Pernod Ricard: 15 BI-applications based on QlikView in three years

The Pernod Ricard Rouss company continues to increase actively the number of applications on the QlikView Business Discovery platform. Since 2011 in the company as own forces, and with assistance of ATK consulting group create about 15 analytical applications.

About the Customer

the structure of Pernod Ricard holding 6 manufacturing companies and 70 companies distributors of bonus alcohol performing the activity worldwide enter. The Pernod Ricard Rouss company (Pernod Ricard Rouss) heads a regional cluster of Pernod Ricard Eastern Europe where branches of the company in Ukraine, in Armenia, Belarus and Kazakhstan also enter.

Now in Russia offices are opened in Moscow, St. Petersburg, Samara, Krasnodar, Yekaterinburg and Novosibirsk. Pernod Ricard Rouss is engaged in distribution of all brands from a strategic portfolio of Pernod Ricard among which – Absolut, Chivas Regal, Jameson, Martell, Ballantine’s, Olmeca, etc.

The main objectives of creation of a pool of analytical applications on the QlikView platform for Pernod Ricard:

• Increase in control over business processes
• Decrease in administrative expenses of employees
• Analysis of document flow of the enterprise
• Improvement of quality of enterprise management
• Increase in business performance

"Development of our system is directly connected with its popularity at employees: it is easy to work with it. Besides we in each application give a choice opportunity between visualization tools and flat, usual for many, reports", – Pavel Melnikov, the Deputy Chief information officer of Pernod Ricard Rouss company.

Choosing a Solution

In 2011 in Pernod Ricard Rouss company the project on implementation of an analytical system for flexible data analysis from the CRM system and also external data sources started. In the course of search of the solution for implementation of the tasks a number of BI tools was considered. After the analysis of the solutions presented at the market stopped on the analytical QlikView Business Discovery platform. Among advantages thanks to which a choice was made for benefit of QlikView, flexibility and ease of use of the platform, speed of implementation, ease of change and development of a system. ATK consulting group became the partner in implementation.

The facts about the project

• 15 applications work at the QlikView platform in Pernod Ricard
• In analytical applications more than 300 employees work
• Applications based on QlikView work with six data sources: Update.Seven CRM system ERP Epicor iScala Microsoft SharePoint Microsoft Excel, marketing reports of Nielsen, CISLink
• The project enters in Top-5 of the Best applications of QlikView – 2012
• Passes enters in Top-20 of the Largest BI projects of 2011-2012 in Russia (according to TAdviser)

Project Progress

Reports on sales representatives and visualization of KPI

At the first stage of the project the application including a set of reports on activities of sales representatives, to marketing activities and the competitive analysis was created. The application was intended for chiefs of departments, middle managers and key clients managers (KAM, Key Account Manager).

During the second stage the application on visualization of the main KPI for top management was developed. Using tools of this application the company management can obtain in a format of dashbord information on the most important indicators – 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, etc.

The first business results from implementation of QlikView did not keep themselves waiting: potential of growth of observance of merchandayzingovy standards by partner networks became very quickly noticeable. Besides, work of sales representatives with a system was optimized: QlikView allows to keep track online of all inaccuracies in records of representatives of the company that gave the chance to tune up the CRM system of Pernod Ricard Rouss so that to minimize errors in work of employees.

Document flow monitoring

During the first project with ATK consulting group the internal project team of Pernod Ricard Rouss received necessary skills on development of QlikView, and already then developed analytics by mainly own forces.

The first application developed by Pernod Ricard Rouss by own forces performs document flow monitoring. All documents of the company are stored in Microsoft SharePoint from where information on contracts and comes to QlikView.

Thanks to the created application the chief financial officer and other top managers of the company can obtain data on that how many for a certain time frame it was concluded contracts, what is the time each of them was in the different statuses. Each of departments of the company has KPI according to which fixed terms of passing of agreements, and deviations from normative terms should not be as any delays are reflected in satisfaction of partners, clients and profitability of business in general.

The chief financial officer of the company became one of the most active initiators of development of a system – he suggested to implement monitoring of document flow in QlikView. The application was created very quickly – the first application version was ready in a week, however it still continues to develop. As emphasize in Pernod Ricard Rouss, on optimization years because business constantly develops leave and new requirements appear.

Analysis of satisfaction of clients distributors

One more application, Customer Service Level, is intended for the analysis of satisfaction of clients distributors. This application collects information on what orders arrived from clients how many orders were processed according to original requirements how many it was changed for one reason or another. On set of all these indicators customer satisfaction level is measured.

