Tableau was used as an end-to-end tool for internal and external reporting purposes. Tableau Desktop was used to prepare interactive dashboards that offer insights into traffic funnel, marketing costs, Salesforce data (for customers and suppliers), supplier listings (per market), and sales per day.
Large amounts of data were integrated from multiple sources — Google Analytics, Salesforce, and PostgreSQL into Tableau. The collected data was blended using common fields, and the results were combined to generate reporting dashboards. Information such as offline marketing spend and budget details that could not be tracked via Google Analytics were consolidated by the client separately and shared with us via Google Sheets. The information from Google Sheets was also fetched into Tableau reports.
The dashboards created using Tableau Desktop were published on the Tableau server hosted by the client and data refresh was scheduled at regular intervals to display near real-time data. Switching was done between live and extract connections to reduce report load time.
Advanced custom date filters were set up so that users could filter by date range and view data by month, week, or day. Drill down features were enabled in Tableau to allow users to switch to a more detailed and granular view.
In order to visualize supplier offerings and product sales across locations in map view, a mapping table was created in Tableau to map each market area with the corresponding zip code.
Custom queries were written in Tableau to fetch customer count based on booking status and to filter out irrelevant records based on conditions. Selective user rights were set for different end-users/groups to limit access. Users who were granted edit permission were able to use the drag-and-drop functionality and easy-to-use interface to create dashboards directly from the Tableau server. This helped to extend the value of data across teams within the organization. All dashboards were designed to be responsive for different device layouts.