How babymarkt Applied Data Analytics to Perfect Its Product Mix

The Challenge

Historically, babymarkt relied on a centralized IT function within its parent company, the Tengelmann Group, to deliver its technical needs. The central IT team had developed a homegrown solution for data analytics maintained by a large group of employees. When another brand within the Group was spun off, babymarkt needed to rapidly replace the reporting infrastructure that the team had custom-built for its grocery retail use cases but that it had nonetheless been leveraging.

The Solution

The significantly smaller babymarkt team originally considered adopting the Group’s homegrown reporting solution but ultimately decided that its total cost of ownership was too high. Its legacy system had too many known limitations, was cumbersome to maintain, and simply “didn’t feel like the future.” After evaluating Power BI and Qlik, babymarkt ultimately selected MicroStrategy as its enterprise analytics platform where it integrates and models data from its ERP system and Oracle DWH—standardizing reporting for the entire business.

The Impact

MicroStrategy reports now deliver the timely, trusted information that team members across babymarkt leverage to power their day-to-day work. Today, data analytics powered by a sole enterprise analytics platform delivers insights for enabling every core business function, spanning financial controlling, channel marketing, order fulfillment, customer experience management, and more.

The Approach

babymarkt opted for a two-phased approach when adopting MicroStrategy. Due to system change timelines, it first implemented a total replacement of its existing reports. Leveraging the semantic graph underlying the platform, it established a governed schema that standardized business logic and data relationships across all business needs. It then established data refresh rules and report distribution schedules to deliver all reports to end users. During the second phase of its implementation, the team opened up the platform to select users for self-service analytics and designed holistic, modern, and intuitive applications that empower its broader audience with MicroStrategy Dossier.

The Results

Through the trusted partnership and productive cooperation babymarkt established with MicroStrategy, the team accomplished three primary objectives. It replaced its legacy solution, established data governance to ensure accuracy, and enabled users across its business to effectively leverage 100+ weekly reports—ensuring the continued growth and success of its business.