The mass of data is growing and growing everywhere, whether in controlling, marketing and sales, or in the ERP system. The Acquisition and Application Management department at Fresenius University of Applied Sciences, which is trying to analyze its marketing performance across various platforms and systems, is also collecting massive amounts of data.
The analytics team is faced with recurring questions: How can the analysis of all marketing activities across different channels be successful? How can a data culture be promoted in companies in general? In our joint BI & Analytics project, Fresenius University of Applied Sciences finds the answers in its own data & analytics platform based on Tableau.
How does a team get an overview of the most important campaigns and KPIs?
What is necessary to provide everyone involved with access to important data?
Which competencies are required for data analysis and how are they developed?
In an initial workshop, essential requirements and, derived from them, initial goals are defined. An individual workshop is then held for each marketing team. The requirements of the areas of marketing, paid, website, content, social and affiliate are individually worked out and documented. They form the basis for the subsequent structure of the respective dashboards.
The next step is to formulate specific business questions in order to finally prioritize them and make them feasible. This results in further modifications, such as the development of required data sources, key figures or characteristics, which are necessary to answer the respective questions and must therefore be determined.
Together with taod, Fresenius University of Applied Sciences is developing a sophisticated and uniform dashboard design based on Tableau. Based on the specified corporate identity, taod selects suitable elements that are suitable for visualizing the data and dashboard design. In a sprint, TAOD consultants guide Fresenius employees to the first interactive Tableau dashboards.
After intensive, practical enablement, the new marketing dashboard will be finalized and rolled out within four months. With the various analysis functions, all marketing measures can now be viewed and evaluated separately without much effort. A sophisticated role and rights concept enables all employees to create analyses tailored to individual areas.
30 Fresenius employees in six subject areas manage, understand, and analyze data from around 18,000 international students in the areas of acquisition and applicant management via various online channels via collaborative dashboarding. A sophisticated role and rights concept enables all employees to create analyses tailored to individual areas. Dealing with consolidated data is not only uncomplicated, but also provides new perspectives and action plans. The integration of the individual marketing areas is effortless and also leaves room for further data initiatives—from BI & Data Analytics to Data Science & AI.
Fresenius University wanted to make it possible to analyse its marketing activities across channels and build a reliable data culture. For this purpose, a central analysis platform based on Tableau was created together with taod.
Prior to the project, marketing data was spread across various platforms and systems. As a result, there was no central overview of campaigns, KPIs and relationships in the area of acquisition and application management.
With Fresenius University of Applied Sciences, taod developed a uniform dashboarding and analysis setup with Tableau and BigQuery, including data source preparation, dashboard design, enablement and roll-out.
Fresenius University received a 360-degree overview of more than 120 study programs, saved 40% time in marketing analyses and increased the data literacy of over 30 employees.
According to the case study, 30 employees in six subject areas use the platform to analyze data from around 18,000 international students in acquisition and applicant management.
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