The Martin Agency, a US-based advertising agency, has selected Tableau Software, a provider of data visualization software, for its client reporting and business dashboard applications.
Tableau will enable Ingenuity Media Group, the media planning arm of The Martin Agency, to analyze clients’ online advertising and interactive media and to present those results in on-going interactive reports and business dashboards.
According to Tableau, The Martin Agency is deploying Tableau Desktop for several of its business analysts and then providing resulting reports and business dashboards to clients via PDF, presentations and Tableau’s free application, Tableau Reader, which provides capabilities to interactively filter, sort and drill into key data findings.
Ben Winkler, vice president and director of interactive media for Ingenuity Media Group at The Martin Agency, said: We needed a more efficient way of analyzing important data points for our clients. Now with Tableau, we can immediately identify patterns and trends that would not have been evident in our previous reports. Because Tableau is powerful and easy to use, our analysts can rapidly uncover and deliver important insights that improve our clients’ campaigns. In today’s marketplace, that time saved may be Tableau’s greatest benefit.
