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All rights reserved. © 2009 Tableau Software Inc.All rights reserved. © 2009 Tableau Software Inc.All rights reserved. © 2009 Tableau Software Inc.
Dallas Cowboys:Sports Merchandising with Tableau
Bill PriakosCOO – Dallas Cowboys Merchandising
Bill Luisi, Jonathan AgeeTeknion Data Solutions
All rights reserved. © 2009 Tableau Software Inc.All rights reserved. © 2009 Tableau Software Inc.
Sports Merchandising
• Introduction – Bill Priakos
• Case Study: • The Cowboys Situation
• Teknion/Tableau Solution
• Results
• Keys to a Successful DW Project
• Q&A
Session Agenda
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The Situation: Profile
Dallas Cowboys Merchandising Profile
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• Disparate Sources• Lacking cross-platform and cross-process reporting• Each source had a different reporting system and
paradigm• Management relied on paper reports for daily
insights
• Historical Data was missing• Daly.Commerce data was not converted over in the
upgrade and was unavailable for reporting
The Situation: Data Sources
Data Situation
AX 4.0
ERP system
AX 4.0
ERP system WarehouseWarehouseRMS
Point of Sale
RMSPoint of Sale
CRMContact Management
CRMContact Management
eCommerceeCommerceHistorical
DataHistorical
Data
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The Situation: What to Improve
• General Challenges• Lacking insight into data to answer even the basic
questions• Finding answers took forever (SSRS reporting cycle)
• Specific Business Challenges• Margin was eroded because of late shipping.• Lack of visibility into the warehouse order fulfillment
process• A lack of information made it difficult to hold vendors
accountable.• Difficulty answering the question: What is available
to sell?• Difficult to identify Best- and Worst-sellers
Challenges
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The Solution: Overview
• Disparate data sources with complex interrelated processes
• Large amount of data• Lost visibility into historical data• Dependent on IT to build reports• Need for end user analysis capability
Understanding the Challenges
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The Solution: Overview
• Proof of Concept• “But what will our data look like in Tableau?”
• Obtained high level buy in
• Proposal:
• Tableau front end – To provide powerful visualizations through a user friendly interface
• SQL Server back end – To provide a data warehouse platform for data integration and aggregation
Solution Summary:
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A Basic Solution
Reporting Without Tableau
ERP System
Inventory System
Historical Data
Buyers
Sales Reps
Mgmt
OperationsMgmt
Mgmt
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A Basic Solution
Reporting Without Tableau
ERP System
Inventory System
Historical Data
Buyers
Sales Reps
Mgmt
OperationsMgmt
Mgmt
All rights reserved. © 2009 Tableau Software Inc.
A Better Solution
Tableau Reporting Directly From Source Systems
ERP System
Inventory System
Historical Data
Buyers
Sales Reps
Mgmt
OperationsMgmt
Mgmt
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A Better Solution
Tableau Reporting Directly From Source Systems
ERP System
Inventory System
Historical Data
Buyers
Sales Reps
Mgmt
OperationsMgmt
Mgmt
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BuyersSales Reps
Mgmt
The Best Solution
Tableau Enterprise Reporting
ERP System
Inventory System
Historical Data
OperationsMgmt
OLAPCube
OLAPCube
Data Warehouse
Data Warehouse
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Solution: A Few Concepts
Dimensional Data Warehouse“Dimensional modeling: A methodology for logically modeling data for query performance and ease of use.... a fact table is surrounded by a set of dimension tables describing precisely what is known in the context of each measurement record.” -- Ralph Kimball
Item
Customer
Sales Rep
Location
Status
Date
“Sales” Fact Table
Key Concepts• What is a Dimension?• What is a Fact?• How do facts and
dimensions relate?• Why is this the best
solution?
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Solution: Analyze the Business
The Bus Matrix“A bus matrix functions as a roadmap for the development of a set of conformed dimensions and measure groups (facts) that span several business processes. Each can be represented by a dimensional model.”
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Solution: Extend the Concepts
Why implement cubes?• Simplified Security
implementation
• Improved Query Speed
• Simple end user connection
• Consistent metadata for a large organization
• Allows correlation of measures across business processes
OLAP Cubes“An OLAP Cube is a multi-dimensional database structure that is optimized for high speed analysis and reporting of a large amount of data.”
Data Warehouse / Data Marts
OLAP Cube
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Solution: A Powerful Example
Correlating Sales and Inventory with a cube
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The Results: Monitoring KPI’s
Identifying at Risk Orders
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The Results: Powerful Analysis
Quick Insights into Large amounts of data
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The Results: Monitoring KPI’s
Understanding inventory value over time
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Solution: Success Points
Well Defined Methodology
• Started with a Proof of Concept – created high level buy-in
• Deliver early and deliver often – using an iterative approach
• Conducted analysis sessions with each department in order to ensure that their specific needs are met
• Provided visualization templates to the Cowboys – giving them a quick start to analysis
• Trained users to understand the data at their fingertips
To Summarize Our Approach:
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Solution: Success Points
Well defined data architecture
• Developed an enterprise data warehouse
• Used a Kimball dimensional modeling approach
• Created OLAP cube
World class data visualization tool
• And of course that was Tableau!
To Summarize Our Approach:
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Tangible Changes
• Lower dependency on IT for reporting needs
• Near real time insights into game day merchandise sales
• Throughout the organization, users can find the answers to their questions quickly and efficiently.
• Tableau gives business users a window into their data so that they can make informed decisions. Priceless!
Cowboys Merchandising Today
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Wrap Up
For copies of this presentation and additional inquiries:1.This presentation is available in electronic format via the Tableau website For more information, visit www.tableausoftware.com (Conferences & Events, Presentations from Past Conferences and Events)2.If you have additional questions that were not covered during the panel discussion, please feel free to contact any of the panel members directly.
Bill Priakos Chief Operating Officer Dallas Cowboys
Bill Luisi VP of Sales Teknion Data [email protected]
Jonathan Agee Senior BI Analyst Teknion Data [email protected]
Follow on Contact Info
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Wrap Up
Thank YouFor
Coming!
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Sports Merchandising with Tableau
All rights reserved. © 2009 Tableau Software Inc.All rights reserved. © 2009 Tableau Software Inc.