A unified data platform brings together information from multiple business systems into a single environment. This creates a trusted source of data that improves reporting, analysis, and decision-making across the organisation.
With a heritage spanning more than 140 years and over 6,000 member businesses, the Employers and Manufacturers Association (EMA) support organisations across New Zealand with advocacy, advice, training, and practical guidance, helping them navigate complexity and make confident decisions.
As that role has grown, two key questions stand out: how do you truly understand member engagement, and where is real value being delivered?
With a wide range of services and thousands of interactions happening every day, building a clear, connected view of that engagement was not straightforward. Different touchpoints existed across multiple systems, making it difficult to see the full picture or confidently measure impact over time.
At the same time, expectations were rising. Members were not just looking for access to services. They wanted relevance, responsiveness, and value they could clearly see.
The EMA had already taken significant steps to modernise its core systems. This included Microsoft Dynamics 365 for CRM and Microsoft Dynamics 365 Business Central for finance, alongside new learning and training platforms.
With these foundations in place, the next step was making that investment work harder, turning data into insight that could better inform decisions, strengthen engagement, and improve the value delivered to members.
That shift marked the start of a more focused effort to bring data together, build trust in it, and use it to support both day-to-day decisions and longer-term strategy.
From systems to value
Members were interacting with the EMA in many ways, through the AdviceLine, training, advocacy initiatives, and other services. But these interactions were not easily connected.
We have plenty of feedback and insights from our members. But we weren’t really using that information effectively."
At the same time, there was a growing recognition that success needed to be measured differently. Rather than focusing on revenue or service usage, the EMA wanted to better understand meaningful engagement and how that translated into long-term member value.
We needed to make what we had work well and start extracting value from it.”
To support this next phase, the EMA chose to partner with Fusion5 to better connect, understand, and use the data already within the business.
Building the data foundation
To move forward, the EMA took a considered approach. Workshops were held across the business to explore data use cases, identify opportunities, and align on priorities. This established a clear view of what the EMA wanted to achieve, from building a more complete picture of member engagement through to enabling better segmentation, trend analysis, and more proactive support.
With a clear direction in place, the team worked on the next phase of activity. The focus was on creating a unified data platform to bring together information from across systems and provide a trusted foundation for reporting and analysis.
The initial phase centred on establishing Microsoft Fabric as that foundation. Core data sources were brought into a single environment, then modelled, and structured to create a consistent and reliable view of member activity. A certified semantic model was implemented to ensure reporting was consistent, trusted, and aligned across the organisation.
Alongside this, a Membership Activity Dashboard was developed in Power BI and embedded into the CRM, giving teams a practical way to start using data in their day-to-day work.
A clearer picture of member engagement
With a unified view of member activity now in place, the EMA is beginning to see a much clearer picture of how its members engage and where value is being created.
For the first time, teams can bring together interactions across services and view them in context. This includes not only what members are doing, but how engagement is changing over time, how it compares across regions and industries, and where there may be opportunities to provide additional support.
It’s given us a much richer view of our members. We can start to see patterns, trends, and areas where we can be more proactive in how we engage.”
What was initially designed to support the membership team has quickly found broader relevance. Different teams are now using these insights to inform their work, from shaping services and training offerings through to supporting advocacy and strategic decisions.
It has also made it easier for the EMA to demonstrate value to its members. By better understanding engagement and outcomes, teams can show the impact of services and where members are gaining the most benefit.
Rather than relying on revenue or service usage, the EMA is placing greater emphasis on meaningful engagement, understanding which members are benefiting, where engagement is growing, and where additional support may be needed.
This marks an important step towards a more data-informed approach that supports both day-to-day decisions and longer-term planning, while also providing a foundation for AI-driven insights and segmentation over time.
Building confidence and capability
While the initial phase has delivered a strong foundation, the EMA sees this as the beginning of a broader shift in how data is used across the organisation.
It’s one thing to have the data. It’s another to make sure people trust it, understand it, and know how to use it in the right way.”
The next stage will focus on embedding data into everyday decision-making, while expanding the platform to support additional use cases, deeper insights, and more advanced capabilities.
This also plays an important role in the EMA’s broader strategy. As an organisation that supports businesses navigating change, the EMA is focused on leading by example, particularly as AI and data-driven decision-making become more relevant to its members.
By strengthening its data foundations, the EMA is better positioned to improve how it supports its members today and to guide them through future challenges.
Fusion5 brings valuable additional capability to the EMA. It feels like a genuine partnership, giving us access to the specialist knowledge and expertise we need, when we need it."
Lydia Butler | Business Transformation Manager, the EMA
Tim Way | Content Editor
Tim spends time with tech leaders and customers to understand how transformation really plays out. He turns real-world examples into clear, practical content focused on what changed, what worked, and what others can learn.
Looking to create a unified view of customer, member or operational data?
Many organisations invest in CRM, finance, learning, and operational systems, but still struggle to connect information across the business. Data often sits in separate platforms, making it difficult to understand customer engagement, measure outcomes, or generate trusted insights for decision-making.
A unified data platform built on Microsoft Fabric can bring together data from multiple systems into a single, trusted environment. By improving data visibility, reporting consistency, and access to insights, organisations can better understand customer behaviour, support more informed decisions, and create a foundation for advanced analytics, segmentation, and AI-driven capabilities.
FAQ
What is a unified data platform?
How does Microsoft Fabric support data and analytics?
Microsoft Fabric combines data integration, storage, analytics, reporting, and governance capabilities within a single platform. It helps organisations connect data from multiple sources, improve reporting consistency, and generate actionable insights more efficiently.
Why do organisations struggle to get value from business data?
Many organisations have data spread across CRM, finance, operational, and line-of-business systems. Without a connected view, it can be difficult to understand customer behaviour, identify trends, or make informed decisions. A unified data platform helps bring this information together and improves trust in the data being used.
How can data platforms support AI and advanced analytics?
AI and advanced analytics depend on accurate, accessible, and well-governed data. By creating a single source of truth and improving data quality, organisations can establish the foundations needed for customer segmentation, predictive insights, automation, and future AI initiatives.
