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Converting raw data into graphical depictions

For most people, data trends and exceptions to those trends are much easier to un-
derstand when they are presented visually. Information presented in a visual format
allows users to more quickly perceive patterns or properties that they may not have
anticipated and, consequently, to draw valuable conclusions more intuitively, holisti-
cally and rapidly.

The process of converting raw or numerical tabular data into a graphical depiction
is known as data visualization. The premise behind data visualization is that look-
ing directly at rows and rows of numbers and other data sets is rarely the best way
to understand the data. One of the main goals of data visualization is to support
decision-making through the use of properly designed graphical representations of
information. Data visualization technology has recently experienced a rapid evolu-
tion from simple charts and graphs to powerful and visually appealing “executive
dashboards.”

These dashboards replace drab, static tabular information with dynamic platforms.
Similar to a dashboard on a vehicle, executive dashboards employ data visualization
techniques to organize and present information graphically, making it easy to under-
stand at a glance. Increasingly, businesses are using dashboards to graphically display
actual performance compared against target performance goals for topics such as
sales numbers, customer satisfaction rates, employee performance assessments,
merchandise and inventory levels, network performance, Web site hits, and so on.

What a dashboard looks like and how it functions depends entirely on the business
that uses it. For instance, a financial services organization might want graphs showing
current stock prices or graphs that display how different portfolios compare against
each other. A manufacturer might implement a dashboard that tracks whether vari-
ous plant processes are within targeted time or performance parameters.

Executive dashboards also use flexible graphical interfaces to provide customized

views based on roles within a company. For example, the CFO would prefer a view
displaying benchmarks and other performance indicators, while the CMO would be
more interested in how marketing dollars are spent.

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Staying in the Driver’s Seat

The simple fact of the matter, and an important consideration for all businesses in the
market for an executive dashboard system, is that not all dashboards are created equal.
Best results are generated from high-performance server based dashboard solutions that
integrate data into a dynamic display. When dealing with the data visualization aspects
of dashboards, information is better understood when the presentation is clean, instead
of sloppy; sharp, instead of pixilated; and sophisticated, instead of crude. Visual appeal
shouldn’t be a “nice bonus,” it should be a standard component of the dashboard and
should act as a representation of the overall quality of the system to its users.

The proper use of color constitutes an important function in well-designed dashboards.

One example of a way in which color-use can enhance the functionality of a dashboard is
through using a display that looks similar to a series of stoplights. This display might track
key performance indicators such as daily sales or hourly factory output. If all systems
show green, the situation is fine. If one turns red, there is a problem that needs immedi-
ate resolution and the decision-maker can dig into that problem area without getting
bogged down with departments that are working fine.

Properly designed executive dashboards also offer robust and innovative data visualiza-
tion solutions—including interactive maps that lend tremendous geographic relevance to
data. Mapping applications can be incorporated in a dashboard to display, for example,
which states have the highest sales and which ones need improvement—then drill down
into the states, cities, zip codes and even individual store sites.

Below are some additional features to look for when comparing dynamic dashboard ap-
plications:

• Produce images in Macromedia® FLASH, SVG, PNG, JPEG, PDF, EPS, TIFF, WBMP
• Integrate easily with any Web application server
• Generate charts, graphs and maps that are truly Section 508 Compliant (Section 508 is
an amendment to the Rehabilitation Act that makes electronic and information technol-
ogy accessible to the blind and visually impaired)
• Ability to contain a variety of charts, graphs and maps images fed with on-demand
dynamic data
• Create text boxes, callout notes, popup text, and drill down capabilities
• Made for rapid deployment
• Flexibility, scalability and speed
• Data visualization in various chart types including bar, line, pie, radar, XY, time, bubble
and stock graphs, and others
• Ability for users to layer multiple graphs on top of each other

Once a business knows what to look for in an executive dashboard, the trick is finding
the right product that will allow for all these capabilities. Dashboards must be carefully
selected while keeping in mind the ultimate goal of delivering accurate, timely and rel-
evant data to decision makers in a format which is instantly understandable.

Data visualization has never been this good; decision-making has never
been this straightforward
If a company is committed to having data visualization of the highest quality and utilizing
only the most effectively designed executive dashboard system, then such a company
would be wise to look at Corda Technologies’ CenterView™ executive dashboard.
Corda’s dashboard can connect to virtually any and all data sources or silos that already
exist within an organization. It can connect to multiple sources at once and drive real-
time data from those sources to the dashboard. It is also designed to be able to scale
with a business as it grows and expands, in terms of groups, departments, etc.

