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 have to bring together the data and customer information distributed across various sources in order to make it useful for them. The aim is to create a clear picture of shoppers, their preferences and dislikes, behaviors and usage habits. BI tools such as Tableau support this by linking and visualizing all relevant data sources and enabling a holistic view through detailed data analysis.
Combining data in order 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: the systems, partner portals, internal and external platforms are often incompatible due to their different infrastructures and formats. Valuable insights from data analysis therefore remain hidden from many online retailers, as investments in extensive software solutions and specialist expertise are simply not worthwhile.
Tools are needed that can be used without specialist knowledge, connect heterogeneous data sources and visualize the results in an appealing way, even for non-technical users. Tableau makes exactly this possible. Data can be analyzed and checked, interpreted and optimized, processes can be readjusted again and again. In short: Tableau ensures the structured collection and use of relevant data to control online stores, for example.
Linking systems means creating a homogeneous database
Reasons why more and more store operators are relying on precise data analysis and therefore on Tableau's BI solution to optimize their online business include moderate acquisition costs and the simple integration of different interfaces. Data sets from existing systems, such as DATEV, Salesforce and web tracking tools like Google Analytics, can be easily linked, analyzed and displayed in a visually appealing form in a dashboard via drag-and-drop. External partner stores 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 an ODBC connector.
Getting to know the customer better with key figures
A shopping basket analysis can be used to determine which products are frequently purchased together and which are top or flop items. A frequency analysis, on the other hand, determines data on first-time buyers or the average shopping basket. Ideally, it reveals how first-time buyers can be motivated to make repeat purchases in the store or how the value of the average basket can be increased through a voucher promotion, for example.
These key figures, combined with evaluations of returns, logistics and usability data, form an overall picture of customers that reflects their needs and online retail activities in their entirety. Tableau generates knowledge that cannot be found in static reports, but is always up to date. If individual factors change, these are incorporated into campaigns and services iteratively and tailored precisely to target groups.
Coca-Cola Bottling Co. Consolidated (CCBCC), the largest independent Coca-Cola bottling company in the USA, has even managed to track "shrinkage" with the introduction of Tableau and thus combat a problem worth millions. In line with last year's Coca-Cola slogan, this should have given the business analysts "moments full of joie de vivre".
