In today’s workshop, “Tableau-Ready Data at Your Fingertips”, co-facilitators and partners Colin Mattison from Pitney Bowes and Crystal Meyers from Ironside empowered data users to gain hands-on experience using Pitney Bowes data within the Tableau ecosystem. To connect the application of the data to a real-life use-case the team today explored ways to create location-based segmentation to more effectively target an audience using Tableau. Their goal in two hours or less? To illustrate how to build a targeted marketing campaign using data on current customers compared to data pertaining to prospects who have not yet purchased.
Marketers use multiple strategies and tactics to gain a better understanding of their customers and prospects. So, not surprisingly when building buyer personas or segments of customers, everything from a customer’s physical location and demographic information to their personality and buying preferences is a factor worth considering. But, for data users, knowing where to start can be a challenge.
Colin and Crystal walked workshop attendees through ways of enhancing native tableau mapping and geospatial capabilities with additional location detail.
To begin, they took a set of mobile device locations collected by a mobile app and assigned a physical location for that device based on where it sits for the longest time. Or, in other words an assumed “home location” was established.
Next, they assigned a geodemographic profile to that physical location. Doing that allowed the user to deepen the understanding of who these customers are by taking a closer look at where they live to establish relevant likenesses. Not surprisingly, people who live in the same neighborhood usually have similar characteristics than two people chosen completely at random.
This process of pinpointing a customer’s location and then finding like-minded buyers in the same geographic region is extremely important in today’s crowded marketplace. Yet alone – it’s not enough.
That specific location data derived from the mobile device itself and its established geodemographic profile was then related to available existing customer data and CAMEO consumer profiles in Tableau. CAMEO links address information to demographic, lifestyle and socio-economic insight. This consumer segmentation system helps organizations understand who their customers are, where they live and how they behave.
The purchasing behavior of existing customers by CAMEO segmentation was then assessed and used to create offers of interest to customers with the same buyer profiles.
It was a ton of information to pack into 120 minutes, but what a cool way to spend the time. I’m only about 18 hours or so into #TC18 so far and continue to be blown away by the caliber of data comrades in attendance. Thanks again to Crystal and Colin for sharing your knowledge and expertise and to those of you who actively participated in today’s session.
If you were unable to attend be sure to visit Colin and Crystal later this afternoon in Booth #1015 where both will be available to share tidbits from the session and can also answer questions about specific use cases on your mind. Samples of the CAMEO dataset used in today’s presentation is also available for download on Pitney Bowes Software and Data Marketplace. If you haven’t already done so, you can register for free for access to this and many other sample data sets available for instant download.
See what else we’re up to here at Tableau.