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Working Solution: Yell Master Data Management
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The Challenge

Yell Group plc, is a multinational directories and internet services company head quartered in Reading, Berkshire, UK. It has operations in the United Kingdom, the United States, Spain, Argentina, Chile and Peru. It has its origins in the yellow pages division of the privatised British telecommunications operator BT Group.

The YELL Business File application is the core production system that manages the listings for its 3 million business records, used in online and print directories.

The original application design did not support flexible, dynamic enquiry features for progressive business planning. 3rd-party analytics services were expensive and delayed campaign execution.

The challenge was to cost-effectively bridge the gap between the core system and the business users’ needs without disrupting the mission-critical workflows of the production system.

The Solution The Result
  • Implement DataNovata: The Enterprise Application Data Bridge
  • Enrich the database indexing to support more meaningful data enquiries
  • Design an XML, Java-based, DataNovata application for dynamic, online analysis and reporting
The Result
  • This project took 3 months from start to completion.
  • Yell has reduced its cost of outsourced operations by 70% for the Business File application.
  • Yell’s marketing unit can interrogate data according to dynamic business needs, without disruption to the core system workflow or Yell’s high-volume users
The Project The Review
  • Assimilate the data structure within the Business File application,
  • Interpret the user requirements and augment the database indexing for daily export.
  • Analyze the database housed on UNIX/Oracleplatform
  • Specify the end user requirements for application enrichment
  • Design DataNovata application functionality and export/import parameters
  • Implement the DataNovata application and database on a separate server to preserve the core infrastructure
  • Train staff to use DataNovata application
  • Generate reports and output files to speed up collaboration and campaign execution
The Review

“DataNovata significantly improved our ability to respond to the requirements of the business and retain Yell’s competitive edge.”



Kelly Butcher, Business File Systems Manager, Yell

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