DATA VISUALIZATION TRENDS:

NEXT STEPS FOR TABLEAUDigital Strategy, Fall 2016NYU Stern School of Business

• Representation of data in a pictorial or graphical format • A general way of talking about anything that converts data

sources into a visual representation:• charts, graphs, maps, sometimes even just tables

• Combination of many disciplines• statistics, perception, graphic design, cognitive

psychology, information design, communications, and data mining

What is Data Visualization?

Visualization Has Come a Long Way

From simple line charts… To user interactive models…

Source: finance.yahoo.com

Why Do We Use Data Visualization?

Source: Slideshare, ‘Brief introduction to data visualization’, Zach Gemignani, Founder and CEO of Juice Analytics

• Exploring & analyzing

• Presenting & communicating

Why Is Data Visualization The Next Big Thing?

Source: http://www.forbes.com/sites/bernardmarr/2015/09/30/big-data-20-mind-boggling-facts-everyone-must-read/#6fb61c876c1d

• By 2020, 1.7MB of data will be created every second

• Major industries causing data explosion:

• IoT• Social Media• Airlines• Marketing• Healthcare

Does Data Analytics Provide Companies A Competitive Edge?

According to a report by the Harvard Business Review:Companies in the top third of their industry in the use of data-driven decision making were, on an average, 5% more productive and 6% more profitable than their competitors.

Where Does Tableau Fit In?

Source: http://www.infographicsblog.com/chart-suggestions-a-thought-starter-andrew-abela/

•Tableau is a visual analysis software•All the options in one place•Provides visualization suggestions based on data•Simple drag and drop mechanism using patented technology VizQL •Complementary capability to existing BI infrastructure

Tableau In ActionContactmethod Customer ID Date Item ID Item name Order ID Row ID State Gross profit Sale amount Sales target

Both 18565 1/1/2012 1Calistoga Cheddar 106 1CA $8 $18 $22

Both 22873 1/1/2012 1Calistoga Cheddar 145 1CA $10 $24 $22

Both 38254 1/1/2012 1Calistoga Cheddar 179 1CA $10 $24 $22

Both 46726 1/1/2012 1Calistoga Cheddar 207 1CT $8 $18 $22

Both 41695 1/1/2012 1Calistoga Cheddar 188 1DC $21 $48 $67

Both 18348 1/1/2012 1Calistoga Cheddar 102 1FL $10 $24 $22

Both 41567 1/1/2012 1Calistoga Cheddar 187 1MO $7 $16 $22

Both 42714 1/1/2012 1Calistoga Cheddar 191 1NC $7 $17 $22

Both 19349 1/1/2012 1Calistoga Cheddar 112 1NM $10 $24 $22

Both 4989 1/1/2012 1Calistoga Cheddar 30 1NY $10 $24 $22

Both 9136 1/1/2012 1Calistoga Cheddar 50 1NY $10 $24 $22

Both 42191 1/1/2012 1Calistoga Cheddar 190 1NY $22 $51 $67

Put together an Academy-Award winning professor, a brilliant computer scientist at the world's most prestigious university, and a savvy business leader with a passion for data. Add in one of the most challenging problems in software - making databases and spreadsheets understandable to ordinary people. You have just recreated the fundamental ingredients for Tableau.

In May 2013, Tableau launched an initial public offering (IPO) on the New York Stock Exchange raising more than $250 million USD

Appointed Adam Selipsky as president and CEO in September 2016 who was an 11-year veteran at Amazon where he was crucial in making AWS the world’s leading cloud platform

Tableau - Company Overview

Tableau – Financial Information

• Sales have grown at an average annual pace of 82% over the last seven years, from $18 million in 2009 to $654 million last year

• However, Tableau made headlines in February 2016 when its stock dropped almost 50% to around $41 per share. Industry experts believe that this was down to poor executions of sales strategy which resulted in long sales cycles as we all as a more competitive and crowded data analytics software market

• That being said, the reported 2016 second quarter results were quite strong as Tableau extended its market position

Products – Different Offerings

Tableau Desktop is an on premise solution that is required to author content. Without it, Online and Server can’t be used to share and distribute

For businesses that have existing servers and a dedicated IT team, Tableau Server gives them full control over their business intelligence solution

Tableau Online is an entirely cloud-based platform that’s hosted by the vendor so you don’t need to have a server or an IT team to host and maintain it

Products – Pricing

• Tableau doesn’t build the price of Desktop into the other products

• Tableau also provides a free alternative through Tableau Public, which is a community server where all published information is made public.

Tableau Desktop

• Personal Edition - $999

• Professional Edition - $1,999

Tableau Server

• Starts at $10,000 for 10 users. Future annual upgrades and support are 25% per year.

Tableau Online

• $500 Per user per year

• 1 year of updates and support included

Special Relationship with Amazon

• In October 2015, Tableau announced new integrations with Amazon Web Services (AWS) to provide expanded choice for users as they adopt cloud analytics solutions.

• It allows Tableau users to use services in AWS such as Amazon Aurora, Amazon Redshift, Amazon EMR .

