Tableau is great for full funnel marketing analytics.
Use Cases and Deployment Scope
Tableau has allowed my team and cross-functional teams to build full-funnel marketing channel dashboards to monitor performance and daily trends. Before using Tableau, using in-house data sources was a siloed and long process. Tableau has enabled us to create robust dashboards, such as multiple-touch attribution and campaign-specific dashboards. The ease of use and automation have enabled my team and stakeholders to access data and make important optimizations across marketing channels easily.
Pros
- Automation
- Cross channel performance.
- Integrations with marketing platforms.
Cons
- Learning curve for some teams unfamiliar with UI.
- Loads time for various larger data set/dashboards.
- Real time data enablement.
Likelihood to Recommend
Whole funnel and specific channel performance from upper to lower funnel metrics. The ability to view full channel performance for some time, such as weekly, monthly, or quarterly, has truly been monumental in how my team optimizes specific channels and campaigns. Daily performance tracking is a bit overwhelming, with load times and having to refresh specific live views over time. It can be challenging to do so at times, as extensive dashboards take much longer to load.
