Customer Profitability Analysis using Data Warehouse and IntraNet

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1 Customer Profitability Analysis using Data Warehouse and IntraNet Jukka Virtanen Accounting Manager Valio Ltd Domestic Sales

2 Agenda Valio presentation Niklas Data Presentation Aims in project Actions in project History of the project Actions Application Results of the project

3 VALIO Group, general Established in 1905 Owners 38 diaries Share of Finland s dairy milk > 69 % Employees in the end of 1998 Valio Ltd Valio Group 4 300

4 VALIO Group, general Domestic sales International operations FIM million 182

5 VALIO, Group Organization $118$/*(1(5$/ 0((7,1* 9$/,2/7' 683(59,625<%2$5' 5 ' $QQLND0l\Ul0lNLQHQ 9DOLR'RPHVWLF6DOHVDQG 9DOLR'LVWULEXWLRQ 0DUNNX0llWWlQHQ 9$/,2/7' %2$5'2)',5(&7256 0DWWL.DYHWYXR&(2 9DOLR)UHVK3URGXFWVDQG 9DOLR,FH&UHDP 3HQWWL3DORUDQWD &HQWUDO$GPLQLVWUDWLRQ %XVLQHVV6XSSRUW +HLNNL+DONLODKWL 9DOLR&KHHVH(GLEOH)DWV DQG,QJUHGLHQWV 7XRPR.HXUXODLQHQ

6 VALIO Group, exports Fresh product exports started 1992 Close to 400 items Main export countries Sweden, the Baltic States and Russia Most of the products manufactured in Finland Functional foods containing lactobacillus GG world wide success

7 VALIO Domestic Sales Customers Products 800 Terminals 10 Sales Offices 8 Sales Personnel (telephone) 80 Sales Representatives 80 Order lines per day

8 VALIO Domestic Sales Total Customers: Retailers Groceries, stores, supermarkets Chains, wholesalers, cash-and-carry shops Kiosks, snack shops, quick shops etc. Restaurants, café s Schools, hospitals, day care s Industry Bakeries, sweets etc.

9 NIKLAS DATA: Group Founded 1987 in Stockholm, Sweden A 100% SAS focus ever since SAS Institute Quality Partner 1994 and Charter member of SAS Institutes Rapid Warehousing Program 1995 A European focus since 1995 with headquarters in Amsterdam ND Academy and European Competence areas 1997

10 NIKLAS DATA OY Founded employees w. 4+ years average SAS expertise 30+ Customers from finance, manufacturing, telecom, wholesale&retail and public services sector. Close cooperation within Niklas Data Group

11 NIKLAS DATA OY: Customer Care

12 AIMS: Information Needs Possibility to check customer / product profitability Ad hoc queries expensive Important to identify unprofitable customers / chains unprofitable products / product groups History information Monthly based 13 months and summary from previous year

13 AIMS: Needs for Software Stabile Software Software with a lot of new versions expensive Information in one screen No scrollable screens Clearness of the screen important Easy and quick information delivery around the country Easy to educate users

14 ACTIONS: History of Sales Information System 1985 Vtx -based application with ready made and dynamic pages Customer Info System Amounts Net Sales Discounts Purchase Prices No activity cost allocated to customers 1995 Pilot version - Excel Some activity cost allocated to customers

15 ACTIONS: History of Sales Information System 1996 Started definition of the Customer Profitability Application - AKU Customer approach 1997 AKU in production 1998 Started definition of the expansion of Customer Profitability Application - AKU2 Customer / Product approach AKU2 in production on October 1998

16 ACTIONS: Why WEB? Easy and quick way to deliver information around the country Explorer is enough in PC s No extra investments for PC s No extra install costs Familiar for everyone - users don t need much education Easy to handle user s rights Most of the new reporting applications are made to WEB Functionality similar in different applications

