This article was originally published in Consumer Goods magazine. Click here for a PDF of the full article.
Summary: HanesBrand is transforming itself from a push-based to a pull-based consumer brand, with help from Tableau Software. By visualizing their vast amounts of data in Tableau, they are better able to see where new products and promotions will succeed, to develop detailed consumer profiles by segment across an activity (soccer, for instance, or camping), and to identify "similar/control" stores so they can better interpret the results of a test. Santiago Restrepo, Director of Business Intelligence and Analytics, says this advanced segmentation and targeting can increase sales per store by 400 percent.
Read the full article from Consumer Goods magazine here.