January 2016

SD Tableau User Group Meeting

Eric Ramoseric.ramos@businessol.com

https://www.linkedin.com/in/eramos42

Tableau Dashboards Are Not Enough!

Automating PowerPoint with Tableau

Visualizations to Layer in Actionable Insights

Agenda + About BusinessOnline

+ Empowering People to Utilize Reporting Tools

+ Dashboards with Actionable Insights

+ Demo

+ Other Resources

About Us+

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People with Deep “Data Driven” Expertise

Award Winning Digital Marketing Agency

Data Know-How + Channel Expertise = The “Holy Grail”

of marketing

metrics and insights

Business Analysts, Reporting

Engineers, Developers, Best-

in-class Technical Resources

+ Data Developers

+ Business Intelligence

Experts

+ Marketing Technologists

+ Display + Programmatic

+ Search

+ Retargeting

+ Social

+ Marketing Automation

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Technology Enabled Service Offering

Overview

We use market driven software to enable greater analysis & insights.

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Justifying ROI of Business Intelligence

Focus will be on Adoption of BI Tools by End Users

Relevant Metrics to Consider when Calculating the ROI of a BI Initiative.

Reference: www.perkinsconsulting.com

Empowering People to

Utilize Reporting Tools +

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Automated Dashboards Are Not Enough!

Tableau Adoption

Although our team has been able to scale out tableau dashboard reporting for 40+ clients

by leveraging the same data schema with flexible customizations, we found that some

clients who have access to Tableau Server don’t login and prefer a human to present

them with the actionable insights along with the context of the data.

For that necessity, we have been experimenting with the Tableau Server Command

Scripts to save images of Dashboards to a central directory where Programs like

PowerPoint, Excel, and Word can inherit those images.

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Data with Actionable Context is Valuable

Summary

Humans are the catalyst in connecting the dots and driving actionable

recommendations.

By automating the Tableau Dashboards

with the tabcmd functionality, we can

layer in actionable context & insights to

empower people within the organization

to make better & faster decisions.

Dashboards with Actionable

Insights+

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Market Intelligence: Contextualizing Results Insights Example

GEO DASHBOARD

75% of the Worst performing markets are located in rural areas, with low population

density and where the client’s target audience

concentration is below 50%. For ALL markets that fit this criteria, reallocate budget to

best performing markets.

+ This external data layer (Public government data) help us understand why these markets are underperforming and enable us to make the necessary adjustments to optimize results

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1+ The worst performing markets (identified in the previous slide) are displayed into a new bar chart, where we can contextualize their poor performance with an “external data layer”

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Digital Advertising Impact from Offline ActivityInsights Example

CHANNEL DASHBOARD

+ During January, higher investment in

Paid media was done to leverage X

exposure at the CES event

+ As a result, we delivered more leads,

but also increased efficiencies

(reduced CPL, and increased our avg.

position on search)

Recommendation: Spend more on paid Search

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Opportunity Influenced from Marketing CampaignsInsights Example

Data Mined Data to Measure Following Key Metrics

• 53% of Opportunities Influenced from Marketing

• 2.5 Avg Qualified Leads/Contacts Per Opportunity

• 4 Avg Touch Points Per Opportunity

+ Marketing wanted a way to demonstrate to the Sales organization how much opportunity was being influenced by Marketing, however couldn’t get that information out of their CRM Dynamics tool.

+ Via the Data Weld platform, we data mined the data leveraging our experienced business logic to successfully attribute marketing influence to an opportunity.

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Geographic Market Investment ForecastInsights Example

+ Visual representation of the markets in a matrix with 2 variables: Bounce Rate (Engagement) and Conversion Rate (Ability to Convert). The Size of each bubble represents the volume of whatever metric was selected.

+ The markets with an above average Bounce Rate and below average Conversion Rate are highlighted in blue, in the top left quadrant of the matrix.

+ These “low” performing markets will be further analyzed to contextualize their poor performance and will be subject to optimizations.

GEO DASHBOARD

BOL was able to anticipate and accurately forecast thedecline in Sales and Web Leads before it happened, givingthe client the information needed for budget decisionmaking

18%

% of Bad performing markets

“Invest More” quadrant

“Need to optimize” quadrant

Demo+

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Demo

1.Display of a Tableau Server Dashboard.

2.Using Windows Command Prompt (cmd), Run “Tabcmd Export

Command” to Export PNG file to a Storage Directory.

3.Open Up PowerPoint and Link Saved Images and Close.

4.To Test the PowerPoint Linking Image functionality, swap

different images with the same file names into that Storage

Directory and Re-Open PowerPoint.

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Install tabcmd

Step 0

Reference: http://onlinehelp.tableau.com/current/online/en-us/tabcmd_install.htm

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Display Published Tableau Server Dashboard

Step 1

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Tabcmd command – export script

Step 2

Open up the command prompt.

Navigate and open the bash script file which contains something like the below.

Images will be saved to a location you choose from in the bash script file

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Open Up Power Point and Link Images

Step 3

Insert Pictures Choose Pictures Click on Dropdown where Insert is located and

choose “Insert & Link”

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Testing PowerPoint Link Images Feature

Step 4

Replace the images files in the same directory with different images, however keeping the same file

name.

BEFORE AFTER

Other Resources+

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Tabcmd commands & examples

http://onlinehelp.tableau.com/current/server/en-

us/tabcmd_cmd.htm

http://kb.tableau.com/articles/knowledgebase/using

-tabcmd

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Tabcmd – additional export features

http://onlinehelp.tableau.com/current/server/en-us/tabcmd_cmd.htm#id7cb8d032-a4ff-43da-9990-15bdfe64bcd0

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Workbook Automation in Tableau’s Tabcmd

https://mliang1.wordpress.com/2013/06/23/workbo

ok-automation-in-tableaus-tabcmd/

https://www.interworks.com/blog/ktreadwell/2012

/09/07/automating-dashboard-delivery-using-

tabcmd

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PowerPoint Linking Images

http://www.indezine.com/products/powerpoint/learn/picturesandvisuals/2013/insert-or-link-picture.html

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