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Ray White Group, Australia’s largest residential property group, has deployed Tableau Software, the world’s fastest growing business intelligence company, to better see and understand data and drive its geographical expansion strategy. As a result, thousands of real estate agents across the group leverage suburb specific sales reports to close deals and gain invaluable insights into market performance and penetration with visual dashboards and maps.
Ray White selected Tableau to help access geographical sales and performance data with unprecedented precision and speed. The software breaks down multi-dimensional data mash-ups with beautiful, rich data visualisations that support people’s natural ability to think visually.
Data visualisation illustrates market performance
Ray White deployed Tableau to build a customised presentation layer called documentbuilder. Originally intended to visualise market potential for prospect franchisees in certain suburbs, the company’s data team quickly realised the potential of the application for sales purposes.
Through a web-based portal connected to Tableau Server, Ray White allows sales representatives to create their own market reports for specific suburbs and geographies. It takes usually less than a minute for an agent to build a new document and the uptake has exceeded expectations.
Nathan Krisanski, senior analyst at Ray White, said: “documentbuilder is the most used application ever built in the group. At peak hour more than 30 documents are being built at once, and more than 200,000 documents have been created in total in the last two years. It is what I call an automated infographic engine.”
Dashboards and visual maps make performance metrics available to all
With Tableau, Ray White was also able to launch the Franchiser Launchpad to make performance and sales metrics accessible to the group management, franchisees and agents from an intuitive dashboard. With its visual maps and advanced document linking capabilities, Tableau introduced a completely new way of running business across Ray White, focusing on geographical market penetration.
There are more than 17,000 suburbs in ANZ, and Ray White previously struggled to visualise all the data in one map. Market share data comprises of sales numbers and compares them with total sales per suburb, sourced from external property market research firms in Australia and New Zealand. With Tableau, Ray White’s data team was able to distribute the analytic insights from data to thousands of users as easy-to-use pie charts, drilling from national level all the way down to individual suburbs.
“Ninety-eight per cent of our offices in ANZ use the Tableau dashboards and it’s so intuitive that everyone with basic knowledge of Excel can use it in the blink of an eye,” Krisanski said.
“The spread of our market share is not even, and with Tableau as our business intelligence engine we have been able to understand the volcano effect – how to grow our business in certain geographies while avoiding direct competition between individual franchisees,” he added.
Established in 1902, Ray White has close to 1,000 individually owned franchise businesses and employs more than 11,600 sales and admin staff in Australia, New Zealand and the Asia Pacific region. Combined, its agents have sold over A$25 billion worth of property.
Tableau Software helps people see and understand data. Ranked by Gartner and IDC in 2011 as the world’s fastest growing business intelligence company, Tableau helps anyone quickly analyze, visualize and share information. More than 9,000 companies 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 www.tableau.com/trial. Register now for the 2012 Tableau Customer Conference at http://conference.tableau.com/2012/.
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