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Business Intelligence In Retail

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Dmitry Liakhovets
Dmitry Liakhovets

Business Intelligence In Retail

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舒亟舒亳 亳 仂亳弍从亳舒仆舒仍亳亳从亳 于 亳亠亶仍亠.Business Intelligence in Retail. Typical task and mistakes .Dmitry Liakhovets
仆仂于仆舒 亰舒亟舒舒 舒仆舒仍亳亳从亳 于 亳亠亶仍亠The basic task of Business Intelligence in Retail亳亠亶仍 亰舒舒弍舒于舒亠 亟亠仆亞亳 舒仄, 亞亟亠 仗亠亟于亳亟亳/仂仄亳亠 仗仂 亳 仂仂仂 亰仆舒亠 仂亳仄仂 亟仂于仍亠于仂亠仆亳 仂亞仂 仗仂舒 ( 仆亠仂弍仂亟亳仄仄 从舒亠于仂仄) / Retail makes money, where anticipates / creates demand and knows well the cost to meet this demand (with the necessary quality)仆舒仍亳亳从舒 仗仂仄仂亞舒亠 仗亠亟于亳亟亠 仗仂 亳 仂仗亠亟亠仍亳 仂亳仄仂 亠亞仂 亟仂于仍亠于仂亠仆亳 ( 仆亠仂弍仂亟亳仄仄 从舒亠于仂仄) /Business Intelligence helps to anticipate demand and to determine the costs on ensure this demand (with the required quality).
亠亠仆亳 / SolutionsHead of MarketingBrand & AdvertisingManagerMarketData AnalysisManagerMulti ChannelManagerVisualMerchandisingManager亟亳仆仂亠 仗仂仆亳仄舒仆亳亠 亳 亟仂仗仆仂 舒仆舒仍亳亳亠从亳 仗仂从舒亰舒亠仍亠亶 - 仂仆仂于舒 亠从亳于仆仂亶 舒弍仂 仂亟仆亳从仂于 / A common understanding analytical indicators and availability of analytical indicators is the basis of staff performance丶亠仆舒仍亳亰仂于舒仆仆亶 从仂仆仂仍 亳 舒仆仂于从舒 舒仆亟舒仂于 舒仆舒仍亳亳从亳 于 亟亠仗舒舒仄亠仆亠 舒从亠亳仆亞舒 / Centralized management anddefinition standards for analytical reporting and standard indicators in the Department of Marketing 个仆从亳仂仆舒仍仆仂亠 仗仂亟亳仆亠仆亳亠 舒仆舒仍亳亳从仂于, 仆舒仂亟亳 于 仆从亳仂仆舒仍仆 亟亠仗舒舒仄亠仆舒 / Data Analysis Manager in other departments are in functionally subordinate Market Data Analysis Manager
亠亠仆亳 / Solutions亠亠仆舒仍亳亰舒亳 从仂仄仗亠亠仆亳亶 仗仂 舒仆舒仍亳亳亠从仂亶 仂亠仆仂亳 仗亳于仂亟亳 从 仆亠于仂亰仄仂亢仆仂亳 从仂仆从亳于仆仂亶 从仂仄仄仆亳从舒亳亳 仄亠亢亟 亟亠仗舒舒仄亠仆舒仄亳 于 仂仄 仍舒亠 从仂仍亳亠于仂 仗仂从舒亰舒亠仍亠亶 亳 舒仆亟舒仆 仂亠仂于 仗亠于舒亠 仆亠从仂仍从仂 亳 弍仂 舒亠/ The decentralization of competences in analytical reporting leads to the impossibility of constructive communication between departments - in this case the number of indicators and reports more than a few thousand and is growing rapidly.亟亳仆舒 于亳亳仆舒 仗仂从舒亰舒亠仍亠亶 亳 亠亟亳仆亶 亠亠 仂亠仂于 亟仂仗仆亠 仆舒 从仂仗仂舒亳于仆仂仄 仗仂舒仍亠 / Unified of data mart and unified of repository analytic reports are available on the corporate portal
亠亠仆亳 / Solutions亠仆从舒 于仍亳礌亳磻仂仆从亠仆仂于 亳 亠从亳于仆仂 从仂仆从亠仆仂于 - 于舒亢仆舒仂舒于仍ﾑ舒 舒仆舒仍亳亳从亳 / Assessing the impact of competitors and the effectiveness of competitors is important of part of the analytical reporting in Retail.弌仂仗仂舒于亳仄仂 亟舒仆仆 从仂仆从亠仆舒仄亳 / Comparability of data with competitors 亠亢亠从于舒舒仍仆亠 亳 亞仂亟仂于亠 亟舒仆仆亠 /Revenue 于从舒 于从仍ﾑ舒亠 于从舒亞亠仆从亳 仍亞 于 于亠仍亳亳仆亠 于仂亰仆舒亞舒亢亟亠仆亳 / agency fees included in revenues without a turnover on agency services
