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Frank Caputo

Frank Caputo

CMS Data and Analytics Specialist, Medibank

Medibank is dedicated to not just health insurance, but health assurance for all members, and meeting their needs whenever they arise. Delivering on this promise requires an elegant, automated and targeted communications solution for reaching the right customers, with the right offering or follow-up at exactly the right time.

As a member of the marketing team, Frank Caputo helped make this solution possible using SAS and Teradata in-database solutions. Improving campaign creation speed from hours to minutes, optimizing their marketing investment, minimizing reliance on outside vendors – these achievements and more led to massive improvements to campaign effectiveness along with a significant reduction in costs and remarkable increase in revenue.

And luckily for Medibank customers, Frank is no mere mortal.

He is...

 
Megavox Intro Megavox Label

DATAPOLIS HEALTHCARE INITIATIVES FALL ON DEAF EARS

In Datapolis, citizens have enjoyed access to ubiquitous healthcare for generations. Yet despite decades of efficient operation and society-wide improvements, massive demand is overloading the system — hospitals are overcrowded and long lines gather daily at pharmacies and doctor’s offices. To remedy the situation, the Council of Elders convene to discuss opportunities for improving Datapolis’ healthcare infrastructure.

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Insights show that if a significant portion of the population had access to a more customized program — one that would enable key communities to select from a greater array of options for care — then strains on healthcare institutions would be greatly reduced. The Council quickly creates a new institution to implement the plan and invests a considerable amount of resources to launch a communication program to spread the word and generate participation. Yet, despite their tireless efforts and significant investment, the message of this new alternative has barely been heard.

THE ELDERS CALL ON FRANK CAPUTO

Meanwhile, a newly appointed information analyst for the healthcare system, Frank Caputo, is quickly uncovering evidence that may lead to a solution. Beloved by the communities he’s long served for his uncanny ability to remember every detail about their lives — from the full names of entire extended families, to birthdays and important life milestones — Frank is tasked with delivering millions of these time-sensitive messages across Datapolis.

Soaring at light speed on his electromagnetic hovercycle, Frank visits hundreds of data centers, collecting millions of rows of data to distribute to citizens over the course of the week.

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Pick-up after pick-up, Frank sees an alarming pattern emerging – communications are being generated erratically, in some cases routed to the wrong people or scheduled at the wrong time, and in some case with no destination at all.

Frank notifies the Council of Elders, and immediately they realize this mysterious disruption and disappearance of critical data may be the potential source of the communication breakdown. Turning to surveillance footage of the inner workings of their data centers they soon discover the cause of the chaos — a massive infestation of hideous data-eating electronic arthropods, BitSwarm, is devouring data throughout the land.

AN INFESTATION IS EATING AWAY DATA

In three sleepless days of discussion and debate, Frank leads the Council to an important conclusion — in order to stop BitSwarm, all healthcare data stored across hundreds of data centers must first be migrated to a centralized super data warehouse impenetrable to the data-hungry robotic vermin. Only there can the data be compiled into a relational model, allowing Frank to recreate the initial requirements of the communications campaign, and fill in the missing data from his encyclopedic knowledge of his beloved community.

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A NEW HERO RETURNS ORDER TO DATAPOLIS COMMUNICATIONS

Astride his hovercycle, Frank storms the data centers one by one, paralyzing, then disintegrating each BitSwarm infestation. Deftly using his incredible agility to embed processing deep within the data centers’ tables, Frank rescues hundreds of terabytes of the remaining fields and intact records, migrating them to the super data warehouse.

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Once inside the data warehouse, Frank and Datapolis’ best information technologists work around the clock to rebuild and deploy the communications campaign. As messages begin to spread, citizens begin to comprehend and take advantage of the new options their leaders have made available. Balance is restored to the healthcare system, wasteful spending is reduced and costs are lowered for all. The Council and Dr. Insight, deeply grateful for Frank’s work, invite him to join the Heroes of Analytics and pronounce him to be forever known as MEGAVOX!

Superpowers

  • Reducing Costs
  • Decision Quality
  • Agility

Analytic Hero Since

September, 2012

Motivation

Keeping communication relevant; connecting to the right people at the right time.

Sanctuary

Cycling, gardening and time with his wife and family.

Arch Enemy

BitSwarm – an army of robotic arthropods often to blame for missing data fields or misleading data.

In-database Toolbelt

Using SAS Marketing Automation software running in the Teradata data warehouse to aggregate disparate data sources and run targeted marketing communications campaigns to existing customers.

The Real Hero - Frank Caputo

I started programming databases for an electrical engineering firm over 15 years ago. After taking a break spent back-pack around Europe, I returned to Australia and began the journey of working with data for campaigns and insights at a cancer charity. From there, I moved into insurance, working at one of Australia’s leading motor and home insurers. During this time I supplied the data for a number of award winning campaigns. FMCG was next and again I provided campaign data and insights later moving to the financial services area as the lead for data and insights. One of my responsibilities was to ensure all marketing data was captured and linked to their loyalty program. This was the first Australian FMCG to launch their own insurance in Australia. Finally I moved to Medibank as the business lead for the campaign management tool installation and campaign data management and insights.

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