All these benefits give companies an effective way to communicate strategy by aligning
resources and making KPIs more broadly available to the decision makers who need ac-
tionable data the most. The dashboard helps pinpoint areas of concern or special interest
by focusing on trends, variations and exceptions, consequently reducing costs, improving
results and enabling organizational change when necessary. Data visualization solutions
such as Corda’s CenterView executive dashboard takes the guesswork out of decision
making and fulfill all the functions and requirements necessary to keep everyone “in the
know” about the performance and operations of their company.

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Improve communication; save time; take the guesswork out of business

Once companies have made the decision to adopt an executive dashboard into their
internal workings, there are several ways in which the dashboard will effect improve-
ment and progress. The following are the key areas where companies can expect to see
concrete benefits from use of an executive dashboard:

1. Dashboards improve communication within organizations.

Companies are confronted on a daily basis with the overwhelming task of communicating
with employees at various levels and in various departments. Key people receive infor-
mation from a number of sources, including analysts, department heads, and others. It
can be a complicated process to keep all these channels of communication from becom-
ing crossed and confused, but use of an executive dashboard dramatically simplifies this
process.

In many instances, a dashboard can reduce or completely eliminate the need for confus-
ing conversation and instead allows straight, simple answers to questions at the click of
a mouse. For example, instead of having to spend untold hours discussing the perfor-
mance of branches or stores with several employees, key people can access the data
that illustrates how certain locations or even geographic regions are faring based on the
key performance indicators that an executive dashboard provides. Business leaders don’t
have to rely on anyone physically telling them how the company is progressing because
they are able to find out for themselves exactly what is going on throughout the organi-
zation. Information can travel from the bottom to the top, as well as horizontally, in an
organized and logical fashion.

Executive dashboards also improve communication because they give key leaders the
most up-to-date information, due to their real-time enterprise capabilities. Executives at
large companies do not need to wonder whether the figures before them are the most
recent or current information available. With executive dashboards they can rest assured
that the data is as up-to-date as possible.

Furthermore, all that real-time information can go on the road with anyone via Blackber-
ries, PDAs, or other mobile devices. Thus, key users can get updated data from their
company whether they are waiting to catch a plane in the airport, sitting in a meeting,
in the middle of a business lunch, or during a game of golf. Not only does an executive
dashboard improve communication by making data easier to comprehend and more up-
to-date, it also makes it more accessible.

It is also important to note that executive dashboards aren’t necessarily for executives
only. Clearly, CXOs need different information than, for example, a sales manager or
a mid-level manager. Any employee who regularly receives spreadsheets or database
reports is a candidate for a dashboard. A CXO would want a “30,000 foot” view of their
responsibilities, and if they have a question or concern, they would either drill down in to
more detailed data or contact appropriate subordinates. Subordinates also need access
to the accurate information for their level of responsibility if they want to be in a position
to respond to inquiries from the executive level.

In the midst of improving communication for CXOs and their subordinates, executive
dashboards still keep a firm hold on rights management. They are absolutely secure in
terms of limiting the amount of access individuals have based on their role within the
organization. Thus, all users can enjoy the benefits of increased access to the data they
need in order to make critical decisions for their company without worrying that such
data is falling into the wrong hands.

2. Executive dashboards save time and manpower for companies.

Organizations and decision makers need the power to recognize and quickly capitalize
on trends. Executive dashboards’ real-time enterprise capabilities allow this to happen,
expediting the process of creating charts and graphs to the point where updated infor-
mation is available instantaneously.

For example, before one company installed an interactive manufacturing dashboard to

track package delivery failures it took 83 person-hours per week to generate the report
on this data. The results were compiled in an enormous report consisting of 1,250
printed pages. After implementation of the dashboard, it took one single person-hour per
week to generate the same report.

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Part of the reason why executive dashboards can so dramatically expedite this process
is due to their cross-platform capabilities. Reports generally need to reliably handle mas-
sive amounts of data from a variety of sources and systems and turn it into meaningful
information.

The challenge of this task should not be underestimated, as a typical large company
will use as many as 68 different data sets. Data dissemination is greatly enhanced when
interactive data visualization solutions, such as executive dashboards, are implemented
to provide enterprise-wide access to dashboards for all of the data users and consumers.
Additionally, the distribution of this information can be accomplished–without changing
existing databases–across networks and the Internet using only a Web browser. Conse-
quently, key users can expect to obtain reports compiled in a fraction of the time, keep-
ing them more up-to-date and saving their employees dozens of hours of valuable time.