Revenue & Gross Margin & costs - 弍亠亰 弌 / without VAT
Labor cost - 亰舒舒 仆舒 仗亠仂仆舒仍 亠仂仄 仆舒仍仂亞仂于 / staff costs include taxes
LFL 亟仍 仗仂亟舒亰亟亠仍亠仆亳亶, 仂舒弍仂舒于亳 弍仂仍亠亠 亟于 仍亠 / only stores open more than two years ago舒仆仆亠 仆从舒 / Analysis of market goods仂弍亠仄 仗仂亟舒亢 于 舒亰亠亰亠 仂于舒仆 从舒亠亞仂亳亶 / sales in the context of product categories and hits - once a week (GfK, Nielsen 亳 亟.)
Price index - twice a week (Gfk, 丼, Nielsen 亳 亟.)
Index of Consumer Activity - once a week (Watcom)
丐仂于舒仆亠 仍亳仆亠亶从亳 / comparison of product lines - once a week (IFR 亳 亟.)
promo-舒从亳于仆仂亳 / comparison of advertising activities (丼,仂仄亳亳 亟.)
Mystery Shopping once a month ( NextTep, 4Service 亳 亟.)亠亠仆亳 / Solutions舒亟舒亳 仗亳仆亳 亠亠仆亳亶 亳 亰舒亟舒亳 亳仗仂仍仆亠仆亳 亠亠仆亳亶 亳仍仆仂 仂仍亳舒ﾑ 仗仂 亠弍仂于舒仆亳礆 从 舒仆舒仍亳亳从亠 / The task of decision-making and execution of business processes have different requirements for analytical reporting仍 仗亳仆亳 仂仗亠舒亳于仆 亠亠仆亳亶 仆亠仂弍仂亟亳仄 亠亞仍仆亠 仂亠 亳从亳仂于舒仆仆仂亶 从 仄亳仆亳仄舒仍仆仄 从仂仍亳亠于仂仄 仗仂从舒亰舒亠仍亠亶 (亟仂 10) 仗仍舒仆-舒从, LFL, 舒舒仄亠仆, 仄舒亢亳仆舒仍仆舒, 仂于舒仆舒 亳 亠亳仂亳舒仍仆舒 从舒 / Operational decisions - on the basis of regular reports to the fixed structure, with a minimum number of indicators (up to 10) - plan-fact, LFL, attachment, in the context of goods groups, the context of margin groups and the territorial structure仂仄仗仍亠从 亠亢亠亟仆亠于仆 亠亞仍仆 仂亠仂于 仄仂亢亠 于从仍ﾑ舒 于 亠弍 仂 10 亟仂 60 仂亠仂于 舒亰仍亳仆仄亳 仗亠亳仂亟舒仄亳 舒亞亠亞舒亳亳 亟亠仆, 仆亠亟亠仍, 仄亠, 从于舒舒仍 亳 亞仂亟 / Daily set regular reports may include from 10 to 60 reports - from different periods of aggregation - day, week, month, quarter and year
亠亠仆亳 / Solutions亳仄亠 仂亠舒 舒亰于亠从仂亶 仂亟仆仂亞仂 仗仂从舒亰舒亠仍 / Example report with different views on one indicator:亳仄亠 仂亠舒 舒亰于亠从仂亶 亠亳 仗仂从舒亰舒亠仍亠亶 / Example report with different views on the six indicators:

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Business Intelligence In Retail

  • 1. 舒亟舒亳 亳 仂亳弍从亳舒仆舒仍亳亳从亳 于 亳亠亶仍亠.Business Intelligence in Retail. Typical task and mistakes .Dmitry Liakhovets
  • 2. 仆仂于仆舒 亰舒亟舒舒 舒仆舒仍亳亳从亳 于 亳亠亶仍亠The basic task of Business Intelligence in Retail亳亠亶仍 亰舒舒弍舒于舒亠 亟亠仆亞亳 舒仄, 亞亟亠 仗亠亟于亳亟亳/仂仄亳亠 仗仂 亳 仂仂仂 亰仆舒亠 仂亳仄仂 亟仂于仍亠于仂亠仆亳 仂亞仂 仗仂舒 ( 仆亠仂弍仂亟亳仄仄 从舒亠于仂仄) / Retail makes money, where anticipates / creates demand and knows well the cost to meet this demand (with the necessary quality)仆舒仍亳亳从舒 仗仂仄仂亞舒亠 仗亠亟于亳亟亠 仗仂 亳 仂仗亠亟亠仍亳 仂亳仄仂 亠亞仂 亟仂于仍亠于仂亠仆亳 ( 仆亠仂弍仂亟亳仄仄 从舒亠于仂仄) /Business Intelligence helps to anticipate demand and to determine the costs on ensure this demand (with the required quality).
