Growth of data capability and Modern Data Warehouse

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

“We didn't have the systems, processes, people and knowledge. TeamValue has in-house specialists who immediately add value to your organization. Where models used to run 8 hours, we now do that in 8 minutes. Even in the transition from the old to the new Data Warehouse, we are able to continue operating without downtime. The Data Engineer, Business Analyst and Project Manager are hands-on, future-proof and down to earth. I've never had this kind of collaboration before!” - Director of Data & Analytics — dr. Lydia de Haan

The Value

By bringing the worlds of Business Intelligence, Cloud and Agile Transformations together, we, together with Air Miles, have been able to bridge the gap between business and IT. Without a thorough data architecture, LMN was unable to guarantee the quality, security and resilience of data storage. Now that there is a Modern Data Warehouse, that is possible! And that's not unimportant when you're dealing with the privacy of many, many consumers. LMN is now sure that they have a future-proof architecture and organized process for the loyalty program. This allows them to communicate creative and personal marketing messages to their savers in an honest way. “'The value of data democracy will bring us a lot”. All this in the cloud, integrated and 100% automated with its own Data Hub.

The goal was not only understanding data, collecting and processing it in a uniform way, but also presenting it in understandable 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 centralized data-driven marketing company. With the arrival of TeamValue, I have control as a manager, I can (make) adjustments, 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 further significant cost savings.” - Director of Data & Analytics — dr. Lydia de Haan

The Team

Together with the Air Miles Data & Analytics team, TeamValue has been able to deliver value both operationally and to the strategy and change within the organization. TeamValue was end-to-end responsible for setting up a new Data Warehouse in collaboration with Data Science. As a team, we have delivered value. And the business still benefits from that every day. Now, LMN is able to ensure a fast, predictable and uninterrupted flow of data.

On behalf of TeamValue, the following colleagues were involved: 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 Manager to phase out the CIM marketing tool. The golden triangle we stand for to bring 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. Using the (release) pipelines, this ensures a scalable and agile architecture.
2. The sprint backlog is fully transparent and planable, so that after implementation by TeamValue, Air Miles is at least 80% self-service in the field of Data Engineering. As a result, the business is in control and management costs are lower.
3. Campaigns can now be done based on profiling and are hyper-personal and all compliant with the GDPR. Savers have control over what data is stored at what time.
4. Using the Golden Path, Air Miles can use a fully automated deployment pipeline based on CI/CD. As a result, the business is able to release to production at the touch 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 licenses are purchased centrally via one invoice stream. You only pay for what you use. Teradata is thus being phased out in parallel, so that the business can continue to deliver continuously.
6. Through a Data Catalog and the use of Data Marts, Air Miles can guarantee Data Governance, agility, availability and historical data. With the LMN Data Hub in the cloud, all data can be retrieved in real-time, anytime, anywhere. Just-in-time, not only for Air Miles but also for its partners.
7. A fully integrated BI platform where mutual data traffic and the rights of management, analysts and the marketing department are directly recorded. The platform is API-driven and the data is stored in the Microsoft Azure Cloud.

Air Miles & TeamValue

The Air Miles loyalty program is managed by Loyalty Management Netherlands. Points are earned with transactions made with savings partners Albert Heijn, Etos, AH Online, Shell, Praxis, Essent and Mastercard. The points earned can be redeemed at various savings partners and at a variety of companies in the fields of Travel and Leisure, 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 organizations in the Netherlands. TeamValue and Air Miles have found a partner who share the same vision for future-proof BI architecture. Together, we ensure that we are the example in the market for consumer-focused loyalty.

“Data is our gold. We have a large database and are therefore an example. For us, the collaboration with TeamValue is orange with a golden edge. They are open and honest, transparent in sharing results, and with their arrival, in addition to IT, the business has also started to explode!” - Director of Data & Analytics — dr. Lydia de Haan

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