Capgemini tracks customer impact from digital marketing efforts and IT studies


80 percent faster analysis of social and online data
Deeper understanding about applicants and customers
Elevated awareness and understanding of IT research

Capgemini is a consulting and IT services company with 190,000+ employees in over 40 countries. Analyzing social media and website data with Excel and PowerPoint was time-consuming and it wasn't yielding results to better understand its regional customer base. The company also needed a better way to publish findings from studies and sought a more visual, interactive form for improved analysis and consumption.

Capgemini uses Tableau in the DACH region and as a result, reduced the time and cost of ongoing web analytics by 80 percent and gained knowledge about site visitors. What took days to learn before is knowledge gained in a fraction of the time. The firm's marketing and communications department are reacting on-the-fly to questions and drilling deeper into data results from multiple sources. With Tableau Public, Capgemini is also making its studies more attractive and engaging to better differentiate itself in the consultancy field.

I am both an analyst and a business user with Tableau. On one hand, I serve my internal stakeholders with dashboards. On the other hand, I also look into the data to carry out optimizations in certain areas. Tableau is incredibly user friendly. You quickly get very deep results that you can't get with other tools.

80 percent faster website analysis generates new marketing insights

The consulting and IT service provider closely monitors activities on its country websites and social media channels to keep abreast of the interests and needs of visitors and to quickly uncover fresh trends, so it can tailor offers accordingly.

With substantial amounts of data coming from sources such as Google Analytics, Facebook or Twitter, the team's conventional tools (Excel and PowerPoint) were pushed to their limits, not delivering the immediate insights that grew more critical for Capgemini as a global operation. The team saw the benefits of visual analysis and decided to switch to Tableau in 2015.

The consultancy started by implementing Tableau Desktop in the marketing and communications department and relied on Tableau Reader to distribute the dashboard results. After a brief time, the company acquired Tableau Server licenses for power users looking to work and interact with data daily. Today through Tableau Server, users blend data from Google Analytics and social channels to track daily updates.

For the marketing department it has been revealing to see how users arrive at the website. For example, they can determine if customers landed on the website through clicks on social channels or e-mail marketing and then dig deeper into specific activities performed. Also, Capgemini's blog owners have drilled into how often certain blog posts are read or what topics resonate most, which informs the editorial planning and strategy. And the HR department tracks which job postings are particularly appealing to applicants.

Georg Ogulin, Digital Marketing Manager DACH Region at Capgemini, explains: "With Tableau, you get completely different possibilities to display data and insights. Then, there is the speed in which you get them. The introduction of Tableau in our department has made it much faster to arrive at findings that in the past took us days."

Today, with a deeper view into its data, Capgemini is taking appropriate measures to optimize the content and navigation of the website, adapting blog posts to current interests, trimming job advertisements to the highest response rates and making business-relevant content more discoverable.

Cost and time-savings with IT studies benefits other business operations

Capgemini conducts studies and online surveys with IT decision makers that are published regularly. While the amount of data isn't massive, there is complexity to it with different filtering options across responses or multiple combinations of data. Then, there is communication of the results, which used to take more than 1,000 PowerPoint slides - a massive effort and time requirement for their analysts.

Today, Capgemini uses Tableau Public with great success for their research studies, experiencing time savings with publishing and data compilation. This process can be applied to other areas of the business such as website management or social channel maintenance. Tableau Public also delivers other advantages, giving interested parties an opportunity to explore the study results interactively and drill into areas of greatest interest to them. This has helped extend the reach and engagement for Capgemini's studies and is helping set the firm apart from some of its competitors.

"We save a lot of time in producing our analyses and results," explains Georg Ogulin. "And what is particularly fascinating about Tableau is that you can actually go deeper and deeper into the results step-by-step."

By also delivering an improved experience when publishing studies, Capgemini has gained a better understanding of what findings and subjects create the most interest. This helps the company realign their business strategies with audience interest in mind and be more successful in day-to-day business.

The time for data analysis has been drastically reduced. This is of course not only a time factor, but also a cost factor. If you look at the quantitative benefits of Tableau, I would say that the time saved in analyzing website data was about 80 percent.

Tableau use creates stronger customer and industry relations

Capgemini also uses Tableau in customer projects, including mapping exercises and business analyses like supply chain optimization. Capgemini has utilized Tableau across all types of organizations from logistics companies to automotive and consumer goods manufacturers.

Capgemini develops the dashboards centrally and then internal customers can use the data in principle, along with the marketing department.

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