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How CROSSMARK Rapidly Deployed BI Solutions Across the Value Chain
- 1. Case Study: How CROSSMARK Rapidly Deployed BI Solutions Across the Value Chain March 16, 2016 Rob Saker Chief Data Officer
- 2. CROSSMARK IS THE SMARTER WAY TO FASTER GROWTH. Crossmark sits in a unique position in the market with direct engagement across manufacturers, retailers and consumers. Consumers Retailers Manufacturers • Digital, social, experiential, affinity, panel, consumer incentives • Hundreds of thousands of direct engagements • Millions of loyalty/affinity card members Helping manufacturers activate their products with retailers and consumers. • Planning, forecasts, sales to retailer, promotion, digital Helping retailers manage their store activities. • POS, assortment, planograms, beacons, loyalty, digital. • Billions of direct observation data points at retail per year Manufacturer Data Consumer Data Retailer Data
- 3. 3 Consumer Packaged Goods Retailers
- 4. Integrated Retail Solution 4 CROSSMARK Agency 2 Agency 3 SELL PLAN ASSIGN EXECUTE REPORT Category Resets Voluntary Vendor Spend Experiential Marketing Store Projects Crowdsourcing Agency 4 Agency 5 • Work Planning & Creation • Agency Assignment • Collaboration • Work Results • Reporting & Dashboards • Worker Assignment • Work Execution • Collaboration • Field Activation • Field Reporting • Configurations • Leverage standard service templates to support
- 5. Cloud Powers CROSSMARK’s Modern Architecture 5 Enterprise Workforce Management Managing a workforce of 35,000 in the US, Canada, Mexico, New Zealand and Australia Enterprise Reporting & Analytics CROSSMARK leverages cloud based reporting to power tens of thousands of both internal employees and our customers. Retailer Solution CROSSMARK has built several proprietary industry solutions on the Force.com platform, including our widely recognized Retailer Management Solution. Data CROSSMARK leverages Azure to power its big data capabilities. Support Systems CROSSMARK leverages many cloud based support platforms to run it’s business. MDM Authoring Platform Using the Force.com platform and Dell Boomi MDM, CROSSMARK built a location authoring platform.
- 6. 6 FROM TO Complex, conflicting reporting tools One common reporting platform for employees and customers No governance Central control of definitions Everything manual and ad hoc Automate what is standard, enable decentralized citizen analysts 13,000 reports Focus on KPIs that drive our business Delivery of data to customers Joint collaboration around opportunities High tech development and support Low tech development, resources on driving value Focus on report creation & distribution Culture of information based decisioning
- 7. The Team 7 Core group of individuals driving success Sajith Reporting Manager George Developer Jeff Developer Partners Success managers Tech Lead & Developers (3 total) Internal
- 8. Capability Timeline 8 In 5 months, CROSSMARK went from signing a contract to having a fully capable enterprise reporting solution with in-house knowledge on how to develop and support. UAT November 1 Training August 22 Begin Develop September 1 Contract Signed July 1 Finish START Iteratiions based on feedback Assessment Development Negotiation
- 9. 9 Complete And Success! ...but wait, there’s more. December 3, 2015 – CROSSMARK lands two large retailers January 4, 2016 – 1,000 external users directly accessing reporting April 1, 2016 – 32,000 external users in reporting And be prepared to possibly handle tens of thousands more in 2016.
- 10. Our Initial Criteria 10 Why CROSSMARK has invested in the Birst platform 01 Value Based Design. Emphasizing measurement and monitoring of the key metrics that drive value in an organization. 03 Central Management of Semantic Layer. Consistency and control across complex data environments. 02 Platform alignment. Cloud enabled strategy that moves beyond incrementalism to ground breaking collaboration. We believe the combination of intrinsic architectural strengths with Value Based Design maked Birst the most compelling reporting and analytic platform for CROSSMARK.
- 11. 11 The purpose of data is to answer key business questions and consistently drive better outcomes.
- 12. 12 …and yet most reporting solutions begin like this.
- 13. The human eye is designed to detect patterns. 13
- 14. But we need more than pretty visuals. 14
- 15. Value Based Design (VBD) is a business analytic framework that is integrated into the Birst reporting platform. VBD helps drive improved business performance by providing focus: • What are the key business questions we must answer? • Alignment on key metrics that drive outcomes • Exception or opportunity based Value Based Design Display Diagnose Decide
- 16. Reinforcing VBD with Behavior Change 16 Problem/ Hypothesis/ Question Possible Driver or Cause Analysis/Tool/ Model Data (What data set(s) best explains it?) Timing/Availabi lity Responsible (Synthesizes Analysis) Accountable (Decides) Decision to Drive Deadline What is the incrementality of a new product launch? (EXAMPLE) Media awareness Marketing Mix Sales, Distribution, Media Actuals 2 months after event Marketing Analysts Brand Director Do we need to change our investments in the new product? Should we launch? 1/31/201 5 Distribution Distribution incrementality analysis Nielsen, POS, Manu Sales to Retailer (STR) Week after event Sales Analyst Sales Director Should we launch the product? Distribution execution & effectiveness Store audits, Nielsen, POS Week after event Sales Analyst Distribution Manager Where should we focus our distribution efforts?
- 17. Architecture in Transition 17 Multiple existing data platforms and an effort to migrate to a modern data architecture over 3 years.
