Zeotap eliminates delays in data access
An 250% increase in the number of Tableau users from 20 to 50 Tableau users in one year.
Data insights are available to users instantly, as compared to an average of four days previously
Zeotap is a data company with its core product, a Customer Intelligence Platform (CIP) that helps companies better understand their customers and predict their behaviors. It does this by enriching customers’ data with its own data set and then creating and activating different segments for advertising.
One of the key reasons customers sign up for Zeotap is the quality and scale of its data. So it’s vital for the sales team to understand the quality and volume of available data and to be able to share this with prospective customers.
"One of our challenges in the past was the delay in everyone having access to this type of information,” said Gunnu Sirohi, Business Intelligence Manager at Zeotap. “If someone wanted to understand something about our data, the Analytics team would need to crunch through billions of rows to prepare the analysis. It could take days or even weeks at times.”
Zeotap evaluated several solutions to streamline analysis and reporting before choosing Tableau. The company had already embedded Tableau into its CIP solution and was able to work with the same partner, Goldstone Technologies, to implement Tableau Desktop and Tableau Server for internal data sharing.
As we grow, we see Tableau becoming our single source of truth for everything, which will make it even easier for employees to be self-reliant when it comes to data and analytics.
"Goldstone has played a critical role in helping us embed Tableau into our product and our business. They’ve helped with setting up authentication, ensuring we remain GDPR compliant, and also manipulating dashboards, so they align to our product user interface,” said Sirohi.
Sirohi added that the implementation of Tableau for internal use was seamless. It involved connecting Tableau to the company’s PostgreSQL database, running custom SQL, and setting up new dashboards.
The dashboards, which are refreshed automatically, have eliminated the need for the Analytics team to manually create new reports for sales every time there’s a new request for proposal. In addition, the sales team can access the data they need immediately, rather than waiting an average of three to four days.
Goldstone has played a critical role in helping us embed Tableau into our product and our business. They’ve helped with setting up authentication, ensuring we remain GDPR compliant, and also manipulating dashboards, so they align to our product user interface.
Building a single source of truth
In addition to resolving the issue of long wait times for data, Tableau has helped Zeotap gain deeper insights into sales and revenue data. In particular, executives can better understand which products and segments contribute the most revenue and therefore make more informed decisions about cross-selling and upselling strategies.
The company’s use of Tableau is growing, with 50 employees accessing the platform, up from just 20 one year ago. These include executives as well as sales, sales enablement, and marketing teams.
People no longer have to rely on our team for the data they need to make decisions. They’re much more independent.
To upskill employees, Zeotap took advantage of the 90 days of free learning offered by Tableau early on in the pandemic, and it is continuing to run regular training sessions internally. The Analytics team also actively seeks out best practices and gets daily inspiration from other businesses via Tableau’s Viz of the Day.
Moving forward, Zeotap plans to connect its other systems to Salesforce, including Salesforce, NetSuite, and finance tools.
“As we grow, we see Tableau becoming our single source of truth for everything, which will make it even easier for employees to be self-reliant when it comes to data and analytics,” said Sirohi.
