Every journey starts with a single step
When we met Ramblers, they were just starting on a digital transformation journey that would:
- Improve reporting using Tableau
- Deliver a new app and website
- Support personalised member communication
- Overhaul the backend system
However, we quickly realised that achieving the strategic objectives with the proposed data warehouse solution wouldn’t be possible.
So, together with Ramblers, we took a different path.
Thanks to funding from People’s Postcode Lottery and Sports England, TAP CXM could revise the initial plan and truly transform Ramblers’ data capabilities.
Separate tracks present a logistical challenge
Our initial aim was to build a data warehouse that supported Ramblers’ reporting system and surfaced data to Tableau.
But the data warehouse needed to do more than connect the CRM, email automation tool, Tableau, website backend and app. It needed to actively move data between the systems in real time.
An operational data warehouse (ODW) enables:
- Member authentication
- User uploads
- Democratisation of Ramblers’ data
- Personalised communication
- Recognising key user attributes
- Minimal ongoing maintenance
It also accounts for overlapping records and allows the Ramblers team to track a member’s data as it evolves.
The steps we took
TAP CXM designed and built Ramblers’ data warehouse and delivered a solution that connects the charity’s business management platforms.
Using Talend as the ETL tool to manage data ingestion, the ODW provides real-time two-way data flows between all the interconnected systems.
From Tableau to member preference data and website content to enabling app features, the warehouse plays a pivotal role in moving, transforming and surfacing data where it’s needed.