Improving data access
With Tableau, Vicinity’s centre management and leasing teams across Australia can now access a range of data points to better inform decision-making and help manage initiatives like social distancing inside shopping centres. Some of these data points were previously siloed in spreadsheets while some were simply not captured at all.
“The journey we’ve been on has been about putting as much data as we can in the hands of our people so they can make more informed decisions. Alongside this, there’s been a real effort to improve our data collection,” said Coleman.
As an example, Vicinity has installed traffic counters at each shopping centre to gather robust data on footfall. It’s also expanded its collection and analysis of Wi-Fi data, bank card transaction data, demographics, and mobile phone location data to create insights that can improve retailer and customer experiences.
All data is stored in a centralised data lake, with a data warehouse on top containing more usable datasets, including machine learning and forecasting models. Tableau is used to visualise these datasets and provide business users with easy, immediate access to insights.
For instance, leasing executives now have a suite of Tableau dashboards that enable
interactive analysis of tenant performance, examining specific stores, categories, centres, and retail brands. The insights gained help to ensure each retailer is placed in the right location for more sustainable profitability allowing Vicinity to leverage the full value of their shopping centre space.