Virgin está llevando el entorno de Qlik al siguiente nivel, adoptando Qlik Sense, reconsiderando sus tableros de Qlik e informes de NPrinting e incorporando toda una gama de nuevos tipos de análisis (RoI en gastos de marketing digital, informes de geo-localización, etc.).
3. WHO ARE WE?
South Africa
Oman
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Malaysia
Saudi Arabia
Virgin Mobile Middle East & Africa (VMMEA) is an MVNO with operations in 5 countries in
Middle East, Africa and South-East Asia
MVNO - Mobile operator without own network
Founded in Dubai in 2006 as FRiENDi GROUP, became part of
the Virgin group of companies in 2012
Two brands, Virgin Mobile and FRiENDi mobile
Provides prepaid and postpaid mobile services to target
market segments
Critical success factors to be efficient and make best use of
data and customer insights
Business handles >1B transactions a month
UAE (HQ)
4. 4
3 YEARS WITH QLIK® PRODUCTS
2014 2015 2016 2017
QlikView® POC
First deployments
Additional sites
Centralized HQ Server
Group KPI reporting
First Qlik Sense®
deployment
Full Qlik Sense® roll-out
VMMEA is now on the third year of rolling out Qlik® products across the
organization
5. THE PROJECT SCOPE
Create a unified Business
Intelligence environment to
serve all business functions
Management KPI
Reporting
Financial Reports &
Budgeting Support
Product Analysis &
Profitability
Traffic Volumes,
Revenues & Margins
Sales Reporting (Internal
& External)
Operational Reports
(Logistics, etc.)
Consolidated Group
Reports
Customer Base &
Movements
The scope for the deployment spans all company functions
6. 6
THE DELIVERY
Summary KPI Dashboards (local/ group)
Subscriber-level analysis apps
Ad-hoc reporting tools
Daily/hourly email reports
Embedded charts & tables
Attachments with more detail
Weekly management slides
Standardized KPI dashboards, accompanied by basic ‘interactive reports’
and extensive automated email reports
The business is now fully ‘addicted’ to the BI reports, and the output is
used for every aspect of our business
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7. Special-purpose
applications
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KEY QLIK APPLICATIONS
Traffic Volume &
Revenue
Customer
Lifecycle
Daily KPI
Dashboard
A set of core QlikView® applications developed to cover the end-to-end scope
Special-purpose
applications
Highly aggregated
360-degree view of the business
Standard app between group and
local operations
Powers the standard Daily KPI emails
Customer-level aggregate of billing
records (CDRs)
Customer usage (voice/data, etc.)
Traffic cost/margin calculated in
transformation script
Profitability/product analysis and
financial reporting
Detailed customer-level view of
activations, base performance and
sales performance
Base activity, ARPU, lifetime value
Internal and external sales reporting
Smaller applications with data for
smaller audiences or specific data sets
Sales commissions, data bundle usage
9. 9
AND THE WINNER IS…
Example of Custom Report Builder
Giving business users access to all our data in a controlled manner has
been a big win, even if it is not ‘guided analytics’
10. 10
MAIN ACHIEVEMENTS AND TO-DOS
Business user access to all
data
Rapid application
development
Powerful ad-hoc
analysis
Unified data models across group
analytics
Automated KPI reporting
What was achieved: What was not (yet) achieved:
Full scope of analysis done
inside Qlik® environment
Self-service analytics
Full standardization of apps
across the group
Intelligent alerts for key
business events
11. REGIONAL ARCHITECTURE
Data Models
Dashboards & Reports
DWH
5 x Local Country Setups
Data Models
Dashboards & Reports
HQ Server in Dubai
Daily FTP Push
Each operation has its own data warehouse and Qlik® setup, and is daily
pushing aggregated summary data to the central group server
QlikView® Small
Business Servers
15-25 licensed
users/server
Standard hardware
CPU 10-20 cores
RAM 64-256GB
12. 12
A MULTI-STEP DATA PROCESS
Source system data sources (CSV)
Data warehouse processing (ETL)
QlikView® data extraction (QVD)
QlikView® data transformation (QVD)
QlikView®, Qlik Sense® & Qlik NPrinting®
reports and dashboards
1
2
3
4
5
Exports of data from source systems
Processing of fact and aggregate data
tables
Extraction of ‘raw’ QlikView® QVD files
Data enrichment, joins and further
aggregation of QVD files
Publishing of user-facing applications on
local servers
Consolidated group summary reports6
Group KPI reports based on aggregated
data
13. 13
KEY LEARNINGS
First launch of the
Qlik Projects (1 site)
5x the data volume,
5x the number of
deployments
The initial setup has matured, but with increased volume and adoption comes
increased pressure on the environment and development process
Easy Prototyping ≠ Enterprise Development
The reference architecture from Qlik is there for a
reason
While QlikView® can handle extensive
transformations, some jobs belong in the data
warehouse
Optimizing data models and application code
should be done upfront
Monitoring and managing data quality and
application performance is crucial
Managing user requirements and front-end with a
small team is challenging
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A NEW DEVELOPMENT APPROACH
>80%
Standardized data models
Standardized Qlik® scripts
Standardized user-facing applications
In order to achieve both growth in the environment and applications while keeping
the team small, a new development approach is required
Documentation & KPI definitions
Centrally managed development and support
15. 15
QLIK SENSE® DEVELOPMENT
For user-facing applications, Qlik Sense® is now used to deliver the next generation
of dashboards and reports
Self-Service BI
Replacing/complementing the ‘Report
Builder’ interfaces
Easier for user to develop own reports
Master library of dimensions and measures
Collaboration tools between teams
New design/features
Cleaner and more modern look-and-feel
Extensions and user community
Mash-ups (integration with other business
applications)
The new development projects will enable more/better analytics while being easier
to manage
16. 16
QLIK SENSE® APP DEMOS
The new Qlik Sense® applications are developed to answer a wide variety of user questions in a
flexible manner
Sales Channel Performance Customer Base Performance
Overall business performance is heavily
dependent on sales channel performance
App is designed to give a multi-perspective
view of activations, distributor/dealer
performance and cost of sales
In the prepaid telecoms world, we often do
not know who our customer is
However, we know how they use our products
on a very detailed level
The base is segmented based on usage
behavior along with channel and
demographics where available
Sales App
Thumbnail
Customer Base
App Thumbnail
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SUMMARY & CONCLUSIONS
Adopting Qlik® has given Virgin Mobile MEA a solid platform to deliver business intelligence
applications in a comprehensive yet agile manner
Bringing business data to users in a rich and
automated manner
Connecting all kinds of business decision to the
related data
Enabling a (very) small team of BI developers to
deliver and maintain the platform
Providing a platform for growth of the data
function inside the business
18. THANK YOU!
Mats Carrgard
Senior Vice President, Business Performance
Virgin Mobile Middle East & Africa
mc@virginmobilemea.com
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