GfK Russia uses QlikView

The department of sindikativny researches of the pharmaceutical and medical markets of GfK Russia uses QlikView since 2011. During this time the company completely automated the research "GfK Doctor's Monitors according to the statement" that allowed to increase considerably quality and speed of analytics of project data.

GfK Russia is subsidiary company of the largest in Europe and one of the world's largest of GfK Group research company. In the pharmaceutical and medical markets GfK carries out marketing researches in Russia more than 15 years.

GfK constantly should work with very large volumes of data – millions of records. At some point the moment when the existing analytical cover ceased to satisfy requirements of department both of data processing rate, and on labor input of carrying out researches came. "Business of GfK is an expert work with data, their correct collecting, the analysis and representation of results. On the basis of our these researches clients build corporate strategies, sales plans and marketing activities therefore we always aim at the fastest and correct work with data. As soon as the previous tool ceased suit us, we decided to select a new analytical solution which would allow:

• To quickly process data bulks, or Big Data;
• To effectively visualize indicators and trends;
• Work with data, having a minimum of technical knowledge.

There was one more atypical factor – we selected such BI tool by means of which our clients will be able quickly to integrate then data of our researches and own information (data on sales, promotional activity, marketing expense, etc.)", Alexey Shibalkin, the deputy head of Department of sindikativny researches of the pharmaceutical and medical markets of GfK tells Russia.

As a result, within test BI tests of QlikView it was the first in all key indicators and it was selected from quality of a new BI cover for analytical work of department. "Personally I was impressed first of all by very fast processing of raznoformatny data at the minimum programming. Besides, QlikView has excellent functionality on visualization – several simple steps and difficult trends and multidimensional indicators take shape, clear and convenient for the analysis", Alexey Shibalkin comments on the choice of a system.

Implementation of QlikView began in GfK with one of the most large-scale regular researches of the company – the Doctor's GfK Monitors according to the statement which are carried out among doctors of different specialties (oncology, allergology, cardiology, pediatrics, surgery, etc.). GfK already had already extensive work experience with any BI tools and understood that implementation of QlikView will be able to be conducted independently. For a research the Doctor's GfK Monitors according to the statement, we integrated in QlikView data of polls of doctors of 18 specializations which contained in different formats – a DB of the Microsoft SQL Server, Microsoft Access, the SPSS files.

Alexey Shibalkin, the deputy director of department of the sindikativny pharmaceutical researches GfK Russia, so characterized achievements of the project: "In a project deliverable on QlikView we received the application, convenient for analytical work, with high high-speed performance. Here a number of achievements which we already felt according to the results of the first QlikView project:

• Growth of speed of preparation of the customized reports for clients several times. Today we are ready to provide a number of reports on the basis of data of a research to the client already next day;
• Increase in a customer loyalty (due to growth of efficiency of providing analytical reports);
• Increase in detailing of analytical information. With QlikView we could expand significantly analytical opportunities of a research (for example, now we in the automatic mode receive analytics of cross-levels of a research on the doctor, the patient, medicine, a disease);
• Growth of efficiency of the user work with data. After QlikView implementation, we could unload our highly skilled analysts – the solution on Qlikview allows to work with it to researchers without vocational technical education. The matter is that analysts in GfK are people with serious industry experience, deep understanding of the pharmaceutical market, and at the same time, of course, strong analytical skills. Earlier the large volume of works required technical knowledge and was available only to a narrow circle of researchers, now all analysts of department work with project data.

In plans of department of the sindikativny pharmaceutical researches GfK for 2012 – to automate the research GfK Med Rep Scope using QlikView (a panel research of a promoaktivnost of the pharmaceutical companies among doctors of 17 specialties and drugstores in 24 cities of the Russian Federation). Besides, QlikView is considered as the corporate analytical tool of researches within all company Gfk Russia.