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Marketing KPI Dashboard Enhancement Project

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Case Study: Marketing KPI Dashboard Enhancement Project

Description

The project focuses on delivering actionable insights into Tier 1 Marketing Key Performance Indicator (KPI) results and understanding Marketing’s impact on the broader organization. The solution integrates data from various SAP (e.g., CRM) and non-SAP systems, including ISP, SuccessFactors, training systems, and surveys, to provide a unified and comprehensive view of marketing performance.

Business Need

In 2012, the BI team created a mobile-compatible BI solution for iPads, enabling the Marketing Team to access and analyze year-to-date KPI results. However, limitations of the existing system prompted the need for a transition to an IT-owned and managed platform that automates data acquisition and provides consistent and accurate dashboard updates.

The upgraded solution aims to:

  1. Replace manual data calculations with automated processes.
  2. Improve data consistency and timeliness, addressing dependencies on disparate systems.
  3. Provide Marketing with a seamless dashboard experience supported by data from seven diverse source systems.

Data Flow and Architecture

  1. Pipeline Data Integration
    • Data from the CRM system is loaded into SAP BW for preliminary processing.
  2. Flat File Integration via DataServices
    • Flat files are loaded into the HANA BOX using DataServices for further processing and storage.
  3. Web Intelligence (Webi) Reports via Universes
    • Data from the HANA BOX is accessed through Universes (UNX) for creating interactive Webi reports.
  4. Web Intelligence Reports via BICS Connections
    • BEx Queries are used to create Webi reports by leveraging BICS connections for real-time data access.
  5. Mobile Accessibility via SBO Mobile App
    • The final report results, built on Webi, are consumed by end-users via the SBO Mobile App, ensuring accessibility and usability on mobile devices.

Challenges Addressed

  1. Manual Data Calculations
    • Prior reliance on manual calculations for certain metrics led to inefficiencies and inconsistencies.
    • The automated solution eliminates these manual processes, enhancing data accuracy and reliability.
  2. Disparate Data Sources
    • Data was sourced from seven different systems, each with unique structures and timelines.
    • The new integration strategy ensures uniformity and synchronicity of data.
  3. Data Timeliness
    • Dependence on multiple systems caused delays in data availability.
    • Automation and streamlined workflows significantly improve the timeliness of data updates.

Business Benefits

  1. Improved Data Accessibility
    • The mobile-compatible solution ensures that the Marketing Team can access critical KPIs and insights anytime, anywhere.
  2. Enhanced Decision-Making
    • Real-time data and automated updates provide a comprehensive and timely understanding of marketing performance, enabling informed decision-making.
  3. Operational Efficiency
    • Automation reduces the time and effort spent on manual data processing, allowing resources to focus on strategic tasks.
  4. Consistency and Accuracy
    • Uniform data integration and processing eliminate discrepancies, ensuring consistency and accuracy in KPI measurements.
  5. User-Friendly Reporting
    • The SBO Mobile App enhances user experience, enabling seamless consumption of interactive reports.

Conclusion

The enhanced Marketing KPI Dashboard provides a robust platform for accessing, analyzing, and acting on critical marketing data. By automating data acquisition, integrating disparate sources, and delivering a mobile-friendly solution, the project successfully addresses the limitations of the previous system. This initiative not only empowers the Marketing Team with real-time insights but also reinforces the organization’s commitment to data-driven decision-making.

Key Recommendations

  1. Expand Automation
    • Extend automated data acquisition to other marketing processes and departments for broader efficiency gains.
  2. Continuous Monitoring and Optimization
    • Regularly monitor the dashboard performance and user feedback to implement improvements.
  3. Leverage Advanced Analytics
    • Integrate predictive analytics to provide forward-looking insights and enhance strategic planning.
  4. Upskill Users
    • Provide training to Marketing Team members on interpreting dashboards and leveraging insights for maximum impact.

By addressing the identified business needs and challenges, this project sets a strong foundation for further innovations in marketing analytics and reporting.

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