Tableau Case Studies

Below are well known Tableau Case Studies, which are going to help you in practice and
interview.

1. JP Morgan Chase & Co.

J.P. Morgan Chase & Co. is a leading multinational bank and financial services company
based in the USA. It is the largest investment bank in the US and sixth largest in the world.

The challenge

The amount of data produced by the company increased with increasing growth and
expansion of business of the firm because of successful mergers and acquisitions. This led to
the need for a robust self-service data governance and analytics solution. Initially, JPMC had
an IT-owned analytics set-up which they planned to change into a business-owned system12.
The IT department used standard tools like Excel and SQL Server for data analytics and
reporting. But these tools were eventually proved inefficient as they caused confusion and
obscurity in data governance due to data replication.
After this, the company switched to BI tools Cognos and Business Objects, but those tools
too were not able to meet the company’s requirement. What the company needed was a data
governance tool taking care of business aspects like data access, data analysis, IT
governance, and business priorities of the team.
Implementation

JPMC deployed Tableau as its core self-service data governance tool at an enterprise level.
JPMC with the help of COE (The Center of Excellence) team facilitated the process of
Tableau adoption to their users by recruiting a team of 8 trainers who trained 1200 new
developers and analysts to work on Tableau. The training program involved online as well as
classroom learning sessions. The initial user base was 400 Tableau Server users in 2011
which has grown into a family of 30,000 users today.

Skilled Tableau business users work in teams into different departments and sectors of JPMC.
Currently, there are about 500 teams using Tableau for analytical and data governance
purposes.

The changes

Deploying Tableau for data governance in JP Morgan Chase was a successful step as it
brought many positive changes.

 The marketing operations team could analyze customer data to track customer
journey and preferences which helped them in deciding website design,
promotional materials and launching new products like Chase mobile app.
 Financial and branch managers used Tableau apps to analyze customer data in
order to provide better customer banking experience.
 Tableau has given self-service analytical capabilities to a whole lot of people
taking care of different operations such as traders, risk analysts, compliance
team, operations analysts, sales analysts, etc.
 JPMC was able to reduce manual reporting time. Earlier, the team took months to
create reports but with the help of Tableau, detailed reports were made in weeks.
Tableau has saved a lot of the company’s valuable time and has shifted the focus
from report generation to analyzing the reports, gaining meaningful insights into
data and efficient decision-making.
 Tableau has enabled JPMC to establish stronger customer relationships by
integrating customer’s data with the line of business aspects such as products,
marketing, services and creating common data sets. Thus, Tableau acts as a front-
end tool to maintain customer relations.
 The marketing teams at JPMC can analyze population data using Tableau to
determine optimal targets to launch new campaigns.
 To ensure customer satisfaction by analyzing customer activities and behavior
using call center metrics and website analytics.
 JPMC’s retail branches also use Tableau dashboards to gain a better
understanding of the market and improve their business.
 Tableau successfully created a bridge between IT and business by providing apps
and dashboards for risk analysis and compliance data usage. It also functions as
per the government regulations.
2. Lenovo India

Lenovo designs develop, manufactures and market its product like-PC, laptop, tablet, mobile
phones, servers, etc. Today, in 160 countries Lenovo expanded its empire.

The challenge

Creating reports in Excel was tiresome and required a team of 8 to 10 people for adoption to
other divisions and regions. In addition to this, the analytics team spent six to seven hours
creating one weekly report so, imagine what an overwhelming task it was to create 30 reports
or more.

With Tableau, time spent on creating reports is much lesser than creating reports manually.
Teams were able to deliver reports much faster, sometimes even reporting on daily or hourly
basis.

The time saved is used in carrying out analysis and drawing insights from the information.

Implementation

Initially, Lenovo deployed an eight-core instance of Tableau Server which they quickly
scaled up to a 16-core server. The executives introduced Tableau in Lenovo India as a means
to analyze and govern data on a selected set of business use cases and scenarios to help in
decision making. But sooner than they realized, Tableau became an integral part of the
company’s functioning. The company experienced a cultural shift where the approach to
business and growth was more data-centric and data-driven.

