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Thursday, June 27, 2013

1:45 PM - 2:30 PM
Track: Data Governance View Track

TRACK KEYNOTE: BIG DATA AND BIG DOLLARS- TURNING OPERATIONAL DATA INTO A POWERFUL COMMERCIAL ASSET

Marc Smith, Principal Solution Architect, SAS CANADA
Alexis Zamkow, General Manager, Data and Targeting Solutions, CANADA POST DIGITAL DELIVERY NETWORK

Sponsored by:
SAS

In a world of harnessing the value of Big Data, the ability to look inside an organization and uncover the commercial potential of operational data assets is an emerging trend. A holistic approach to developing data governance and MDM strategies is crucial if an organization’s information strategy is to have long-term success. This session will speak to best practices on the topic. Canada Post, who manages one of Canada’s most sophisticated logistics data environments, realized that the operational address data that powers delivery may very well be converted into products and services that not only expand offerings in complementary marketing services, but could also power  e-commerce platforms, GIS-engines, enterprise BI solutions, as well as online and mobile advertising media channels. Converting operational data to drive new revenue streams is a reality today. This session will highlight how Canada Post navigated this roadmap to meet both internal and external expectations to transform an address database into a highly valuable commercial asset. The creation of a technical environment that could scale quickly and was dynamic with external sources will be discussed via such topics as:

  • Applying MDM-style modelling to transform disparate data elements
  • Augmenting internal data with third-party partnerships
  • Developing unique governance rules to deliver privacy best practises & data protection

 

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