Business lineage provides a business-centric perspective on the movement of data, abstracting technical details to offer a clear understanding of how information flows within various business processes and functions. This approach is invaluable for business users seeking insight into how data evolves and supports operational workflows, enabling them to grasp the broader implications of data movement within the organization.
In many contexts, the terms "logical lineage" and "business lineage" are used interchangeably to describe the flow of data in terms of business processes and concepts rather than technical implementation details.
Let's deep dive into an example of logical lineage to better understand how it works:
Example: Customer Relationship Management (CRM) System
1. Lead Generation Process
Business Function: Identifying and attracting potential customers.
Logical Lineage: Customer leads are generated through various channels such as website inquiries, social media interactions, and trade shows.
Outcome: A list of potential customers is created, containing their contact details and interests.
2. Lead Qualification Process
Business Function: Assessing the quality and potential of generated leads.
Logical Lineage: Leads are evaluated based on criteria such as demographics, interests, and buying behaviour.
Outcome: Qualified leads are identified as prospects for further engagement.
3. Sales Engagement Process
Business Function: Interacting with qualified leads to convert them into customers.
Logical Lineage: Sales representatives engage with prospects through phone calls, emails, and product demonstrations.
Outcome: Prospects express interest and move further along the sales funnel.
4. Customer Onboarding Process
Business Function: Welcoming and integrating new customers into the company's ecosystem.
Logical Lineage: New customers are provided with welcome emails, orientation materials, and access to support resources.
Outcome: Customers feel valued and informed about the products or services they've purchased.
5. Customer Support Process
Business Function: Addressing customer inquiries, concerns, and issues.
Logical Lineage: Customer support teams handle inquiries via phone, email, chat, or helpdesk systems.
Outcome: Customers receive timely assistance, leading to satisfaction and loyalty.
6. Customer Feedback and Improvement Process
Business Function: Gathering feedback from customers to improve products and services.
Logical Lineage: Surveys, feedback forms, and review platforms are used to collect customer opinions and suggestions.
Outcome: Insights from customer feedback drive product enhancements, service improvements, and business strategy adjustments.
7. Customer Relationship Management (CRM) System
Business Function: Centralizing customer data and interactions for effective management.
Logical Lineage: Data from lead generation, sales engagement, customer onboarding, support interactions, and feedback mechanisms are consolidated within the CRM system.
Outcome: A unified view of customer interactions and relationships facilitates personalized communication, targeted marketing, and informed decision-making.
In this example, logical lineage outlines the flow of data and activities across various business processes within a Customer Relationship Management (CRM) system. It focuses on the conceptual aspects of how data moves and transforms to support key business functions, such as lead generation, sales engagement, customer support, and feedback management. By abstracting away technical details and emphasizing business processes, logical lineage helps business users understand how data supports and enhances their operations, leading to better customer relationships and business outcomes.
Example
{
"business_processes": [
{
"name": "Lead Generation",
"description": "Identifying and attracting potential customers.",
"data_sources": ["website_inquiries", "social_media", "trade_shows"],
"output": "customer_leads"
},
{
"name": "Lead Qualification",
"description": "Assessing the quality and potential of generated leads.",
"input": "customer_leads",
"output": "qualified_leads"
},
{
"name": "Sales Engagement",
"description": "Interacting with qualified leads to convert them into customers.",
"input": "qualified_leads",
"output": "new_customers"
},
{
"name": "Customer Onboarding",
"description": "Welcoming and integrating new customers into the company's ecosystem.",
"input": "new_customers",
"output": "onboarded_customers"
},
{
"name": "Customer Support",
"description": "Addressing customer inquiries, concerns, and issues.",
"input": "onboarded_customers",
"output": "satisfied_customers"
},
{
"name": "Customer Feedback and Improvement",
"description": "Gathering feedback from customers to improve products and services.",
"input": "satisfied_customers",
"output": "improved_products_services"
},
{
"name": "CRM System Management",
"description": "Centralizing customer data and interactions for effective management.",
"input": ["qualified_leads", "new_customers", "onboarded_customers", "satisfied_customers", "improved_products_services"],
"output": "CRM_system"
}
]
}
Explanation of the JSON document:
a. Business Processes: Describes each business process within the CRM system, including lead generation, lead qualification, sales engagement, customer onboarding, customer support, customer feedback and improvement, and CRM system management.
b. Name: The name of the business process.
c. Description: A brief description of the business process.
d. Data Sources: Lists the sources contributing to each process.
e. Input: Indicates the input data for each process, derived from the previous process or sources.
f. Output: Represents the output data generated by each process, which serves as input for subsequent processes or systems.
This JSON document outlines the flow of data and activities across various business processes within a CRM system, providing a conceptual understanding of how data moves and transforms to support key business functions.
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