Maximizing profitability through Prescriptive Analytics and Data Visualization

Wanbury uses SAS Visual Analytics to discover hidden insights and gain a holistic view of their Enterprise health

Committed to its strong customer-focus and innovative spirit, Wanbury turned to SAS Visual Analytics for its Active Pharmaceutical Ingredient (API) and Formulation business operations, and predictive analytics related to Research & Development.

Wanbury is one of India’s fastest growing pharmaceutical companies amongst the ‘Top 50 Companies’ in India (as per ORG-IMS), having a strong presence in API global market and domestic branded Formulation. Wanbury’s major thrust lies in Active Pharmaceutical Ingredient (API) sale in over 70 countries and Pan-India Formulation presence. With a complex distribution network coupled with high volumes of transactional data accumulating by the day, it was imminent to create a multi-level visibility across their facilities to empower analysts and managers for data-driven decision making.

With SAS Visual Analytics, the business analytics team no longer needed to wait for end of the month to analyze the business performance and respective KPIs. Instead, executives have up-to-the-date visibility of latest insights based on refreshed data, which enables them to make nimble decisions swiftly and confidently.

Significantly enhanced commercial effectiveness

Wanbury makes huge investments in the sales and marketing activities through various campaigns, promotional inputs, sponsorships and trade-offers keeping their business objectives in perspective. Analyzing whether these investments are indeed translating into incremental sales or deep-diving to answer different what-if scenarios like ‘which campaigns or trade-offers have succeeded, and which ones did not’ were critical to the business. Although, tracking the returns on these investments has never been easy.

Transforming this information into a coherent dashboard was a daunting task because of the volumes of data which, sometimes, resulted in missed opportunities.

With SAS Visual Analytics there’s been a quick turnaround time of daily-level granular reporting enabling faster decision-making capabilities. Ad hoc analytical and reporting capabilities in SAS Visual Analytics enabled Wanbury to significantly enhance their overall commercial effectiveness.

Challenge

• Creation of a flexible, user-friendly solution for visualizing huge amounts of transactional data for a quick decision-making
• Lack of a credible mechanism to track the return on investments
• Equip the business units to measure performance and aid in planning for the future

 Benefits

• Aids in taking prompt and correct proactive business decisions for overall commercial effectiveness
• Quicker turnaround of reports and explorations at varying hierarchies
• Users can customize and instantly generate reports
• Identifies data patterns and trends for deeper investigations to business problems

Discovering hidden insights

Effective data manipulations were built in SAS Enterprise Guide, with necessary exceptional business logics and scenarios designed in the process to harmonize data coming from varied transactional sources.

Utmost faith in the quality of the data enabled Wanbury to make quick informed decisions and outpace the market.
SAS Visual Analytics helps Wanbury reinforce that faith with confidence. With exhaustive data manipulations and business logic built in the solution, combined with an appealing interface, analysts can focus more on fetching answers rather than validating business scenarios.

Collaborative Visualizations

With SAS Visual Analytics, officers and business managers have the freedom to dissect their data and run their own analysis and discovery without requiring extensive IT support. They can generate and share their own reports, dashboards and visualizations simply by clicking or drilling into items of interest. Running ad hoc analytics like correlation to analyze sales performance vis-à-vis marketing spends, sales force activities, market trends and external factors to discover valuable insights in the areas of campaign effectiveness has been easy.

For example, senior management can take an extract of these reports before getting into vendor negotiations for revisiting contractual terms with existing and new fleet of suppliers.

“Aggregating and transforming data before executives get to work is very important. We now have accurate information available in time for our executives to act upon translating into higher business efficiencies.” says Mr. Jitendra Mishra, Chief Information Officer, Wanbury Limited

With compelling visualizations and easy drill-down capabilities, executives can quickly decipher meaning of the data and make informed decisions. KPIs in the Active Pharmaceutical Ingredient (API) and Formulation business operations are crucial and are monitored more closely with renewed focus to gain a holistic view of its performance. There seem to be a steady shift from reactive to proactive approach where more than after-the-fact reporting, the focus now is on prescriptive and predictive analytics.

Having deployed SAS Visual Analytics, the management team envisions to build on that foundation and gradually incorporate advanced sophistication of ‘what-if’ scenarios and ‘goal-seeking’ analysis to address ad hoc simulative sales and business operations scenarios.