• In addition, Tableau can be connected to Amazon Relational Database Service (Amazon RDS), which gives users access to the capabilities of MySQL, Microsoft SQL Server, or PostgreSQL relational database management systems running in the AWS cloud

• Tableau Server is hosted on Amazon AWS• Tableau's goal is to partner with Amazon to build a complete analytics solution

for their clients’ enterprise

Business Model – Current

Data Visualization for everyone:It was among the first business intelligence software companies to come up with technology that lets business analysts visualize trends based on corporate data without having to rely on someone in the IT organization to pull the information for them.

Various product offerings:On the back of its patented technology, VizQL, Tableau continuously develops and updates robust and easy to use products that meet various business needs.

Investment in R&D:Tableau invested more in R&D in 2016 than in all the previous 13 years of the company combined which is significantly more than its competitors.

Business Model – Future Vision

Move to Subscription Model:Tableau will soon shift its focus to subscriptions over perpetual licenses as a way to make its products more available to a variety of organizations businesses and lower the initial investment required to get started with Tableau.

Product Improvements:The new data preparation product, Project Maestro and Tableau’s new HyPer data engine which they acquired in March will enable fast data integration for near real-time analysis. The software will also include Natural Language Processing, letting users interact with data through human language.

Hybrid Approach:Offer customers the choice of an on premise deployment, fully-managed software-as-a-service deployment, or cloud platform support on their favorite platform-as-a-service.

Who is Using Data Visualization?

Source: Data Visualization Market Landscape Report by WISE Analytics

Two major types of users:• Those that are using business intelligence within their organization and have a

good understanding of how solutions work• The second is those interested in learning more and getting value out of a

solution but do not have the time or resources to sift through the plethora of solutions or to understand the nuances between industry-standard terminology and how it relates to the various solutions available

Tableau’s Clientele includes:• Wells Fargo• Dow Chemicals• SpaceX• Texas Rangers• Nike• American Airlines• US Army

The Bigger Picture – Business Intelligence

Business intelligence (BI)

An umbrella term that refers to the analysis of using raw data to

discover insights and make strategic decisions

Measurement

Data Visualization

Analytics

Reporting

Collaboration

Management

• Data visualization is one way of reporting the result of a business intelligence analysis

• It also provides additional insights leading to more informed decisions• It is becoming one of the most valuable tools for organizations to gain visibility into

how they are performing as well as help develop ways for increasing overall efficiency

Current Situation in the BI Industry

• Gartner estimates that the overall BI platforms market declined 4.13% in 2015 but grew 3.68% on a constant currency basis

• The largest portion of the market share is currently held by mega vendors that derive the majority of their revenue from IT-centric reporting platforms

• Most vendors that mainly provide modern BI platform capabilities have shown double-digit growth

• Gartner estimates that more than half of new BI and analytics purchases since 2014 are now driven by modern BI and analytics platforms, the origins of which were in data discovery

Key BI Trends

• The BI market has crossed a tipping point as it shifts away from IT-centric, reporting-based platforms towards modern platforms that enable smarter analytics and greater agility

• Early entrants to the data discovery market may have strong capabilities in interactive visual data discovery, but are weaker in enterprise deployments and broad delivery of reports and dashboards

• Platform-as-a-service & analytic-application-as-a-service capabilities for building, deploying and managing data both in the cloud & on premise

• “Data lake”: Practice of gathering all of a company’s data into one place for BI tools of any kind to connect with. This helps organizations choose best-of-breed solutions rather than settling for an all-in-one package

• Vendors have reacted by adapting their solutions to allow for more self-service from non-IT roles and continue to develop more intuitive and user-friendly features

BI Industry Forecasts – By Gartner• By 2018, data discovery and data management evolution will drive most

organizations to augment centralized analytic architectures with decentralized approaches

• By 2018, smart, governed, Hadoop-based, search-based and visual-based data discovery will converge into a single set of next-generation data discovery capabilities as components of a modern business intelligence and analytics platform

• Through 2017, less than 40% of self-service business intelligence initiatives will be governed sufficiently to prevent inconsistencies that adversely affect the business

• By 2020, 80% of all enterprise reporting will be based on modern business intelligence and analytics platforms. The remaining 20% will still be on IT-centric, reporting-based platforms because the risk to change outweighs value

Competitive Landscape

Completeness of Vision Ability to Execute

• Market Understanding• Offering (Product) Strategy

• Innovation

• Marketing Strategy

• Vertical/Industry Strategy

• Sales Strategy

• Geographic Strategy

• Customer Experience• Operations• Product or Service(Critical

Capabilities)• Overall Viability

• Sales Execution/Pricing

• Market Responsiveness and Track Record Source: 2016 Gartner Magic Quadrant for

BI & Analytics Platform

Companies ratings are based on:

Leadership in the Magic Quadrant has less to do with market share and more to do with the combined scores on ability to execute and completeness of vision

Major Competitors

Source: 2016 Gartner Magic Quadrant for BI & Analytics Platform

The competition is intense since customers have high expectations for enterprise distribution, smarter analytics, and broader and smarter data preparation

Tableau’s main rivals:• Microsoft – Power BI is a cloud

based business analytics service that enables anyone to visualize and analyze data

• Qlik – Offers governed data discovery and analytics via its two products, QlikView and Qlik Sense

Competetive Edge – How it all started

Tableau disrupted the BI industry by leading the change from IT led enterprise reporting to scalable business led self-service analytics.

