Current global market share reporting and analytics tools struggle with showing sufficient
level of data granularity and analytical viewpoints.This is mainly caused by
- Missing harmonization functionalities for diverse data sources to align dimensions like time or product level
- Insufficient processing power of high data volumes
In order to overcome the shortcomings of current IT solutions targeting on market share performance and tracking their global skin care brands most effectively, Beiersdorf decided to go ahead with an IT project using SAP DSiM on HANA.
The powerful back-end allows the harmonization of all relevant dimensions time, facts, products and markets which assures a unique source of unbiased
information and builds the foundation for integrated reporting (e.g. sell-in vs. sell-out). New analytical viewpoints on SKU and attribute level (e.g. gender or pack size) across countries and regions are available that also allow for discovering new trends and claims.
Features like extrapolation, data publishing and monitoring give you full control on your data and anticipate trends in your market share performance.
However the most important challenge was to find a relevant front-end solution that can be easily managed by the user. From the project’s start, it was clear that traditional reporting and analytical solutions cannot serve our key target group needs. Following the design thinking approach brand managers were continuously involved and the users built solutions based on their needs. It led quickly to visible use cases that were improved within hours to the desired future perfect market share reporting/analytics tool. It results in smart visualization and navigation for big retail data that can be used intuitively without any further explanation.
Finally we successfully accomplished the mission to create a global market share reporting that marketers will love.