Case Study

Case Study
Working Solution:

Yell.com Master Data Management

The Challenge

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 user’s needs without disrupting the mission-critical workflows of the production system.


The Solution

  • 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 Project

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/Oracle platform
  • 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 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.

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

England (Head Office)

Barlow House, 4 Minshull Street,
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