Wine achieves a single source of truth across a growing company



Wine.com.br (Wine) is an e-commerce wine operation, based in Brazil. Their wine club, Club W, is the largest in Latin America. As sales grew, so did their data. Stakeholders at Wine wanted to analyze and share metrics—including sales and inventory numbers—across various sectors. To achieve their goals, they needed advanced analytics, without a steep learning curve. Wine decided to make an investment in business intelligence—starting with Tableau. (Video in Portuguese)

When Wine purchased Tableau licenses in 2012, they simultaneously created their business intelligence (BI) sector, with a goal to democratize data.

With Tableau, business sectors produce their own sales reports, allowing the IT team to focus on other important projects. And with Tableau Online, employees can access prebuilt dashboards to answer strategic questions. The BI team publishes data sources to Tableau Online, ensuring a single source of truth.

Today, seven business sectors use Tableau—and the demand keeps growing. Management Information Specialist, Allison Vitorino hopes that one day, every department will have access to information “at the snap of their fingers.”


Tableau: What was the impact of Tableau within your company?
Alisson Vitorino, Management Information Specialist:: It was very positive. We needed a tool that almost all sectors would use. In addition to facilitating its distribution, it also serves to unify company numbers and company data, facilitating everyone's job. Tableau came to help and is helping today.

Tableau: How did you decide on Tableau? Can you tell us about your implementation?
Alisson: The Tableau implementation in Wine was very smooth. It was picked after testing all tools in the market. Tableau was chosen for its ease and simplicity of use, while also taking into consideration the other sectors that would also use the tool. So it was a very simple implementation.

Tableau: What kind of challenges were you facing? How did Tableau help you resolve them?
Alisson: The same issues common to all businesses: using information, information that everyone can access and share the same numbers and the same data. We did not have this, so we were seeking to resolve this issue and with the help of Tableau, we are on the right path. Today, information is already unified and everyone can access the same data in the same place, thanks to Tableau.

I would say that you can test all of the available tools in the market, but you will find that only Tableau is so simple and easy to use for any type of user, whether they are in BI or another sector.

Tableau: What metrics are you analyzing in Tableau?
Alisson: [We are analyzing metrics] such as sales and inventory. Inventory, incidentally, gave us a lot of work because each area had different data. Now with Tableau, we have a unique data source and everyone accesses the same information.

Tableau: And what would you say to someone who is considering using Tableau?
Alisson: I would say that you can test all of the available tools in the market, but you will find that only Tableau is so simple and easy to use for any type of user, whether they are in BI or another sector.

Tableau: How did you learn about Tableau?
Alisson: In 2012, when the BI sector was created within Wine, we started looking for a tool that would be simple and at the same time, useful for the company. We thereby were searching out all available options and testing them. The idea was always to find one that everyone could use and not just the BI area. That's how we arrived at Tableau, because of its simplicity and ease of operation. Today, seven or eight sectors of the company are using Tableau and the only link between them is our database. We unify the information and they use it quickly and easily.

We arrived at Tableau because of its simplicity and ease of operation. Today, seven or eight sectors of the company are using Tableau and the only link between them is our database. We unify the information and they use it quickly and easily.

Tableau: What is your goal with Tableau?
Alisson: The main objective is to further spread unified information within the company.

Today, we have three users who use Tableau Desktop and five who use Online. And the idea is to extend this use to the rest of the company, so that everyone will have access to information at the snap of their fingers. Our goal is to eliminate as many reports as we can being produced by IT, transferring their production to the BI area. We will use Tableau to address this task, thereby freeing IT to focus on other projects.

Tableau: How has Wine benefited from Tableau Online?
Alisson: Tableau Online has helped add even greater use of the tool. In our case, Online users are those people who usually only need to view data and not manipulate them. So we have created some dashboards for them in which they can create filters as they need. Desktop is more focused on the strategic issues of data analysis itself.

The goal is that both groups can access the information in a unified way and walk on their own two feet, reducing their dependence on the BI area.

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