The various search engine advertising (SEA) and search engine optimization (SEO) teams within BookerZzz exemplified this issue. With a total of 18 websites operating under the BookerZzz brand—each with their own SEA team—it was difficult to conduct comprehensive website analyses. Many of the SEO teams were operating independently at a local level, using their own analytics tools, which was counterproductive to overall business efforts.
“Unearthing insights and sharing information across the whole company was becoming extremely problematic,” explains Manuel. “Silos were appearing across the business, with important data locked inside. This issue of segregated data, combined with the growing volumes of information coming into the business was making the situation increasingly unmanageable. When the Excel spreadsheets start to break, that’s the point where the system needs to change.”
Key internal stakeholders also had trouble making sense of the data. Senior management had to sift through spreadsheets and PowerPoint presentations, resulting in delayed decisions.
Similarly, employees did not want to engage with the data. The bulk of BookerZzz employees are non-technical, meaning any new data solution needed to be both easy to use and accessible to individuals of all technical abilities—while allowing them to perform deep analytics.
Changing the game: A new approach to business intelligence
In the face of mounting data issues, BookerZzz began looking for suitable business intelligence (BI) solutions. Following extensive research and a partner consultation, BookerZzz identified Tableau Desktop as the ideal solution for the company’s visual analytics needs.
A major factor in the initial decision was Tableau’s ease of use alongside powerful analytics capabilities. Employees could perform advanced analytics without deep coding knowledge. Following a successful 14-day trial, BookerZzz purchased Tableau Desktop. When Manuel came on board shortly after that, internal engagement really took off.
“Having worked extensively with Tableau in a number of previous analytics roles, I was already familiar with the software and the significant benefits it would bring to the way data was presented and used internally at BookerZzz,” explains Manuel.