Haymarket Customer Success Story En
Transcript of Haymarket Customer Success Story En
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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
QlikView | Customer Success Story | Haymarket Group
Haymarket Cuts Costs and
Drives Revenue withQlikView
bulletin subscribers and for marketing
activity. But as Simon Turner, Group IT
Director , Haymarket Media Group, says:
Until you get visibility of your data you
cant hope 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 wasnt ready. Then in May 2009
QlikView offeredHaymarket a Seeing is
Believing demonstration. Simon recalls:
The QlikView software was installed on a
server, data loaded, and a dashboard built
using 10 million records from our own
financial data within three hours. What had
previously taken us months was done in
hours in QlikView.
Building a sound business case for
QlikViewAfter the demonstration, Simon was able
to build a sound business case for the
deployment of QlikV iew 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
to its publications and hosts events including
exhibitions and conferences.
The challengemanaging a growing
volume of business data
In common with many publishers Haymarket
Media Group was facing a growing volume
of business data which left the company data
rich but information poor. Its Haymarket
Business Media division alone sends more
than 13 million emails every month to
The QlikView software was installed on a server, data loaded,
and a dashboard built using our own data within three hours.
What had previously taken us months was done in hours in
QlikView.
Simon Turner, Group IT Director, Haymarket Media Group
Haymarket Group
The Haymarket Media Group is the largest
privately-owned publishing company in the
United Kingdom, publishing more than 100consumer, professional, trade, and consumer
titles in some 20 languages and over 40
countries. The company also publishes
websites related to its publications and hosts
events including exhibitions and conferences.
Sector
Infrastructure Services
Industry
Media
FunctionSales, Marketing, Service & Support, Web,
Operations, Finance, IT
GeographyUnited Kingdom
Challenges Deployment of a group-wide BI solution to
expose business data
New reports for business leaders, sales
executives, and marketing managers
Complex analysis requirements with
opportunities for further development
x Integration with existing Excel-basedmanagement information systems
x Delivery of live data and analysis to userson the go.
Solution
Haymarket upgraded to the QlikView ServerEnterprise Edition having initially
implemented QlikView Small Business Edition
after a proof of concept involving the building
of some 200 applications.
Benefits Immediate snap shot of data to identify
positive trends and/or issues
No need for a central resource to create ad
hoc reports and analysis
Users can access QlikView on the move
using iPads and mobile devices
x Increases cost effectiveness of campaignsx Better customer insight helps improve salesand reduce cost of sale
Data Source SystemsData size: 3100+ million records
Database: Excel, csv, xml
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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.
This structure aims to ensure that IT resource
is kept to a minimum, dashboards really do
answer the business needs of the company,
and that data accuracy and security are
maintained. Local data controllers at
Haymarket are more than just super-users.
They have very real responsibility for their
own business units data and the
dissemination of it ensuring a single point of
analysis of the different data sources within
that unit. Simon outlines: The biggeststrength of QlikView is the ease with which
you can shine a mega light on a huge amount
of previously hidden data. The local data
controllers have really taken to QlikView
because of the speed with which they can get
up and running after some basic training.
Business leaders at Haymarket
needed help
The business leaders in the Haymarket
Groupfor example in the business media,
consumer media, and exhibitions division
had different requirements. Naturally, a
QlikView | Customer Success Story | Haymarket Group
It is all about us using QlikView to understand the size and scope of the
reach of our brands and then use that data to grow our business.
Simon Turner, Group IT Director, Haymarket Media Group
major driver was to gain better customer
insight information into such areas as
advertisement performance, inventory, and
sales data so as to sell more with less effort.
In the finance unit Haymarket needed bettervisibility in comparing actual and budget
spend data. To support its marketing drive,
QlikView proved the ideal tool to analyse
revenue about ticket sales, theatre popularity,
and multi-channel marketing success.
Simon recalls: We couldnt have done this
before we deployed QlikView. We can now
increase the cost effectiveness of campaigns,
identify gaps in our data, and spot potential
contacts for other activities. It is all about us
using QlikView to understand the size and
scope of the reach of our brands and then use
that data to grow our business.
Data acquisition costs fall by up to
85 per cent
QlikView users are gaining an immediate
snapshot of data which helps them to quickly
identify any positive trends or negative
issues. Simon adds: Hard facts are available
at the click of a couple of buttons. QlikView
saves the development team producing
reports, the classified team waiting for
information, and management having to ask
for ad hoc reports. Critically, Simon
identifies QlikView as being either whollyresponsible for, or vital to the success of,
many projects that have return on investment
metrics with several zeros associated to
them. These include a 1million plus cost
control exercise and a project to reduce a
large chunk of Haymarket Business Media
data acquisition costs by up to 85 per cent.
Scope for extending QlikView executives
on the move
Plans are already in place to make reports
available to executives on the move through
iPads tablet computers or mobile devices.
They will make the business as a whole,
more agile with Business Discovery
which delivers live data and analysis so
users can answer any question they wanton the go.
Simon also sees the potential for QlikView
dashboards to be visible on electronic
whiteboards on the sales floor for which a
proof of concept is in progress. This will
help sales executives track performance in
near real time. Were still onlyjust
reaching the crest of the hill in our use of
QlikView as a BI tool at Haymarket, he
says. But were determined to get the
most out of our toolset and make QlikView
work for our business.
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First POC dashboard created in
just three hours
Data acquisition costs cut by up
to 85 per cent