Case Study: Transamerica achieves a unified 360° customer view and faster time-to-insight with Informatica Big Data Governance & MDM

Transamerica’s Enterprise Marketing and Analytics Platform provides a complete view and understanding of all customer relationships across Transamerica’s operations

Transamerica launched the Enterprise Marketing and Analytics Platform (EMAP) to gain a complete view of roughly 20 million customers and prospects after legacy acquisitions left data fragmented across siloed warehouses. The disjointed, duplicative data environment produced incomplete customer insights and slow time-to-insight, prompting a 2015 cross-functional initiative across IT, marketing and business intelligence to rethink data use and collaboration.

EMAP implemented a Hadoop-based data lake on Cloudera combined with Informatica data-management technologies — including Big Data Governance Edition, MDM Relate 360 and Dynamic Data Masking — to pool, match, govern and secure customer data for analytics, predictive modeling and BI. The platform delivered faster, higher-fidelity insights, measurable productivity gains and cost savings, enabled analyses not previously possible, and set a new collaborative standard across the company with strong ROI potential.

Transamerica