With the right data plan, Australian Red Cross builds a digital spine [Video]

Years ago, when the community services charity began to digitally transform, it saw many disparate systems weren’t working cohesively. Now with its data organized and properly functioning, it can stand up to changing demands.

Credit: Australian Red Cross

At the start of the Australian Red Cross’ digital transformation journey, CIO Brett Wilson quickly realized they had a data issue. “We have around 250 applications across the organization, and they all create massive amounts of data,” he says. But the information wasn’t doing anything for them. Much of it was siloed or ineffectively segmented, leading to making some business decisions and investments on incomplete or misinterpreted data.

“When you don’t have a good understanding of your data, you can’t use it well,” he says. So they set out to build a customer data platform(CDP) capable of aggregating, cleaning, and organizing data. This CDP, provided by Optimizely, combines their donors’ transactional history with behavioral data — from the …