Groupon is an e-commerce company with a mission to empower the consumer while supporting local merchants across the globe. With Tableau, Groupon makes decisions about website structure, merchandising, and mobile optimization. The product team combines all of this data into an interactive visualization that summarizes performance—allowing the team to see an overall view or drill down into a particular experiment. Report preparation that used to take up to three days is complete within a day. Today, Groupon's Tableau Server environment contains hundreds of dashboards and Meghna Suresh, Product Manager says that "people always want more [Tableau]."
Tableau: How important is data to Groupon? Meghna Suresh, Product Manager: Being in the online retail business, placement is really everything. And it's very interesting because you can draw a lot of parallels to a brick and mortar retail business in which, when you think about walking into any big-box store in America, say Target or Walmart, you walk in the store. There are certain things that are merchandised at the front of the store. There are other things that are merchandised towards the back. We think about placement on the site in a very similar way. So it's what goes front and center on our homepage? How big should we make the search bar? Should we have a map on our browse page when people are looking for local deals? We use data to pretty much inform every decision that we make. Tableau: How are you using Tableau to visualize data and guide those decisions? Meghna By using data and being able to visualize it with Tableau in creative ways, we're really able to come up with what the optimal placement and layout of our site should be and how does that look different for every customer? And so it really informs every aspect of the customer experience. On the product side, we made a ton of changes to what we merchandise and where on the site. And also, we run A/B tests all the time. So being able to measure and dissect these A/B tests is one thing that's been really, really valuable to us in Tableau. We're running hundreds of these things at any given time across our website and mobile apps and our touch site. Just being able to look at one visualization that summarizes all of the performance of different experiments, and then being able to drill down into not only how is this experiment doing, but is it working better for one segment of our users than another? It literally informs almost everything customers see on the site on a daily basis.