CRM Data Pipeline for Customer Journey Analytics

Management Summary

HMS developed an automated CRM data pipeline for customer journey analytics for a pharmaceutical healthcare company. The solution integrates and process CRM data daily with Snowflake, dbt, and Apache Airflow. It supports customer journey insights and CRM analytics in more than 40 countries.

Project summary

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Pharmaceutical Healthcare Company

Industry: Pharmaceuticals
Project Start: 06/2023
Focus: Data Insights
Use Case: Business Intelligence & Reporting

Project Objective

Integrate CRM data from multiple sources, process it daily with quality assurance, and make it available for customer journey analytics.

Key Features

End-to-end ELT pipeline for CRM data from multiple source systems
Central data warehouse for daily analytics
Orchestrated data processing with automated quality checks

Tech Stack

jira snowflake dbt apache airflow sql test automation data integration data quality assessment ci/cd pipelines

The pipeline makes CRM data usable on a daily basis and provides a reliable foundation for customer journey insights across multiple countries.
Dr. Christian-Marcel Schmied
Project Lead

The Starting Point

Before partnering with HMS, the company’s CRM data processes were slow, error-prone, and partially manual. Data from various sources had to be consolidated before it could be used for analysis. This took time and delayed decisions related to the customer journey. Furthermore, with operations in more than 40 countries, there was no architecture in place that could reliably accommodate new requirements and additional data sources. Individual process adjustments were not sufficient because the problem lay in data integration, processing, and scalability.

Zwei Mitarbeitende von HMS besprechen ein Projekt zur Entwicklung einer CRM-Datenpipeline für Customer Journey Analytics.

The HMS Solution

CRM Data Pipeline for Customer Journey Analytics

HMS developed an automated ELT pipeline that integrates and transforms CRM data from multiple sources and makes it available for customer journey analytics.

Central Data Warehouse

Snowflake serves as the central platform for integrated CRM data. The architecture is designed to ingest data from various sources and make it available for analysis.

Quality-Assured Data Transformation

dbt handles the transformation of raw data. The processing steps are modeled to remain traceable and validated through quality assurance checks.

Pipeline Orchestration

Apache Airflow controls processing along the end-to-end pipeline. This automates data loading, transformation, and delivery across the pipeline.

Development and Delivery Practices

SQL, test automation, CI/CD pipelines, and Jira supported development, testing, deployment, and project coordination. This allowed the pipeline to be extended in a controlled manner and extended for international rollouts.

Customer Benefits

Customer Journey Insights Based on Daily Quality-Assured CRM Data

The automated data pipeline makes CRM data available on a daily basis and provides a reliable foundation for customer journey insights in more than 40 countries.

Faster

Up-to-Date CRM Data for Operational Decisions

CRM data is processed daily and made available for analysis. Business units can make decisions regarding the customer journey based on more up-to-date data.

Reliable

Quality-Assured Data from Multiple Sources

Automated transformations and tests reduce errors in data preparation. The information provided becomes more consistent and easier to trace.

Scalable

Architecture for International Rollouts

It is easier to integrate additional data sources and countries. The solution supports deployment in more than 40 countries without the need to set up new manual data processes.

Our Strengths, Your Benefits

Data Engineering for Customer Journey Analytics

HMS combines data engineering, platform architecture, and quality assurance for customer journey analytics. The automated CRM data pipeline consolidates multiple data sources and supports CRM analytics that are updated daily for international use.

What You Can Expect from HMS

HMS supports CRM data projects with data engineering expertise, platform knowledge, and a focus on long-term operation.

Integration of multiple CRM data sources
Setting up automated ELT pipelines
Quality assurance for daily analysis processes
Scalable architecture for international rollouts

Karsten Wohlgefahrt

Principal Sales Manager

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