Valorising data and consolidating a 360° customer view through a unique customer repository

Context

Created in January 1975, SEMITAG is responsible for operating the public transport network across 49 municipalities within the Grenoble metropolitan area.

Today, the company is recognized as the world’s first fully accessible transport network.

Key figures of the SEMITAG network:

Challenges

To effectively fulfill its mission of improving both the quality and quantity of transport services and supporting alternative mobility solutions to private cars, SEMITAG launched a data governance and decision-support platform project. The goal was to optimize business analysis while building a transverse data repository.

The key challenges of this project were to support SEMITAG agents in real-time case management and data entry, to identify public transport users in Grenoble, and to analyze their usage patterns. The objective was to standardize, centralize, and cross-analyze all this data in order to better target future marketing actions.

In this context, and to address these challenges, Talan supported SEMITAG in:

• Creating a unique customer repository to consolidate a 360° customer view through data cleansing and Master Data Management (MDM). This approach ensures that all business applications rely exclusively on this trusted customer repository
• Defining its future decision-support platform through a business-oriented approach
• Designing and implementing all data integration and interconnection flows, up to the reporting layers

Methods & Solutions

During the project, a Data Hub architecture was designed, and the Talend Data Services suite was selected.

Talend Data Integration, Talend Data Quality, and Talend Data Stewardship (Qlik) were used to consolidate all data. Existing data sources were cleaned and reprocessed.

In parallel, inter-application flows were implemented using Talend ESB to enable real-time data ingestion and distribution.

A back-office reference data management solution was also deployed using the Adminify framework, an accelerator developed by Talan.

Finally, the front office layer was fully developed using Angular web technology to provide a single data entry interface, regardless of the channel used (ticketing terminal, mobile application, website, etc.).

Benefits

• The quality level of reference data (users) is now known and fully controlled
• At least 8 data sources (applications) are consolidated into a single customer reference database
• Several million customer records and addresses have been corrected
• The consolidation of users into a single shared database enables a 360° customer view and simplifies exchanges with other systems
• GDPR-related constraints are easier to apply
• Transport usage data analysis is more reliable, with 99% deduplicated data enabling more efficient reporting
• Improved conversion rates for marketing campaigns

The strong partnership between Talend and Talan guided this project efficiently and reliably, ensuring deadlines and costs were respected.

The Talend suite addresses today’s data challenges, including common data quality issues such as duplicates, incompleteness, and desynchronization. Talan’s expertise enabled optimal use of these tools and successful integration with multiple applications and partners.

Olivier Niles, Head of Studies & Projects