Advertising Analytics with Tableau

Axel Springer

Axel Springer SE is a media and technology company with several multimedia brands such as BILD, WELT and POLITICO. The Berlin-based company is active in more than 40 countries. A new BI technology was to be established for the central corporate IT, in particular for the areas of advertising and advertising revenues and yield management, in order to better analyze advertising revenues and the performance of sales activities, among other things.

Customer situation

  • Use of outdated BI technology
  • Performance problems with large amounts of data
  • Hardly any flexibility in the analysis requirements
  • Linking of different data sources not possible
  • Overall high manual effort and low satisfaction with the system

Procedure

  • Introduction of Tableau as a pilot study, initially only in the subsidiary Media Impact
  • Expansion to other areas of the Group following positive feedback and successful feasibility study
  • Parallel setup of a data warehouse in Amazon Web Services to store data efficiently and provide query results to multiple users simultaneously in the shortest possible time
  • Enablement of users and in-house IT, which will be responsible for and administer the solution

Project result

  • After a short time, Tableau is the central analysis and reporting tool for hundreds of end users from different areas of the company
  • Automated and standardized data collection, analysis and visualization (e.g. reduction of 60 reports to a single dashboard)
  • Possibility of rapid ad-hoc data queries for faster, data-based decisions without detours
  • Ongoing, specialized all-round service

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