Quality Conversations From Complex Data

Tableau is a visual analytics platform that transforms the way we use data to solve problems. It is designed to  empower people and organisations to make the most of their data by taking the complex and making it simple. The platform makes it easier for people to explore and manage data, and faster to discover and share insights that can change businesses and the world. In short, it makes for rapid  informed decision-making.

Everything Tableau does is driven by its mission to help people see and understand data. This benefits an incredibly wide audience from analysts, data scientists, students, teachers, executives, even musicians.

Tableau was running awareness campaigns online but needed help to develop these with more breadth and detailed targeting options to relevant audiences. 

Their existing campaigns focussed largely on the C-Suite demographic, but after deeper research, Eleven Miles opted to challenge this approach, developing a tiered targeting structure that would run numerous creatives per target group. This extended the audience to include the people demanding change and not the C-Suite alone. A sort of marketing pincer movement creating a demand stream to help influence the ultimate decision-makers.

Eleven Miles’ evidence-led approach to problem solving helped Tableau reach new and existing audiences, by enhancing the creative work within campaigns to target specific job titles and decision makers. This increased the campaign’s reach and return on investment. The output was several new content streams, which were devised, designed, and delivered by Eleven Miles’ creative team.

The campaign consisted of  a combination of social statics, videos, and gifs, each featuring bespoke messages, illustrations, and formats which all landed the thought of generating “Quality Conversations” around data use. The campaign played out across social media including LinkedIn and YouTube, and is currently Tableau’s most effective campaign to date in terms of response and ROI.

Eleven Miles is currently working with Tableau on fresh extensions of the strategy and assets to further enhance the campaign through retargeting methods and more.