| The client is a large bio-pharmaceutical company with around 6000 employees, out of which 600 employees are in Sales. . The core business activity is to discover, develop, manufacture, and market human therapeutics based on advances in cellular and molecular biology. |
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| The client wanted to develop a Business Intelligence solution as part of a major restructuring plan. The following business activities were identified as critical for the success of the restructuring: |
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| Business Need |
Enabler |
| Positioning Strategy for the new products |
An information system to store related information for the new market (such as accounts, professional, sales data, and external source data), so as to effectively identify the market and position the new products |
| Customer Intimacy |
An analytic system to improve the assessment process of sales force activities to build a better relationship with existing customers and have a better analysis of the activity data and reporting needs of different business units on the existing CRM |
| Sales-force Compensation |
Web-enabled reporting system to efficiently manage the compensation plans. This included commissions, quotas, and incentives upon achievement of the quotas. |
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| Based on the requirements gathered during the study phase, we proposed a need-specific approach for the implementation of the various solutions. The selection of various DW tools and technologies was also driven by the need for the specific business activity. Business Intelligence solutions implemented using various BI tools included a Customer Datamart, Marketing Datamart, and Web-enabled Sales Force System. Benefits of the solutions included: |
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| For Customer Datamart: |
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- High transparency of customer data, interaction, and relationship
- Marketing that followed clearly defined customer segments
- Better sampling of customers for targeted campaign management
- Easier information access for field managers
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| For Marketing Datamart: |
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- Provision of current information for product strategy
- Integrated and centralized storage of the data from legacy systems and other data sources
- Identification of target medical professionals for the promotional strategy of new products
- Better new product management strategy developed by comparing relevant information of similar products in the market
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| For Web-enabled Sales Force Compensation System: |
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- Timely and effective calculation and delivery of Compensation Statements to the sales force
- Breakpoint setting for payout curves and matrices using distribution curves for effective modeling of compensation plans
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