Bits and Bytes Insights. Profits. From. And. Martin Koschat. Time Inc. TDS Data Initiative. Executive Vice President Information Management

Transcription

1 From Bits and Bytes Insights To Profits And Martin Koschat Executive Vice President Information Management Time Inc. Retail Sales and Marketing The TDS Data Initiative Informs New York Metro Chapter February 19, /25/2003 1

2 Time Inc. Retail Sales and Marketing 2/25/2003 2

3 Time Inc. Retail Sales and Marketing The magazine retail distribution channel consists of publishers, retail marketers (a.k.a. distributors), wholesalers and retailers. Time Inc. Retail Sales and Marketing, through its divisions TDS and WPS, serves as the retail marketer for Time Inc. and selected client titles. 2/25/2003 3

4 Time Inc. Retail Sales and Marketing Annual Revenues $ 1 bill. + Number of Titles Publication Frequency 1-52 Number of Wholesalers 180 Number of Stores 160,000 2/25/2003 4

5 Time Inc. Retail Sales and Marketing In 1999, Time Inc. decided to create a national store level database, which became operational in 2001; it includes by store, by magazine, by issue the amount of product shipped and sold as well as store characteristics. The store level data are part of the retail data base which includes Accounting data (internal) Store level O&R data (MSA) Point-of-sale (a.k.a. scanner) data (various sources) Store attribute data (various sources). The challenge consists of providing the end user with easy access to structured reporting. 2/25/2003 5

6 Structured Reporting? 2/25/2003 6

7 Sources for Information Distribution Design Research Computer Science Statistics OR Other Vendors Database Reporting e.g., Microsoft Access, Oracle Discover Analytical Reporting SAS, SPSS, Splus, ArcView OLAP Cognos Other 2/25/2003 7

8 Problems with Sources Sources are usually not integrated; i.e., data structures and concepts are created that are specific to each source and that do not easily carry over to other sources. Even in instances where structures and concepts could be shared they often are not shared. Vendors attempt to integrate but are prone to push their own integrated solutions, but: No vendor is uniformly better than the others. 2/25/2003 8

9 Agenda How do we move integration up-stream into the realm of Research? How do we integrate the products of different vendors to create a seamless and rich application environment for end users. 2/25/2003 9

10 Example - Multidimensional OLAP WS Group WS # Draw Anderson Modesto Ontario The News Group Great Atlantic Great Pacific Magazine People In Style South. Living Health 2/25/ Publisher Time Inc NY Southern Progress

11 Vendor Integration - Elements We created a unified web-based environment that can accommodate diverse application needs, including: Formatted reporting for complex report layouts Oracle Reporter Flexible data retrieval with end-user control Multidimensional OLAP Analytical reporting Oracle Discoverer Viewer/Plus Cognos Splus, SAS 2/25/

12 Vendor Integration - Objective Provide the end-user with a well-documented datacentric access point, that is, group reports together by business need and data source rather than by access tool. Provide the end-user with a GUI the looks and feels similar across access utilities. 2/25/

13 Structure Source Accounting Data (internal) Store-level O&R (MSA) POS (Various Sources) Store Attributes (Various Sources) Stage Unix/Oracle Platform Access Oracle Suite Splus Cognos Browser Analysis Distribution Promotion Price Test Product Strategic MS Office Analysis Tools 2/25/

14 Data Portal - Benefits Well-documented, standard web based data and/or task centric access to information based on off-theshelf technology. Standard web utilities to monitor Portal. Output fully integrated with MS Office. Broad scope of analytical options. Environment conducive to add and retire data access utilities. Effectively addresses 2/25/

15 Integration! 2/25/

16 Exhibit - Multidimensional OLAP (cont.) An implementation of Multidimensional OLAP is provided by a commercial vendor called Cognos. The purpose of this software product is to produce tabular views of the data. 2/25/

17 Exhibit - Multidimensional OLAP (cont.) An implementation of Multidimensional OLAP is provided by a commercial vendor called Cognos. The purpose of this software product is to produce tabular views of the data. 2/25/

18 Exhibit - Multidimensional OLAP (cont.) An implementation of Multidimensional OLAP is provided by a commercial vendor called Cognos. The purpose of this software product is to produce tabular views of the data. 2/25/

19 Exhibit - Multidimensional OLAP (cont.) An implementation of Multidimensional OLAP is provided by a commercial vendor called Cognos. The purpose of this software product is to produce tabular views of the data. 2/25/

20 Exhibit - Multidimensional OLAP (cont.) A simple click on a variable button reveals the hierarchical variable structure. The highest level of the Time Period variable is the most recent 5 year period. The lowest level is a magazine s issue. 2/25/

21 Exhibit - Multidimensional OLAP (cont.) Two control buttons allow the user to select the variables and the appropriate level to be displayed. 2/25/

22 Exhibit - Multidimensional OLAP (cont.) The annual breakout shows a consistent growth in volume. 2/25/

23 Exhibit - Multidimensional OLAP (cont.) The annual breakout by major wholesaler group shows differences across wholesalers. 2/25/

24 Exhibit - Multidimensional OLAP (cont.) Sorting by wholesaler improves the display. 2/25/

25 Exhibit - Multidimensional OLAP (cont.) Looking at column percentages shows how market share changes over time. 2/25/