The University of Alabama at Birmingham (UAB) has long depended on its Office of Advancement to fulfill its mission of cultivating socially conscious global leaders and to drive institutional growth. To help further that goal, UAB’s Office of Advancement has focused on the use of innovative technology to improve constituent engagement, including a commitment to leveraging business intelligence and analytics. Understanding that data is one of the university’s most valuable assets, IT and department leaders across the institution collaborated to ensure processes were put in place to support quality data entry, integrity, and meaningful data management. To accomplish this, the university elected to modernize its advancement database and integrate various solutions to gain a holis

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