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The Haymarket Media Group is the largest

privately-owned publishing company in the

United Kingdom. It publishes more than 100

consumer, professional, and trade titles in

some 20 languages and in over 40 countries.

They include Campaign (advertising and

communications), What Car (motor vehicle

buying guides), and FourFourTwo (soccer).

The company also publishes websites related

QlikView | Customer Success Story | Haymarket Group

Haymarket Cuts Costs and

Drives Revenue withQlikView

bulletin subscribers and for marketing

activity. But as Simon Turner, Group IT

Director , Haymarket Media Group, says:

Until you get visibility of your data you

cant hope to derive any business

intelligence from it.

Initially, Haymarket tried to solve this with

BusinessObjects Crystal Reports and

Excelsius software but after six months of

work creating dashboards and static reports

from management accounts a prototype

still wasnt ready. Then in May 2009

QlikView offeredHaymarket a Seeing is

Believing demonstration. Simon recalls:

The QlikView software was installed on a

server, data loaded, and a dashboard built

using 10 million records from our own

financial data within three hours. What had

previously taken us months was done in

hours in QlikView.

Building a sound business case for

QlikViewAfter the demonstration, Simon was able

to build a sound business case for the

deployment of QlikV iew Small Business

Edition (now upgraded to QlikView Server

Enterprise Edition). He began by seeking

buy in from business leaders throughout

the organisation. He spent a year building

around 200 QlikView applications

including 100 proof of concepts for 10

business units at Haymarket covering

exhibitions, marketing, internet

advertising, procurement, recruitment, and

to its publications and hosts events including

exhibitions and conferences.

The challengemanaging a growing

volume of business data

In common with many publishers Haymarket

Media Group was facing a growing volume

of business data which left the company data

rich but information poor. Its Haymarket

Business Media division alone sends more

than 13 million emails every month to

The QlikView software was installed on a server, data loaded,

and a dashboard built using our own data within three hours.

What had previously taken us months was done in hours in

QlikView.

Simon Turner, Group IT Director, Haymarket Media Group

Haymarket Group

The Haymarket Media Group is the largest

privately-owned publishing company in the

United Kingdom, publishing more than 100consumer, professional, trade, and consumer

titles in some 20 languages and over 40

countries. The company also publishes

websites related to its publications and hosts

events including exhibitions and conferences.

Sector

Infrastructure Services

Industry

Media

FunctionSales, Marketing, Service & Support, Web,

Operations, Finance, IT

GeographyUnited Kingdom

Challenges Deployment of a group-wide BI solution to

expose business data

New reports for business leaders, sales

executives, and marketing managers

Complex analysis requirements with

opportunities for further development

x Integration with existing Excel-basedmanagement information systems

x Delivery of live data and analysis to userson the go.

Solution

Haymarket upgraded to the QlikView ServerEnterprise Edition having initially

implemented QlikView Small Business Edition

after a proof of concept involving the building

of some 200 applications.

Benefits Immediate snap shot of data to identify

positive trends and/or issues

No need for a central resource to create ad

hoc reports and analysis

Users can access QlikView on the move

using iPads and mobile devices

x Increases cost effectiveness of campaignsx Better customer insight helps improve salesand reduce cost of sale

Data Source SystemsData size: 3100+ million records

Database: Excel, csv, xml

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medical websites. By the end of 2011 there

are expected to be more than 400 document

users of QlikView, and a number of named

users, with access to some 300+million

records.

A key to the successful adoption of

QlikView at Haymarket is that minimal

central resource is needed, compared to

traditional business intelligence (BI) tools

such as BusinessObjects. Simon explains:

We so far have eight super users we have

called local data controllers. These are the

people who are already pulling together all

the spreadsheets, accessing source systems

and trying to combine different datasets

together. They are expert Excel users with

PivotTable reports and graphs. They know

their business unit, its objectives, its

processes and, most importantly, its data.

This structure aims to ensure that IT resource

is kept to a minimum, dashboards really do

answer the business needs of the company,

and that data accuracy and security are

maintained. Local data controllers at

Haymarket are more than just super-users.

They have very real responsibility for their

own business units data and the

dissemination of it ensuring a single point of

analysis of the different data sources within

that unit. Simon outlines: The biggeststrength of QlikView is the ease with which

you can shine a mega light on a huge amount

of previously hidden data. The local data

controllers have really taken to QlikView

because of the speed with which they can get

up and running after some basic training.

Business leaders at Haymarket

needed help

The business leaders in the Haymarket

Groupfor example in the business media,

consumer media, and exhibitions division

had different requirements. Naturally, a

QlikView | Customer Success Story | Haymarket Group

It is all about us using QlikView to understand the size and scope of the

reach of our brands and then use that data to grow our business.

Simon Turner, Group IT Director, Haymarket Media Group

major driver was to gain better customer

insight information into such areas as

advertisement performance, inventory, and

sales data so as to sell more with less effort.

In the finance unit Haymarket needed bettervisibility in comparing actual and budget

spend data. To support its marketing drive,

QlikView proved the ideal tool to analyse

revenue about ticket sales, theatre popularity,

and multi-channel marketing success.

Simon recalls: We couldnt have done this

before we deployed QlikView. We can now

increase the cost effectiveness of campaigns,

identify gaps in our data, and spot potential

contacts for other activities. It is all about us

using QlikView to understand the size and

scope of the reach of our brands and then use

that data to grow our business.

Data acquisition costs fall by up to

85 per cent

QlikView users are gaining an immediate

snapshot of data which helps them to quickly

identify any positive trends or negative

issues. Simon adds: Hard facts are available

at the click of a couple of buttons. QlikView

saves the development team producing

reports, the classified team waiting for

information, and management having to ask

for ad hoc reports. Critically, Simon

identifies QlikView as being either whollyresponsible for, or vital to the success of,

many projects that have return on investment

metrics with several zeros associated to

them. These include a 1million plus cost

control exercise and a project to reduce a

large chunk of Haymarket Business Media

data acquisition costs by up to 85 per cent.

Scope for extending QlikView executives

on the move

Plans are already in place to make reports

available to executives on the move through

iPads tablet computers or mobile devices.

They will make the business as a whole,

more agile with Business Discovery

which delivers live data and analysis so

users can answer any question they wanton the go.

Simon also sees the potential for QlikView

dashboards to be visible on electronic

whiteboards on the sales floor for which a

proof of concept is in progress. This will

help sales executives track performance in

near real time. Were still onlyjust

reaching the crest of the hill in our use of

QlikView as a BI tool at Haymarket, he

says. But were determined to get the

most out of our toolset and make QlikView

work for our business.

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First POC dashboard created in

just three hours

Data acquisition costs cut by up

to 85 per cent