rules in circulation sales/retention today
Best Guess Subscriber, Address, Phone and Email
Reduce many to one confusion
Target segment with multiple channels
Prior Transaction History Counts/Totals
Subscriber Data (ie: vacation donation, payment, complaints, etc)
Disposition Data (calling, contact, time of day)
Preserving relevant history
Business Rules links look at data age
Purging of incremental data
Where We’re Going…
18
Circulation ROI Opportunities
Measurable ROI contributions in 2005 Converting direct mail to 3rd class
Improving creative/response rates
Targeting subscribers for ad awareness survey
Providing cross-section of subscribers for market survey
Unsuccessful ROI attempts Targeting door-to-door crew sales
Direct mail as last channel
Targeting lifestyle clusters
Intangible ROI Contributions Do Not Call dialing history
Distribution route planning
Product development/geographic targeting
Where We’re Going…
19
Circulation ROI Opportunities
Active initiatives in 2006
Telemarketing by daypart (last connection)
E-mail supplementing direct mail
Multi-cell direct mail creative tests
Alternate pricing/offer terms
Targeting billed start programs by market segment
Planned initiatives in 2006
Integrated sales across multiple channels
Direct mail driving kiosk traffic
Subscriber value model and segmented loyalty program
Value-building messaging
Bundling opportunities
Alternative retention touch-point timing
Where We’re Going…
20
Multi-department Usage
Expanded MaaX usage desired, but slow to emerge…
Market Research: segmentation modeling for the market at large
Advertising: consultative selling/client target delivery
Product Development: aligning market segments with content and distribution
opportunities
Distribution: route-level inserting capability and overall route structure
Broader acceptance likely requires dramatic cultural shifts
Consolidated analytical resources (not silos)
Comprehensive view of analytical tools
Fully integrated databases and ubiquitous access
Tangible business successes will accelerate expanded use
Where We’re Going…
21
Discussion/Questions
“Be curious always. For knowledge will not acquire you.
You must acquire it”.
-- Sudie Back