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.