Yellow Pages Case Study

See how DataNovata is rated through Gartner's Peer-to-Peer portal Link »

Application: Bespoke Application

Industry: Online Advertising/Business Services

Region: UK

Company Size: Large Enterprise

Download the Case Study

The YELL (best known for the Yellow Pages) Business File application is the core production system that manages the listings for its three million business records, used in online and print directories. The original application design did not support flexible, dynamic enquiry features for progressive business planning. Third-party analytics services were expensive and delayed campaign execution.

The Challenge:

The client wanted to keep their system which worked well for number-crunching reports; but it had a very limited user interface to make queries from the database to inform how to manage their business. They wanted DataNovata to:

  • Replace the expensive 3rd-party managed services provider
  • Create a web-viewable copy of the database
  • Enrich the database indexing to support more meaningful data enquiries
  • Design an XML, Java-based, DataNovata application for dynamic, online analysis and reporting
  • Do so for listings containing 3 million business application records

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
Book a Demo

The Result

  • Project took 3 months from start to completion

  • YELL was able to reduce the cost of outsourced analytics operations by %70 for the Business File application

  • The marketing unit could now interrogate data according to dynamic business needs without disrupting the core system workflow or 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 - Book a Meeting