{"id":4757,"date":"2019-12-12T10:43:49","date_gmt":"2019-12-12T06:43:49","guid":{"rendered":"https:\/\/www.seera.sa\/en\/?post_type=hoc_case_study&#038;p=4757"},"modified":"2019-12-12T10:43:50","modified_gmt":"2019-12-12T06:43:50","slug":"leading-travel-company-seera-group-empowers-users-to-self-serve-analytics-in-tableau-with-slack-integration","status":"publish","type":"hoc_case_study","link":"https:\/\/www.seera.sa\/en\/media\/case-study\/leading-travel-company-seera-group-empowers-users-to-self-serve-analytics-in-tableau-with-slack-integration\/","title":{"rendered":"Leading travel company, Seera Group empowers users to self-serve analytics in Tableau with Slack integration"},"content":{"rendered":"\n<ul class=\"wp-block-list\"><li>Marketing reduces customer acquisition cost by 10%, saving over $1m in just 6 months<\/li><li>Slack integration enables even faster, easier self-service analytics<\/li><li>20+ data sources consolidated through Tableau, hosted on AWS<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"680\" src=\"https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/2019-10-16_15-36-52-1024x680.jpg\" alt=\"\" class=\"wp-image-4758\" srcset=\"https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/2019-10-16_15-36-52-1024x680.jpg 1024w, https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/2019-10-16_15-36-52-300x199.jpg 300w, https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/2019-10-16_15-36-52-768x510.jpg 768w, https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/2019-10-16_15-36-52.jpg 1054w\" sizes=\"auto, (max-width: 639px) 98vw, (max-width: 1199px) 64vw, 770px\" \/><\/figure>\n\n\n\n<p>Seera Group is the leading travel and tourism services company in the Middle East. Founded in 1979 as Al Tayyar Travel Group, its growing portfolio of travel brands has helped families, businesses, holidaymakers, pilgrims and government officials move around the region and the world for the last 40 years. In April 2019, the company rebranded as Seera Group, marking the start of a new chapter in its successful history.<\/p>\n\n\n\n<p>Seera Group began using Tableau in 2017 as part of a major IT restructure, which saw it consolidate over 20 different data sources into a cloud-based data lake and transform itself into a truly data driven organisation. Tableau is now the hub for analytics across the whole of the company\u2019s online business, improving data consistency and reducing customer acquisition costs by 10%, saving $1m in the last 6 months alone. Its automated reporting features also save the online marketing team hundreds of hours a month, while Slack integration enables fast, easy self-service analytics for employees in every department.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>A key reason for choosing Tableau over the company\u2019s previous BI solution was its scalability, meaning it can grow alongside us without any issues.<\/p><cite>\u00a0LOUISE BLAKE,\u00a0VP DATA<\/cite><\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Consolidated data hub, hosted on AWS improves consistency and saves time<\/h4>\n\n\n\n<p>As Seera Group has grown over the last 40 years, so too has the number of data sources it relies on. The company currently has over 20 data sources in regular use, including Hive tables, SQL databases, Google Analytics and a wide variety of offline sources such as Excel spreadsheets. Prior to Tableau, data consistency was becoming increasingly problematic, with different groups working from a variety of sources or creating multiple versions of the same information.<\/p>\n\n\n\n<p>When Louise Blake joined the company in 2017 with a blank slate and a goal to make data integral to all business operations, she immediately addressed the growing fragmentation caused by so many disparate sources. She began by implementing a cloud-based data lake hosted in AWS, followed by Tableau as the sole analytics and visualisation platform to support the company\u2019s entire online business.<\/p>\n\n\n\n<p>\"A key reason for choosing Tableau over the company\u2019s previous BI solution was its scalability, meaning it can grow alongside us without any issues,\" says Louise. \"Tableau\u2019s ease of use and ability to visualise and analyse data sources also meant we didn\u2019t need programmers to use it. We could do pretty much anything we wanted ourselves, right from the off.\"<\/p>\n\n\n\n<p>With nearly all data sources now feeding into the data lake and connected through Tableau, the new infrastructure has created a consolidated data hub throughout the whole business. Its Tableau Server is now also hosted in AWS, meaning the entire ecosystem is cloud based. As a result, all data can be updated daily, which wasn\u2019t previously possible. In addition, some key areas like customer reviews are updated hourly, allowing the company to respond extremely quickly wherever necessary. The Centre of Excellence team is saving over 3 hours of preparation time ahead of every client-facing meeting, for instance.<\/p>\n\n\n\n<p>\"Now all data sets can be visualised together in Tableau, which makes everything much more transparent,\" says Louise. \"Having a cloud-based ecosystem means everyone can be confident they\u2019re looking at the latest figures and there\u2019s no more conflict about which team has the \u2018right\u2019 numbers because everyone is looking at the same data, directly in Tableau.\"<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Tableau has democratised data within Seera Group and really helped bring the company together.