Success at American Heart Association

Learn how American Heart Association consolidated, cleansed and de-duped 40M records across their donor base for improved reporting and analytics.

Challenges

Need a Complete View of Donors

• Donor (customer) data is captured across multiple systems. 40 million records to master: lots of data, lots of different places.
• Wanted to roll out a corporate data governance strategy with workflow process
• Need to integrate with Microsoft tech stack including easy integration with Dynamics.
• Need to support data migration from old to new CRM.

Strategy

Create Single View of Donor

• Find cost effective MDM solution that works with the Microsoft stack including Dynamics.
• Select a tool – that supports data migration from Siebel to Dynamics.
• Create Donor Golden Records by matching and de-duping existing records. Set up process for ongoing data harmonization including data governance workflow process.

Outcome

• Consolidated 40M total customer records into golden donor records. Cleansed, de-duped trusted data now.
• CRM Migration completed with much higher quality, trusted data.
• Better reporting & analytics; know their donors especially repeat donors.
• Created target marketing campaigns to increase donor response rate and donation amounts.