The change

 Lenovo India’s BI Analytics & Visualization team created an interactive and

flexible Tableau sales dashboard for departments to use it for ad-hoc analysis and
reporting.
 Lenovo has over 55,000 employees and a customer base spread across 160 plus
countries. More than 10,000 users access Tableau dashboards.
 Tableau has increased Lenovo’s efficiency by 95% with approximately 3000
users are using it in about 28 countries by now.
 Lenovo’s e-commerce team was able to analyze customer engagement patterns to
improve brand perception and increase revenues.
 The human resource department converted 100 static reports into dynamic and
interactive Tableau dashboards which gave users and analysts a new perspective
into solving matters.
 The team is easily able to connect to data sources like Amazon Web
Services and Hortonworks Hadoop Hive. Along with this, a wholesome analysis
is possible through a dashboard where data is integrated from more than 30 data
 sources such as social media, customer surveys, retailer websites, online
shopping sites, etc.
 Lenovo supports self-service analytics where every user can conduct an
individual analysis on the set of data concerning their domain of activity and
suiting their site roles. Every Tableau user has identification credentials stored in
the local identity store of Tableau using which they can access and work on
Tableau dashboards using single sign-on process.
 Lenovo experienced lucrative growth in e-commerce by using Tableau to analyze
customer experience by fetching data from Lenovo’s unified customer
intelligence platform; LUCI Sky.

3. Lufthansa

Lufthansa is a global aviation company which has used Tableau for its growth and benefit.

The challenge

Around 2016, Lufthansa group felt the need for a more centralized, standardized and uniform
reporting solution. Because what they had at that time was not a uniform group reporting
system. Each department had their individual reporting system and required a heavy
contribution from the IT department in terms of time and effort to bring together reports from
different departments. Along with this, the time and efforts that went in data preparation were
high and teams were not able to give enough time for data analysis and interpretation. It also
affected reporting as it was manually done and was time-consuming. What the Lufthansa
group needed at that time was a uniform, standardized, group-wise self-service business
intelligence solution that had easily accessed data from multiple sources, prepared it quickly
and created reports instantly.

Implementation

Convinced by Tableau’s proof of concept, Lufthansa selected Tableau as their tool of choice.
It was initially deployed in the sales department but was soon a part of the entire firm
spreading across departments. Within a month, the number of Tableau users reached to 80
Tableau Desktop users. Currently, there exist more than 500 people using Tableau
reports and analyzing via Tableau Server and dashboards.
The change

 Increase in the company’s efficiency by 30% as data preparation and report

generation time has reduced significantly. The data preparation to data analysis
ratio which was 80:20 earlier, is changed to 60:40 which is a positive change due
to Tableau.
  The time saved from fast data preparation is utilized in self-service data analysis,
pattern discovery, drawing insights and report generation. All of which is crucial
in a company’s growth by taking premeditated decisions based on facts.
 Enabled users to connect to all sorts of data sources used by Lufthansa such
as Oracle, Teradata, SAS, etc.
 Reporting processes automated and standardized across the enterprise to ensure
uniformity. In addition to the following uniform standards, Tableau also has key
performance indicators throughout the group.
 Tableau increased the autonomy of users by the virtue of self-service analysis for
specialist departments and enabled the company of a more efficient day-to-day
analysis of their business and related activities.
 Tableau has made Lufthansa free from the bounds of IT department and made it
independent in its functioning.
So, this was all about 3 major Tableau Case Studies or its success stories.

Summary

We discussed the Tableau Case Studies of three companies; JP Morgan Chase, Lufthansa
Airlines and Lenovo. We saw in all of the three case studies how Tableau has helped these
companies for growth. The business intelligence capabilities of data analytics help
companies see current and future trends and steer their business accordingly.