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Canada’s Yellow Pages Transforms with TIBCO Master Data Management
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
- Application Infrastructure & Middleware - Middleware, SDKs & Libraries
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Data Science Services
- Software Design & Engineering Services
- System Integration
The Challenge
Yellow Pages, a well-known Canadian digital media and marketing solutions company, faced the challenge of transforming its business from traditional print directories to the digital world. With consumers increasingly looking for information online, on smartphones, and on social platforms, the company needed to adapt to these new search methods. The primary challenge was to ensure that the information provided was complete, accurate, up-to-date, and rich. The company had multiple sources of merchant information, which, if published online without proper management, would lead to incomplete or duplicate listings. This would result in a loss of users, as consumers do not accept inaccurate information. The company's vision was to have efficient, systematic, and controlled curation of directory content by implementing the right governance, people, processes, and tools. The Content Accuracy & Relevance (CAR) initiative aimed to acquire, maintain, and deliver the richest, most accurate, up-to-date, and relevant content to consumers, while providing advertisers with exceptional ROI for lead generation and customer acquisition.
About The Customer
Yellow Pages is a Canadian digital media and marketing solutions company that champions local neighborhood economies. The company connects consumers looking for businesses, such as plumbers or florists, with these businesses seeking potential customers. Yellow Pages is well-known for its print directories, but it has been transforming and adapting its business to the digital world to meet the changing needs of consumers. The company's role is to ensure that the information provided is complete, accurate, up-to-date, and rich, differentiating itself through content accuracy. The company's vision includes efficient, systematic, and controlled curation of directory content, supported by the right governance, people, processes, and tools. The Content Accuracy & Relevance (CAR) initiative is a key part of this vision, aiming to deliver the richest, most accurate, up-to-date, and relevant content to consumers and provide advertisers with exceptional ROI for lead generation and customer acquisition.
The Solution
Yellow Pages Group (YPG) selected TIBCO as its single vendor for the transformation project due to TIBCO's comprehensive toolset, including integration, speed of implementation, data-model flexibility, and matching capabilities. TIBCO technology enabled YPG to identify businesses that consumers were searching for and accurately match these businesses with data from third-party services and its own databases. The TIBCO MDM platform handles data governance routines, the matching engine, and the identification and elimination of duplicates, including metadata management. Exception management and business process management are managed with TIBCO ActiveMatrix BusinessWorks, while the integration of both inbound (source content) and outbound (publishing systems) is implemented using TIBCO Enterprise Message Service. The first phase of the project, which focused on addressing the merchant golden records, was completed in less than six months. TIBCO's flexible data modeling, scalability, and performance were key factors in its selection. The implementation of TIBCO's solutions has made information more accurate, timely, and easier to maintain, laying the foundation for increasing consumer reach and achieving the CAR program's ultimate goal.
Operational Impact
Quantitative Benefit
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