QlikView | Customer Success Story | Haymarket Group

Haymarket Cuts Costs and Haymarket Group The Haymarket Media Group is the largest privately-owned publishing company in the Drives Revenue with United Kingdom, publishing more than 100 consumer, professional, trade, and consumer titles in some 20 languages and over 40 QlikView countries. The company also publishes websites related to its publications and hosts events including exhibitions and conferences.

Sector Infrastructure Services Industry “The QlikView software was installed on a server, data loaded, Media and a dashboard built using our own data within three hours. Function What had previously taken us months was done in hours in Sales, Marketing, Service & Support, Web, Operations, Finance, IT QlikView.” Geography

United Kingdom Simon Turner, Group IT Director, Haymarket Media Group Challenges • Deployment of a group-wide BI solution to The Haymarket Media Group is the largest bulletin subscribers and for marketing expose business data privately-owned publishing company in the activity. But as Simon Turner, Group IT • New reports for business leaders, sales United Kingdom. It publishes more than 100 Director , Haymarket Media Group, says: executives, and marketing managers consumer, professional, and trade titles in “Until you get visibility of your data you • Complex analysis requirements with some 20 languages and in over 40 countries. can’t hope to derive any business opportunities for further development x Integration with existing Excel-based They include Campaign (advertising and intelligence from it.” management information systems communications), What Car (motor vehicle x Delivery of live data and analysis to users buying guides), and FourFourTwo (soccer). Initially, Haymarket tried to solve this with on the go. The company also publishes websites related BusinessObjects’ Crystal Reports and Excelsius software but after six months of Solution Haymarket upgraded to the QlikView Server work creating dashboards and static reports Enterprise Edition having initially from management accounts a prototype implemented QlikView Small Business Edition still wasn’t ready. Then in May 2009 after a proof of concept involving the building QlikView offered Haymarket a ‘Seeing is of some 200 applications. Believing’ demonstration. Simon recalls: Benefits “The QlikView software was installed on a • Immediate snap shot of data to identify server, data loaded, and a dashboard built positive trends and/or issues using 10 million records from our own • No need for a central resource to create ad financial data within three hours. What had hoc reports and analysis previously taken us months was done in • Users can access QlikView on the move hours in QlikView.” using iPads and mobile devices x Increases cost effectiveness of campaigns x Better customer insight helps improve sales Building a sound business case for and reduce cost of sale QlikView After the demonstration, Simon was able to its publications and hosts events including to build a sound business case for the Data Source Systems exhibitions and conferences. deployment of QlikView Small Business Data size: 3100+ million records Edition (now upgraded to QlikView Server Database: Excel, csv, xml The challenge—managing a growing Enterprise Edition). He began by seeking volume of business data buy in from business leaders throughout In common with many publishers Haymarket the organisation. He spent a year building Media Group was facing a growing volume around 200 QlikView applications of business data which left the company data including 100 proof of concepts for 10 rich but information poor. Its Haymarket business units at Haymarket covering Business Media division alone sends more exhibitions, marketing, internet than 13 million emails every month to advertising, procurement, recruitment, and

QlikView | Customer Success Story | Haymarket Group

medical websites. By the end of 2011 there major driver was to gain better customer are expected to be more than 400 document insight information into such areas as users of QlikView, and a number of named advertisement performance, inventory, and users, with access to some 300+ million sales data so as to sell more with less effort. records. In the finance unit Haymarket needed better First POC dashboard created in visibility in comparing actual and budget A key to the successful adoption of spend data. To support its marketing drive, just three hours QlikView at Haymarket is that minimal QlikView proved the ideal tool to analyse central resource is needed, compared to revenue about ticket sales, theatre popularity, traditional business intelligence (BI) tools and multi-channel marketing success. such as BusinessObjects. Simon explains: “We so far have eight super users we have Simon recalls: “We couldn’t have done this called local data controllers. These are the before we deployed QlikView. We can now people who are already pulling together all increase the cost effectiveness of campaigns, the spreadsheets, accessing source systems identify gaps in our data, and spot potential and trying to combine different datasets contacts for other activities. It is all about us together. They are expert Excel users with using QlikView to understand the size and PivotTable reports and graphs. They know scope of the reach of our brands and then use their business unit, its objectives, its that data to grow our business.” Data acquisition costs cut by up processes and, most importantly, its data.” to 85 per cent Data acquisition costs fall by up to This structure aims to ensure that IT resource 85 per cent is kept to a minimum, dashboards really do QlikView users are gaining an immediate answer the business needs of the company, snapshot of data which helps them to quickly and that data accuracy and security are identify any positive trends or negative maintained. Local data controllers at issues. Simon adds: “Hard facts are available Haymarket are more than just super-users. at the click of a couple of buttons. QlikView They have very real responsibility for their saves the development team producing own business unit’s data and the reports, the classified team waiting for They will make the business as a whole, dissemination of it ensuring a single point of information, and management having to ask more agile with ‘Business Discovery’ analysis of the different data sources within for ad hoc reports.” Critically, Simon which delivers live data and analysis so that unit. Simon outlines: “The biggest identifies QlikView as being either wholly users can answer any question they want strength of QlikView is the ease with which responsible for, or vital to the success of, on the go. you can shine a mega light on a huge amount many projects that have return on investment of previously hidden data. The local data metrics with several zeros associated to Simon also sees the potential for QlikView controllers have really taken to QlikView them. These include a £1million plus cost dashboards to be visible on electronic because of the speed with which they can get control exercise and a project to reduce a whiteboards on the sales floor for which a up and running after some basic training.” large chunk of Haymarket Business Media proof of concept is in progress. This will data acquisition costs by up to 85 per cent. help sales executives track performance in Business leaders at Haymarket near real time. “We’re still only just needed help Scope for extending QlikView executives reaching the crest of the hill in our use of The business leaders in the Haymarket on the move QlikView as a BI tool at Haymarket,” he Group—for example in the business media, Plans are already in place to make reports says. “But we’re determined to get the consumer media, and exhibitions division— available to executives on the move through most out of our toolset and make QlikView had different requirements. Naturally, a iPads tablet computers or mobile devices. work for our business.”

“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

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