Data analytics platform improves IT | IT case study | Guess? | HP
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Data analytics platform improves IT | IT case study | Guess? | HP
Case study Guess?, Inc. threads it together with the help of HP Vertica Real-time information empowers non-traditional Business Intelligence users Industry Retail Objective Migrate to a new data analytics platform to improve IT and business performance and empower everyone—designers, buyers, planners, and retail store managers—to serve customers Approach Implemented HP Vertica data analytics platform and developed an easy-to-use mobile application IT matters •Leveraging columnar database performance inherent in Vertica to reduce the load window by 50 to 62.5%, from 3 to 4 hours on the legacy platform to 90 minutes at most •Data analytics platform provides performance, open architecture and flexibility at a global scale •Extends analytics to the business front lines via a visual, easy-to-use mobile application •Removes the need for archiving of data with the use of powerful database compression Business matters •Better sales tracking due to essential daily store reports generated 90 to 400 times faster •Improve merchandise allocation and distribution of inventory across retail locations due to complex queries, such as sales for all best-sellers performed 60 to 80 times faster •Develop sales promotions based on real-time affinity and market basket analysis to better understand consumer purchasing behaviors “Vertica gives us the flexibility to tackle Big Data. With HP Vertica, our organization is ready for the challenges retailers are facing—from Big Data to next-generation analytics.” – Bruce Yen, director, Business Intelligence, Guess?, Inc. What started in 1981 with a unique jeans design for women has grown into a leading global retailer. Guess?, Inc., headquartered in Los Angeles, Calif., has 1,626 stores in 87 countries throughout the U.S., North and South America, Europe, the Middle East and Asia. The fashion-forward brand, often associated with beautiful models and iconic advertising imagery, has expanded its product lines beyond jeans to offer a wide range of apparel and accessories for men, women and children. Case study | Guess?, Inc. Guess? has grown significantly in the last twelve years, particularly internationally, although North American business still contributes one-half of the company’s $2.7 billion revenue. Ensuring the fashion retailer’s continued success is an HP Vertica Analytics Platform that includes a business analytics iPad application called , ‘G-Mobile,’ that is easy to use, even for non-traditional Business Intelligence (BI) users. The app enables a range of employees—including designers, buyers, planners, and allocators—to analyze sales, inventory and logistical information to better manage the business in real time. “Data isn’t scary,” says Bruce Yen, director of Business Intelligence at Guess?. “We approached designers and other folks who typically don’t work with a lot of data, and we were able to change the way they think about data. For one thing, we’ve made it cool and fun by merging the data with images of merchandise.” “Staff has turned to HP Vertica for its speed, performance and flexibility. They are not afraid of large data sets with HP Vertica.” – Bruce Yen, director, Business Intelligence, Guess?, Inc. Yen explains that unlike some industries, one of the challenges in the retail space is having to process and update large amounts of data and the frequency that data changes. Having current sales and inventory information is critical. For example, store managers usually meet with their staffs about two hours before stores open. During these meetings, employees need up-to-date information about the prior day’s sales. In the past, Guess? was dependent on a database platform that typically took three hours to generate sales reports, which made it impossible to share 2 the data with stores on the East Coast before 11:00 a.m. Eastern—too late to be useful at daily staff meetings. “As a retailer with a national footprint, we needed to have information ready for the stores early, and to do that we needed better performance,” Yen explains. Evaluation process leads to HP Vertica Yen shopped around and looked at three data analytics vendors including HP Vertica. “I liked the ground-up approach, and HP Vertica seemed smarter than the alternatives,” Yen says. What’s more, Guess? did a successful Proof of Concept, and the fact that MicroStrategy partners with HP Vertica also was viewed favorably. HP Vertica is the backbone that now powers all of the BI reporting and analytics at Guess? in North America, while MicroStrategy is the front-end. There are more than 800 employees from across the enterprise in North America who depend on regularly scheduled ad hoc reports. What’s more, approximately 100 non-traditional BI users now rely on the Vertica-based G-Mobile app that has proven extremely useful, whether in the field, during corporate meetings, or even at home. With the HP Vertica platform, query speeds have