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S-Communication Services & Exasol: Self-service, scalability, security
How S-Communication Services GmbH accelerates digital transformation with Exasol
Executive Summary
S-Communication Services GmbH, the central partner for communication, digital sales, and end customer services in the Sparkassen-Finanzgruppe, is advancing data-driven transformation in marketing and sales with a scalable, cloud-based reporting platform.
The goal is to turn fragmented data sources into reliable, interoperable, and self-service-ready decision foundations. Because a good data strategy doesn’t show in the system, but in the decisions it enables.
By using Exasol as a high-performance analytics layer between BigQuery and Power BI, they built an architecture that makes large data volumes analyzable in real time. The platform supports the shift from reactive reporting to proactive sales steering.
Results at a glance:
Dashboards deployable within hours
Structured self-service for diverse stakeholder groups
Higher digital conversion rates through data-driven audience targeting
Audit-proof governance combined with user-friendliness
Data as a starting point for automated recommendations for action
Company Profile
S-Communication Services GmbH (S-Com) is the central partner for communication, digital sales, and end customer services within the Sparkassen-Finanzgruppe. As a creative, technological and strategic partner, S-Com raises the profile of the Sparkasse brand, designs user-friendly digital sales channels, and develops relevant end customer services – across all channels, data-based and with a view to the holistic customer experience.
Location
Germany
Employees
600
Industry
Finance
Use Case
Analytics Acceleration
The Challenge
Savings banks (Sparkassen) face an ever more complex data landscape: disparate systems, growing demand for analytics, and a lack of unified structures. It’s not about “more data,” but about better questions and targeted answers. An effective data strategy creates clarity about who uses which data for what purpose – and how it becomes part of everyday action.
The aim was to build a platform that structures, connects, and strategically activates this data. At the same time, it had to be interoperable with the institutions’ IT landscapes, high-performance under heavy data loads, and secure in operation.
“Our reporting platform is not an end in itself – it helps us have impact at scale.“
– Susanne Metzner, S-Communication Services GmbH
The Solution
The data engineers prefer Python as their programming language – another plus for Exasol. In combination with BigQuery, Python, and the pipeline tool Apache Airflow, a cloud-based, highly flexible, and high-performance data architecture was created, enabling the rapid implementation of complex requirements.
Exasol-specific features such as User Defined Functions (UDFs) support agile development processes and allow direct processing within the database – without additional tools. The result is a system that not only convinces technically but delivers real execution speed in practice.
The reporting platform is based on a modern data architecture: Exasol as an in-memory layer between BigQuery and Power BI
Self-service access for different user groups through individualized filters and a documented interface. Self-service is not an end in itself; it requires trust, training, and clearly defined responsibilities. A high level of maturity doesn’t mean “everyone does what they want,” but “everyone knows what they are allowed, able, and expected to do.”
Agile team structure: In addition to data engineers, analysts and tracking specialists play a central role in building and operating the platform. Together with product and campaign managers, they form an agile “Data Operations” team that quickly translates requirements into data-driven solutions.
Governance: Granular roles and permissions, GDPR compliance, AV agreements implemented accordingly
Toolchain with Python and Airflow for flexible data pipelines
Storytelling: Data only convinces in the right context. Target group-oriented narratives, clear visualizations, and understandable recommendations turn numbers into real decision impulses. Numbers become a story – when they answer the right question at the right moment.
A modern data platform only unfolds its full effect through a clear strategy and organizational anchoring. Data strategy is not an IT project, but an organizational project – with clear roles, transparent processes, and a shared language between IT and the business.
The Results
Today, the reporting platform forms the backbone for data-driven decisions. It consolidates relevant KPIs, allows individualized filter settings, sends automated report emails, and is accessible via a documented, user-friendly manual – soon AI-supported.
Speed and scalability
Dashboards can be put into production within hours. The platform grows with the requirements.
Self-service instead of bottlenecks
Stakeholders access data directly thanks to clear roles and an intuitive interface. Training and documentation support adoption.
Efficiency and impact in digital sales
Data-driven campaign steering increased conversion rates in digital sales.
Governance that works
Security, traceability, and user-friendliness are not contradictions, but integral parts of the architecture.
Better user experience
The platform’s process design, structure, and visualization are continuously adapted based on usage data – for more efficient interaction and higher acceptance.
Future-proof with a clear outlook
Expansion towards marketing automation, social media monitoring, and group-wide benchmarking is already underway.
From analysis to action
The platform provides automated recommendations – for example, for audience targeting or campaign optimization.
Because the goal isn’t KPIs, but consequences: What follows from the insights? Good systems deliver not only numbers but also orientation – in the form of concrete, actionable recommendations.
“We don’t just want to report – we want to create impact.”
– Susanne Metzner, S-Communication Services GmbH
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