Advanced Analytic Dashboards at Lands End. Brenda Olson and John Kruk April 2004

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1 Advanced Analytic Dashboards at Lands End Brenda Olson and John Kruk April 2004

2 Presentation Information Presenter: Brenda Olson and John Kruk Company: Lands End Contributors: Lands End EDW/BI Teams Title: Advanced Analytic Dashboards at Lands End Track session description Find out how Lands' End has improved their enterprise performance by deploying analytic dashboards throughout their organization. Their innovative use of analytic applications in the solution earned them TDWI s 2003 Best Practice award in the Advanced Analytics category. Leverage their experience in the design, development, and implementation of analytic dashboards from developing the first prototype to rolling out the final production version. Discover how they gained the support of their business areas, and understand the tools and techniques used to gather the key business requirements, bridge them to the database design, and then to the dashboards. Their BI development life cycle and their future directions will also be discussed. 2

3 Topics Brief history of Lands End What is Business intelligence Business intelligence at Lands End Business intelligence team evolution Project approach Design Development Implementation Data Design and Development Future direction Conclusion Q&A 3

4 Brief History of Lands End Direct merchant of traditionally styled clothing for the family, soft luggage, and products for the home Headquartered in Dodgeville, Wisconsin 8 catalog titles in 4 languages Leading retail internet presence in 7 countries Acquired by Sears in June,

5 Topics Brief history of Lands End What is Business intelligence Business intelligence at Lands End Business intelligence team evolution Project approach Design Development Implementation Data Design and Development Future direction Conclusion Q&A 5

6 What Is Business Intelligence? The science of examining how your business is doing What happened in the past? What s happening now? What do we project to happen in the future? How do these points compare? What are the trends between these points? Are we moving up or down, and at what rate? What are the drivers behind these trends? 6

7 What Is Business Intelligence? Focused on your entire business, or selected aspects of your business. Not interested in a single shipment, single order, or single customer, for instance. Can encompass just your data, but is especially powerful when it integrates data from many parts of the organization. 7

8 Topics Brief history of Lands End What is Business intelligence Business intelligence at Lands End Business intelligence team evolution Project approach Design Development Implementation Data Design and Development Future direction Conclusion Q&A 8

9 Business Intelligence at Lands End Started using Business Objects in 1996 Wide-spread deployment and usage Common reporting to support everyday questions Ad hoc reporting to answer business change questions Key business areas were using the base Business Objects toolset Traditional BI tools alone not enough for us to meet the demands of the enterprise 9

10 Business Intelligence at Lands End Kicked off a business intelligence initiative in 2001 Expanded existing Business Objects environment Purchased BusinessObjects Application Foundation tools as our business intelligence platform Provided us the build foundation for our workbench concept 10

11 Business Intelligence at Lands End Workbench concept Portal for publishing the results of business analysis A means to consistently and quickly access information A common foundation to enable sharing of information within and across departments An ability to be alerted to critical issues in a proactive manner 11

12 Business Intelligence at Lands End 12

13 Business Intelligence at Lands End 13

14 Business Intelligence at Lands End 14

15 Business Intelligence at Lands End Workbench audience One Click Access, Summarized Data Analysis, Alerts, Reports, Ad Hoc, Summary Marts Drillable, Detailed-Level Data Executives Knowledge Workers Power Users Business Intelligence Workbench 15

16 Business Intelligence at Lands End Gained executive sponsorship for the deployment of enterprise-wide business intelligence solutions Set out to educate the organization on the workbench concept Executives IS Key business areas Attracted interest and support from a number of areas across the company Began to layout a plan to fulfill the requests 16

17 Topics Brief history of Lands End What is Business intelligence Business intelligence at Lands End Business intelligence team evolution Project approach Design Development Implementation Data Design and Development Future direction Conclusion Q&A 17

18 Business Intelligence Team Evolution Tool Management (1) Application Development (4) / Support (1) Business Analyst (1) Project Management (3) In 2001, expanded the existing centralized Business Intelligence team Focused primarily on new business intelligence initiatives across the enterprise Carved out specific roles within the team Laid out responsibilities for each role 18

19 Business Intelligence Team Evolution Data Layer BI Layer ETL Support Layer Needed the involvement of 2 other key IS areas: Data management Support operations Developed a partnership to accomplish BI project objectives Each area provides critical input & effort to the successful development of a workbench 19

20 Topics Brief history of Lands End What is Business intelligence Business intelligence at Lands End Business intelligence team evolution Project approach Design Development Implementation Data Design and Development Future direction Conclusion Q&A 20

21 Project Approach Developing an EDW/BI lifecycle Held sessions to walk through an adapted development lifecycle, based on our corporate methodology For each phase, identified Purpose Tools and techniques used Inputs Outputs/deliverables Roles and responsibilities Solicited buy-in from all key areas Provided a starting point for the project plan 21

22 Project Approach Design Identified and utilized new techniques of capturing and prioritizing requirements Strawman Quality function deployment (QFD) Adapted and modified existing industry deliverables in order to document Key business questions Key business metrics Workflow processes 22