"All staff of department of administration of sales has access to the Customer Service Level application. They keep track of dynamics of satisfaction of distributors and work on its increase. The application allows colleagues to see quickly negative and positive trends by request of a certain distributor, to reveal whether outflow of orders on a certain brand and so on is observed", – Ekaterina Bolotova, the BI specialist of Pernod Ricard Rouss company explains.

Expense analysis of employees

The QlikView platform is used also for expense analysis of employees. In the application cost data on cellular communication, the taxi, flights, fuel, etc. are collected. Consolidation of this information allows to define whether limits under what articles and what employees have exceeding are observed. At the moment information in the application is loaded manually from the reports sent by service providers. It is in the future going to automate this process. For this purpose it is necessary to organize obtaining all accounts in a uniform format about what it is necessary to agree with suppliers. However it is process not fast therefore so far on expenses of times a month the employee of IT department is engaged in data loading.

"This application was extremely useful and effective tool, – Pavel Melnikov tells. – Now on the basis of data retrieveds we do mailings to directors of departments. They in turn carry out scheduled maintenance with those employees who exceed limits. As a result we received significant economy of expenses".

Control of the IT budget

The application used for control of the budget of IT was developed in 2 weeks. With its help information from the entering accounts of IT suppliers gathers. The application allows to obtain analytical data on suppliers, the amounts which were paid to it, to types of services, types of purchases, etc. The application does transparent control over project work and the budget of IT department. Key staff of IT works with data from the application.

Analysis of primary and secondary sales

As the distributor of Pernod Ricard Rouss pays to the analysis of sales in different cuts much attention. The application according to the analysis of primary and secondary sales – CPR (Commercial Performance Review) was for this purpose created, – thanks to which about 130 employees of sales department can analyze at any time in different cuts sales volumes both distributors, and specialists of the company. On application programming about 2 months left. Such long term was caused by the fact that it was necessary to provide integration of large volumes of data, and availability of the maximum quantity of cuts and indicators to the analysis.

The first version of this application was created by own forces of specialists of the company in 2012. Now experts of ATC develop the new application version according to the analysis of primary and secondary sales with more flexible functionality and opportunities. Based on this application further specialists of Pernod Ricard Rouss will create new reports and which will be optimized under the requirements independently. The new round in development of the application of QlikView according to the analysis of primary and secondary sales is connected with change of one of key sources of data.

Other applications

Except the expanded Commercial Performance Review application in Pernod Ricard Rousse some more applications are developed for the analysis of sales. Dashboard on sales is daily used by the chief financial officer and the sales director and includes to the analyst on clients, brands, the number of liters, regions.

For department of marketing the QlikView application on data analysis of the marketing report of Nielsen for comparison of sales of Pernod Ricard Rousse with sales of competitors and for the analysis of dynamics of a market share was created.

Project Results

In total by March, 2014 in the company own forces and forces of consultants of ATC create about 15 analytical applications which are used by about 300 employees of Pernod Ricard Rouss. 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.

"Now for us QlikView is an effective tool for data analysis practically in all directions of business, – Pavel Melnikov summarizes. – If earlier information was separated and was stored in systems different, untied among themselves, then now there is a uniform source of information from where all employees can obtain the checked analytical information. On the basis of this information KPI on which bonuses "are tied" are under construction. I will emphasize that development of our system is directly connected with its popularity at employees: it is easy to work with it. Besides we in each application give a choice opportunity between visualization tools and flat, usual for many, reports".

As a result of use of applications on the QlikView platform of the company it was succeeded to reach:

• Increases in efficiency of analytical work several times
• Reductions of terms of development and deployment of new applications
• Easy setup of applications under needs of users
• Fast adaptation of users to work with a system
• Possibilities of information output both in flat reports, and on dashborda, charts and diagrams

Development Plans

The QlikView BI system will develop in Pernod Ricard further, and there are already plans for the near-term outlook. So, at the initiative of the chief financial officer the decision on transition to an active stage of optimization of monitoring of a number of new KPI was made. For example, it is going to create the application for efficiency analysis of marketing actions based on QlikView which are carried out in partner retail chain stores and financed by Pernod Ricard Rouss. The application will integrate data on contracts with partner networks and also sales informations of these networks. As a result the new developed analytics will allow to estimate commercial benefit from that activity which was carried out, in an optimal type or a section and to plan future marketing actions more effectively.