Case Study: Alberta Motor Association achieves a single trusted customer view and 3M golden records with Profisee

How Profisee helped AMA achieve their Insight Driven Enterprise

The Alberta Motor Association (AMA), one of Alberta’s largest membership organizations with 980,000 active members, faced fragmented customer data across Membership, Travel, Insurance, Registry, Driver’s Education and online systems (including Microsoft Dynamics CRM and AX). AMA needed a cost‑effective Master Data Management solution that fit its Microsoft stack, supported ongoing data governance for stewards, and enabled an omnichannel marketing strategy to cross‑sell and upsell services. Profisee was selected to address this challenge.

Profisee deployed its MDM platform to consolidate and cleanse AMA’s customer data, creating daily harmonization and stewardship workflows, integrating with the existing BPM/event streaming architecture, and providing a “customer lookup before create” web service for business applications. As a result, Profisee helped AMA consolidate roughly 12 million customer records into about 3 million golden records (with millions of records cleansed and de‑duplicated), establishing a trusted foundation for BI, reporting and machine learning and improving data quality and consistency to support omnichannel marketing and analytics.

Alberta Motor Association