increased dramatically. As a result, stores now have the data they need at their morning meetings. “With HP Vertica it takes only one to two minutes to generate reports instead of three hours. It’s huge to be able to move that time up, to have that information about what happened yesterday, and to better track sales,” Yen says. In addition to store reports, there are myriad ways Guess? employees are taking advantage of the data available to them. After conducting field surveys and shadowing employees, the company has found that a range of users are Case study | Guess?, Inc. enthusiastic about the HP Vertica platform, including the G-Mobile app. For instance, sales executives can easily view best-sellers, see how much inventory there is, and contact the allocations team to better allocate merchandise and fine-tune the distribution of inventory across retail locations. Some Guess? executives use the G-Mobile app to generate sales numbers and better understand how business is performing. A range of users, including buyers, planners and allocators rely on ad hoc reports and the G-Mobile app for near-instant access to information, such as merchandise planning. On the legacy system, it might have taken 15 to 20 minutes to generate a merchandise report that now takes only 5 to 20 seconds on the iPad accessing the data remotely. Visual, easy-to-use retail data analytics platform Many employees, such as planners and allocators, use the G-Mobile app in stores to watch the rate at which best-selling merchandise is moving. When regional directors travel to stores they discover opportunities in the data and quickly learn how the districts are performing. Powered by Vertica, regional directors can ensure they are allocating resources appropriately to optimize employee productivity. A report generated in only five seconds gives the company a better understanding of important consumer purchasing trends. With Vertica, Guess? can do affinity and market basket analysis to better understand consumer purchasing behaviors. This information can then be used to develop sales promotions, for instance. Vertica powers all of the CustomerManagement-Relationship (CRM) analytics and reporting and has been an integral part in better understanding our customer’s shopping behavior. Platform powers analytics, Big Data Guess? finds that it can run complex inventory queries much more quickly than in the past. For example, a query with details about size- level inventory and sales for all best sellers is now 60 to 80 times faster, taking only 30 seconds compared to 30 to 40 minutes in the past. With increases in speed, the company is seeing a shift in the types of questions that are asked of its data analytics platform. HP Vertica now allows the retailer to generate more complex queries, such as inventory analysis at size-level for all store locations over a twoyear time period. A query of this type would not have been possible on the legacy platform and is accomplished on HP Vertica in two to three minutes. “I liked the ground-up approach, and HP Vertica seemed smarter than the alternatives.” – Bruce Yen, director, Business Intelligence, Guess?, Inc. “Detailed inventory tracking is extremely important in the retail world,” Yen explains. “Now users ask questions they wouldn’t have been able to ask before. Vertica is our nextgeneration platform.” Guess? also found a way to change the way its employees look at data by tailoring it to engage specific audiences within the company. In finance, employees might get a two-tothree page summary report, while clothing designers now have access to data that is useful for future design planning. What’s more, Guess? leverages the columnar database performance inherent in Vertica, reducing the load window from 3 to 4 hours in the past to 60 to 90 minutes. Aside from better performance and data analysis, Vertica provides more flexibility than the legacy system. While Vertica is not designed as a transactional system, its powerful analytics on large data sets has been leveraged by other operational systems. In one instance, Vertica is used to quickly analyze customer sales and create customer segmentation—this data is then fed back to the operational system. 3 Case study | Guess?, Inc. “Staff has turned to HP Vertica for its speed, performance and flexibility. They are not afraid of large data sets with HP Vertica,” Yen says. Moving forward, Yen and his team see Vertica’s ability to scale out serving Guess? well. The company plans to roll out Vertica to Asia and Europe in the near future. “Vertica gives us the flexibility to tackle Big Data,” Yen concludes. “With Vertica, our organization is ready for the challenges retailers are facing—from Big Data to nextgeneration analytics.” Customer at a glance Application Enterprise Software—Analytic Database Management Hardware •iPads Software •HP Vertica Analytics Platform •MicroStrategy 9.2 •Red Hat Enterprise Linux Sign up for updates hp.com/go/getupdated Share with colleagues Rate this document © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein. 4AA4-6267ENW, April 2013