Informatica Rev: Data Democracy At Last – Part I

Data Democracy At Last
Data Democracy At Last

Informatica Cloud Data Preparation has launched! Those are the words we aspired to hear, the words that served as our rallying cry, when all we had was an idea coupled with a ton of talent, passion and drive. Well, today, we launch Informatica Rev, as business users refer to it. (Check out the press release here.)

As we launch today, we now have over 3,500 individual users across over 800 logos. These users are everyday business users who just want to improve the speed and quality of their business decisions. And by doing so, they help their corporation find success in the marketplace. And in turn they also find success in their own careers. You can hear more from Customers talking about their experience using Informatica Rev during our December 16 Future of Work webinar.

These users are people who, previously, were locked out of the exclusive Data Club because they did not have the time to be excel jocks or know how to code. But now, these are people who have found success by turning their backs on this Club and aggressively participating in the Data Democracy.

And they are able to finally participate in the “Data Democracy” because of Informatica Rev. You can try Informatica Rev for free by clicking here.

These people play every conceivable role in the information economy. They are marketing managers, marketing operations leads, tradeshow managers , sales people, sales operations leads, accounting  analysts, recruiting leads, benefits managers, to mention a few.  They work for large companies to small/mid-size companies and even sole proprietorships. They are even IT leads who might have more technical knowledge than their business counterparts, but are increasingly getting barraged by requests from their business side counterparts, and are just looking to be more productive with these requests. Let’s take a peek into how Informatica Rev allows them to participate in the Data Democracy, and changes their lives for the better.

Before Informatica Rev, a marketing analyst was simply unable to respond to rapid changes to competitor prices because by the time the competitor pricing data was assembled by people or tools they relied on, the competitor prices changed. This lead to lost revenue opportunities for the company. I almost don’t need to state that this end result is not an insignificant repercussion of the inability to respond at the rapid pace of business.

Let’s explore what a marketing analyst does today. When a file with competitor prices was received by the analyst, the initial questions they ask were “Which of my SKUs is each competitive price for?” and ”Do the prices vary by some geography”  and to answer these questions, they use Excel VLOOKUPS and some complex macros. By the time the Excel work is done, if they know what a VLOOKUP is, the competitor data is old. Therefore, at some point, there was no reason to continue this analysis and just accept the inability to capture this revenue.

With Informatica Rev, a Marketing Analyst can use Intelligent Guidance to understand the competitor data file to determine its completeness and then with Smart Combine easily combine the competitor data with their own. This is with no code, formal training, and in a few minutes all by themselves. And with Tableau as their BI tool, they can then use the Export to TDE capability to seamlessly export to Tableau to analyze trends in price changes to decide on their strategy. Voila!

Before Informatica Rev, a tradeshow manager used to spend an inordinate amount of time trying to validate leads so that they could then load them into a Marketing Automation System. After a tradeshow, time is of the essence and leads need to be processed rapidly otherwise they will decay, and fewer opportunities will result for the company. Again, I almost don’t need to state that this end result is not an insignificant repercussion of the inability to respond at the rapid pace of business.  But, the Tradeshow Manager finds themselves using Excel VLOOKUPS and other creative but time consuming ways to validate the lead information. They simply want to know, “Which leads have missing titles or phone numbers?” and ” What is the correct phone number?” and” How many are new leads?” and ” How many are in accounts closing this quarter?”

All of these are questions that can be answered, but take a lot of time in Excel and even after all that Excel work, the final lead list was still error prone causing missed sales opportunities.  With Informatica Rev, a Tradeshow Manager can answer these questions rapidly with no code, formal training, and in a few minutes all by themselves. With the Intelligent Guidance capability they can easily surface where the missing data lies. With Fast Combine they can access their opportunity information in Salesforce and be guided through the process of combining tradeshow and salesforce data to correctly replace the missing data.  Again, Voila!

Before Informatica Rev, an Accounting Analyst spent inordinate amounts of time processing trade partner data, every month, reconciling it with the trade partner’s receivables to determine if they had been paid the correct amount by their trade partner. Not only was this process time consuming, it was error prone and after all of the effort, they actually left millions in earned revenue, unreceived. And again, I almost don’t need to state that this end result is not an insignificant repercussion of the inability to respond at the rapid pace of business, and also effectively managing operational costs within the analysts company.  So, let’s take a look at what the Accounting Analyst does, today.  Every trade partner sends large files with different structures of purchase data in them. The Accounting Analyst initially asks, “What data is in them?”,” For what time period?”,” How many transactions?”,” From which products?”, “Which of our actual products does their name for our product tie to?”

Then, after they get these answers, they need to combine it with the payments data they received from the trade partner in order to answer the question, “Have we been paid the right amount and if not what is the difference?” All of these questions are ones that can be answered, but used to take a lot of time with Excel VLOOKUPS and complex macros. And often, the reconciliation was performed incorrectly leaving receivables, well, un-received. With Informatica Rev, an Accounting Analyst can benefit from Intelligent Guidance where they are lead through the process of rapidly understanding their questions about the trade partner files, with a few simple clicks. Furthermore Informatica Rev’s Smart Combine capability suggests how to combine receivables data with trade partner data. So there you have it, now they know if the correct amount has been paid. And the best part is that they were able to answer these questions rapidly with no code, formal training, and in a few minutes all by themselves. Now, this process has to be done every month. Using Recipes, every step the Accounting Analyst took last month is recorded, so they do not have to repeat it this month. Just re-import the new trade partner data and you reconciled. And Again, Voila!

One more thing for you, the everyday business user. In the future, you will be able to send this Recipe to IT. This capability will allow you to communicate your exact data requirement to IT, just as you created it with no mis-interpretation on anyone’s behalf. IT can then rapidly institutionalize your logic exactly as you defined it, into the enterprise datawarehouse, datamart or some other repository of your or your IT department’s liking. Perhaps this means the end to those requirements gathering sessions?

More importantly, I feel this means that you just got your exact requirement added into a central repository in a matter of minutes. And you did not need to make a case to be part of an enterprise project either. This capability is a necessary part for you to participate in the Data Democracy and maintain your rapid pace of business. This is a piece that Informatica is uniquely positioned to solve for you as your IT department likely already has Informatica.

Just as these Professionals have found success by participating in the Data Democracy, with Informatica Rev you finally can do so, too.

Please look for Part 2 of this Blog, tomorrow, where I will discuss how Informatica Rev elegantly bridges the IT and Business divide, empowering IT to lead the charge into Data Democracy. But in the meantime check out Informatica Rev for yourself and let me know what you think.

Comments