a marketing & sales dashboard implementation lessons ... · a marketing & sales dashboard...

A Marketing & Sales Dashboard Implementation

Den Haag, 25-05-2011

Lessons Learned & Results

© 2011 Deloitte The Netherlands

AN INTRODUCTION

A short introduction of Leaf and Deloitte

1


Leaf is one of Europe’s most established confectionary organizations

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• Our vision is to become the most admired company within the European confectionary

industry; admired by consumers, customers, competitors and employees.

• We want consumers to buy, consume and love our brands and products.

• We want to be a trustworthy value creating partner for our customers

• We want our competitors to respect us for what we are and what we do

• We want to recruit, attract and retain talented people as our employees

http://www.youtube.com/watch?v=fQ2a1KrCric&feature=player_detailpage





Deloitte’s Business Intelligence & Analytics practice combines a strategic

view with thorough delivery capabilities.

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The Business Intelligence & Analytics practice of Deloitte Consulting offers services in consulting, strategy and

implementation in the area of performance management, content management and business intelligence.

Through the combination of thorough knowledge of business processes, application and innovation of BI technology

and through Deloitte’s strong Financial background, this groups distinguishes itself from other BI service providers.

The value creation for the client’s business is Deloitte’s central starting point in engaging projects.

Practice profile

• Over 10.000 practitioners Globally

Key capabilities

• Integrated Performance Management

• BI Strategy and Governance

• Master Data Management

• Enterprise Content Management

• Technology implementation (Data Warehousing, ETL,

OLAP, Reporting, Dashboarding)

• Advanced Analytics (datamining and predictive modeling)

Recognition and awards

• Recognized as "leader" in the 2011 Gartner Global

Business Intelligence/Performance Management Services

Magic Quadrant.

• Awarded “Partner of the Year” by Oracle, SAP and

Cognos

• Awarded “Best BI Service Provider” in the Netherlands by

Computable in 2009

• Informatica Innovation Award (2006) for Nationwide

Insurance‟s Enterprise Data Integration Implementation

• Hyperion honored Deloitte Consulting As 'Top Global

Systems Integrator„ (2006), third consecutive year.

• QlikView Regional Partner of the Year Europe in 2008

• QlikView Regional Developer of the Year award in

2009

• QlikView Global Special Award in 2010

• QlikView Global Partner Award in 2011


Deloitte’s Specific capabilities around QlikView

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Practice profile

• Almost all QlikView developers have experience in one or more

related technologies (like SAP, Oracle EBS, Microsoft or other)

• All QlikView consultants have deep experience in generic

Business Intelligence architectures and concepts

• All QlikView consultants have both Industry/business and IT focus

Key capabilities

• QlikView implementation, both focused/ departmental applications

as high-end enterprise wide Business Intelligence

• Embedding QlikView in BI Strategy and Architecture

(e.g. with or without data warehouse)

• Setting up competence centers around BI/QlikView delivery

• Best practices in QlikView on SAP, Oracle EBS, Salesforce.com and

Oracle Hyperion HFM.

Key Characteristics

• No reseller relationship with QlikView; this ensures fully vendor independent

advice and implementation


MARKETING & SALES

Creating a dashboard for Marketing & Sales

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© 2011 Deloitte The Netherlands6

We started the project with clear objectives:

Objectives

Scope

• Convince Leaf organization value adding purpose of a company wide BI tool by means of

creating a Brand & Account Performance reporting & analysis environment

• Show Dutch organization true QlikView capabilities which go far beyond current available tools

like Marketing Tracker

• Create solid structured foundation for further roll-out to other regions

• Disclose base data from source systems (JDE) like sales orders and invoices

• Show Brand & Account performance up till Gross Profit, Integrate external data sources like

Nielsen

• Horizon of three years backward looking data, actual performance, budget and monthly update

of LIBM outlook

• This to create a Marketing Dashboard with brand size and growth analysis together with a Sales

Dashboard for account performance including growth, assortment and benchmark analysis

• Reports will be delivered in secure environment on the QV server and available through

interactive, zero footprint web end user interface; ETL and data storage will be handled in QV


