View and interact with the strategic customer sales and analyst exploratory dashboards below, both hosted by tableau public.
Read Eileen’s white paper, “Visual Management of Marketing Programs“, for detailed explanations on maximizing Marketing ROI with visual marketing dashboards.
In this case study, we used customer demographic and sales databases from a boutique winery in combination with Tableau Software, an innovative and intuitive data visualization product, to uncover information vital to designing a dynamic, cutting-edge marketing program.
We developed a segmentation scheme in which we assigned each customer to a segment, which the winery can use to more effectively target customers with segment-specific marketing efforts. We also estimated lifetime value (LTV) to quantify the estimated future spend of each customer, so the winery can adjust the messaging and costs of marketing campaigns based upon the recipient. To top our wine glasses off, we integrated customer segmentation and LTV to create a multi-dimensional view of each customer to maximize the winery’s Return on Investment (ROI) from the marketing program.
The final step was compiling a complete, visual report of this information for the winery’s management. Using Tableau, we developed two dashboards to display crucial results obtained from our work with customer segmentation and LTV estimates. With Tableau, it is easy for users to apply filters to highlight areas of interest; for example, only customers who spent more than $5000 in the tasting room or information about Wine Enthusiast customers.
The first dashboard, Customer Sales Dashboard for a Boutique Winery, is a strategic view of key questions asked by winery management. Information such as amount of sales attributed to various marketing programs, profits divided by customer segment, and number of customers acquired during each of the last four years is displayed. Using a series of filters, users can control the view by displaying or hiding various subsets of customers.