Corporate Performance Management & Analytics

Communications

Richard Lewis, Senior Consultant, IMGROUP

• Introduction• Microsoft Performance Management• CPM for Print & Publishing

• Overview• IMGROUP Case Studies

• CPM for Television & Radio• Overview• IMGROUP Case Studies

• Summary

Agenda

Integrated Performance ManagementTechnology Stack

END USER TOOLS and PERFORMANCE MANAGEMENT APPSExcel PerformancePoint Server

BI PLATFORMSQL Server

Reporting ServicesSQL Server

Analysis ServicesSQL Server DBMS

SQL Server Integration Services

SharePoint Server

DELIVERY

Reports Dashboards Excel Workbooks

AnalyticViews Scorecards Plans

Print & PublishingCorporate Performance Management

The Drivers

KPIs•Pages•CCMs•Incidences•Rate Card•Market Share•Year on Year•Actual Diff•% Diff

Analysed Across

•Page Type – Normal, Loose Inserts, Bound Inserts•Months•Advertisers/Category•Publication•Brands

Print & Publishing

Analytics

Readership Analysis

•Demographics•Geography•Publication Type•Page Type•Brands•Time

Revenue Analysis

•Customer Geography•Advertiser Geography•Publication Type•Page Type•Brands•Time

Print & Publishing

Analytics Summary

ExternalReaders Incidences

InternalRevenue Costs ROI

Readers=10 .5m Ad revenue= £7.5m

Costs= £3.75mROI=200%

Incidences=23m

Key figures

up upper-mid

mid downmarket

Shares Regional Analysis

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Off-peak Peak Post-Peak

020406080

100

Time Slot Analysis

Adults

Adults ABC1

Men

Women

Housewive

s

Children

0

50

100

Reader’s Demography Analysis

Some IMGROUP CustomersPrint & Publishing

ReutersBusiness Intelligence

‘Drowning’ In Data, but Where is the Valuable Information?

ReutersChallenge

“Empower the business user to make better decisions, by realising the key asset

Information”

ReutersVision

ReutersSolution Architecture

Data

Integration

(Extract,Transform,

Load)• Definition data• Business data

• Business Needs Analysis • Data Source Analysis• Data Mapping• Data Quality• Business Rules Implementation

Oracle Apps

FinancialsHR

Legacy MIS

Customer and Product Data

Siebel

Support, sales& marketing

data

PPD

Permissions

Infranet

Transactiondata

Key PerformanceIndicators

Product insight& profitability

Customer insight& profitability

Sales & Revenue Reporting

Financial Reporting

Learning loop

Data Information Knowledge Decisions

Integratedconsistent

view

META DATA

Support fact based decision making framework• B

ut not without behavioural & process changes as well !

ReutersBenefit points

HallmarkPerformance Management

HallmarkChallenge

Background•Multi-faceted global organisation•HQ USA•Personal expression products•30 languages•100 countries•Growth through M&A•UK operation •8000 products, •3500 employees, •4 separate sites

Business Problem

•Product performance previously analysed through analysis of product deliveries•This was insufficient to give real insight.•Needed to be able to collect and analyse consumer sales data

Implement Business Intelligence Model to provide analysis

capability to assist in decision-making, maximising space

allocation and minimising stock exposure.

HallmarkVision

Collect consumer sales information via EPoS enabling analysis of performance in-store against competitors

Seamless integration with Hallmark project team using existing standards and processes

Thorough understanding of user requirements before handing to technical team

HallmarkSolution

Skilled and experienced project managers in both technical and business-

related aspects of Business Intelligence

Technical expertise enables the quick assessment of

feasibility or requirements

Deep understanding of business issues facilitates

communicates between the business user and technical

teams

HallmarkBenefit points

Television & RadioCorporate Performance Management

The Drivers (I)

External Internal

Programme ROI

Programme Costs

Ad Revenue

Platform Drift

Ad Viewing

Programme Viewing

Television & Radio

The Drivers (II)

KPIs•Number of Viewers•Share of Total TV Viewing•Share of Commercial TV Viewing•Commercial Impacts•Share of Commercial Impacts•Ad Revenue•Ad Revenue per Hour of Programming•Ad Revenue per Minute of Commercials

Analysed Across

•Stations (own and competitors)•Audience Demographics•Regions•Day Parts•Dates•Time Slots•Programmes (and related attributes e.g. Genres, production types etc)

