“Analytics makes you smarter and helps you go a step further”

Vi fick tillfälle att prata med Elissa Fink som är CMO på Tableau, analytikernas favoritverktyg för att visualisera data på ett smart och snyggt sätt. En intressant intervju med många kloka råd hur du når en digital framgång baserat på analys och datainsikter.

Nice to have a chat with you Elissa, we at Dagensanalys.se are writing about digital marketing and analyze tools and Tableau seems to be the favorite amongst a lot of digital specialists here in Sweden.

Elissa can you please briefly give our readers a short introduction and describe what Tableau is and what the tool does for the users… 

Very simply, our mission is to help people to see and understand their data. Tableau is changing the way we work by helping everyone make faster and smarter decisions with their data.

As data is the new gold – but nobody wants to be the guy with a bunch of data in his lap – how can Tableau help digital specialists, programmers in their work?

Data analytics can be used in a variety of ways – within marketing, it can be used to monitor campaigns and identify problem areas, track conversation rates, and follow the leads all the way to engagement by sales.

As data becomes the next frontier for innovation, digital specialists and marketers need to harness its strategic value. Brands require fast, easy and accessible insight into their data to inform campaigns, drive efficiency and stay ahead of the competition. To this end, the role self-service data analytics plays in the marketing environment has become more important than ever.

There are a lot of different tools out on the market, how does Tableau differentiate itself in the market?

In short, Tableau presents a self-service solution that allows everyone to quickly see and understand their data. It provides both fast analytics and deep insights.

Also, an important point is that people who do not have access to traditional BI tools or have scripting skills can use Tableau. Anyone who knows Excel can learn Tableau. We have customers in every known industry, from the small businesses to the largest global companies.

The amount of data – and the need to use and present it – is growing rapidly, how can Tableau help marketers and analysts to present data in an easy an accessible way?

It’s true that the amount of data is growing exponentially. In fact, the amount of data stored on the internet is growing year on year and is expected to be 44 times larger in 2020 than it was in 2009. That’s a lot of information to work with. It’s no surprise then that marketers are overwhelmed and looking for ways to work with and present data-based insights in easier, more visually compelling ways.

If you’re in the business of telling a marketing story or advocating a strategy, you should absolutely consider sharing your data in a visually compelling way.

Marketers should be creative with layout to help communicate their stories. A heat map, for instance, should use color and circle size to automatically convey impact. Today’s visual analytics software allows you to easily add annotated text to highlight and explain a peak, valley, or other significant detail. And you can easily and securely share reports with colleagues and clients, for instance, with unique URLs. Your recipients can subscribe to automatic updates so they always have the latest information.

Can you give five strong reasons why people should try Tableau

1. Analytics helps you stay ahead of the curve: By investing in data analytics, marketers can better understand customers. The age of not knowing customer desires, motives, needs and behaviour is in the past. Data analytics software can help build a more complete picture of customer trends and behaviors – essential in today’s competitive landscape.

2. Analytics solves real-world problems: Data analytics can be used within marketing to monitor campaigns and identify problem areas, track conversation rates, and follow the leads all the way to engagement by sales.

3. Analytics increases sharing across an organisation: many organisations have silos of useful data locked up within spreadsheets and databases across multiple departments, representing a huge opportunity to gain competitive advantage

4. Analytics makes you smarter: Marketers today are expected to not only build the brand and spread awareness of their products, but also justify marketing expenses and drive sales. Self-service data analytics tools such as Tableau help drive faster, data-driven decisions and enhance marketer’s judgement.

5. Analytics helps you go a step further: Data-visualization tools can help you to share not just insights but recommendations as well. Especially in a competitive marketing environment, you need to do more than just explain what’s happening; you need to provide counsel and advice.

As different new ways are of showing emotions and data are increasing – like infographics and emojis – which way do you feel works best to get the attention when you present data?

It’s important to keep in mind that it’s not just about the presentation of the data, but what the data is telling you.

Today, data is much more than a numbers game. It’s rarely thought of as an emotional subject, but data analytics is doing a lot to bring data and emotion together. Data analytics reveals insights into human behaviour – from online engagement and purchase decisions, to insight behind a customer opting out of a purchase at check-out.

Brands need to invest in business analytics so numbers can be turned into meaningful insights that help drive business success. By identifying and responding to trends, data can become more emotional and represent a person or group, rather than simply a statistic.

For example, visual analytics can help monitor campaigns, identify issues and track activity. This gives brands valuable insight into what their audiences are engaging with, so they know how to adapt and tailor their strategy going forward. This helps brand sustainability because efforts can be focused on actions that are proven to work. Efficiency will grow and ROI will increase alongside it.

Is there anything else you would like to add?

Get started on your analytics journey today.

The best way for brands to embark on their data analytics journey is to simply stop procrastinating. It’s not about having the perfect database or dataset. Marketers should begin by working with the data that they have access to. Nothing begets success like success, and initial achievements will encourage further exploration.

Elissa Fink

Elissa Fink CMO at Tableau