Whirlpool Corporation es el primer fabricante de electrodomésticos en el mundo, con aproximadamente $ 21 mil millones en ventas anuales, 93,000 empleados y 70 centros de investigación de fabricación y tecnología en 2016. La compañía comercializa Whirlpool, KitchenAid, Maytag, Cónsul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit y otras grandes marcas en casi todos los países del mundo.

1. Whirlpool KitchenAid Uses
Qlik Sense to Maximize
Their Amazon Channel
Todd Ohme
National Sales Manager, eCommerce
Whirlpool KitchenAid

2. Whirlpool Corporation - ConfidentialWhirlpool Corporation - ConfidentialWhirlpool Corporation - Confidential
INSERT
PHOTO
HERE
Todd W. Ohme
National Account
Manager,
eCommerce
KitchenAid Small
Appliances
"This session will focus on trends in the consumer
products industry and provide a deep dive on how
KitchenAid uses Qlik Sense as a true visual
analytics platform to maximize sales, drive
collaborative forecasting discussions, and leverage
statistics to glean insights across the Amazon
Channel. And they did this all within one calendar
year!"

3. Whirlpool Corporation - Confidential 3
Leveraging Data Business Case and
Phased Implementation
KitchenAid
Wins/Examples
=SUM({< >} [SALES])
OVERVIEW

4. Whirlpool Corporation - Confidential
LEVERAGING DATA
4
15 Years with Whirlpool Corporation
Engineering Marketing Sales

5. Whirlpool Corporation - Confidential
LEVERAGING DATA
5
Maintainability
And Re-use
vs.
Capability
and Value

6. Whirlpool Corporation - Confidential
KITCHENAID ON AMAZON
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Statista, March 2015
TOP RETAIL TRAFFIC
Unique visitors per month (in millions)

7. Whirlpool Corporation - Confidential
KITCHENAID - BEYOND THE MIXER
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Baking
Coffee & Breakfast
Culinary
Aluminized Steel
Bakeware
Ceramic
Bakeware
Hand Mixers
Attachments Accessories Stand Mixers
Food Processors
ChoppersBlenders Juicers
Hand Blenders Home Beverage
Carbonator
Healthy & Fresh
Aluminum
Cookware
Copper
Cookware
Stainless Steel
Cookware
Hard Anodized
Cookware
Cast Iron
Cookware
CutleryRoasters Electric Portable
Cooking
Oven – Portable
Appliances
Coffee Grinders Tea Kettles Electric Water
Kettles
Espresso Coffee
Makers
Drip Coffee
Makers
Craft Coffee Toasters

8. Whirlpool Corporation - Confidential
Multi-Level Data Hierarchy and Increased Reliance on Data Make a Unified Approach
Imperative
Product Hierarchy
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GROWING COMPLEXITY IN REPORTING
DEMAND
PLANNERS
SALES
TEAM
FINANCE
TRADE
CUSTOMERS
FAMILY
SOP FAMILY
PLATFORM
BASE MODEL
MODEL
SUB PLATFORM
Team Collaboration
PASSION

9. Whirlpool Corporation - Confidential
IMPERATIVE FOR DATA LITERACY
9
Analyzing the business
…
…
Units
vs. Last Quarter Margin Opportunity
Inventory Position

10. Whirlpool Corporation - Confidential
Drive Improved Data Literacy Across the Organization
SYSTEM OBJECTIVES
10
Drive Focused and Productive
External Discussions
▪ Top areas to focus
▪ Top inventory concerns
▪ Top trends across products
Instantly Analyze and Interpret the
Business
▪ Top sales drivers
▪ Trends across products/attributes
▪ Answer business questions on the
spot

11. Whirlpool Corporation - Confidential
Demonstrated the Value Before a Financial Commitment
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IMPLEMENTATION AT KITCHENAID
Database
Sources
File
Sources
DESKTOP
Leveraged the Free Desktop
App to build simple drilldown
visualizations of our data
May 2016

12. Whirlpool Corporation - Confidential
EXAMPLES OF OUR FIRST APP (SIMULATED DATA)
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Units Sold at Trade
Customers This Year
Units Sold at Trade
Customers Last Year
Inventory Levels
across products
(red last year)
Inventory Levels
across products
(marker – 5 weeks sales)
Units Sold at Trade
Customers This Year

13. Whirlpool Corporation - Confidential
SILENT LEGEND - MODELS
13
Using color strategically and
consistently across charts to allow the
user to consume and process more
info

14. Whirlpool Corporation - Confidential
SILENT LEGEND - RETAILERS
14
Applied the same
approach to
retailers

15. Whirlpool Corporation - Confidential
Leverage Silent Legends Where Possible to Help Users Instantly Extract More Value
15
SILENT LEGEND EXAMPLE (SIMULATED DATA)
Visually identify
the most popular
colors
Easy to see sales
balance across
retailers
(Simulated Data, not correlated to
colors on previous slide)

16. Whirlpool Corporation - Confidential
Demonstrated the Value Before a Financial Commitment
16
IMPLEMENTATION AT KITCHENAID
Database
Sources
File
Sources
Leveraged the Free Desktop
App to build simple drilldown
visualizations of our data
Aligned demo app with High
Level KitchenAid Initiatives
and gained leadership
approval to proceed
Implemented a single node
server, currently supporting
60+ Users with 35 tokens
Database
Sources
File
Sources
May 2016 June 2016 July 2016

17. Whirlpool Corporation - Confidential
“How much lift was driven
over the baseline business?”
Imperative to answer the top business questions, instantly
17
IMPERATIVE TO QUICKLY INTERPET TRENDS
“How did Drip Coffee Makers
perform last week?”
“How does the Month
over Month trend
compare to last year?”
“How did Drip Coffee Makers
perform last week?”
“How much lift was driven
over the baseline business?”
“How does that compare to
last year?”
“How does the Month
over Month trend
compare to last year?”
“Are we seeing a similar
trend across the trade?”
“Are we in a good inventory
situation to support this?”
“How many weeks of cover do
they have based on this
trend?”
“What do you predict
the ending inventory
level to be in 4 weeks?”
“When can you get
back to us on any of
this?”
“How did Drip Coffee Makers
perform last week?”
“How much lift was driven
over the baseline business?”
“How does that compare to
last year?”
“How does the Month
over Month trend
compare to last year?”
“Are we seeing a similar
trend across the trade?”
“Are we in a good inventory
situation to support this?”
“How many weeks of cover do
they have based on this
trend?”
“What do you predict
the ending inventory
level to be in 4 weeks?”
“Thank you for the
great insights!”

18. Whirlpool Corporation - Confidential
TREND ANALYSIS EXAMPLE (SIMULATED DATA)
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19. Whirlpool Corporation - Confidential
LEVERAGING QLIK EXTENSIBILITY
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Climber CardsKPI Tile qsVariable

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CLOSING THOUGHTS
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Track All User Questions
Define
The
Need
Revise
Apps
Test
Validate
Consider Phased Approach
PHASE I
Basic Views with KPIs
PHASE II
Expose trends with
advanced calcs/functions
Use Visual Triggers Leverage the Qlik Community

21. JOIN THE CONVERSATION
@WhirlpoolCorp #WhatMatters
LinkedIn.com/company/Whirlpool-Corporation
WhirlpoolCorp.com
Whirlpool Corporation - Confidential
THANK YOU!
Todd Ohme
Happy to ‘Qonnect!’
Qlik Community: todd ohme
twitter: @toddwohme
linkedin: todd ohme
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