17 ACTIONS: Why SAS/IntrNet? Easy to control responsible between partners Modern, working techniques Easy to expand versatile graphics More efficient and fluent use of SAS

18 ACTIONS: Used Software On PC s Internet Explorer 4.02 On Server WEB Server SAS Netscape Enterprise Server 2.0 SAS 6.12

19 ACTIONS: Three parties VALIO NIKLAS DATA OY SAS -application with Data Warehouse HTML -pages with Template technique ICL DATA OY Input Data IntraNet User Interface with functionality

20 DATA FLOW VAX - VMS / ESAT Basic Data from area VAX - VMS / ISA Basic Data from area UNIX / AKU SAS Data Warehouse ASCII infiles VAX - VMS / PKV02 Bookkeeping -files VAX - ALPHA / VALAS Discounts, etc. UNIX / VALTA2 Oracle Product -Information

21 DATA FLOW ASCII Initial Data BATCH PROCESSING SAS DW PRODUCT INFORMATION from ORACLE ORACLE PRODUCT GROUP INFORMATION from DW SAS- and WEB - SERVER Internet Explorer 4.02

22 COMBINATIONS AVAILABLE Preselections: time area All products All customers Product groups Customer groups Products Customers SAS DW Oracle

23 Application 125 Users around the country 20 extremely active users Directors, Key customer managers, Sales persons Queries in month Most interesting screens Type of orders Turnover of Customer / Customer Group Costs by Activity Need of space about 140 Gigabytes in Unix

24 APPLICATION: Pre-selections

25 APPLICATION: Turnover of Customer / Customer Group

26 APPLICATION: Costs by activity

27 APPLICATION: Type of Orders

28 APPLICATION: Type of Orders

29 APPLICATION: Turnover by Products / Product Groups

30 APPLICATION: Customers Turnover by Product Groups

31 RESULTS: Achieved Benefits Easy and quick to get profitability information from Customers / Customer Groups Products / Product Groups Easy and cheap to update Software Quick and simple to educate users

33 Customer Profitability analysis using Data Warehouse and IntraNet Jukka Virtanen Accounting Manager Valio Ltd Domestic Sales Valio One of the largest foodstuff companies in Finland Biggest Finnish Dairy Producer with net sales of 8 Billion FIM in 1997 Manufacturing and wholesaling Dairy Products Volumes in Domestic Sales: Customers Products Terminals 10 Sales offices 7 Sales personnel (telephone) 100 Sales Representatives 80 Order lines per day Customers: Total customers Resellers Groceries, stores, supermarkets etc. Chains, wholesalers, cash-and-carry shops Kiosks, snack shops, quick shops etc. Restaurants, café s Schools, hospitals, day care s Industry Bakeries, sweets etc.

34 History of Sales Information System: 1985 Vtx -based application with ready made and dynamic pages Customer Info System Amounts Net Sales, discounts, purchase prices No activity cost allocated to customers 1995 Pilot version - Excel 1996 Started definition of the customer profitability application - AKU 1997 AKU in production 1998 Started definition of the expansion of the customer profitability application - AKU2 AKU2 in production on September 1998 WHY WEB? Easy and quick way to deliver information around the country Explorer is enough in PC s Familiar for everyone - users doesn t need much education All the new applications are made to WEB Easy to handle users rights WHY SAS/IntrNet? Easy to contron responsible between partners Modern, working techniques Easy to expand versatile graphics More efficient and fluent use of SAS

35 Used Software On PC s Internet Explorer 4.2 On Server WEB Server Netscape Enterprise Server 2.0 SAS SAS 6.12 Three parties: Valio Niklas Data Oy DW SAS application Template technique ICL Data Oy Input Data IntraNet user interface IntraNet -Experiences Software development is not stabile, a lot of new versions Plenty of work -> more expences Layout of the IntraNet screens Information in one screen - as little scrollable screens as possible Clearness of the screen is important No space for many graphics logos Special features may first admire, but not in everyday business use

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