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SIGMA Marketing Insights Makes Discoveries Faster (and Clients Happier) Using Tableau
Technology Category
- Analytics & Modeling - Data-as-a-Service
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
Services
- Data Science Services
- System Integration
The Challenge
SIGMA Marketing Insights, a marketing services company, was facing challenges with its analytics turnaround time. The data management and discovery process was time-consuming, often taking weeks for large and complicated data sets. Additionally, the company struggled to communicate its findings in an easy-to-digest format, often resorting to sending flat files or creating lengthy PowerPoint presentations. Customers also expressed a desire for self-service business analytics, which SIGMA was unable to accommodate effectively. The company realized that providing customers with self-service analytics could not only speed up the process but also foster ongoing conversations with its customers.
About The Customer
SIGMA Marketing Insights is a platform and integrated marketing services company. Founded in 1985 and headquartered in Rochester, NY, the company serves large, national, and global customers across multiple industries. SIGMA's analysts are skilled at running sophisticated analytics that deliver business-critical insights. However, the company was struggling with the time-consuming nature of its analytics process, particularly the data management and discovery phase. The company's analyses include a wide range of data, from product sales numbers and crop planting information to museum ticketing data and Google Analytics metrics.
The Solution
SIGMA began looking for a tool to speed up its analytics process and meet customer requests for self-service business insight. After testing a variety of products, the company chose Tableau Server for its flexibility and ease of use. The company embeds Tableau reports into its own branded web portal, using Trusted Tickets to control access. Initially, SIGMA analysts self-trained using online training videos from tableausoftware.com. The company has been experimenting with using Tableau’s Google Analytics connector to pull Google Analytics data directly into Tableau; SIGMA is talking with customers about doing the same using the Salesforce connector. The company is also looking at taking advantage of the JavaScript API functionality in Tableau 8 to create additional levels of interactivity within its web portal environment.
Operational Impact
Quantitative Benefit
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