The Chupa Chups Group is one of the world's leading suppliers of confectionery products, with year-on-year sales increasing at a rate of more than 10 percent. The Chupa Chups Group owns factories in Spain, France, Russia, China and Mexico, with current projects in Brazil as well as commercial companies in Spain, Germany, the U.S., Brazil, Russia, England, Japan, South Korea, Canada and Australia. Chupa Chups specializes in diverse confectionery products which have been developed using their own technology and marketed under the brands: Chupa Chups, Smint and Crazy Planet. The Chupa Chups Group's international business is especially important, particularly because 92 percent of the company's revenue comes from outside of Spain.

The idea to investigate analytic tools began with our apparent cross- company need to simplify the access and interpretation of departmental information and provide a holistic view of the company's operations to all divisions. While we had a centralized place to store our data, it was extremely difficult –­ if not impossible –­ to utilize that information in a way that could provide users with quick, visible results for their functional roles and/or maximize their ability to exploit the information that was available (through reporting, analysis, etc). As a company with multiple products being distributed through several channels of distribution and geographic locations, this type of information, when made available in the right format, becomes a source of strategic advantage.

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