• But back in early 2000’s no one wanted what Tableau was selling. But what they did then

changed the way IT products were marketed, they bypassed the IT departments altogether and sold directly to marketing and sales departments.

Competetive Edge – How to maintain it

•• Holistic Cloud Solutions:

• Experts believe that the majority of business analytics activity will be done

in the cloud over the course of the next ten years.

• One Stop Shop:• Provide end-to-end solutions for enterprise-

wide data analysis and storage, right from data preparation to creating visualizations.

Recommended Strategy for Tableau

WINNER TAKES ALL

Winner-takes-all market is a market in which the best performers are able to capture a very large market share, even with a slight edge in performance, and the competitors are left with very little.Tableau’s position as a first mover and as a market leader makes it a strong contender to be the “Winner” in the winner-takes-all market.The coming slides cover our recommendations for Tableau.

Strategy 1 – Customized Products

Current Situation

• Tableau prices its product based on the platform and provides all functionalities to every customer

Future Problem

• Competitors like Domo, are capturing the market by providing custom templates that can be used directly off-the-shelf, which is making it a hit among the executive class

Proposed Solution

• Tableau should customize its products to provide limited functionalities based on customer needs.

• This will enable Tableau to provide more competitive prices, thus creating barriers to entry; as new entrants will not be able to compete at such low prices

Strategy 2 – Enhanced Data Compatibility

Current Situation

• Since Tableau is not compatible with all data sources customers have to use intermediary products for data conversion.

Future Problem

• There is a threat of backward integration from the vendors providing these conversion tools

Proposed Solution

• Make Tableau compatible with all data sources so added tools are not required for data conversion, thus eliminating the unnecessary intermediate layer

Strategy 3 – Customer Service Efficiencies

Current Situation

• Due to enormous scaling in terms of number of customers in a short period, Tableau has not been able to keep up with customer service and after-sales requests

Future Problem

• Dropping the ball on after-sales complaints will leave a bad taste in the mouth of the customers, which will make them switch to other vendors in this highly competitive market

Proposed Solution

• Tableau should increase focus on customer service and invest in relationship building to ward off competition

• Signing service contracts with long term customers will create a lock-in and increase switching costs for customers

Overall AssessmentStrength• 3rd largest deployment size — at 1,927

users — driven by 42% of organizations reporting average deployments of more than 1,000 users

• Versatile deployment options across cloud and on-premises

Weakness• Tableau supports a diverse range of

data connectivity but offers little support when it comes to integrating combinations of these sources

• Weak customer support for more complex deployments

Threat• Increased price sensitivity in the

market• Low cost players emerging as

challengers• New entrants focusing on niche

markets to provide customized tools

Opportunity• We strongly believe that our previous

recommendations, if implemented, can help Tableau maintain its lead both in the current market and the newly emerging fully cloud based customer segment

References• Sallam, R. L., Parenteau, J., Hostmann, B., Schlegel, K., Oestreich, T. W., Tapadinhas,

J., & Howson, C. (2015). Critical Capabilities for Business Intelligence and Analytics Platforms. Retrieved December 18, 2016.

• Parenteau, J., Sallam, R. L., Howson, C., Tapadinhas, J., Schlegel, K., & Oestreich, T. W. (2016). Magic Quadrant for Business Intelligence and Analytics Platforms. Gartner, Inc.

• http://blogs.gartner.com/cindi-howson/2016/02/10/biamq/• http://www.dashboardinsight.com/CMS/16c3bc40-e3fa-43be-95d6-939d1a88e2f8

/MLRInetSoft.pdf• https://www.betterbuys.com/bi/gartner-2016-bi-magic-quadrant/• https://www.tableau.com/about/blog/2015/10/how-tableau-amazon-work-togeth

er-44886• http://fortune.com/2016/08/08/tableau-bigger-deals/

References

• http://www.geekwire.com/2016/almost-good-true-tableau-just-hired-amazon-vet-adam-selipsky-new-ceo/

• https://www.betterbuys.com/bi/reviews/tableau-business-intelligence/• https://www.rtinsights.com/tableau-to-enter-data-prep-real-time-analytics-market

/• https://www.tableau.com• http://diginomica.com/2016/11/02/new-tableau-ceo-bets-the-farm-on-subscriptio

ns-but-is-there-still-time-to-play-the-long-game/• http://cruconanalytics.com/wp-content/uploads/2014/02/research-2014-analytics

-bi-and-information-management-survey-_3256715.pdf• https://apandre.wordpress.com/market/marketshare/