Informatica Corporation (Nasdaq:INFA), the world’s number one independent provider of data integration software, today announced that Everton Football Club, one of the most successful clubs in the English Premier League, is using the Informatica Cloud Platform to power a trusted, single customer view across all fan touch points and interactions.
The use of the Informatica Cloud Platform is helping Everton successfully address one of the biggest challenges facing professional sports – the ability to develop an effective relationship and communications program with each fan as a valued individual. Everton is making its new single customer view capability the hub of all communications to fans, based on their unique activity histories with the Club.
“The Informatica Cloud Platform is delivering the Holy Grail of sports marketing and management, helping Everton take into account all fan interactions to create a great experience for each individual fan,” said Steve Fell, head of IT Systems and Services, Everton Football Club. “The value of being able to do this is rippling across not only the Club’s marketing function, but also across all our operations and even our strategic partners and suppliers.”
The Informatica Cloud Platform replaces a competitor’s solution for building consolidated views that relied on a specialist third-party supplier to poll all of the Club’s systems overnight. The new, faster, more flexible and more reliable solution relies on the Informatica Cloud solution to access data from Everton’s ticketing, retail, turnstile, catering and other systems in near-real time. Additionally, Informatica validates and cleanses the data on the fly, while consolidating that data in the Club’s new data warehouse built on the Force.com platform.
The Informatica Cloud Platform is enabling Everton to:
Consolidate information from a wide variety of data sources, such as the Club’s online store, retail outlets, marketing databases, ticketing and turnstile systems, to foster closer fan relationships based on individual fan preferences.
Reduce costs by eliminating reliance on third-party specialists, leveraging Software-as-a-Service (SaaS) economies, simplifying IT infrastructure and ensuring high quality data is available to drive marketing decisions.
Increase business agility. With Informatica, Everton can now work more quickly, thoroughly and flexibly with all of its data and has reduced the time it takes to create and distribute ad-hoc reports by 50 percent.
Maintain control and compliance of corporate data and data processes.
Working with two implementation partners on this solution – Absolute Data and Cloud Perspective – Everton is using a combination of two Informatica Cloud Platform offerings. Informatica Cloud Integration is used for mass data migration and ongoing data integration across the Club’s numerous data silos. Informatica Cloud MDM for cloud-based master data management is used to validate and de-duplicate transaction data across systems in support of a complete and trusted single customer view.
“With the Informatica Cloud Platform, Everton Football Club can create a ‘golden record’ of each fan and provide a unique and compelling customer experience,” said Ajay Gandhi, vice president of product marketing, Informatica Cloud. “Our Informatica Cloud Integration and Informatica Cloud MDM solutions can help organizations such as Everton cost-effectively integrate and synchronize data across cloud-based applications, on-premise systems and databases. By verifying addresses, validating identities and building trusted, actionable views to drive more sales, Everton has become more effective at marketing and has developed even more meaningful customer relationships.”
The Informatica Cloud Platform is powered by Informatica Vibe, the industry’s first and only embeddable virtual data machine (VDM). With Informatica Vibe, customers can “Map Once. Deploy Anywhere.” to simplify data infrastructure and harness the never-ending technology changes for their organization’s advantage. As an example, almost any data integration job developed using the Informatica Cloud Platform can run in the cloud, on-premise, or even natively on Hadoop clusters without additional effort.
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