23 Project Approach Design Login to the Workbench Default Tab (Splash Page) GGT$ Conv. Ratio ACP Product Tab MDSE Top 10 Items (Company) Top 10 GGT Relationships& Driving Styles by GGT $ & Units Sold Sales Division Tab CSS Division GGT $ By Center Conv % By Center ACP By Center Location Returns Tab Return Rate Company vs. GGT (%) Product Division by Sup/Lead/Rep GGT Returns Develop a workbench prototype during initial phase of project (appendix #1,2) Provides visual confirmation that the design is complete Serves as an educational opportunity for business Able to test out new application functionality 23

24 Project Approach Development Map logical data model to business questions Create consistent analytic and workbench specifications Map physical data model and universe to business questions (appendix #3) Conform to existing standards and best practices Attention to design of workbench Consistent look and feel as more workbenches rolled out Document additional guidelines that can be applied 24

25 Project Approach Implementation Training Developed a training curriculum for business Based on type and level of information individual needs Set up convenient on-site classes Coordinate training needs to workbench delivery Each workbench project will produce related documentation for more specific business training Physical data model -> data mart Users manual -> universe Quick start guide - > workbench 25

26 Project Approach Implementation QA/Support Team Ensure existing BI standards and best practices were followed in development Maintain checklists that serve as a final review and approval prior to installation Serve as a point of contact for the business Minor future work requests on existing workbenches Security requests General Business Objects tool inquiries Monitor and support workbenches going forward to ensure service level agreements are met 26

27 Topics Brief history of Lands End What is Business intelligence Business intelligence at Lands End Business intelligence team evolution Project approach Design Development Implementation Data Design and Development Future direction Conclusion Q&A 27

28 Data Design and Development EDW/BI Architecture EDW Data Marts Data Sources Data Extract LEBO Sales Core Sales Sears Retail Sales Internet Sales GGT Products Data Extract Sears Operations LEBO CSS Workbench & Ad Hoc Tools Source Transformations Definitions Stewards Rpt. Definitions Meta Data 28

29 Data Design and Development Star Schema Data Marts Changed the mindset of the team (everyone) Additional training for database designers (including DA, DBA, developers) Partner with DBA to take advantage of features of Oracle that support star schemas 29

30 Data Design and Development Star Schema Fact/Dimension Tables Dimensions ORDER METHOD SKU Style Gender Code Cuff Code Inventory Class Retail Style Class Code Inventory Manager Fact Table ORDER ITEM Item Quantity Item Price Item Discount Amt Item Cost Dimensions DATE Day of week Fiscal Month Fiscal Year Calendar Month Calendar Year Season ORDER ITEM TYPE CSR PROGRAM 30

31 Data Design and Development Aggregate Fact Tables Fact tables can be designed at various levels of aggregation. Aggregate design is built on a process of defining and analyzing access paths and frequency of use. The DBMS supports automated aggregate analysis and the building of materialized views that in the past was done by hand. Tools help the end user by selecting the appropriate database aggregate for a given query to increase report turn around. 31

32 Data Design and Development Data Reuse Shared (conformed) dimensions Aggregate analysis A family of closely-related marts will fill multiple business requests. We try not building one mart per report. 32

33 Data Design and Development Meta Data Repository Information Flows LE Intranet DB2 OS390 Catalog LE Repository Explorer LE Dictionary DB2 AIX Catalog Oracle Catalog ISPF / TSO Repository Screen Repository Interface Job Vendor Provided Mainframe Flat File DA Repository Repository Batch Load Job Custom SQL Import / Export Custom Mainframe Flat File Word Document, Excel Spreadsheet, Etc. Business Objects Repository Custom SQL Import Erwin 4.x XML File Erwin 33

34 Topics Brief history of Lands End What is Business intelligence Business intelligence at Lands End Business intelligence team evolution Project approach Design Development Implementation Data Design and Development Future direction Conclusion Q&A 34

35 Future Direction Business Intelligence team Continue to hold weekly team meetings that focus on Business intelligence initiatives, including projects and support Promoting best practices within our team Collaborate on ideas and learn from other BI team members Communication between team members/other IS teams Document issues and resolutions relating to Infrastructure Projects Functionality Log future considerations 35

36 Future Direction Establish Leverage Integrate Collaborate Advanced Reporting Metrics & Measures Alerts and Notifications Actionable Information Broadened Info Sweet Spot Intra-Departmental Workflow Integrated with Key Systems Process Monitoring Real-time Analytics My Analytics Enterprise Workflow Share Across Enterprise Knowledge Management Essential Reporting Basic Alerts Data Positioned Ad hoc capabilities 36

37 Topics Brief history of Lands End What is Business intelligence Business intelligence at Lands End Business intelligence team evolution Project approach Design Development Implementation Future direction Conclusion Q&A 37

38 Conclusion Business benefits gained Broad access to common business trends and lead indicators of our business Business managers enabled to better understand changes and impact Lost sales reduced in 2002 to historic lows Customer satisfaction improvements Proactive alerts reduce time to isolate most serious issues 38

39 Conclusion Lessons learned Drive the vision and purpose of the BI strategy deep into the organization Listen to the business about what s important to them Start small lay the foundation and build out Align the data with the tool s capabilities Get the technology bolted down and ready for high availability 39

40 Topics Brief history of Lands End What is Business intelligence Business intelligence at Lands End Business intelligence team evolution Project approach Design Development Implementation Future direction Conclusion Q&A 40

41 Q&A Any questions? Contact information Brenda Olson John Kruk

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