Béautiful Numbers: Measuring marketing contribution with Tableau

Béautiful Numbers offers customized Tableau dashboards to marketing managers, allowing them to manage performance and showcase their contribution to the business. With Tableau, Founder, Beatrice Loriot can combine data from marketing, sales and finance into a single view, optimizing decision making and fostering collaboration between Sales and Marketing. When Béatrice explains her experience she said, “[This] thoroughly convinced me that Tableau was the tool for my company.”

Tableau: How does Tableau help measure marketing performance? Béatrice Loriot, Fondatrice, Béautiful Numbers: We demand more and more marketers to generate more opportunities with less budget. Even with less budget, Tableau is a valuable management tool. In the same dashboard, marketing departments can analyze campaign performance, budget, and return on investment. They can also keep track of the pipeline, marketing opportunities, and associated conversion rates. They can access this data on the fly to help achieve objectives and implement corrective action as necessary.

Béatrice: Dashboards help demonstrate marketing's contribution to the business. They help marketing teams gain credibility with sales and finance departments, ensure proper alignment, and motivate marketers when they see the results of their efforts displayed before their eyes. My clients want to connect to their existing data sources: Salesforce, Google Analytics, Marketo, Oracle, Excel, etc. This involves a lot of data processing, which can be tedious and prone to error—which would be disastrous for the client's credibility. Tableau connects natively to these data sources, which allows me to offer my clients relevant analyses to drive business performance of their choice, including SEO, website, campaigns, and budget.

Tableau : How would you describe your Tableau experience? Béatrice : There is much talk today about the possibility to go shopping, because everything can be bought online ... Fortunately, such a vision is still far from reality and trade are critical to guide the choices of customers. I was accompanied throughout the decision process and I have access to different information and resources. At no time have I felt myself "a small client" given the size of my company and I got the impression of always belong to the great iconic groups of IT where I worked previously. Tableau : In your opinion, what is one of Tableau’s big strengths? Béatrice : I conducted tests with all tools available, and actually, the great strength of Tableau is the combination of its community, its sales representatives, all the tools it offers, and its tutorials. After some training, I am now a daily user of Tableau Desktop, but with Tableau, you are never done learning because the possibilities are endless. So when I imagine something new or just when I have a doubt, I turn to the forum or the support and I made sure to get a response. In addition, all of this is extremely ease of use. It's almost a pleasure to have a question! Finally, the user experience is extraordinary. Sometimes I want to save time by contacting Tableau employees that I meet on events, and they always respond with professionalism and a smile.