Optimized marketing expenditure through joint evaluation of several data sources
Sales, customer support and marketing departments also use Tableau for day-to-day business analyses. For example, Isabel Zani, Marketing Manager at Jonny Fresh, uses Tableau to investigate responses from a large voucher card campaign. Jonny Fresh delivers €15 vouchers, by post, by hand on the street, and directly in offices in key sectors such as consulting and finance in all active cities. "All coupon codes, including city, distribution method and distribution date, are stored in an Excel spreadsheet and analyzed in Tableau."
When a voucher is redeemed, Jonny Fresh’s marketing team uses Tableau to determine which campaign the voucher belongs to, which distribution method works best in each region, how long such vouchers are typically kept, and to determine how they affected start and follow-on sales.
Isabel Zani said, "We use the knowledge we have gained to continuously optimize this marketing measure."
In addition, Jonny Fresh continuously evaluates online activities on its website and social media channels. With Tableau, the marketing team connects to data sources like Google Analytics, AdWords, and social media data along with internal databases with customer and order data.
“Of course, we are interested in where the users come from, what they are particularly interested in with us, and how long they will stay with us," explains Isabel Zani. “Thanks to Tableau, we can quickly get to the bottom of all interesting questions. This enables us to constantly gain new insights into our business and, despite the enormous amounts of data, to keep track of things."