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Tableau Generates Action From Market Research Data
Technology Category
- Application Infrastructure & Middleware - Data Visualization
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
Services
- Data Science Services
The Challenge
The Market Research Department of Amica Insurance was tasked with collecting and analyzing marketing and sales data, particularly in relation to the company's advertising and direct mail campaign calls. The department needed to sift through tens of thousands of call records to identify actionable information for senior management. The challenge was to find an application that would enable marketing analysts to identify important trends, relationships, and outliers in the data. The application needed to be compatible with existing tools such as Excel, Access, PowerPoint, and SPSS. The primary evaluation criteria for the new tool were powerful visual analysis features, ease of use, and quick deployment without the need for servers or IT support.
About The Customer
Amica Insurance is a national writer of automobile, homeowner, marine, and personal excess liability insurance, with life insurance available through its wholly-owned subsidiary, Amica Life Insurance Company. Founded in 1907, the company is based in Lincoln, Rhode Island, and employs more than 3,000 people in 40 offices across the United States. The Market Research Department of Amica is responsible for collecting and analyzing marketing and sales data, including analyzing inbound advertising and direct mail calls by various factors such as campaign source, geographic origin, time zone, call duration, and time of call.
The Solution
The Market Research department selected Tableau Standard as its newest analytical application. Tableau met all the primary evaluation criteria set by the department: it offered powerful visual analysis features, was easy to learn and use, and could be deployed quickly without the need for servers or IT support. With Tableau, the department was able to produce more visually appealing analysis in a fraction of the time that was previously spent. Tableau also enabled the Marketing team to directly access the data in Microsoft Access, Excel, and in other formats.
Operational Impact
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