Encouraging community-driven marketing with Tableau
“At Allrecipes, it's actually easier to list out departments not using Tableau dashboards as compared to those that are. The dashboards are being used to inform nearly every business need,” says Esmee Williams, VP of Consumer and Brand Strategy with a smile. Tableau licenses are spread across product, design, marketing, editorial, finance, business intelligence, consumer strategy, and more.
“Everybody here is taking a look at the data to help move this brand forward,” says Esmee. “My team’s focus is to energize and excite others about the Allrecipes brand—and to help them better understand the wants and needs and food behaviors of our community of home cooks.”
The consumer and brand strategy team champions new features, partner integrations, along with customized marketing, editorial and promotional programs. To drive strategy, the team looks to the Allrecipes community for insights. With Tableau, they can understand community trends and behaviors and seamlessly respond to preferences.
“The Allrecipes community is so amazing. It is based-on millions of shared experiences through reviews, recipes, photos, blog posts, that have resulted in the brand and community that we have today,” says Esmee.
With Tableau, Allrecipes never has to guess at what home cooks want or need. They use data to discover desires and then inform product development strategy and marketing campaigns with their findings.
“Being able to access the data to see how our community responds really helps us foster tight alignment amongst the teams.”