all rights reserved. © 2009 tableau software inc. dallas cowboys: sports merchandising with tableau...

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

All rights reserved. © 2009 Tableau Software Inc.

The Situation: Profile

Dallas Cowboys Merchandising Profile


• 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


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


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


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:


A Basic Solution

Reporting Without Tableau

ERP System

Inventory System

Historical Data

Buyers

Sales Reps

Mgmt

OperationsMgmt

Mgmt


A Better Solution

Tableau Reporting Directly From Source Systems

ERP System

Inventory System

Historical Data

Buyers

Sales Reps

Mgmt

OperationsMgmt

Mgmt


BuyersSales Reps

Mgmt

The Best Solution

Tableau Enterprise Reporting

ERP System

Inventory System

Historical Data

OperationsMgmt

OLAPCube

OLAPCube

Data Warehouse

Data Warehouse


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?


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.”


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


Solution: A Powerful Example

Correlating Sales and Inventory with a cube


The Results: Monitoring KPI’s

Identifying at Risk Orders


The Results: Powerful Analysis

Quick Insights into Large amounts of data


The Results: Monitoring KPI’s

Understanding inventory value over time


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:


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:


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


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


Wrap Up

Thank YouFor

Coming!


Sports Merchandising with Tableau

all rights reserved. © 2009 tableau software inc. dallas cowboys: sports merchandising with tableau...

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