Tableau: How are you using Tableau? Who is using it within UBM Asia?
Dave Chan, Regional Director, Business Intelligence: Tableau is a tool to tell story of the data.
Our use case for visual analysis is to provide a view of a marketing landscape, of a customer landscape that our marketers can understand where the customers are and the segmentation that they have possible for their campaigns. And that allows them to make use of the data more effectively as compared to always looking at the spreadsheets and keeping the leads in a list.
There are two main user groups within the company. First are the sales team and secondly are the marketing team. They use it quite differently. For sales they use it as a reporting engine for the CRM system where we aggregate sales information, the pipeline information in Tableau, so the sales managers can keep track of the sales progress with a Tableau dashboard anywhere they go.
For marketing Tableau is the core of the operation, because now every campaign selection has to go through the Tableau dashboard, whereas in the past it's been handed over to them from a dedicated database team.
Tableau: How did this work before Tableau? What’s the difference now?
Dave: In the past that they had no visibility of data quality issues that they faced when they sent out campaigns, they only know that some campaign was not successful when some customer, we were not able to reach them properly.
And now that they have the picture and they have the access, marketers can directly influence the quality of the database, and by doing so they're encouraged to segment more, to target more better and to also track their performance closer.
And that allows our entire organization to be very focused on some of our major indicators of the business, for example, how many customers are we adding to the databases, are we on track with our sales target, are we improving the quality of our databases.
If we didn't have Tableau we would continue to struggle with huge spreadsheets, and a lot of the insights that are hidden in the data would be lost forever.
Tableau: Can you tell me a little more about what sort of data marketing is looking at in Tableau?
Dave: For our marketing users the base questions that they will have on the data is how many customer are there in each segment, and in terms of demographics and in terms of the customer behavior.
We run exhibitions, and so we have visitors going to each event, to each hall in each event, meeting different exhibitors. So there's dual location data, there are their demographic data, which company they work for, and there are also how many times they visit the event, are they loyal or are they new, which channel they come through as a customer. So all of that information can be potentially used for targeting.
And therefore that dashboard that we built for marketers will allow them to answer questions along all of those perspectives, and in the end they will have a fine target list for their campaign executions.