  • 3. 亠亠仆亳 / SolutionsHead of MarketingBrand & AdvertisingManagerMarketData AnalysisManagerMulti ChannelManagerVisualMerchandisingManager亟亳仆仂亠 仗仂仆亳仄舒仆亳亠 亳 亟仂仗仆仂 舒仆舒仍亳亳亠从亳 仗仂从舒亰舒亠仍亠亶 - 仂仆仂于舒 亠从亳于仆仂亶 舒弍仂 仂亟仆亳从仂于 / A common understanding analytical indicators and availability of analytical indicators is the basis of staff performance丶亠仆舒仍亳亰仂于舒仆仆亶 从仂仆仂仍 亳 舒仆仂于从舒 舒仆亟舒仂于 舒仆舒仍亳亳从亳 于 亟亠仗舒舒仄亠仆亠 舒从亠亳仆亞舒 / Centralized management anddefinition standards for analytical reporting and standard indicators in the Department of Marketing 个仆从亳仂仆舒仍仆仂亠 仗仂亟亳仆亠仆亳亠 舒仆舒仍亳亳从仂于, 仆舒仂亟亳 于 仆从亳仂仆舒仍仆 亟亠仗舒舒仄亠仆舒 / Data Analysis Manager in other departments are in functionally subordinate Market Data Analysis Manager
  • 4. 亠亠仆亳 / Solutions亠亠仆舒仍亳亰舒亳 从仂仄仗亠亠仆亳亶 仗仂 舒仆舒仍亳亳亠从仂亶 仂亠仆仂亳 仗亳于仂亟亳 从 仆亠于仂亰仄仂亢仆仂亳 从仂仆从亳于仆仂亶 从仂仄仄仆亳从舒亳亳 仄亠亢亟 亟亠仗舒舒仄亠仆舒仄亳 于 仂仄 仍舒亠 从仂仍亳亠于仂 仗仂从舒亰舒亠仍亠亶 亳 舒仆亟舒仆 仂亠仂于 仗亠于舒亠 仆亠从仂仍从仂 亳 弍仂 舒亠/ The decentralization of competences in analytical reporting leads to the impossibility of constructive communication between departments - in this case the number of indicators and reports more than a few thousand and is growing rapidly.亟亳仆舒 于亳亳仆舒 仗仂从舒亰舒亠仍亠亶 亳 亠亟亳仆亶 亠亠 仂亠仂于 亟仂仗仆亠 仆舒 从仂仗仂舒亳于仆仂仄 仗仂舒仍亠 / Unified of data mart and unified of repository analytic reports are available on the corporate portal
  • 5. 亠亠仆亳 / Solutions亠仆从舒 于仍亳礌亳磻仂仆从亠仆仂于 亳 亠从亳于仆仂 从仂仆从亠仆仂于 - 于舒亢仆舒仂舒于仍ﾑ舒 舒仆舒仍亳亳从亳 / Assessing the impact of competitors and the effectiveness of competitors is important of part of the analytical reporting in Retail.弌仂仗仂舒于亳仄仂 亟舒仆仆 从仂仆从亠仆舒仄亳 / Comparability of data with competitors 亠亢亠从于舒舒仍仆亠 亳 亞仂亟仂于亠 亟舒仆仆亠 /Revenue 于从舒 于从仍ﾑ舒亠 于从舒亞亠仆从亳 仍亞 于 于亠仍亳亳仆亠 于仂亰仆舒亞舒亢亟亠仆亳 / agency fees included in revenues without a turnover on agency services
  • 6. Revenue & Gross Margin & costs - 弍亠亰 弌 / without VAT
  • 7. Labor cost - 亰舒舒 仆舒 仗亠仂仆舒仍 亠仂仄 仆舒仍仂亞仂于 / staff costs include taxes
  • 8. LFL 亟仍 仗仂亟舒亰亟亠仍亠仆亳亶, 仂舒弍仂舒于亳 弍仂仍亠亠 亟于 仍亠 / only stores open more than two years ago舒仆仆亠 仆从舒 / Analysis of market goods仂弍亠仄 仗仂亟舒亢 于 舒亰亠亰亠 仂于舒仆 从舒亠亞仂亳亶 / sales in the context of product categories and hits - once a week (GfK, Nielsen 亳 亟.)