- 18. Semantic Management Layer Across Data Sources 18
- 19. Top Reported Reasons for Moving to the Cloud 19 The most commonly stated reasons. 1. Business agility from the immediate availability of resources. 2. Cost reduction. 3. Rebalancing resources from administration to development. 4. Increased expertise of focused cloud providers. Speed and efficiency are improved, but those are easily matched by your competitors.
- 20. 20 In an age of heightened sensitivity around information sharing, cloud solutions offer a unique capability to drive transparent and trusted collaboration with our partners and customers.
- 21. Cloud and the concept of “Networked BI” 21 Retailer POS Retailer Hierarchy Product Data AXIS CPG Sales Retail Execution Retailer Product Data
- 22. How Cloud Can Drive Better BI Collaboration 22 Retailer CROSSMARK Manufacturer 22 Retailer POS Retailer Hierarchy Product Data AXIS CPG Sales Retail Execution Retailer Product Data
- 23. Multiple Views of the Same Data 23 Retailer 1 Retailer 2 CROSSMARK Execution Data
- 24. Retailer Specific Views 24 Retail Hierarchy Drill-Down • View activity the way that the retailer organizes its stores. • Quickly drill down into specific areas from corporate to specific store activity Corp Management District Store Management
- 25. 25 What we didn’t anticipate
- 26. Integration Near the Point of Consumption 26 Where Networked BI integration occurs. Where traditional integration occurs
- 27. Development Cost Advantage of “Networked BI” 27 + Extraction of data from source systems + Systems & ETL to transfer data from source + Database design and modeling (Core) + Data movement to reporting environment + Semantic model development + Report development + Report development + Semantic model enhancement Traditional Approach Networked BI + High cost to implement, long lead times, more support costs + Faster and less expensive, more time spent on value creation
- 28. Lower Ongoing Total Cost of Ownership Report development Semantic development Additional support Data movement Database development Additional ETL development Additional costs associated with avoidable growth of data, its complexity and the compounding nature of such issues Loss of business productivity due to slower timelines Traditional Approach Avoidable costs that are eliminated by Networked BI + + + + + + Initial ETL development Additional infrastructure+
- 29. Drives Faster Realization of Value Report development Semantic development Data movement Database development Extraction Data movement Report development Semantic developmentNetworked BI Traditional Approach Time More time to drive value Because of the speed to value, we spent more time talking about the user experience and how people would make decisions than in any previous BI effort.
- 30. Majority of Time Shifted to User Experience 30
- 31. Immediate Data Visibility & Transparency 31 What CROSSMARK sees What our customers see Immediate source of the truth
- 32. Road Map 32 01 03 02 04 05 CROSSMARK is upgrading to the Exasol in-memory platform to drive new capabilities. In-memoryOn April 1, we’ll be extending our reporting environment to 30,000 retail store managers. 30,000 Users Extending access to our events business (1,800 users) that focuses on Sam’s and Walmart Shopper Events The CROSSMARK vision is resonating with customers, including several in the works. More Retailers CROSSMARK’s Plan for the future Partnering with CPG’s to provide access and possible integration. Manufacturer Access
- 33. 33 THANK YOU Rob Saker Chief Data Officer, CROSSMARK @robsaker
Editor's Notes
- #3: CROSSMARK must be able to natively communicate with Manufacturers, Retailers and Consumers the way they see the world.
- #4: CROSSMARK has 500+ manufacturer clients. We work with dozens of retailer chains. The challenge is in being able to operate as one CROSSMARK, while planning to retailers in their view, and communicating to manufacturers in how they manage their business.
- #5: With Networked BI, Birst has a unique opportunity to transform how firms think about reporting and analytics. CROSSMARK and Birst have parallels in our opportunities.
- #12: When I worked at ConAgra Foods we went through a reporting consolidation effort. 30,000 reports down to 300. At MillerCoors we had similar challenges. 1,200 metrics. Cascading.
- #13: People still begin conversations The human eye is designed to detect patterns. Our eyes are wondrous machines in their ability to detect different shapes, colors, sizes…
- #14: In fact, the moment this screen came up most of you were trying to detect the pattern. You can’t help but do it.
- #15: In fact, the moment this screen came up most of you were trying to detect the pattern. You can’t help but do it.
- #16: This translates to Less time spent analyzing data Less time focusing on irrelevant data Improved alignment in the organization on where to focus our efforts Improved efficiency and effectiveness from analysis
- #18: CROSSMARK has a heterogeneous data environment. We wanted a reporting environment that supported a federated data structure rather than requiring us to centrally house all data. This is a less expensive and more flexible approach.
- #19: Enables us to drive consistency from a central location, across data sources, while gracefully migrating to our modern data architecture.
- #20: Intuition: http://sites.oxy.edu/shtulman/documents/2012b.pdf
- #21: When I worked at ConAgra Foods we went through a reporting consolidation effort. 30,000 reports down to 300. At MillerCoors we had similar challenges. 1,200 metrics. Cascading.
- #22: Intuition: http://sites.oxy.edu/shtulman/documents/2012b.pdf
- #24: Also allows for us to easily control access by space, rather than dealing with row level issues. This is especially important as more organizations are requiring their data not be co-mingled with their competitor data.
- #25: Intuition: http://sites.oxy.edu/shtulman/documents/2012b.pdf