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Alexei Tretiakov
Business Systems Analyst
Group of Gold Line

Founded in 1991 by two true entrepreneurs, Group of Gold Line, based in Richmond Hill, Ontario, is considered the largest prepaid long distance service provider in Canada. Gold Line serves approximately 70 percent of the calling card market, and issues over 200 million long distance minutes every month.

Fourteen years ago, Gold Line’s two founders began with one main objective in mind: to provide newcomers in Canada with affordable, high quality and reliable prepaid calling products to keep in touch with friends and family in their home countries.

To augment their systems with the type of analysis and reporting functionality required, and after attempting to accomplish this key business goal with other organizations, Gold Line retained GHI Technologies to develop a Microsoft based Business Intelligence (BI) Solution. GHI’s BI solution addressed several challenges that Gold Line had attempted to address on several prior occasions.

First, the solution required the integration of two very complex data sources that required many different business rules, including fuzzy logic, to be applied so that the data could be merged into one clean and consistent staging/data warehouse environment. Secondly, GHI was able to consolidate, and put into context, tens of thousands of transactions per hours. Third, Gold Line can now analyze a huge amount of complex data about phone activity made on the network and this gives them an understanding of everything from global trends to individual customer needs. Finally, it ensures that our key people make well-informed decisions about what would be both popular with the customer base and profitable for the business.

“Gold Line adopted GHI’s Microsoft based BI solution because it gave us the flexibility we required. The results have surpassed our expectations and user adoption has been absolute. The solution provides us with the speed and level of insight we required for monitoring our Key Performance Indicators (KPI’s) as well as unobstructed ad hoc analysis whenever we require it.”

“Since working with GHI, we can make proactive decisions and adjust our strategies faster and more frequently.  We were very pleased when GHI Technologies delivered the Business Intelligence solution on budget and on time taking only 12 weeks to positively impact our business in ways we never thought possible.