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
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© 2011 Deloitte The Netherlands
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
© 2011 Deloitte The Netherlands
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
© 2011 Deloitte The Netherlands
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
© 2011 Deloitte The Netherlands
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
© 2011 Deloitte The Netherlands
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:
© 2011 Deloitte The Netherlands
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
© 2011 Deloitte The Netherlands
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
© 2011 Deloitte The Netherlands
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
© 2011 Deloitte The Netherlands
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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© 2011 Deloitte The Netherlands
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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© 2011 Deloitte The Netherlands
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?
© 2011 Deloitte The Netherlands
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?
© 2011 Deloitte The Netherlands
DEMO
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© 2011 Deloitte The Netherlands
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