TUNE embeds Tableau into their TUNE BI product, offering powerful analytics to their customers without the traditional time, investment, and risk associated with building a custom platform. Business Intelligence Manager, Ameer Hashish shares how customers can download mobile data through TUNE’s Tableau Server and analyze it in Tableau Desktop. Using Tableau's data connectors, customers can bring in campaign data from sources like MySQL, Oracle, Salesforce, or Google Analytics. In video 2, Jim Tommaney, Director of Data Insights explains how TUNE balances flexibility and security. Individuals have assigned permissions in Tableau Server, ensuring data security in their multi-tenant environment.
Easy integration for mobile marketers
Tableau: How has Tableau impacted TUNE’s customers? Ameer Hashish, Business Intelligence Manager: Specific to mobile marketers, Tableau has opened up a lot of ah-ha moments in terms of process automation, how they match cost and spend data to the revenues that are generated within an app, how they can dig deeper into geographic data and analyze their campaigns at a zip code level; how they can create advanced level cohorts to determine the value to the users after several pre-engagements or campaigns that have been run against them. Tableau: Can you tell us about TUNE BI? Ameer: TUNE already has an existing platform for advertisers where they can log in and see their data. We built TUNE BI as a response to market demand for more flexible customization of data visualization and access to more granular insights. Tableau: Why did you choose to embed Tableau into the offering? Ameer: One of the key strengths of Tableau and why we chose Tableau is that it allowed for easy integration of third party data sources. So we've got clients who have the mobile data, data that's coming off of the device. And they want to match that data against the campaign data that they run on desktops. We've got other clients who have existing databases, like MySQL or Oracle, and they want to plug in that data directly to the mobile data and blend it together to discover the relationships. So we've got clients using Google Analytics, MySQL database connections, Salesforce. We've got clients automating cost data collection. It's a whole host and range of different data sources that our advertisers are using. Tableau: Can you explain how customers use Tableau within TUNE BI? Ameer: In terms of customers, it's really enabled our customers to create data visualizations specific to their business immediately. So a typical advertiser would open up Tableau Desktop connect to our Tableau Server pick out some data sources available to them that relate to their business, their mobile data, and they can plug and play and begin to create visualizations. And then we extend them the publishing rights to publish the reports that they create back to the Tableau Server. Tableau: What is one of your customers’ favorite Tableau features? Ameer: The mapping feature is one of the features that our advertisers like the most. We'd say Tableau has a distinct advantage over other analytics platforms in its advanced mapping capability. Specific to mobile apps, there are a lot of mobile apps that are food delivery services and are based on geography. And so geography and demographics play a huge part in profiling customers and determining what the target audience really looks like. And so that's been a huge success for us. Clients are finding that they can drive much deeper insight, much more granular insights by slicing and dicing those dimensions and measures a thousand different ways from Sunday and really giving them access to insight that they never had before.