Integrating CRM and Sales Systems to Drive ROI and Increase Sales Projection Accuracy by 10x
Integrating CRM and Sales Systems to Drive ROI and Increase Sales Projection Accuracy by 10x


CPL Online was formed in 2010 and specialises in bespoke digital services and products as well as e-learning training for the hospitality sector in the UK. In 2015, CPL Online introduced a series of added-value reporting and data-analysis functions for their clients thanks to the open source Big Data platform, HPCC Systems®. These developments have allowed their clients to gain a better understanding of their workforce and benefit from significant cost savings. Since then as well as expanding those features they have now fully integrated their CRM / Visual Studio Team Services / Accounts into the same BIG Data platform to create analytics that run our business.
In this presentation David Dasher, Chief Technical Officer, CPL Online, will explore how they use data from multiple external sources to build a Realtime P&L that can not only show sales per product to date but profitability and direct costs apportioned per product and as a business. The presentation will focus on the challenges CPL faced and how they have gone from ‘struggling with SQL’ to ‘flourishing with HPCC Systems. He will also explore the way in which CPL Online have built algorithms around the data allowing them to process and analyse vast amounts of data in real time. David will show real life examples of how this unique data is used to track user trends, such as spotting unusual or suspicious training activity and also highlighting the best performing staff as well as building internal systems to help various teams run the business.


David Dasher is the Chief Technology Officer and Founder of CPL Online, the leading provider of e-Learning and digital services to the UK’s hospitality sector. That since 2018 has been part of CGA Group.

With over 25 years’ experience within the IT sector, he has worked extensively in the UK’s corporate sector developing database, marketing, and management solutions. Under David’s leadership, CPL Online has established itself as a market leader and enjoyed several years of strong year on year growth.

David particularly enjoys opportunities to express his commercial and technological instincts to ensure impactful real world application of CPL Online initiatives. This is most clearly seen in him personally generating over £1m worth of revenues in 2016/2017 while remaining closely involved in the company’s big data engineering operations. This hand-on approach has been fundamental in ensuring that CPL Online continues to lead the way in product design and development.

David sits on the Community Advisory Board for HPCC Systems® (LexisNexis® Risk Solutions) and was the 2015 recipient of the community-wide Innovative Use of HPCC Systems award.

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