how crossmark rapidly deployed bi solutions across the value chain
TRANSCRIPT
Case Study: How CROSSMARK Rapidly Deployed BI Solutions Across the Value Chain
March 16, 2016
Rob SakerChief Data Officer
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
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Consumer Packaged Goods Retailers
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Integrated Retail Solution
CROSSMARK Agency 2 Agency 3
SELL PLAN ASSIGN EXECUTE REPORT
CategoryResets
VoluntaryVendor Spend
ExperientialMarketing
StoreProjects
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
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Cloud Powers CROSSMARK’s Modern Architecture
Enterprise Workforce Management
Managing a workforce of 35,000 in the US, Canada, Mexico, New
Zealand and Australia
Enterprise Reporting & AnalyticsCROSSMARK leverages cloud based reporting to power tens of thousands of both internal employees and our customers.
Retailer SolutionCROSSMARK has built several proprietary industry solutions on the Force.com platform, including our widely recognized Retailer Management Solution.
DataCROSSMARK leverages Azure to
power its big data capabilities.
Support SystemsCROSSMARK leverages many
cloud based support platforms to run it’s business.
MDM Authoring PlatformUsing the Force.com platform and Dell Boomi MDM, CROSSMARK built a location authoring platform.
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FROM TOComplex, 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
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The TeamCore group of individuals driving success
SajithReporting Manager
GeorgeDeveloper
JeffDeveloper
Partners
Success managers
Tech Lead & Developers (3 total)
Internal
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Capability Timeline
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.
UATNovember 1
TrainingAugust 22
Begin DevelopSeptember 1
Contract SignedJuly 1
Finish
START
Iteratiions based on feedback
Assessment
Development
Negotiation
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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.
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Our Initial CriteriaWhy 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.
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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.
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The purpose of data is to answer key business questions and consistently drive better outcomes.
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…and yet most reporting solutions begin like this.
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The human eye is designed to detect patterns.
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But we need more than pretty visuals.
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
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Reinforcing VBD with Behavior ChangeProblem/Hypothesis/Question
Possible Driver or Cause
Analysis/Tool/Model
Data (What data set(s) best explains it?)
Timing/Availability
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?
1/31/2015
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?
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Architecture in Transition
Multiple existing data platforms and an effort to migrate to a modern data architecture over 3 years.
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Semantic Management Layer Across Data Sources
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Top Reported Reasons for Moving to the Cloud
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.
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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.
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Cloud and the concept of “Networked BI”
Retailer POS
Retailer Hierarchy
Product Data
AXISCPG Sales
Retail Execution
Retailer Product
Data
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How Cloud Can Drive Better BI Collaboration
Retailer CROSSMARK Manufacturer22
Retailer POS
Retailer Hierarchy
Product Data
AXISCPG Sales
Retail Execution
Retailer Product
Data
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Multiple Views of the Same Data
Retailer 1
Retailer 2
CROSSMARK Execution Data
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Retailer Specific Views
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
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What we didn’t anticipate
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Integration Near the Point of Consumption
Where Networked BI integration occurs.
Where traditional integration occurs
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Development Cost Advantage of “Networked BI”
+ 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
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+
Drives Faster Realization of ValueReport
developmentSemantic
developmentData movement Database developmentExtraction 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.
Majority of Time Shifted to User Experience
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Immediate Data Visibility & Transparency
What CROSSMARK sees What our customers see
Immediate source of the truth
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Road Map
01
03
02
04
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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
