Case Study: Allrecipes uncovers marketing trends and boosts mobile engagement with Tableau Software

Allrecipes, the world’s largest digital food brand, uncovers marketing trends with Tableau

Allrecipes, the world’s largest digital food brand serving 85 million home cooks across 18 sites in 23 countries, needed a reliable way to understand audience behaviors, optimize content across devices, and strengthen advertising and partnership opportunities. The challenge was turning massive, multi-source web and demographic data into actionable insights to grow mobile engagement, tailor content, and support revenue-driving media relationships.

Allrecipes deployed Tableau company-wide to unify Adobe, comScore and other data into shared dashboards, enable device-level analysis and A/B testing, and surface trend and holiday insights for internal teams and advertisers. The result: faster, data-driven content and product decisions (for example prioritizing dessert videos and mobile optimization), higher mobile engagement (mobile now accounts for the majority of visits), stronger advertiser partnerships, and measurable increases in efficiency, alignment, and revenue.

Allrecipes

Stan Pavlovsky

President