Actin consulting Group

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Success Story

The Client 


Intrawest ULC is a world leader in the development and operation of experiential destination resorts. The resort network ranges from the 11 premier ski resorts such as Whistler Blackcomb to warm weather resorts at Sandestin and Lake Las Vegas.




The Opportunity

In 2002, Intrawest embarked on an ambitious business strategy to transform itself into a customer centric organization. Through this strategy, it would provide a platform for future growth and operation efficiency.  On January 2003 Intrawest's CRM department engaged Actin Consulting Group to assist with the implementation of a Customer centric data warehouse. 

The Challenge

In order to fulfill on this strategy, senior management recognized a need for a 360-degree view of the customer, their product sales and interactions. Through this 360 degree view they could accurately measure customer value and implement the right customer strategy across its resort network, various sales channels and customer touch points. The CRM department did have a legacy data warehouse but it was product and transaction focused. The legacy data warehouse did not have a customer centric view and this limitation was preventing the business from executing on the customer centric strategy.  


The Solution

In January 2003, Actin Consulting Group Inc was enlisted to assist in the architecture, construction and deployment of a customer centric data warehouse and business intelligence environment. The goal was to deliver an operational system within 6 months and within budget. 


The solution involved integrating customer data from 10 mountain resort systems, 6 lodging systems and a web based marketing permissions database. The solution was implemented using the following tools.

  • > Customer Fuzzy Matching software : Dataflux
  • > Data Integration software : Informatica
  • > Database : MS SQL Server
  • > Business Intelligence software : MS SSAS and SSRS
  • The Benefits

    After the completion of the customer centric data warehouse the CRM department used the new platform to deliver millions of dollars of incremental annual revenue by using it for the following CRM applications.

  • > Campaign execution : generating customer lists
  • > Customer analytics : predictive modeling
  • > Business intelligence : campaign tracking and ROI analysis
  • > Business intelligence : right offer to the right customers