Tableau Slices Data Manipulation Time by More Than 80 Percent
Company Size
1,000+
Region
- America
Country
- United States
Product
- Tableau
Tech Stack
- Data Visualization
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Cost Savings
- Productivity Improvements
Technology Category
- Application Infrastructure & Middleware - Data Visualization
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
About The Customer
The Martin Agency is a leading advertising, branding and marketing agency ranked by Advertising Age as the U.S.’s third largest agency in 2008. Headquartered in Richmond, VA, the company provides strategic planning, creative development (both online and offline) and media planning and buying through its media arm, Ingenuity Media Group. The Ingenuity Media Group, as with most marketing and advertising agencies, relies heavily upon measurement capabilities to gauge how external audiences perceive their clients’ online advertising and interactive media, the overall success of campaigns and, most importantly, quickly identify and correct any issues with a campaign.
The Challenge
The Ingenuity Media Group, a part of The Martin Agency, heavily relies on measurement capabilities to gauge how external audiences perceive their clients’ online advertising and interactive media, the overall success of campaigns and, most importantly, quickly identify and correct any issues with a campaign. Speed, accuracy and flexibility are vital to the creation of useful reports, and how they are presented helps showcase the Ingenuity Media Group’s work by quickly identifying which brands and campaigns are effective or, alternately, what changes need to be made to increase their effectiveness. However, producing these analyses with Ingenuity Media Group’s traditional processes was an extremely time-consuming task. Analysts were forced to spend hours processing data and converting it into visual form, creating an Excel document, converting to PDF before finally sending the information to the client. Preparing weekly, bi-weekly or monthly reports took hours.
The Solution
Since deploying Tableau’s intuitive visual data analysis solution, the company is able to more quickly and accurately analyze data for its clients in order to identify products and brands that are underperforming. Now, armed with Tableau’s ability to access data from any source, ease-of-use and advanced visual analysis capabilities, the Ingenuity Media Group has been able to drastically reduce the amount of time spent on creating analyses—reports that previously took more than five hours to produce now take 45 minutes. In addition to decreasing the time required to compile and analyze reports, Ingenuity Media Group analysts are able to dig deeper and view client data in different ways, providing more in-depth and valuable visualizations.
Operational Impact
Quantitative Benefit
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