Understanding what the data says
MALL Group needed to gain insight into product profitability and generally streamline the way they worked with data, democratizing it so that it could be used by everyone whom it might be helpful, and provide recipients with useful inputs for decision making. The aim was therefore to introduce a functioning data culture within the group. To foster its smooth adoption and to enable the easiest possible extraction of valuable insights from data, it is essential to enable data visualization. MALL Group therefore decided to implement Tableau analytics platform to interpret its data.
The primary task was to make respective profitability analyses of 300,000 products accessible and more transparent. For this, dozens of basic reports were created in Tableau in collaboration with Revolt BI, which enabled MALL Group member companies and their departments to track product profitability in great detail. Every morning - and sometimes more frequently - they receive granular reports on orders processed, with views from different angles and in different contexts. For instance, the sales department is interested in margins, marketing in campaign cost allocation, warehousing and operations in warehouse, transport, and supplier bonus costs. At the same time, the entire funnel is now visible in a single report. Performance teams also know exactly what is happening and can determine the impact of current activities in real time.
“More intensive work with data and analytics has given us a detailed view of the profitability of individual products, which is a key aspect for e-commerce," says Andy Werner, Head of BI, Mall Group. "This allows us to optimize the product mix, manage pricing and streamline marketing activities. Heeding our data to a greater extent enables us to respond to market demands faster and more effectively.”
Overall, Tableau has provided a better understanding of the data, showed where to allocate resources more effectively, and enabled better data-driven decisions. Being user oriented, Tableau is available to anyone to easily analyze data without involving the analytics department. This change means more agile management for the MALL Group and, as a result, a path to becoming one of the most successful data-driven companies.