3. Executive dashboards take the guesswork out of business.

Business leaders who rely on important data to aid them in the process of making key
decisions for their companies can depend on executive dashboards to deliver that data
not only in a timely fashion but also with a keen attention to the relevance of the data.
With an executive dashboard, business leaders can view the key performance indicators
for their company with the click of a mouse. They don’t have to sift through pages of
confusing or complicated numbers to find the figures that they need.

Rather, they can see those figures and data represented in a way that is clear, precise,
and makes sense. This ability is invaluable for busy executives with only a limited amount
of time and attention to devote to each of the numerous important decisions that come
across their desk on a regular basis.

Furthermore, executive dashboards often go one step further and help business leaders
by giving them clear-cut signals as to what is going well in the company and what needs
to be fixed. Executive dashboards can provide explicit markers, such as green lights
or red flags, which pinpoint successes or problems within the company. Business lead-
ers don’t necessarily need to take the time to personally identify such problems when
the dashboard does the work for them. Instead of spending valuable energy and efforts
on the task of coming to such conclusions, business leaders can rely on the executive
dashboard to provide them with the information they need about the operation and
performance of their company in order to act in the correct manner and make appropri-
ate decisions.

A partner to human expertise

Business leaders and all those making key decisions for businesses should keep in mind
that executive dashboards provide them with the data necessary to be informed and
appraised of the workings of their company. They do not necessarily provide executives
analysis of such data. Business leaders are employed fundamentally for their ability to
look at trends and patterns and use their knowledge and expertise to make the right de-
cision for the company. The human element of decision-making is a vital part of business
activity and should never be minimized or forgotten. While an executive dashboard ac-
quires, compiles, and presents data to business leaders, it cannot give answers as to what
that data ultimately means for the company or how it should affect decisions. Rather, it
is an invaluable tool that can aid, expedite, and simplify the decision-making process as a
partner to the human expertise of high-level business leaders.

The right knowledge at the right time = greater opportunity

For all the reasons stated above, executive dashboards provide the best way to ensure
that business leaders are always kept “in the know.” In an age where executives are
increasingly being held to the fire for company performance and profit, it is more critical
than ever that business leaders have their finger on the very pulse of their organization.
Dashboard systems, such as Corda’s CenterView executive dashboard, give them this
capability.
It is, therefore, in the best interest of companies and their executives to select and imple-
ment an executive dashboard system of the highest caliber. The benefits to the business
leaders and the entire organization will be numerous and significant, such as increased
revenue, better operating efficiencies, a better competitive edge and a simplification of
data that offers better peace of mind.

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Case Study Chick-fil-A Increases Productivity Using Corda CenterView Data

Presentation Solutions in their Restaurant Scorecard

As Chick-fil-A’s slogan says, “We Didn’t Invent The Chicken, Just The Chicken Sand-
wich®.” CORDA Technologies feels the same way about corporate data; it didn’t invent
data, just the best ways to present data.

Background:
With about 1,200 restaurants in 38 states, Chick-fil-A recently reported 2004 system-
wide sales of more than $1.74 billion, sustaining its 37-year streak of consecutive sales
gains. Excellence and improvement have been words to live by, in fact Atlanta-based
Chick-fil-A was recently honored with the Best Drive-Thru in America award for the
third year in a row. How did they do it? By focusing on who and what works well, and
consistently providing the resources their key people need to play to their strengths and
improve. Talented staff, visionary executives and properly implemented technology have
all played a key role in the success of the company.

Challenge:
At Chick-fil-A, the home office acts as a services firm for the 1,200 individual restaurants
and their Operators. The restaurant Operators are busy people; their time is extremely
valuable because they are constantly being pulled in every direction in the store. When
they have the opportunity to sit down at their computers, they log on to the Chick-fil-
A Intranet to obtain the information that is relevant to them. The chain needed a way
to grab their attention and present the information in a very easy, understandable way.
They also needed to add a dynamic component to some of the information for real-time
delivery.

Solution:
Chick-fil-A’s relationship with Corda Technologies began a few years ago when Chris
Taylor, Senior Manager of Technical Architecture and Operations, purchased PopChart®,
a charting and graphing software to create an application called the Drive-Thru Per-
formance Report. The Drive-Thru Performance Report lets the individual restaurant
Operators see how their peak hour of drive through sales performance compares with
the rest of the chain or other stores in their same segment over the previous five days.
The report allows Operators to track and measure traffic count, average transaction size
and so on.

“The Drive-Thru Performance Report was the capstone of a larger effort,” Taylor said.
“Reporting on this type of data in this format was new to us. We had to devise a way to
collect, condition and display the data. We use a custom java code to extract the data
appropriately and pull the data out of our data warehouse. Corda’s PopChart was a great
delivery mechanism. It has strong capabilities and performs well at displaying the data
graphically and interactively, which makes it easier to understand and use.”
Data visualization and presentation at Chick-fil-A has seen a remarkable evolution and
Corda has been an integral part in providing the tools to turn data into actionable infor-
mation.

