Innovation Journal - Cognizant

REWIRE - A BETTER BUSINESS INTELLIGENCE
Ease of use: Business users wanted simplicity, and simplicity
requires personalization and easy-to-extract data, so business analysts
usually suggest self-service reporting and analytics. But rampant
business changes also cause continuously shifting demands, so the
client often needed help with quick incremental reporting when a new
product was launched, in addition to training specialty sales forces and
changing their business processes.
Infrastructure: It isn’t kid’s play to extract insights from 15,000-
plus information assets spanning 15-plus brands. There were many
challenges to overcome, and business decisions depended on
information from the client’s internal analytics team. It was up to me to
look into the master data that spanned several hundred thousand
HCPs (Health Care Providers), which consumed up to 40% of the
analyst’s time in manual data preparation, with close to 75% in data
redundancy.
Accuracy of insights: I needed to ensure delivery of accurate
data and/or reports, delivered at the right time, at the right place and to
the right people. With 15+ different brands, there were 15 different KPI
sets to report, which is a big task, and the complexity kept increasing,
with quality assurance efforts.
To provide these insights, I had to depend on the right mix of the
optimal platform, service model, infrastructure and pricing. My platform
includes Cognizant’s Commercial DW Environment (CODE), which is a
pre-built data integration platform and industry-class pharma
commercial data model, as well as Cognizant’s pharma reporting
application (iTRAK), which is a pre-built, fully configurable self-service
reporting and analytics tool.
Service delivery: Today, business moves at “the speed of
thought,” and these thoughts must be backed by data. When
something is not working, end-users need a reliable and fast go-to
place. I provide 1-800-BI, which is a 24x7, SLA-based service delivery
model to support just that. My infrastructure is cloud-enabled, and I am
integrated with a complex ecosystem of external and internal partners
like SAVVIS, Teradata, Informatica, Cognos and Cognizant’s own
internal support team drawn from its Data Warehouse Practice,
Business Intelligence Practice, Enterprise Analytics Practice and IT
Infrastructure Services Practice for end-to-end response to delivery
lifecycle.
Leased model: My cost is favorable through lease-based pricing,
with “variabilization” options.
“Providing data on Wednesday instead of Friday enables our
team to get back on track. THANK YOU!!! This is tremendously
appreciated.”
Finance & Business Management Business Infrastructure Lead at a
large financial client
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