Firmenich and SAS - sasCommunity.org
Transcription
Firmenich and SAS - sasCommunity.org
From a powerful statistical software to a business intelligence solution Yann Le Gauffey Wednesday 17 May 2006 SAS® Forum International Firmenich and SAS 1. 2. 3. Firmenich overlook MR in the perfumery division The first steps with SAS • • 4. Difficulties encountered • • • 5. « Global solution » implementation Standardization and data architecture User/system Interface SAS as the optimal solution? • • 6. Former experience with the software Decision to go for a company solution Internal resource vs. outsourcing Maintenance and evolution From data analysis to business intelligence Our Purpose is “to Create Unique Sensorial Our Mission Experiences in Fragrances and Flavors, inspiring Emotions and fulfilling Desires” “We foster an environment that fuels the passion and creativity of our people, engaging their talents to Inspire our Clients and Consumers worldwide” Our Activities Research - Development - Production of aromachemicals for the perfume, cosmetics, household, food & drinks industries by chemical synthesis & biological methods. The high quality of the raw materials and chemical intermediates is the backbone of our success! Creation of Perfumes & Flavors for brands marketed by our clients Design of new concepts and trends 111 years of organic growth: key facts • Turnover: over € 1.3 billion; 12-years continuous growth • N.1 in Perfumery & Ingredients • Strong corporate identity: the Firmenich family & brand • Innovation: 10% of sales devoted to R&D; 800 active patents • Sales effectiveness and in-depth consumer understanding • International outreach: present in 56 countries; 4500 employees The Family: 5 successful generations 1895: Foundation of Chuit & Naef in Geneva. 1910: Chuit sells his share to Fred Firmenich, the company is renamed Naef & Cie. 1931-33: Philippe Chuit & Martin Naef retire. André & Roger Firmenich join the Company. 1934: Firmenich & Cie. 1972: Firmenich S.A. CEOs successive generations: 1965 : Fred-Henri Firmenich 1989 : Pierre-Yves Firmenich 2002 : Patrick Firmenich Sales split by Segment Ingredients Perfumery 16% 51% 33% Flavors 17 % Perfumery Business Categories Fine Fragrance Homecare (air care, laundry care, surface care) Bodycare (deodorants, hair care, skin care, soaps, body wash) A few Perfumery Successes • • • • • • • • • • • Fine fragrances such as : Vetiver-Carven-1957 Ô de Lancôme-Lancôme-1969 Anaïs Anaïs-Cacharel-1978 Moschino- Moschino-1987 L’Eau d’Issey-I. Miyake-1992 XS-Paco Rabanne-1993 Jean-Paul Gaultier-1993 XS pour Elle-Paco Rabanne-1994 cK One-Calvin Klein-1994 Poême-Lancôme-1996 Polo sport-R.Lauren-1996 •Dune pour Homme-Dior-1997 •Lanvin l’Homme-Lanvin-1997 •Black-Bulgari-1998 •Lolita Lempicka-1997 •Cologne-Thierry Mugler-2001 •Blu-Bulgari-2002 •Chic-Carolina Herrera-2002 •Sensi-Giorgio Armani-2003 •Style in Play-Lacoste-2004 •Cinema-Yves Saint Laurent-2004 •Black XS-Paco Rabanne-2005 •Hypnôse-Lancôme-2005 NB: Firmenich Firmenich only only divulge divulges names of of its itsperfume perfume NB: s names creations ifif this this information information was was published published in in the the press. press. creations A Global Global Player Player A GB RUSSIA GERMANY BELGIUM POLAND FRANCE AUSTRIA Pakistan South Korea SPAIN ITALY TURKEY CHINA JAPAN Israel INDIA Bangladesh THAILAND SRI LANKAHONG KONG SINGAPORE PHILIPPINES Taiwan Presence in in 56 56 countries countries ... ... Presence SOUTH AFRICA AUSTRALIA - AFFILIATED COMPANIES and Rep. offices - Agencies CANADA Guatemala VENEZUELA COLOMBIA Ecuador Paraguay ARGENTINA Uruguay People diversity: … our differentiating asset, your partners! Pacific Geneva 794 1470 Latin America 471 1179 North America 637 Europe World total : 4’500 In a largely number driven industry, namely the perfumery, the need for a powerful statistical software constitutes a primary objective. CONSUMER HABIT MOTIVATION MARKET CONCEPT FRAGRANCE CREATION AND TESTING ATTITUDE CLAIM USAGE Key issues PRODUCT Road Map of Market Research abc Client Who is the consumer ? How does he use the product ? To reinforce the knowledge of the consumer and brands How does he talk about fragrances ? To identify and optimise new themes with winning potential. ………... ? Consumer insight What themes have good potential ? How can we improve them ? What is the best candidate for this brief ? To select the winner to submit between different options. The one preferred by consumers, that conveys the most pleasure, that supports the best the concept and the brand values…. Product testing What is the best candidate for my brand/concept ? Why SAS • • • • • • • Inheritage The Rolls Royce of Statistics Stand-Alone vs Global Complexity Ressources Business intelligence issue Appriopriate SAS solution I am a Dinosaur • The binding with SAS gets back to my student time, when I discover the bloody world of statistics • In all major companies I worked for, SAS was my companion. • SAS has evidently evolved , when I did not, and has expanded its territory. • Consequently, to properly leverage SAS, I had to have an higher, more global perspective • Help from someone of the Y Generation! The Rolls Royce of Statistics Any scientist should always master how his/her data are manipulated, transformed, compressed… crunched • Statistics represent the original foundation of the software • Very large spectrum of robust