A Marketing & Sales Dashboard Implementation Lessons Learned & Results

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Elisabeth Edwards
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1 A Marketing & Sales Dashboard Implementation Lessons Learned & Results Den Haag,

2 A short introduction of Leaf and Deloitte AN INTRODUCTION 1

3 Leaf is one of Europe s most established confectionary organizations 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 2

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

4 Deloitte s Business Intelligence & Analytics practice combines a strategic view with thorough delivery capabilities. 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 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

5 Deloitte s Specific capabilities around QlikView 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 4

implementation, both focused/ departmental applications as high

6 Creating a dashboard for Marketing & Sales MARKETING & SALES 5

7 We started the project with clear objectives: Objectives 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 Scope 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 6

8 Leaf first embarked on a BI Strategy project, where they defined ambitions, needs and priorities 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: Area Marketing Focus Brand Performance Product Profitability Lifecycle & NPD Sales Account Performance Pricing & Customer Profitability Performance Based Agreements Trade Promotions Trade Channel Promotional Performance Promotional Planning Category Share Competitor Performance Margin Analysis 7

9 Channel Sales Order to Cash Forecast to Fulfill Purchase to Pay Extended Supply Chain All reporting and analysis build on the business processes, using data both from inside and outside the organization: Spot Prices Purchase Contracts Purchase Orders Planned Delivery Receipts Purchase Invoice Planned Payments Done Payments Forecast Production Schedule Actual Production Inventory Promotion Budgets Sales Orders Planned Shipments Shipments Sales Invoice Planned Payments Received Payments Retailer / Channel Sales Consumer Behaviour External Data Legend Internal Data 8

Purchase Invoice Planned Payments Done Payments Forecast Production Schedule Actual Production Inventory Promotion Budgets Sales Orders

10 Bottom up Calculations Users will be able to use the reporting from many devices, going from high level dashboards down to individual orders and invoices Users Security Layer Dashboards Marketing Dashboard Sales Dashboard Dimensions Calculations Time Hierarchies Organization Hierarchies Brand Performance KPIs Account Hierarchies Account Performance KPIs Product Hierarchies Drill down to details in reports Source Data Sales Order Lines Sales Invoice Lines Budgets & Forecasts 9

11 We started with a full QlikView environment, though in the end state the backend will be replaced by other tools Reporting & Analysis Dashboards Reports Analyses BI Pilot Tooling BI End State Data Marts Data mart Marketing Etc. QlikView QlikView Data integration Data Warehouse LEAF Data Warehouse QlikView PowerCenter/ InfoSphere Data integration QlikView SQL Server Sources Internal Local External Internal Corporate Etc. 10

12 Dashboards Calculations Dimensions The project was completed in less than 8 weeks 2011 Week Technical & Startup Product Define Build Product Hierarchy Customer Define Build Customer Hierarchy Organization Define Build Organization Hierarchy Units Define Financials up to NSV Define Calculations defined KPI s Define Build Account Performance Dashboard review Build Training (leaf) Brand Performance Dashboard review Build Training (leaf) Project progress Quick update Progress report Closing presentation 11

Hierarchy Units Define Financials up to NSV Define Calculations defined KPI s Define Build Account Performance Dashboard review Build

13 Most time was spend on validation and correction of business rules and filters Reporting: Documentation & Training Prepare: Detail Definitions Reporting: Build Dashboards & Reports Prepare: Reporting Dimensions Setup Build & Validate: Validation & Adjustments (Validation of Cost Allocation still in progress) Build & Validate: Data Extraction & Transformation 12

Prepare: Reporting Dimensions Setup Build & Validate: Validation & Adjustments (Validation

A broad set of reporting and analyses were delivered (1/2): Trends Current Period How does the performance develop over time? How doe we expect this period to end?

14 A broad set of reporting and analyses were delivered (1/2): Trends Current Period How does the performance develop over time? How doe we expect this period to end? Brands Overview Accounts Overview 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? 13

Brands Overview Accounts Overview How do brands & categories perform?

15 A broad set of reporting and analyses were delivered (2/2): Pricing Promotions How is the pricing waterfall build up? What drives gross margin? Account Dashboard How much revenue was promoted? When did we hold which promotions? Competition All sales details for the accounts How is the total market doing and what is our share? How are retailers and competitors performing? 14

Account Dashboard How much revenue was promoted? When did we hold which promotions?

16 DEMO 15

17 Disclaimer: Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 140 countries, Deloitte brings world-class capabilities and deep local expertise to help clients succeed wherever they operate. Deloitte's approximately 170,000 professionals are committed to becoming the standard of excellence. This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, Deloitte Global Services Limited, Deloitte Global Services Holdings Limited, the Deloitte Touche Tohmatsu Verein, any of their member firms, or any of the foregoing s affiliates (collectively the Deloitte Network ) are, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your finances or your business. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication.

Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries.

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