Azure Databricks use case for real-time data & BI in logistics
Central data architecture for real-time analytics, logistic analytics & growth
An international logistics group worked with data from various source systems - including Salesforce, SAP HANA and MSSQL - spread across regions and business units. The result: duplicates, inconsistent formats, manual exports and a lack of, consolidated view of customer structures, locations and business units.
The heterogeneous data landscape and the lack of central transparency made operational efficiency difficult and prevented well-founded decisions in sales and management.
The resulting fragmentation led to missed opportunities: Strategically relevant use cases, such as upselling, forecasting or targeted customer segmentation, could not be implemented due to the lack of insights. Even technically accessible data was often unusable: contradictory formats, massive redundancies and a volume of data that was impossible to handle manually.
In order to utilize this potential, we need a harmonized database that can be relied on: a golden record that consolidates, cleanses and makes available the entities ready for use across systems.
Sales enablement through clean data as a strategic goal
Logistics management without real-time data slows down growth
The heterogeneous data environment prevented continuous transparency in the supply chain, particularly in tactical planning and operational management.
- Distributed data in Salesforce, SAP, MSSQL and other source systems
- No consolidated view of customers, accounts and locations, meaning no holistic data insight was possible
- Manual exports and lack of synchronization between systems
- No valid standards for address or company data, resulting in a variety of duplicates and language inconsistencies
- Poor data quality and high complexity due to volume and format diversity
- Lack of trust in data, both among technical and professional users
- Data must be in Near RealTime
Clean and consolidate sales data
More transparency, better control and new use cases thanks to the Golden Record
The Golden Record therefore creates a consolidated, reliable database, as a lever for data-driven sales processes and scaling.
- AI Readiness
- Uniform entity structure for customers, accounts, and locations
- Automated removal and standardization of duplicates and addresses
- Reduction of manual costs in analysis and planning
- High data quality in B2B sales across all business units
- Trustworthy data basis for sales, controlling and management
- Self-service access to consolidated data structures
- Higher data acceptance due to clear origin and traceability
- Enablement of use cases such as segmentation, forecasting, and targeting
- Technological foundation for AI-supported sales processes
.png)
.png)
