Global player with expertise to manage the diversity of Central and Eastern Europe
For over 16 years, Studio Moderna has been executing and managing comprehensive marketing actions in 20 countries of Central and Eastern Europe. The group employs 1,200 people and integrates specialized companies that deliver advertising, sales, call-center, transport and support services. This way, Studio Moderna maintains complete control over the entire chain of processes, enabling them to quickly and effectively adapt to market changes.
Pioneers in developing a unique IT system to support specific business processes
In 1996, the company was not able to find a suitable solution that would support their business requirements. They have independently developed business applications that support various business functions. These applications include: customer relationship management, media and advertising time planning, stock management and Microsoft Dynamics NAV that supports financial processes.
Centralization ensures alignment among all countries and systems
In 2005 Studio Moderna carried out an extensive integration project by implementing Microsoft SQL Server 2005 as the core data warehouse. This data warehouse integrates data from all subsidiaries and different applications. With this approach the entire IT infrastructure can be located at the company's headquarters in Ljubljana and data is transferred daily from subsidiaries in individual countries. The central data warehouse uses ETL processes that extract data from individual applications, transform them and load them into the warehouse.
OLAP provides efficient real-time support to decision-making processes
The data warehouse has been extended with SQL Server Analysis Services. This powerful analytical tool is based on OLAP technologies and ensures flexible data analysis.
ProClarity tools give the company's management quick, simple and dynamic overview of data. The tool includes a rich desktop client environment as well as analytical web-based interfaces and a management-focused dashboard. Business intelligence services are available to 100 users at all levels within the company. For example, call center managers use it to monitor the effectiveness of individual call agents. The services extend across the company all the way to the company's management that can use reporting dashboards.
Improved efficiency and responsiveness to market changes
By implementing business intelligence services the company is now more flexible at responding to market changes and customer requirements. The management has real-time insight into business performance. They can choose between visual or spreadsheet-based view of data that can include general overview of the data as well as detailed analysis of performance in individual countries or business segments.
Studio Moderna carried out the data warehousing project in collaboration with ADD, a long-term partner and leading Microsoft partner in the field of business intelligence, reporting and other software solutions. ADD provided consulting services to Studio Moderna on building the corporate data warehouse, implementing ETL procedures and deploying OLAP modeling.
“This project forms the framework needed to create reports and enable reporting,” explained Tomaž Gorjup, Chief Information Officer, Studio Moderna. “The company's management needs consolidated data and the existing system can deliver this. At the same time, we were faced with the need for uniform financial reports required by the management.”
THe company began looking for a solution that would integrate financial data from different subsidiaries and simplify cash flow planning and forecasting. The company was facing a challenging task – integration of financial data was difficult because many subsidiaries have not migrated to Microsoft Dynamics NAV. Financial data was gathered through Excel spreadsheets, emailed by the managers of individual subsidiaries.
Solution for cash flow planning and forecasting
By integrating different financial data sources, the company established a solution for successful performance management.
Microsoft Office PerformancePoint Server 2007 is a server application that offers a comprehensive and integrated solution for managing corporate performance. The server realizes Microsoft's vision of business intelligence that is available to all, driving improvements in decision making. In 2007, Studio Moderna began trialing PerformancePoint Server and used it to integrate data from heterogeneous data sources from individual subsidiaries and systems.
“PerformancePoint Server was an excellent choice, enabling us to place it between individual applications and data warehouses, where it operates as an integration tool,” explained Gorjup. “At the same time it drives improved communication between employees and serves as an interface for loading data into the data warehouse that still serves as the central point for storing all data in the company.”
Before implementing the new solution, the company was using Excel spreadsheets for planning purposes. “Employees used spreadsheet templates that were later emailed,” said Andrej Hudoklin, Studio Moderna Account Manager at ADD. “This introduced complexity as several spreadsheet versions were being used and data was not synchronized.”
The implementation of PerformancePoint Server enabled centralized collection and loading of continuously refreshed data. Users still use the familiar environment of Microsoft Excel, while data is gathered directly from the data warehouse. All changes are synchronized back to the central location.
By implementing PerformancePoint Server, Studio Moderna achieved several important benefits that directly impact business performance. Among the most important benefits is rich support for income and expense planning. The server solution enabled the company to model the entire planning process and provide IT support for it. Individual managers prepare plans for their subsidiaries. These plans are then collected and reviewed at the regional level. Plans are then sent to the company's management that can approve them or trigger another review process.
Employees enter data using Microsoft Excel. As it is entered, data is refreshed in the centralized data warehouse, ensuring that data remains consistent and up-to-date. The server is a powerful tool for achieving uniformity of business processes and linking them. Integration features are even more important since a number of Studio Moderna subsidiaries do not use Microsoft Dynamics NAV.
“Employees were already using Microsoft Excel and the new system did not require them to learn new tools and change the way they work," explained Gorjup. "First impressions of users and the management are very positive and this created an opportunity to extend this solution to other business functions.”
“Trial implementation in Studio Moderna has turned out to be very successful,” said Hudoklin. “PerformancePoint Server enabled us to provide support to the planning process. The solution turned out to be suitable for the environment we are working in. The process-oriented operation is an additional benefit as it uses individual steps and its function is transparent to all participants, ensuring the efficiency of the entire process.
Rapid access to data
By implementing a new solution, the company also improved its efficiency in accessing information. Before the implementation, data was not as easily accessible and the process had to be controlled by a number of controllers. This meant that data was not always readily accessible. Trial deployment of PerformancePoint Server was a success and Studio Moderna will use it to support the planning process in 2009. The company is also planning the deployment of a solution for forecasting and financing.
“Our long-term vision is to integrate data from a number of sources,” said Gorjup. ”By working with ADD we wish to ensure that data is compatible and delivers great value for end users. To achieve this goal, we are using a mix of OLAP and reporting technologies. All of our efforts are focused on expanding our corporate data warehouse that contains all data created and needed by our company on a daily basis.”