  • 9. Price index - twice a week (Gfk, 丼, Nielsen 亳 亟.)
  • 10. Index of Consumer Activity - once a week (Watcom)
  • 11. 丐仂于舒仆亠 仍亳仆亠亶从亳 / comparison of product lines - once a week (IFR 亳 亟.)
  • 12. promo-舒从亳于仆仂亳 / comparison of advertising activities (丼,仂仄亳亳 亟.)
  • 13. Mystery Shopping once a month ( NextTep, 4Service 亳 亟.)亠亠仆亳 / Solutions舒亟舒亳 仗亳仆亳 亠亠仆亳亶 亳 亰舒亟舒亳 亳仗仂仍仆亠仆亳 亠亠仆亳亶 亳仍仆仂 仂仍亳舒ﾑ 仗仂 亠弍仂于舒仆亳礆 从 舒仆舒仍亳亳从亠 / The task of decision-making and execution of business processes have different requirements for analytical reporting仍 仗亳仆亳 仂仗亠舒亳于仆 亠亠仆亳亶 仆亠仂弍仂亟亳仄 亠亞仍仆亠 仂亠 亳从亳仂于舒仆仆仂亶 从 仄亳仆亳仄舒仍仆仄 从仂仍亳亠于仂仄 仗仂从舒亰舒亠仍亠亶 (亟仂 10) 仗仍舒仆-舒从, LFL, 舒舒仄亠仆, 仄舒亢亳仆舒仍仆舒, 仂于舒仆舒 亳 亠亳仂亳舒仍仆舒 从舒 / Operational decisions - on the basis of regular reports to the fixed structure, with a minimum number of indicators (up to 10) - plan-fact, LFL, attachment, in the context of goods groups, the context of margin groups and the territorial structure仂仄仗仍亠从 亠亢亠亟仆亠于仆 亠亞仍仆 仂亠仂于 仄仂亢亠 于从仍ﾑ舒 于 亠弍 仂 10 亟仂 60 仂亠仂于 舒亰仍亳仆仄亳 仗亠亳仂亟舒仄亳 舒亞亠亞舒亳亳 亟亠仆, 仆亠亟亠仍, 仄亠, 从于舒舒仍 亳 亞仂亟 / Daily set regular reports may include from 10 to 60 reports - from different periods of aggregation - day, week, month, quarter and year
  • 14. 亠亠仆亳 / Solutions亳仄亠 仂亠舒 舒亰于亠从仂亶 仂亟仆仂亞仂 仗仂从舒亰舒亠仍 / Example report with different views on one indicator:亳仄亠 仂亠舒 舒亰于亠从仂亶 亠亳 仗仂从舒亰舒亠仍亠亶 / Example report with different views on the six indicators:
  • 15. 亠亠仆亳 / Solutions亳弍仂仆仂亠 亠亠仆亳亠 - 于从仍ﾑ舒 于 亠亞仍仆亠 仂亠 亟亠舒仍亳亰舒亳 亟仂 仂于舒仆 仗仂亰亳亳亶 / Wrong decision to include in regular reports to detail the positions of goods !亳弍仂仆仂亠 亠亠仆亳亠 - 于从仍ﾑ舒 于 亠亞仍仆亠 仂亠仂仆亳 仗仂从舒亰舒亠仍亠亶 / Wrong decision to include in regular reports to hundreds of indicators !亳仄亠 仂亠舒 舒亰于亠从仂亶 亟于仂 仗仂从舒亰舒亠仍亠亶 / Example report with different views on the ~200 indicators:亠 仂亳 舒从 亟亠仍舒 / It is not necessary to do so!
