Founded in 1999, Predicta specializes in online marketing intelligence services. The company’s proprietary
solutions—an ad serving platform and a Web analytics suite—allow online marketers to leverage the
power of the Internet as a new marketing channel.
Customer Case Description
Predicta’s developers were spending a lot of time creating filters, drill-downs, graphs and other capabilities into the company’s product interfaces. As a result, too large of a share of developmental resources were not focused on creating new features. Predicta’s current analytical capabilities required technical knowledge, causing customer questions to be asked of IT instead of the analysts, further impacting IT’s productivity.
“There was a lengthy process involved for building new reporting capabilities into our offer,” said Phillip Klien, Predicta CTO. “The significant amount of time needed to build these capabilities into our products was extending our time to market to approximately two weeks, affecting not only our internal resources and productivity but our customer satisfaction rates as well.”
Predicta recognized that it needed to improve the reporting capabilities in its software in order to improve the customer experience and make the best use of its internal resources. Led by Klien, the company set out to identify a visual analysis and reporting solution that would not only free up internal development and IT resources but also make the customer experience significantly easier.
Now with Tableau as the main analysis and reporting solution, Predicta developers are able to dedicate 70% more time to creating product-enhancing features. In addition, Predicta analysts and customers now have the ability to quickly explore data through easily customized visualization—something the old software couldn’t do. Visualizations that used to take 2 weeks now take only hours with Tableau.
Previous to Tableau, analysts had to request visualizations from programmers and IT and were limited by the technology. Because of Tableau’s intuitive interface and drag-and-drop simplicity, the analysts themselves can now generate more effective visualizations by leveraging expertise about specific customers’ needs that IT does not have.
Tableau’s intuitive interface and drag-and-drop simplicity has also allowed Predicta to include its Business Intelligence Department analysts in the reporting process. Previous to Tableau, analysts had to request visualizations from programmers and IT staffers and were therefore limited by the technology. Now, the analysts themselves can generate more effective visualizations by leveraging expertise about specific customers’ needs that IT does not have.
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