Slicing and dicing consumer data at Allrecipes



With a billion unique visitors yearly, Allrecipes is the largest digital food brand in the world. Leaders at Allrecipes turned to Tableau to help turn all of those clicks into actionable insight. Listen to Allrecipes President, VP of Consumer and Brand Strategy, VP of Business Intelligence, and a business analyst talk about how they use Tableau to be more responsive and effective.

Tableau: What is your mission at Allrecipes?
Stan Pavlovsky, President: Allrecipes is the largest digital food brand in the world. We have a very passionate community. People find inspiration in different ways and across different platforms. So we want to be there, where the consumer is, and we want to extend our brand to our home cooks.

Tableau: And how does data fit into that mission?
Esmee Williams, VP of Consumer and Brand Strategy: Data is so important here at Allrecipes. We don't have to guess what consumers are doing or what they want, we can see it through their daily behaviors.

Tableau: What sort of benefit does being able to see and understand the data give you?
Stan: Whether we're creating a new product, we're delivering new content, whether we're making decisions—everything is about data and very data-driven.

Esmee: As a marketer, being able to immediately see the types of responses or actions that consumers are taking based on some changes or enhancements that you're making to the site is fantastic.

Grace Preyapongpisan, VP of Business Intelligence: What we're really looking for is creating this holistic story about what people do on the site, what they do off of the site, what they think and what they feel about their experience on Allrecipes.

Without Tableau I think we'd be a lot less responsive. And I think, ultimately, we would be a lot less effective. Data allows us to build the best consumer experience, allows us to connect our partners to our consumers—and ultimately that results in audience development and revenue.

Stan: On a daily basis we're looking at consumer behaviors so we can tailor our content or our products to their needs.

Tableau: And how does Tableau fit into this?
Esmee: We look at a wide range of data from Tableau. A big part of it is SiteCatalyst, which is our web analytics. So we have a billion visits coming to the site every year, and with that data we can very easily see what devices they're accessing the brand by, what pages they're visiting, how they're interacting with features and tools. We can also look at demographic data through comScore or Hitwise.

Grace: We pretty much use Tableau exclusively for our day-to-day work. We find that Tableau lets us visualize things very rapidly, helps us optimize on the fly—so that we can quickly course correct.

Tableau: Are you saving time, compared with the old way of doing things?
Renny Sabina, Analyst: I am saving a lot of time in my analysis using Tableau. Once you have the work completed you can really update that very quickly. Tableau gives people more access to data that's been curated in a certain way. It kind of let's everyone become an analyst, in a way.

Tableau: What would the impact be if you didn't have Tableau?

Stan: Without Tableau I think we'd be a lot less responsive. And I think ultimately we would be a lot less effective, Data allows us to build the best consumer experience, allows us to connect our partners to our consumers, and ultimately that results in audience development and revenue.

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