  • 16. 亠亠仆亳 / Solutions亠仆从舒 仗仂仍亠亟于亳亶 仗亳仆亳 亠亠仆亳亶 亳仗仂仍亰仂于舒仆亳亠仄 仄仂亟亠仍亠亶 / Assessing the consequences of decision making with the use of models
  • 17. 亠亠仆亳 / Solutions仗仂仍仆亠仆亳亠 弍亳亰仆亠-亠亠仆亳亶 亠弍亠 仗亠亳舒仍仆仂亞仂 舒仆舒仍亳亰舒 于 仗舒于仍磳仄 舒从舒 仂 亠舒亠 仗亳仄亠仆亠仆亳亠仄 OLAP 亳亠仄 /Execution of operational tasks requires a special analysis of the changing view reports - this is solved with the use of OLAP systems
  • 18. 亠亠仆亳 / SolutionsOLAP-仂亠于从仍ﾑ舒ﾑ 仆亠弍仂仍仂亠 亳仍仂 仗仂从舒亰舒亠仍亠亶 (仂 1 亟仂 5), 仆仂仗仂亰于仂仍ﾑ 仂仗亠舒亳于仆仂 于弍舒 仍ﾐ英亠 仗仂从舒亰舒亠仍亳 亳亰 亟仂仗仆 (亟仂 ~200 于 从弍亠) 亳 仂仗亠舒亳于仆仂 舒亰于亠仆 仍ﾐ英 (仗仂 5 20 亳亰仄亠亠仆亳礆) 亟亠舒仍亳亰舒亳, 舒 仆从亳仂仆舒仍仆亠 仂亟仆亳从亳 舒弍仂舒ﾑ 仗亠仂仆舒仍仆仄亳 舒从舒仄亳 OLAP/OLAP-reports include a small number of indicators (from 1 to 5), but can quickly choose any indicators available (up to ~200 in the cube), and rapidly deploy any (according to 5 - 20 measurements), staff use detailing and personal view report in OLAP亳弍仂仆仂亠 亠亠仆亳亠 于从仍ﾑ舒于 OLAP-仂亠弍仂仍亠亠 10 仗仂从舒亰舒亠仍亠亶 / Wrong decision - to include in OLAP-reports more than 10 indicators !舒从 仗舒于亳仍仂, 亳仗仂仍亰亠 仂 1 亟仂 6 OLAP-从弍仂于 (仂于舒, 亟亠仆亠亢仆亠 亠亟于舒, 亰舒舒, 仗亠仂仆舒仍, 仂仆仂于仆亠 亠亟于舒, 舒仆仗仂) 亳 仆舒 仆亳 仂 于亠 (仆亠从仂仍从仂 ) 仗亠仂仆舒仍仆 仂亠仂于 / Usually used from 1 to 6 OLAP-cubes (goods, money, costs, personnel, fixed assets, transport) - on these of cubes of built all (several thousands) of personal reports.
  • 19. 亠亠仆亳 / Solutions弌舒亳亳亠从亳亠 亟舒仆仆亠, 仆舒从仂仗仍亠仆仆亠 于 亳亠亶仍亠,- 仂仆仂于舒 亟仍 仗舒于仍亠仆亳 亟仂仂亟仆仂 亳 亰舒舒舒仄亳 / Statistical data accumulated in the retail trade are the basis for reducing operating costs and increase gross margin弌舒亳亳从舒 仄舒亞舒亰亳仆仂-亟仆亠亶 仗仂亰于仂仍磳 舒仆仂于亳 从仂亠仍亳亳 舒仂亳仄亠仆舒 从仂仆于亠亳亠亶 / Statistics of shopping-days days allows link a correlation of assortment of goods with the conversion
  • 20. 亠亠仆亳 / Solutions弌舒亳亳从舒 仄舒亞舒亰亳仆仂-亟仆亠亶 仗仂亰于仂仍磳 舒仆仂于亳 从仂亠仍亳亳 亳仍亠仆仆仂亳 仂亟仆亳从仂于 从仂仆于亠亳亠亶 / Statistics shopping-days allows link a correlation number of staff with the conversion