The company has also implemented an innovative restaurant-level scorecard, which is ev-
idence of a departure from their historic methods of reporting metrics. The scorecards
are generated dynamically and populated with information pulled from data warehouses.
Chick-fil-A uses PopChart to graphically display the five main success factors including,
Vision, People, Financial Return, Sales and Brand Growth, and Quality and Customer
Satisfaction on the scorecard.

“We have literally dozens of additional metrics that flood into the scorecard that culmi-
nate in the five success factors,” Taylor said. “The Operator of the restaurant can view
the scorecard and instantly understand how they are doing according to the five factors.
We do this by using trend lines, and coloring such as green, yellow and red for individual
metric items that communicate quickly where the problems and success areas are.”
The Operators set the benchmarks or goals, such as; “I want my sales to increase 15%
this year.” If they go in and change that number, the scorecard is instantly updated. It
relies on the dynamic nature of Corda’s underlying technology to display the information.
Additionally, the scorecard has a customized background on it with the chain’s corporate

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branded scorecard imagery, which is a five-piece puzzle that represents the success fac-
tors. Each piece has different measurements that show whether they are on, above or
below target.

Taylor’s team also uses PopChart to communicate with its restaurant Operators regard-
ing the progress of new stores that are under construction (see example at right). This is
called the “Under Development Timeline Chart.” It shows the construction progress for
stores because current Operators are interested in other Chick-fil-A stores opening up
around them.

Chick-fil-A has also benefited greatly from another Corda solution, Highwire™, a unique
server-based HTML to PDF conversion solution. Highwire converts Web pages into
PDF’s so people can print, save and share pages without the worry of losing any of the
information that is being displayed on the Web.

“Highwire has been invaluable; we were very excited about it the first time we saw it
because we recognized the value we could gain by being able to convert Web pages into
printable PDF documents,” Taylor said. “People all over our organization benefit from
Highwire from the application developers to the analysts to the store Operators. The
trouble was that it was difficult to get Web-based reports to look right when printed
because HTML doesn’t print well. Now, people don’t really have to think about it, if they
can get something to show on the screen, if they pass it through Highwire it comes back
as a PDF, which is what we want.”

“I can’t even list all the places where we use Highwire. Highwire has become a standard
part of our corporate environment, and one we have become very accustomed to,”
Taylor said. Wayne Salter, a Chick-fil-A Integration Services Senior Analyst, said, “We
have seen a large use for Highwire. There are usually a small number of computers in
the stores, which are frequently shared with the managers who are doing labor schedul-
ing, payroll, etc. So, the idea of being able to quickly print off reports is very important,
especially since there are plenty of people at a store who don’t use the computer at all,
and the reports need to be accessible to them as well.

With Highwire, they can print off the reports and put them up on a bulletin board to
share with their team members. Additionally, Salter said Highwire has been a very quick
and easy solution to printing only the sections of a Web page the Operators want to print
because extraneous links and banners waste ink and paper. Also they are able to repro-
duce a Web page with enhanced features such as the replication of headers on each page
to make better sense of a table that runs over several successive pages. Features such
as these have proven to be a great step as the corporate home office seeks to improve
communication with the Operators.

What’s Next?
The Chick-fil-A Technical Architecture and Operations team includes the Networking
group. Over the past year they have been rolling out persistent connections to all of
their stores that were previously dial up connections. Salter said the next project on that
front would include Corda’s OptiMap™, which is a software solution that ties data into
interactive maps.

“We are building out a huge Wide Area Network that needs a lot of monitoring. We have
decided to make it intelligent and to have the nodes at the individual stores report on
their status. The next step is to plug this live data into OptiMap and display the informa-
tion in a map of the US with points for all our stores. This will allow us to quickly identify
problems; for instance, if a store is not connected, it will show a red light or if an entire
region is down we will be able to identify it quickly and take the necessary actions to fix
the problem,” Salter said.
They are planning to put the map generated with OptiMap on a wall monitor in the main
operation office so people can see the live data displayed geographically. This will always
be visible to help ensure they take care of their people right away.

Conclusion:
In recent years, Chick-fil-A has taken several steps to both improve communications
between the home office and store Operators, and to empower those store Operators
with the data they need to take their restaurants to the next level. Corda Technologies
software products have been the optimal data visualization and presentation solution to
help them achieve their goals.

350 South 400 West / Suite 100 / Lindon, UT 84042 / 801-805-9400 / www.corda.com