Alexander Slobtsov: QlikView – one of the most actively developing systems in Pernod Ricard

: Alexander, tell, please, what reasons pushed to implementation of a BI system?

Alexander Slobtsov: Last year we finally upgraded the CRM system for which we developed a set of analytical reports. Respectively, before us there was a need of the choice of the BI platform for data analysis of CRM. As the flexibility of the available reportingovy system, a format and cuts of the provided reports suited users not always, the decision to find the BI tool which will allow employees to depart from tough forms of the reporting and will provide with an opportunity to carry out ad-hoc information analysis was made.

TAdviser: Alexander, how there passed the project of the choice of a BI system? What analytical system was selected from a result and why?

Alexander Slobtsov: During the project of the choice we considered a number of BI tools and as a result stopped on the analytical QlikView Business Discovery platform and the supplier of the solution ATK consulting group. The main pluses of a system for us appeared – flexibility and ease of use in terms of business, both speed of implementation and ease of change and development of a system from the point of view of IT. Besides at that time a number of the companies within the Pernod Ricard group already used the QlikView BI system, and we learned trusted reviews about a system directly at foreign colleagues.

We needed to unroll the BI solution for several months that users began to obtain as fast as possible necessary data from new CRM. In this sense QlikView was ideal – with such speed of development we did not even doubt that in a month our employees will begin to work with a QlikView application prototype. As BI integrator we selected ATK consulting group for a number of reasons – experience of implementation of tasks in CRM analytics and knowledge of structure of our CRM system, impressive experiment on system implementation in Russia, own training center for QlikView. By the way, both a system, and integrator met our expectations for 110% - effective work of consultants of ATC and flexibility of QlikView allowed us to complete the project in the expected terms.

TAdviser: Alexander, tell, please, about the project course.

Alexander Slobtsov: We consciously broke the project into two "waves". First "wave", the most critical on terms, turned on creation of set of analytical reports on activities of sales representatives, marketing activities and the competitive analysis. It is the functionality necessary for chiefs of departments and middle managers, KAMAM. The existing reporting system became a prototype of this analytical application.

Within second "wave" of the project on QlikView, we placed emphasis on visualization of business indicators for top management. In a format of deshbord the QlikView application shows the main KPI – a shelf share by brands and categories of goods, the average price in comparison with the recommended price and the prices of competitors, dynamics of product availability and so on. At the same time in the QlikView application we covered all segments of information at once – retail and distribution networks, HoReCa.

TAdviser: What results did you receive according to the results of QlikView implementation?

Alexander Slobtsov: Less than in a year after the beginning of implementation of QlikView we lack the purchased licenses (more than one hundred) any more - it is a serious indicator of success of the project. At the same time the circle of users turns on employees of absolutely different levels - it is both top management, and chiefs of departments, and middle managers, KAMA. Such popularity of a system is connected with ease of use of the QlikView application, ample opportunities of operational data analysis, and, as a result, with fast obtaining the first business results from use of a system. So, the potential of growth of observance of merchandayzingovy standards by networks is noticeable already now. About more specific indicators of success of the project, such as ROI, a payback period and so on to speak so far early, but the efficiency of analytical work with QlikView increased many times.

By the way, there was one more unexpected bonus from QlikView implementation – business process optimization of work of sales representatives with the CRM system. QlikView allowed us to keep track online of all inaccuracies in records of our representatives, and we, on the basis of such analysis, could tune up CRM so that to minimize errors in work of our sales representatives. Plus to it, we already feel that the quality of CRM data sharply increased, now all our employees accurately understand, results of their work with QlikView became how transparent, and are directly motivated to increase own efficiency.

TAdviser: Alexander, what plans you have on further development of a system?

Alexander Slobtsov: At the moment QlikView – one of the most actively developing systems in Pernod Ricard. Specialists of ATK consulting group help us to develop the solution, but we already implement some tasks independently. For example, for department of marketing we created the QlikView application on data analysis of the report of Nielsen for comparison of our sales with sales of competitors, developed Dashboard according to the plan-fact analysis of sales and the budget and also created the application on cost analysis on mobile communication.

We also plan implementation of the following big task jointly with specialists of ATK consulting group – integration into the QlikView application of data on primary and secondary sales to keep track of efficiency of marketing activities in a binding to our sales.