Tableau as a success factor in e-commerce

Key figures for a better understanding of customers

E-commerce is currently facing a major challenge — or rather, a huge mountain of data. While customers are increasingly discovering multiple, digital touchpoints, online retailers must combine the data and customer information distributed across various sources in order to be able to use it for themselves. It should create a clear picture of buyers, their preferences and dislikes, behaviours and usage habits. BI tools such as Tableau help by linking and visualizing all relevant data sources and enabling a holistic view through detailed data analysis.

Bringing data together so that it can be used to make strategically reliable decisions for the future is the formula for success in e-commerce. However, putting this theory into practice seems easier said than done: because the systems, partner portals, internal and external platforms are often not compatible due to their different infrastructures and formats. Valuable insights from data analysis therefore remain hidden from many online retailers, because investments in comprehensive software solutions and technical expertise are simply not worthwhile.

Tools are needed that can be used without special knowledge, connect heterogeneous data sources and visualize the result in an appealing way even for users who are remote from technology. tableau This is exactly what enables data to be analyzed and controlled, interpreted and optimized, and processes can be readjusted over and over again. In short: Tableau ensures a structured collection and use of relevant data to manage online shops, for example.

Linking systems means creating a homogeneous database

Reasons why more and more shop operators are optimizing their online business for precise data analysis and thus on BI solution From Tableau, include moderate acquisition costs and the simple integration of different interfaces. Data sets from existing systems, such as DATEV, Salesforce and from web tracking tools such as Google Analytics, can be easily linked via drag-and-drop in a dashboard, analyzed and presented in a visually appealing form. External partner shops such as Amazon, About You and eBay can also be easily integrated. Even if a required source is not addressed via the existing connectors, Tableau can connect it to all other forms of data via the ODBC connector.

Get to know the customer better with key figures

By means of shopping cart analysis, it is possible to determine which products are often bought together and which are top or flop items. A frequency analysis, on the other hand, determines data on first-time buyers and the average shopping cart. Ideally, it reveals how to motivate first-time buyers to buy in the shop again or increase the value of the average shopping cart through, for example, a voucher campaign.

These key figures, combined with evaluations of returns, logistics and usability data, form an overall picture of customers that holistically reflects their needs and online trading activities. Tableau generates knowledge that cannot be found in static reports, but that is always up to date. If individual factors change, these are incorporated into campaigns and services iteratively and precisely tailored to target groups.

With the introduction of Tableau, Coca-Cola Bottling Co. Consolidated (CCBCC), the largest independent Coca-Cola bottling company in the USA, has even succeeded in tracking the “loss of goods” and thus fighting a problem worth millions of dollars. In line with last year's Coca-Cola slogan, this is likely to have given business analysts “moments full of zest for life.”

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