Cardinal Path Supercharges E-commerce with Tableau

Analytics Provide 360 View for Clients

Publish Date: January 23, 2013 - 8:45pm

Online marketing company, Cardinal Path, is using Tableau to helps its clients get a holistic, 360 view of their business. Cardinal Path blends Google Analytics with offline data such as transactional data and customer information to help companies make key operational decisions.

In November, Tableau announced that it has joined Google’s Cloud Technology Partner program and will provide a native connection to Google Analytics, Google’s website statistics service in Tableau 8.0, expected to be released later this quarter. Cardinal Path has been beta testing the Google Analytics Connector to easily connect Google Analytics data with Omniture data and database data.

“With Tableau’s Google Analytics Connector we will not only connect easily and more efficiently through the API, we will also be in a position to increase our client analytical maturity by demonstrating the benefits of merging online behavior data with back-office operational data sources,” said Stephane Hamel, Director of Strategic Services at Cardinal Path. “That’s going to increase analytical power and better decision insight.”

Tableau allows Cardinal Path clients to efficiently analyze online customer behavior from the acquisition source until the actual purchase and transaction.

“Cardinal Path’s bread and butter is taking raw data turning it into useful insights for its clients,” said Elissa Fink, Chief Marketing Officer at Tableau Software. “Tableau’s native connections to Google Analytics and business critical databases make it easy to visualize large amounts of data in just a few clicks, revealing insights and informing business decisions. We’re happy to support Cardinal Path’s customers in their success.”

About Cardinal Path
Cardinal Path leverages digital analytics to deliver insight, understanding and outcomes that create competitive advantage for our clients. We engage at the strategic, business, and technical level to generate tangible and quantifiable value for our partners.

Described as “analytics ninjas” by Forrester Research, we consider data to be the raw material of our craft. We have experience up and down the Business Intelligence stack to include advanced attribution modeling and deploying and integrating leading analytics platforms, dashboards, tag management, and statistical analysis technologies. We do this through our proven approach, the Cardinal Path, to provide clients with a single point of truth that informs and empowers confident data-driven decision-making. We applied this approach to brands such as Mercedes-Benz USA, Merck, Papa Johns, US Cellular, NPR, MSNBC, DeVry and hundreds of others. Learn more at

About Tableau
Tableau Software helps people see and understand data. According to IDC in its 2012 report, Tableau is the world’s fastest-growing business intelligence company, Tableau helps anyone quickly analyze, visualize and share information. More than 10,000 organizations get rapid results with Tableau in the office and on-the-go. And tens of thousands of people use Tableau Public to share data in their blogs and websites. See how Tableau can help you by downloading the free trial at

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