Data & Innovation • Financial Services • AWS
Data engineering for a 360° customer analysis
Development of a Single Customer View to deliver better service and personalized products.
Context
Naranja X is a digital financial services company leveraging cutting-edge technology to provide opportunities for people excluded from the traditional financial system, helping them build a healthy relationship with money. Clients and small businesses can access checking accounts, credit and debit cards, loans, transfers, and more than 5,000 services. To facilitate money management for both individuals and merchants, the company also operates 170 branches across Argentina.
With a strong commitment to providing an agile, efficient, and personalized experience, Naranja X identified the need to implement a solution that would enable a complete view of each customer and their banking products.
Needs
The main challenge was to consolidate, into a single visualization and access point, the data of individuals interacting with the Naranja X ecosystem.
Although Naranja X was already highly mature in terms of data management and intelligence, the challenge was to streamline analytics and visualization, as well as accelerate data-driven decision-making (T2I). The goal was to create a common reference point for customer information.
Solution
With its extensive experience in the financial sector, particularly in Data specialization, Nubiral took on this challenge as a strategic partner of Amazon Web Services (AWS).
Nubiral developed and implemented a Master Data Management (MDM) solution, also known as a Single Customer View, enabling unified customer data records. This solution provides a holistic view of the customer, enhancing the ability to deliver better experiences.
The project included migrating information into a Data Lake, a critical step to ensure flexibility for storing different data types and executing all kinds of analytical processes—from reporting to predictive analytics. Data Lakes are essential for enabling organizations to “connect the dots,” fostering a knowledge-driven culture and transforming data into actionable insights.
The project was supported by a dedicated team consisting of two Data Engineers, one Big Data Engineer, and one Senior Data Manager, who maintained direct and ongoing communication with the client throughout the implementation.
As part of the solution, Nubiral helped Naranja X configure a unique customer view pipeline, initially integrating up to five (5) data sources into an AWS-based environment (non-production). The team also implemented up to nine (9) NiFi workflow types (open-source ETL tool) into Amazon MWAA (Managed Workflows for Apache Airflow), while providing guidance on architecture design, operational components, and process definition. In addition, Naranja X was advised on AWS CloudFormation to deploy and provision services following AWS best practices.
Implementation
The whole implementation was an engineering process that consisted of 6 different sprints of agile work:
Survey of data origin.
Mapping of the data input formats.
Identification of the necessary transformations to be performed with the data, in order to achieve the unique ID of each client.
Data ingestion to a Data Lake, through technologies such as Apache Airflow, which, although not specific to AWS, can run on its ecosystem.
Transformations and data dump into an AWS Data Lake, implemented in Amazon S3 (Simple Storage Service).
After this data processing, the information was ready to be consumed directly by different Naranja X systems and applications.
There were some technical obstacles that had to do with the connectivity of one of the systems with Apache Airflow.
Also, Snowflake had to be integrated into the solution and Nubiral took the ownership to meet Naranja X's requirements. AWS appreciated the
performance and commitment to the Nubiral team in this challenge.
Benefits
The project requirements were met in a timely manner, achieving:
Helping to set up a unique customer view pipeline with up to five (5) initial data sources in an AWS solution, in a non-production environment.
Implementing alongside the client artifacts for up to nine (9) types of Nifi (open source ETL tool) workflow streams to Amazon MWAA (Amazon Managed Workflows for Apache Airflow) for the solution.
Supporting Naranja X in the design of architecture, operational components, and processes for the solution.
Advising Naranja X on the use of AWS CloudFormation to deploy and provision services, according to AWS best practices.
Master Data Management allows us to view a customer as a whole, keeping track of all their Naranja X products. This was, for Naranja X, their main goal. And it was achieved.
This personalized experience with each customer, having today this unified data grid by customer, will allow Naranja X to build Machine Learning models to provide a better user experience to its customers.
In this project, although the main areas involved were Data Analytics and Data Delivery, all areas of Naranja X were nourished by the unified information. The entire organization is now just one query away from the single view of information related to the different products contracted by each customer.
As a result, all areas can have a greater analytical capacity to operate better.
The alliance continues
Nubiral's great performance was very important for the success of the project and Naranja X was very satisfied. This opened the door for a strategic alliance between the two organizations to continue.
Thus arose the recently initiated Data Warehouse Reengineering and Migration project between Nubiral and Naranja X, which is based on the migration of Naranja X's Data Warehouse (physical servers) to the cloud. This involves updating systems that have become obsolete, rethinking processes and migrating everything to the cloud. All the data should be centrally hosted in the Data Lake. This is beneficial from a business and technological point of view.
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