How does a team manage to keep track of the most important campaigns and KPIs?
What is necessary to give all stakeholders access to important data?
What skills are required for data analysis and how are they developed?
How does a team manage to keep track of the most important campaigns and KPIs?
What is necessary to give all stakeholders access to important data?
What skills are required for data analysis and how are they developed?
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 tries to analyze its marketing performance across various platforms and systems, also collects masses of data. The analytics team is faced with a recurring question: How can the analysis of all marketing activities across different channels succeed? How can a data culture be promoted in the company in general?
In our joint BI & Analytics project, Fresenius University of Applied Sciences has found the answers - in its own Data & Analytics Platform based on Tableau.
For the marketing department at Fresenius University of Applied Sciences, data plays an essential role in recruitment and applicant management. Data is collected via the company's own website, social media channels such as Facebook, LinkedIn, Xing and external online providers such as job portals. As large volumes of heterogeneous data are generated via the various channels within ever shorter periods of time, the consolidation and automated processing of data using an ETL tool is mandatory. The establishment of a central analysis platform for various reporting and dashboard solutions should provide sustainable answers to business questions.
In an initial workshop, key requirements are defined and initial objectives derived from them. This is followed by an individual workshop for each marketing team. The requirements of the marketing, paid, website, content, social and affiliate areas are individually elaborated and documented. They form the basis for the subsequent development of the respective dashboards.
The next step is to formulate specific business questions in order to prioritize them and make them feasible. This results in further modifications, such as the development of required data sources, key figures or characteristics that are necessary to answer the respective questions and therefore need to 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 the visualization of the data and the dashboard design. In a sprint, the taod consultants guide Fresenius employees through 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 roles and rights concept enables all employees to create evaluations tailored to individual areas. Handling the consolidated data is not only uncomplicated, but also provides new perspectives and action concepts. The interlinking of the individual marketing areas is effortless and also leaves scope for further data initiatives - from
BI & data analytics through to Data Science & AI.
Florian Stiller
Head of Digital Marketing/ Carl Remigius Fresenius Education GmbH
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