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July 2013

Action for Children intensifies customer data analytics with Rackspace open cloud

Action for Children is seeking to improve its data analysis to provide deeper insights into customers and fundraising activities. As part of this effort, it has engaged open cloud provider Rackspace to provide an on and off-premise hybrid system. A hybrid model was chosen because the organisation needed to retain a portion of dedicated hardware on site to host sensitive data. “With Rackspace, we knew that we could achieve true public, private and hybrid portability," says Darren Robertson (pictured), a data scientist at the charity. "Additionally, by using an open platform such as Rackspace open cloud, we could take a long-term approach, ensuring that we avoided supplier lock-in around pricing or technology roadmap restrictions. This gives us the freedom to keep innovating – moving to new technology solutions and models as they are developed,” he says. In an interview with Computer Weekly, Robertson explains the charity’s data management and analytics strategy, which involves better targeting of advertising and personalising the...

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