1 Data Intelligence Dashboard and Report Design

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Data Intelligence

Dashboard and Report Design


Territory DashboardA 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.

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.

The measurement of performance for Prod 1 is based on looking at retail + hospital sales.

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.

Microcharts show the quarterly trend for each measure within a single cell to set the context around the numerical data being displayed.

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.

Live online dashboard has drop down territory selector - this is the only user interaction with the dashboard.


Regional DashboardThe 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 ManagerSales TargetsMarket Share from IMS HPA

And further calculations based thereon.


Territory Reports

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.

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.


Territory Reports (2)

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.

For reference the national and territory measures are shown at the top, followed by a structured table of accounts.

For the sales team we’re 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.

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.



Here, the top 3 hospitals in the country by own product sales for the MAT are displayed on all territory reports as reference.

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.

For each hospital its position in the list indicates its importance, the microcharts show key sales and growth trends for each account.

Next, the ordered list of hospitals by own product sales in the selected territory is displayed.



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 potentialEg. CB04 = 1

Rank of brick for market shareEg. CB04 = 13

Therefore, eg. Rank DifferenceCB04 = 12

minus

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.

Finally, to complete the picture for this team each territory manager needs to know the performance of their product in each brick.

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.



Here is a report for a team that uses IMS Supply Chain Manager as it’s key measure.

Accounts are ordered by their relative importance to the territory.

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.

The microchart shows performance of each account for the last 12 months.


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.


Management Dashboard

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.

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.


Finally…DI has a range of other visualisations that can be used depending on client preference

Gauges are best used for novice data users with a limited set of data to be shown.

Fractal Maps allows a user to rapidly visualise and drill through structured data to quickly determine outliers, potential and issues from various hierarchies

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

Documents

1 Data Intelligence Dashboard and Report Design