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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 APPS
Excel PerformancePoint Server
BI PLATFORMSQL Server
Reporting ServicesSQL Server
Analysis Services
SQL 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
Coherent reporting / analysis solutions Data qualityMerging data from multiple sources –single view of customerOne source of the truth – not distinct reporting silos
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 APPS
Excel PerformancePoint Server
BI PLATFORMSQL Server
Reporting ServicesSQL Server
Analysis Services
SQL Server DBMS
SQL Server Integration Services
SharePoint Server
DELIVERY
Reports Dashboards Excel Workbooks
AnalyticViews Scorecards Plans
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