Over 80% of the online business now uses Tableau regularly, in departments ranging from the product team to the sourcing team, strategy team and finance. One of the teams benefiting most is the online marketing team.
“The marketing team used to spend two hours a day, per person, on reporting across 60 Google Sheets,” Louise. “By connecting APIs and automating these reports in Tableau, not only have they saved hundreds of hours a month, but everything can now be seen in just one dashboard.”
This new approach to marketing analytics means the team can review ongoing activity daily, rather than reactively at the end of the month. Considerable improvements in spending efficiency enables the team to save over $1m every 6 months thanks to a 10% reduction in customer acquisition cost.
“Since switching to Tableau, the team can easily see which marketing channels are working and which aren’t,” says Louise. “Those that aren’t working can be quickly switched off, with resources immediately funneled into more effective activity.”
These benefits haven’t gone unnoticed and other teams within Seera Group are starting to use Tableau in a similar fashion.
“The product team is now using Tableau to monitor user activity across our different platforms such as the app, the web and in-store,” says Louise. “By viewing everything in one place they can see customer drop-offs more easily and analyse why it’s happening.”
While the online business leads the company’s use of Tableau, the rest of the business is quickly catching up, including the expanding retail network of Seera Group’s consumer travel business - As part of the Seera Group transformation, data became a corporate function, and is as critical to the business as IT, Finance or HR.
“Tableau has democratised data within Seera Group and really helped bring the company together,” says Louise, now VP Data. “It’s providing solutions to real world needs and solving issues people didn’t even know data could help with until now.”