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First Milk wanted to leverage timely visibility of the sales and profitability of each product and customer to improve planning accuracy and react to new consumer trends in the fast-moving food retail sector and provide financial and sales decision-makers and analysts with around-the-clock, self-service access to personalized, usable intelligence and interactive, intuitive multidimensional reporting capabilities. First Milk used Oracle Essbase to power a custom analytic environment to enable product, sales, and finance managers to rapidly model complex business scenarios and perform "what-if" analyses and chose Oracle Essbase for its unrivalled Online Analytical Processing (OLAP) technology "Speed-of-thought" slice and dice functionality, ability to consolidate data from a variety of sources, and seamless interface with Excel.
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