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Haymarket Cuts Costs and Drives Revenue with QlikView
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Predictive Quality Analytics
- Predictive Replenishment
Services
- Data Science Services
The Challenge
Haymarket Media Group, the largest privately-owned publishing company in the UK, was facing a growing volume of business data which left the company data rich but information poor. The company was sending more than 13 million emails every month to bulletin subscribers and for marketing activity. However, without visibility of the data, it was impossible to derive any business intelligence from it. Initially, Haymarket tried to solve this with BusinessObjects’ Crystal Reports and Excelsius software but after six months of work creating dashboards and static reports from management accounts a prototype still wasn’t ready. Then in May 2009 QlikView offered Haymarket a ‘Seeing is Believing’ demonstration. The QlikView software was installed on a server, data loaded, and a dashboard built using 10 million records from their own financial data within three hours. What had previously taken them months was done in hours in QlikView.
About The Customer
The Haymarket Media Group is the largest privately-owned publishing company in the United Kingdom. It publishes more than 100 consumer, professional, and trade titles in some 20 languages and in over 40 countries. They include Campaign (advertising and communications), What Car (motor vehicle buying guides), and FourFourTwo (soccer). The company also publishes websites related to its publications and hosts events including exhibitions and conferences. The Haymarket Business Media division alone sends more than 13 million emails every month to bulletin subscribers and for marketing activity.
The Solution
After the demonstration, Simon was able to build a sound business case for the deployment of QlikView Small Business Edition (now upgraded to QlikView Server Enterprise Edition). He began by seeking buy in from business leaders throughout the organisation. He spent a year building around 200 QlikView applications including 100 proof of concepts for 10 business units at Haymarket covering exhibitions, marketing, internet advertising, procurement, recruitment, and medical websites. By the end of 2011 there are expected to be more than 400 document users of QlikView, and a number of named users, with access to some 300+ million records. A key to the successful adoption of QlikView at Haymarket is that minimal central resource is needed, compared to traditional business intelligence (BI) tools such as BusinessObjects. Simon explains: “We so far have eight super users we have called local data controllers. These are the people who are already pulling together all the spreadsheets, accessing source systems and trying to combine different datasets together. They are expert Excel users with PivotTable reports and graphs. They know their business unit, its objectives, its processes and, most importantly, its data.”
Operational Impact
Quantitative Benefit
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