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BOARD Delivers Sales and Marketing Dashboard for Lundbeck Canada

  • July 01 2007, 1:00am EDT

REVIEWERS: Angela Girardi and Vicky Lalumiere, business analysts for Lundbeck Canada.

BACKGROUND: Founded in 1915, Lundbeck is the only fully integrated pharmaceutical company focusing entirely on finding new and effective therapies for central nervous system (CNS) disorders. Lundbeck currently has more than 5,000 employees worldwide, and its total annual revenue exceeds $1.5 billion.

HARDWARE PLATFORMS: W2000 server and WXP clients.

PROBLEM SOLVED: The recent launch of new product lines for the Canadian market heavily challenged the Excel-based reporting system: more reps on the field, multiproduct market analytics and the necessity for timely distribution of up-to-date information in the field. The business intelligence (BI) team had specific goals: to achieve timely distribution for sales performance data by means of eliminating time-consuming manual activities required to extract data and generate reports; consolidation of all relevant data sources, such as IMS Health data feeds, ETMS system data and others into a unique multidimensional data mart; and the ability to generate ad hoc analytics.

PRODUCT FUNCTIONALITY: The Web dashboard application was rolled out in less than four months and is used by more than 60 users. The manual creation and distribution of spreadsheets is no longer required and has been replaced by an automated monthly data upload process that takes only 60 minutes for each main data source. An enterprise license for unlimited use of the BOARD solution within Lundbeck Canada combined with the all-in-one toolkit approach also will allow the BI team to address other business processes and priorities in the medium term, such as marketing ROI analytics and sales budgeting and planning. Sales and marketing users are now accessing a Web-enabled dashboard that delivers a 360-degree view of all relevant market data, such as market shares, prescriptions at any geographical and product level, and promotional activities in the field (calls, detailing frequency and targets). Power users are fully enabled to design and distribute powerful ad hoc analytics by using the BOARD application creation.

STRENGTHS: BOARD was especially adept at handling data provided by IMS Health in a format not meant to directly feed any database application. The flexibility of the ETL component made it possible to reuse existing data feeds from the ETMS system, resulting in relevant cost savings. The fast response time from BOARD for any kind of report that the end-user generates is something that other solutions were not able to provide. Finally, the all-in-one approach allowed Lundbeck to deliver different subset of reports and analytics on different channels: through a Windows client, Internet Explorer and even by email. Power users are building their own analytics after a few training sessions.

WEAKNESSES: Extensive usage of the ETL middleware still causes data quality issues when input data feeds are subject to layout modifications without notice, unexpected additions to product set or relevant territory alignments take place. We would like to see more automation in terms of ability to generate technical documentation - such as a data dictionary, actual usage of dimensions and metrics across reports and charts.

SELECTION CRITERIA: Lundbeck Canada selected BOARD because five of the European subsidiaries had already successfully adopted the BOARD Toolkit approach. Successful completion and demonstration of the proof of concept was based on all data sources requested.

DELIVERABLES: This analytical application has been delivered in three steps: corporate dashboard, sales force Web dashboard and user empowerment. Users have been trained and are now allowed to build their own dashboard and analytics to support their need for business insights.

VENDOR SUPPORT: We are very happy with the level of support both in terms of technical assistance and software upgrades available to us. Guidance and support was provided by sdg Management Intelligence (sdg MI), a management consulting firm specializing in BPM and analytical applications as well as BOARD's most experienced global solution provider.

DOCUMENTATION: We are satisfied with the documentation. The standard BOARD documentation, online help files and knowledge base with the documentation delivered by sdg MI are thorough and sufficient.

BOARD Management Intelligence Toolkit
Board USA
255 Bear Hill Road
Waltham, MA 02451
(781) 290-4800

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