Swisscom grows closer to the business with Tableau

Leading Swiss telecommunications provider Swisscom uses the Tableau platform to enable swift explorative analysis of huge datasets. In addition, Swisscom visualizes the results of other data mining tools in order to offer a comprehensive self-service BI solution for its marketing and sales experts.

Swisscom — the leading telecommunications company in Switzerland—has its head office in Ittigen, near the capital city of Bern. The company's range includes mobile communications, landline, Internet and digital TV.

With more than 21,000 employees, Swisscom generates annual revenue of approximately CHF 11,500 million.

The company was looking for a way to quickly search its huge data records and to find explorative answers to hypotheses. Tableau offered the best solution. In addition to Tableau, various other tools are used for analysis and data mining. The results from can be dynamically displayed with Tableau—enabling self-service BI.

Tableau: Please provide us with your personal details and information about your company.
David Wyder, Senior Business Intelligence Consultant: My name is David Wyder. I work for Swisscom as a Senior Business Intelligence Consultant.

Tableau: Who uses Tableau at your company?
David: We are a department at Swisscom called Marketing Analytics. We’re 15 analysts using Tableau Desktop, so we work with it creatively and make visualizations for our marketing customers.

Tableau: What is the Tableau solution used for in your company?
David: At Swisscom, we use Tableau for marketing support. Above all, we use Tableau to visualize. We apply Tableau to our Teradata database, to create various visualizations in order to test hypotheses and find potential groups in an explorative way.

Tableau: What data sources do you use?
David: For instance, we aggregate customer data so that we have 500 different variables available per customer. We use external data where necessary, like data from the Federal Statistics Office or geographic data that we can then prepare visually in Tableau.

With Tableau we've become a lot faster and gotten closer to our business. We can show and implement things more quickly.

Tableau: What was the situation like before you opted for Tableau?
David: We were looking for an option to browse data quickly at Swisscom, and to examine hypotheses in an explorative way, to test and handle data quickly. To that end, Tableau proved to be a very good solution. In addition to Tableau, we use various analysis software suites or mining software for advanced analytics. We mainly use Tableau for visualization so that we can enhance the results from our advanced analytics, present them dynamically and offer a self-service BI.

Tableau: What is the outlook like for the future?
David: What will the future be like for Tableau at Swisscom? We’ve noticed that the feedback from our marketing is very good. Everyone wants access, including analysts. Everybody wants to work with it, because they see that it offers far more possibilities than Excel and is a lot easier to use than other BI software.

Tableau: Why did you opt for Tableau?
David: We get very good support from Tableau. If we have a problem, we get help quickly and in an uncomplicated manner. The installation of Tableau Desktop is very easy and our IT was able to implement the installation of Tableau Server very quickly, too.

Tableau: What benefit has the solution brought to your organization?
David: Thanks to Tableau, we've become a lot faster and gotten closer to the business. We can show things more quickly and implement things more quickly. We don’t need to establish a special metadata layer, but can directly access our basic data from Teradata and quickly work with it creatively in order to have something to present to our customers.

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