Driving Business Value at TelcoPrime (Microsoft Fabric)

 

Company Background
TelcoPrime is a large telecommunications provider serving millions of customers across multiple regions. As part of its Customer 360 initiative, the organization aimed to unify customer data to support marketing personalization, churn analytics, and operational decision-making. Historically, customer data was ingested directly into the Bronze layer without validation, resulting in fragmented and unreliable datasets.

Current Situation
Customer records in the Bronze layer suffer from major data quality issues. Key attributes such as address, state, and phone number are inconsistent or invalid. This lack of cleansing at ingestion caused downstream issues, including inaccurate marketing campaigns and unreliable data science models. The Bronze layer, though intended as raw storage, became an unfit analytics source.

Key Challenges
Customer addresses appear in multiple inconsistent formats, reducing standardization and direct mail effectiveness. State values vary between abbreviations, full names, and casing, breaking geographic analysis. Phone numbers contain non-numeric or invalid entries, limiting outreach. There is no visibility into data quality, forcing downstream teams to implement their own checks. The absence of a governed Silver layer introduces operational and scalability risk.

Objective
Create a standardized and governed Silver layer by cleansing, validating, and standardizing customer data while providing transparency into data quality for downstream consumers.

Solution Architecture
A Dataflow Gen2–driven transformation pipeline ingests customer data from the Bronze layer, applies reference-based standardization, performs deterministic cleansing and validation, and writes a governed Silver table back to the Lakehouse.

Deliverables
Customer data trust was restored for marketing and analytics teams. Campaign waste caused by undeliverable addresses was reduced. Accurate location-based features were enabled for churn modeling. The first governed Silver layer for the Customer 360 architecture was established, along with a reusable low-code transformation pattern using Dataflow Gen2.