techniques and methods • Up to date algorithms (any innovative method is rapidly implemented) • Very accurate and accessible set of options (methods, tests, distances)-> easy to fine tune to fit needs • Relatively explicit cause explanation for errors • Availabilities of “SASmen” throughout the world (stats+dvpers) • Useful but too rare guiding books Stand-alone or global solution • In between stand-alone tools and global framework, the latter was the preferred option for the 2 following reasons: • Data regrouping and sedimentation in a unique place • Raw data, research designs, research results, conclusions and reference codes to other tools • Sedimentation allows for revisiting any piece of company data for a very different purpose • Better tracking of « on-going » workload. • Data management and treatment over one single platform • Avoidance of local « cooking » algorithms • Ensure any statistic novelty is rapidly available • Easiness for IS/IT people to administrate / maintain Market Research and Sensory platforms Complexity • Yet, implementing a global solution implies additional levels of complexity, specifically in setting up • the appropriate degree of standardization • For instance, recoding items with the EAN code turned out to be a mistake • « The best is the ennemy of the good » - Spontaneous tendency to depart from original purpose - Spontaneous addition of extra information - Utilization of metadata, to avoid loading up trash, was ultimately abandonned - Beyond the data, the architecture of the data rapidly forces to revisit the foundations assumptions (what do we call a project, a brief etc…) Competing with habits • a decent userfriendly interface • Pre-existing habits are the main obstacle to any new interfaces • A tool in its final form is extremely hard to formalize… it never ends • Even with the ultimate form of the tool, one can easily admit it was not easy to foresee • The Global interface must be acceptable compared to any local stand alone software, usually easily customizable EX: Graph SAS vs XLS Resources • To make it happen, an internal business resource with high expertise in SAS is a key success factor, because of • The pace of technological innovations in computers, computer sciences and software • Our Market Research Department being very exposed to the external world (agencies, clients…) and its changes • The focus of IS/IT resources and talents on other top priority projects (SAP) I decided to hire an “Homo Erectus” to provide us with guidance - Mathematics+Stats background General knowledge in computer sciences & main technologies Specialization in software development And young! Business intelligence issue • Recently, SAS offered a solution to solve many of the above problems, thanks to the SAS BI solution What is SAS BI made of? • SAS add-in for MS Office: the most common way to run SAS tasks from a familiar environment (Excel) • A Web Portal, the SAS Delivery Information Portal, gathering all data and results • Web Report Studio enabling standardized reports through Web interface, not used for the time being SAS Add-in for MS Office (AMO) • Researchers can • retrieve their data no matter where they are (local vs server) • access SAS analysis capabilities • With custom tasks we have added “home made” statistical methods • And finally create reports directly from and onto Excel, Word, PowerPoint the way we need them (incl. Graphs) • via integrated and familiar menus and toolbars • In short, the AMO is the easiest way to use SAS when you don’t know SAS. Web Portal: SAS Information Delivery Portal The Web Portal provides to the community of researchers a single access point for aggregated information via an easyto-use Web-based interface. • For them , it was the easiest and fastest way to share and find data and information • Researchers started to talk from the same documents and navigate within the same architecture From this point on, they spontaneously understood the benefit of standardizing their way of presenting information In other words, this was the beginning of Knowledge Management. Knowledge management and business intelligence challenges • We have improved our decision process as • We enlarged the range of sources of information (Fragrance tests, U&A, external entities…) • We extract the essence of information thanks to the stats power (home made recipes) • We compiled the information under a limited number of formats • We have saved hours of graphical reworks by delivering customized reports • We are working on • Transforming/shaping this core information into knowledge (confidential) • Disseminating part of this knowledge on a broader scope (R&D, Labs, Clients, Finances…) • Reporting to management, cost, duration, workload, efficiency of activities • We will have to get ready for some more changes • It will impact the way we work and get organized Demo • SAS Add-in for MS Office & custom tasks Run Business intelligence issue • As we moved on, the problem shifted from data analysis to Knowledge Management. • The seed for change probably started in my department but it actually really is a Company issue: Knowledge management • • • • What information is needed, Whom to In what format At what frequency…. • How to link these Market Research and Marketing data to the other information systems • And above all, how to transform it into knowledge… Thank you for your attention