Television & Radio

...and Platforms

Technical ArchitectureLogical diagram

BARB – ATR – AGB Nielsen Viewer Data

Internal Finance Apps

Programme Schedule Apps

Ads/spots Sales Apps

Broadcast Data Warehouse

Programme Return On Investment

Channel Performance Analysis

Viewer Profile Segmentation

Cross Platform Analysis

Hypothetical Schedule Modelling

Competitor Programme Analysis

Technical ArchitecturePhysical diagram

BARB / ATR/ AGB Viewing Data

(Test Files)

Programme Schedules

(Ingres)

Finance(Oracle)

Advert Sales(Ingres)

TemporaryStaging Area

OperationalDataStore

DataWarehouse

SSIS

SSIS

SSIS

SSIS

SSIS

SSIS

SSIS

SSIS

DataSources

SSIS

SSIS

SSIS

SSISMicrosoft Analysis Services

2005Unified Dimensional Model

Viewers

Costs

Sales

Programmes

Microsoft SQL Server 2000/2005

Some IMGROUP CustomersTelevision & Radio

EMI MusicBusiness Intelligence

EMIChallenge

Business•Digital challenges•Emerging product standards•Fragmented metadata•Immature supply chain processes•General data issues •Changing product metadata•Decentralised business•Differing data definitions•Differing financial processes •Driving adoption•Turning off manual reporting•Communication & training

Technical•Digital challenges•Product data explosion•Operational •Narrow batch windows to build daily sales “cubes”

•Functional•Most reporting is “Top n”•Networks•Some “thin” WAN links•Long latency •Decentralised systems•High cost of change•Large # dependencies

Exploit all music content related

revenues

Develop recording artists and

songwriters for the long-term

Maximise revenue through local

development and global exploitation

Aggressively pursue the opportunities of

digital music and new uses

Disciplined management focused on increasing

effectiveness and profitability

Develop better understanding of consumer

EMIVision

Two phased approach

Phase I• Overhaul of global sales system• Usage statistics exceeded expectations • Significant burden of manual reporting retired

Phase II• Integrated global MI System• Information structured around business entities [not IT systems]• Driving migration toward common data definitions• Central point to feed other global systems

EMISolution

EMIBest Practices

•Global MI tools are a key element in delivering the EMI business strategy

•A “user focussed” MI strategy is essential to reap benefits from investment

•Performance, usability & data quality are cornerstones of success

•Small iterative delivery steps optimise delivery of business value

Ministry of SoundCorporate Performance Management

Know your customer

• Understand customer behaviour and value (CLTV)• Target new customers (Targeted Campaigns)• Retain existing customers (Relationship Management)• Sell more to existing customers (Cross-selling)

Know your products

• Manage product performance (Sales Performance Analysis)• Product Trends and Seasonality• Product Purchase Patterns across customer groups

Despite

• No direct sales relationship• Many data repositories• Inaccessible tools

Ministry of SoundChallenge

Ministry of SoundVision

Ministry of Sound The Dynamic Enterprise

What ?

How ?

Knowledge Core

(Enterprise Data

Warehouse)

Logistics

External Data

Sales Applications

Financial Systems

External Data

Marketing Systems

Human Resources

Competitors

Government

Customers

Distributors

Suppliers

Shareholders

EmployeesEmail

Internet

Television

Radio

Mobile Messages

Text Messages

Call Centres

In Store

Live Events

Tours

Customer RegistrationData

Web Shop

Club Membership

Recordings

Competitions

Forums

Web Membership

Ring Tones

Tours

Product Registrations

Artists

Generic Data Sources

Ministry of Sound The Customer Intelligence Solution

Primary Product Sales Data

Secondary Product Sales Data

Customer Genre Preference Data

Customer Survey Data

Interactions

Source

Interaction

Product

Date

ActivityOpt InGenre

Customer

Interaction ValueInteraction CountCustomer CountProduct Count

Knowledge Core

(Enterprise Data

Warehouse)

Knowledge Core

(Customer Intelligence

Data Warehouse)

Web Shop

Club Membership

Recordings

Competitions

Forums

Web Membership

Ring Tones

Tours

Product Registrations

Artists

Generic Data Sources

Customer Behaviour Profile

Customer Life Time Value

Product Sales Profile

Customer Sales Profile

Top/Bottom n Customers

Top/Bottom n Products

All other standard analyses

Ministry of SoundThe Customer Intelligence Solution

SummaryIntegrated Performance Management

END USER TOOLS and PERFORMANCE MANAGEMENT APPSExcel PerformancePoint Server

BI PLATFORMSQL Server

Reporting ServicesSQL Server

Analysis ServicesSQL Server DBMS

SQL Server Integration Services

SharePoint Server

DELIVERY

Reports Dashboards Excel Workbooks

AnalyticViews Scorecards Plans