<\/p><cite>\u00a0LOUISE BLAKE,\u00a0VP DATA<\/cite><\/blockquote>\n\n\n\n<h4 class=\"wp-block-heading\">Slack integration enables fast, easily accessible self-service analytics for everyone<\/h4>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"830\" height=\"507\" src=\"https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/2019-10-16_16-06-37.jpg\" alt=\"\" class=\"wp-image-4759\" srcset=\"https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/2019-10-16_16-06-37.jpg 830w, https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/2019-10-16_16-06-37-300x183.jpg 300w, https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/2019-10-16_16-06-37-768x469.jpg 768w\" sizes=\"auto, (max-width: 639px) 98vw, (max-width: 1199px) 64vw, 770px\" \/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>The marketing team used to spend two hours a day, per person, on reporting across 60 Google Sheets. By connecting APIs and automating reports in Tableau, not only are they saving hundreds of hours a month, but everything can now be seen in just one dashboard.<\/p><cite>\u00a0LOUISE BLAKE,\u00a0VP DATA<\/cite><\/blockquote>\n\n\n\n<h4 class=\"wp-block-heading\">Marketing team saves over $1m in just 6 months<\/h4>\n\n\n\n<p>Over 80% of the online business now uses Tableau regularly, in departments ranging from the product team to the sourcing team, strategy team and finance. One of the teams benefiting most is the online marketing team.<\/p>\n\n\n\n<p>\"The marketing team used to spend two hours a day, per person, on reporting across 60 Google Sheets,\" Louise. \"By connecting APIs and automating these reports in Tableau, not only have they saved hundreds of hours a month, but everything can now be seen in just one dashboard.\"<\/p>\n\n\n\n<p>This new approach to marketing analytics means the team can review ongoing activity daily, rather than reactively at the end of the month. Considerable improvements in spending efficiency enables the team to save over $1m every 6 months thanks to a 10% reduction in customer acquisition cost.<\/p>\n\n\n\n<p>\"Since switching to Tableau, the team can easily see which marketing channels are working and which aren\u2019t,\" says Louise. \"Those that aren\u2019t working can be quickly switched off, with resources immediately funneled into more effective activity.\"<\/p>\n\n\n\n<p>These benefits haven\u2019t gone unnoticed and other teams within Seera Group are starting to use Tableau in a similar fashion.<\/p>\n\n\n\n<p>\"The product team is now using Tableau to monitor user activity across our different platforms such as the app, the web and in-store,\" says Louise. \"By viewing everything in one place they can see customer drop-offs more easily and analyse why it\u2019s happening.\"<\/p>\n\n\n\n<p>While the online business leads the company\u2019s use of Tableau, the rest of the business is quickly catching up, including the expanding retail network of Seera Group\u2019s consumer travel business &#8211; As part of the Seera Group transformation, data became a corporate function, and is as critical to the business as IT, Finance or HR.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\"Tableau has democratised data within Seera Group and really helped bring the company together,\" says Louise, now VP Data. \"It\u2019s providing solutions to real-world needs and solving issues people didn\u2019t even know data could help with until now.\"<\/p><cite>\u00a0LOUISE BLAKE,\u00a0VP DATA<\/cite><\/blockquote>\n","protected":false},"featured_media":4760,"parent":0,"template":"","hoc_case_study_category":[],"class_list":["post-4757","hoc_case_study","type-hoc_case_study","status-publish","has-post-thumbnail","hentry"],"featured_image_urls_v2":{"full":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false],"thumbnail":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo-150x94.png",150,94,true],"medium":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo-300x62.png",300,62,true],"medium_large":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false],"large":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false],"1536x1536":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false],"2048x2048":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false],"hoc-featured-post":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false],"hoc-post":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false],"hoc-media":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo-83x94.png",83,94,true],"hoc-gallery":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false],"hoc-sub-page":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo-443x94.png",443,94,true],"hoc-ring-image-big":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false],"hoc-ring-image-small":["https:\/\/www.seera.sa\/wp-content\/uploads\/2019\/12\/logo.png",452,94,false]},"post_excerpt_stackable_v2":"<p>Marketing reduces customer acquisition cost by 10%, saving over $1m in just 6 monthsSlack integration enables even faster, easier self-service analytics20+ data sources consolidated through Tableau, hosted on AWSSeera Group is the leading travel and tourism services company in the Middle East. Founded in 1979 as Al Tayyar Travel Group, its growing portfolio of travel brands has helped families, businesses, holidaymakers, pilgrims and government officials move around the region and the world for the last 40 years. In April 2019, the company rebranded as Seera Group, marking the start of a new chapter in its successful history. Seera Group began&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"","url":""},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Leading travel company, Seera Group empowers users to self-serve analytics in Tableau with Slack integration<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.seera.sa\/en\/media\/case-study\/leading-travel-company-seera-group-empowers-users-to-self-serve-analytics-in-tableau-with-slack-integration\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:locale:alternate\" content=\"ar\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Leading travel company, Seera Group empowers users to self-serve analytics in Tableau with Slack integration\" \/>\n<meta property=\"og:description\" content=\"Marketing reduces customer acquisition cost by 10%, saving over $1m in just 6 months Slack integration enables even faster, easier self-service analytics 20+ data sources consolidated through Tableau, hosted on AWS Seera Group is the leading travel and tourism services company in the Middle East. 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