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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