Samsung Europe supports 17 subsidiaries in 34 countries and covering product ranges that include smartphones, wearables and domestic appliances. Its customer and market insight (CMI) team had access to multiple data sources across this estate, from internal data feeds, such as SAP and Adobe, and digital data to external market research and marketing metrics. However, it recognised that silos existed around functions and data sources.
As an example of the problems this was causing, it was taking around 18 days to curate a data-driven story as a result of silos in the management, distribution and analysis of data, alongside a reliance on Microsoft Office tools. Historical trend analysis was limited, constraining the ability of predictive analytics. Data literacy was low and there was a lack of KPIs, plus no pan-European view of business performance was possible.
To address this, Samsung Europe CMI introduced QlikSense under the internal brand of smartBI. This has created a single, aggregated data model which is now being used to provide a centralised and consistent view across the region, combined with data visualisation, automated report production and single source of the truth.
A campaign scorecard has been created to provide weekly, country-by-country views of flagship product launches and is now accessed by the European president right down to country campaign managers. Data aggregation supports media investment optimisation, sales and market share tracking, performance against KPIs and multiple insights.
The data aggregation initiative has enhanced the company’s data maturity, using the data model to understand the relationship between variables that contribute to sales, as well as supporting marketing mix models and customer lifetime value modelling. Supported by a smartBI Academy, it has a community of 300 users and has been endorsed by the company’s European president.