Exasol – CRM Analytics Automation Solution

Oct 2019 • High‑Performance In‑Memory Analytics

Automated CRM retention metric computation leveraging Exasol’s in‑memory MPP engine—eliminating spreadsheet bottlenecks and enabling fast multi‑dimension filtering across brands, regions & time.

45→4 min report turnaround
98% manual effort reduction
Real-time retention metrics
Full automation

Overview

Developed an automated analytics solution using Exasol's high-performance, in-memory MPP database to deliver CRM insights and calculate consumer retention rates across brands, regions, and time periods. Exasol is a high-performance, in-memory massively parallel processing (MPP) database specifically designed for analytics. More info: https://www.exasol.com.

Description

The Digital Brand Commerce, Analytics & Operations team required accurate and repeatable CRM metrics to measure consumer retention across multiple channels and time granularities (month, quarter, half‑year, year). The legacy process relied on a mix of SQL scripts and Excel‑based aggregations, causing inefficiency and inconsistent reporting. The new solution streamlined this analysis within Exasol through complete automation.

Key Challenges

  • Multiple disparate SQL scripts and spreadsheets needed for a single report.
  • High manual effort to change filters (time period, region, brand).
  • Heavy data files consuming large server space.
  • Complex calculations increasing process time and error risk.

Solution

To eliminate manual tasks and optimize performance, I designed and deployed automated Lua scripts within Exasol. The scripts:

  • Process consumer data from multiple channels and sources.
  • Apply data quality rules and perform aggregation by business logic.
  • Segment consumers into groups based on defined parameters.
  • Calculate key CRM metrics, including retention rates, in real time.

Reports are now generated in a few clicks by simply entering the desired filters—significantly improving ease of use and execution speed.

Key Benefits

  • Reduced turnaround time from 45 minutes to 4 minutes.
  • Decreased manual intervention by up to 98%.
  • Optimized process and resource utilization.
  • Lowered ongoing operations cost through full automation.

Tech Stack

  • Exasol in‑memory MPP database
  • Lua scripting for automation
  • SQL aggregation & filtering
  • Automated retention metric pipeline

Data Flow Visual

Exasol platform illustration