Data Intelligence Dashboard and Report Design

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Data IntelligenceDashboard and Report Design
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Territory Dashboard
A dashboard shows everything it needs to in a
single screen no scrolling or switching periods
or measures is allowed as it immediately makes
the view of performance subjective based on what
is selected.
Live online dashboard has drop down territory
selector - this is the only user interaction
with the dashboard.
The layout shows the sales measure vs target,
sales growth, market share, and then finally an
overview of the product lines defined in the
market.
The measurement of performance for Prod 1 is
based on looking at retail hospital sales.
This dashboard is the first port of call for a
territory manager when data is made available. It
gives the complete overview of the situation of
their product in their territory.
Although the data displayed is for a single
territory only, behind the scenes certain data
across all territories is stored to allow
calculation of the ranking on SvT (in this case
showing that the SvT for the current cycle is
25th best from 39 territories). Also able to
compare the measures against the national.
Microcharts show the quarterly trend for each
measure within a single cell to set the context
around the numerical data being displayed.
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Regional Dashboard
The same dashboard framework is used across all
teams with different measures selected as
required. Also in this case the data is being
selected from the regional level rather than
territory.
This dashboard really shows the value of good
data integration as it combines Sales from IMS
Supply Chain Manager Sales Targets Market Share
from IMS HPA And further calculations based
thereon.
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Territory Reports
To compliment the dashboard view, in which all
information required for consumption is in a
single screen, the reports break down each data
source to a more granular level and lend
themselves more to an account management type of
approach.
But firstly, to bring all that information
together, top level information is brought
together as a kind of report homepage with
links to the greater detail. In this homepage
SvT and Mkt Share, with details of the split of
sales and growth between the retail and hospital
channels is displayed. The team is trying to
drive more growth through the hospital channel
hence the relevance of the split here. Once more
all the information shown on screen is predefined
and updates based on the selected territory. The
only selection a user should make here is
territory, and the territory that is selected
here will then be selected in the subsequent
reports, accessed through the links on the right
hand side.
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Territory Reports (2)
For the sales team were looking at here, the
strategy was to work with defined accounts as
much as possible. The accounts are customised
groupings of bricks that are built into the
underlying cube. These are then used to report on.
For reference the national and territory measures
are shown at the top, followed by a structured
table of accounts.
Finally, a recommendation is made in the
performance indicator column for example,
must grow account where account market share
and change in market share is below the territory
figure. A must grow account at the top of the
list is a very clear opportunity for improvement.
Accounts are ordered by market size (potential),
and for each account we show the product sales,
market share and change in market share.
A microbar chart is used to show the relative
potential of each account against the average.
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Territory Reports (3)
The next set of data that is important to this
team is the hospital sales. There are
restrictions on the hospital data (such as not
being able to see market share at individual
hospital level) but an information rich report
is still possible.
Here, the top 3 hospitals in the country by own
product sales for the MAT are displayed on all
territory reports as reference.
Next, the ordered list of hospitals by own
product sales in the selected territory is
displayed.
For each hospital its position in the list
indicates its importance, the microcharts show
key sales and growth trends for each account.
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Territory Reports (4)
Finally, to complete the picture for this team
each territory manager needs to know the
performance of their product in each brick.
The most interesting display in this report is
again designed to promote sales behaviour by
indicating areas of underperformance, relative to
all the bricks in the report. Rank Difference
Rank of brick for market share Eg. CB04 13
minus
Rank of brick for market potential Eg. CB04 1
Therefore, eg. Rank Difference CB04 12
If rank difference is large and positive it
indicates a large potential brick with relatively
low market share. Any with negative differences
are not plotted to keep the view as simple as
possible.
The above report shows once more an ordered list
the first column of which shows the relative
importance (market potential) of each brick. As
mentioned previously, each account is constructed
of a number of bricks, so the account to which
each brick is associated is included. Market
share in each brick is also displayed as a
column, and finally the market share trend for
the last 12 months set the context of performance
within each brick.
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Territory Reports (5)
The advantage of back end data integration is
that similar styles of report can be set up to
pull out data for different measures if necessary.
Here is a report for a team that uses IMS Supply
Chain Manager as its key measure. Accounts are
ordered by their relative importance to the
territory.
The microchart shows performance of each account
for the last 12 months.
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Territory Reports (6)
Similarly, a report on the key accounts for the
selected territory based on a feed of ex-factory
sales data into PharmaAnalyticsTM.
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Management Dashboard
Microcharts are also used widely in the design of
other dashboards, such as this one which details
the status of a particular segment of the UK
pharma market.
Once again the theme of using ordered lists such
as Top 15 Companies, and Top 15 products is
brought through to this dashboard aimed at senior
management.
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FinallyDI has a range of other visualisations
that can be used depending on client preference
Fractal Maps allows a user to rapidly visualise
and drill through structured data to quickly
determine outliers, potential and issues from
various hierarchies
Gauges are best used for novice data users with a
limited set of data to be shown.
Maps can quickly bring alive geographic
relationships within the data, such as the
relationship of call activity to hospitals and
their effect on the surrounding PCT sales