Leaf first embarked on a BI Strategy project, where they defined ambitions,

needs and priorities

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MarketingBrand Performance

Product Profitability

Lifecycle & NPD

Account Performance

Pricing & Customer Profitability

Performance Based Agreements

Promotional Performance

Promotional Planning

Category Share

Competitor Performance

Margin Analysis

Sales

Trade Promotions

Trade Channel

Area Focus

For Marketing & Sales, it is key to have regular, easy and effortless insight into the

performance - and its underlying causes – in the following focus areas:


All reporting and analysis build on the business processes, using data both

from inside and outside the organization:

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Purchase

Orders

Planned

DeliveryReceipts

Purchase

Invoice

Planned

Payments

Done

Payments

Purchase

Contracts

Actual

ProductionForecast

Sales

Orders

Planned

ShipmentsShipments

Sales

Invoice

Planned

Payments

Received

Payments

Ord

er

to

Ca

sh

Fo

rec

as

t

to F

ulf

ill

Pu

rch

as

e

to P

ay

Spot

Prices

Retailer /

Channel

Sales

Consumer

Behaviour

Ch

an

ne

l

Sa

les

Ex

ten

de

d

Su

pp

ly C

ha

in

External

Data

Internal

Data

Legend

Production

ScheduleInventory

Budgets

Promotion


Users will be able to use the reporting from many devices, going from

high level dashboards down to individual orders and invoices

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Product

Hierarchies

Organization

Hierarchies

Account

HierarchiesTime Hierarchies

Brand Performance

KPIs

Account Performance

KPIs

Marketing

Dashboard

Sales

Dashboard

Sales

Order Lines

Sales

Invoice Lines

Budgets &

Forecasts

Bo

tto

m u

p C

alc

ula

tio

ns

Source Data

Calculations

Dimensions

Dashboards

Drill d

ow

n to

deta

ils in

rep

orts

Users

Security Layer


We started with a full QlikView environment, though in the end state the

backend will be replaced by other tools

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Reporting & Analysis

Data

Warehouse

Data integration

Data Marts

Sources

Data integration

Internal

Local

LEAF Data Warehouse

Data mart

MarketingEtc.

External Etc.

Internal

Corporate

Reports Analyses

Dashboards

BI Pilot BI End State

QlikView QlikView

QlikView

QlikViewPowerCenter/

InfoSphere

SQL Server

Tooling


The project was completed in less than 8 weeks

2011

Week 02 03 04 05 06 07 08 09 10

Technical & Startup

Product

Customer

Organization

Units

Financials up to NSV

KPI’s

Account Performance

Brand Performance

Project progress

Dim

en

sio

ns

Ca

lcu

lati

on

sD

as

hb

oa

rds

Define Build

Define Build

Define Build

Product

Hierarchy

Customer

Hierarchy

Organization

Hierarchy

Define

Define

Define

Build

Calculations defined

Build

Build

Training (leaf)

Training (leaf)

Quick update

Progress reportClosing presentation

Dashboard review

Dashboard review

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Prepare: Detail Definitions

Prepare: Reporting Dimensions Setup

Build & Validate: Data Extraction & TransformationBuild & Validate:

Validation & Adjustments(Validation of Cost Allocation still in progress)

Reporting:Build Dashboards & Reports

Reporting:Documentation & Training

Most time was spend on validation and correction of business rules and filters

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A broad set of reporting and analyses were delivered (1/2):

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Trends Current Period

Accounts OverviewBrands Overview

How does the performance develop over time? How doe we expect this period to end?

How do brands & categories perform?

Which SKUs drive this performance? How is NPD going?

How are channels and accounts developing?

What is the reason behind under or over performance?


A broad set of reporting and analyses were delivered (2/2):

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Pricing Promotions

Account Dashboard Competition

How is the pricing waterfall build up?

What drives gross margin?

How much revenue was promoted?

When did we hold which promotions?

All sales details for the accounts How is the total market doing and what is our share?

How are retailers and competitors performing?


DEMO

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This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, Deloitte Global Services Limited, Deloitte Global Services

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