Case Study: Audience Audit completes projects 50% faster and cuts costs up to two-thirds with Tableau Software

Audience Audit Completes More Work in Half the Time with Tableau

Audience Audit, a market‑research firm led by Susan Baier, needed to make its custom segmentation studies faster and more affordable for agency clients without losing the deep analysis that distinguishes its work. The company’s workflow relied on time‑consuming Excel pivoting and manual slide building—often taking 20+ hours per project—making lower‑cost, faster delivery impractical.

By adopting Tableau and developing reusable workbooks (with initial help from a Tableau expert), Audience Audit automated visualization and reporting so Baier can swap data sources, deliver interactive workbooks or PDFs, and update results instantly. The shift cut timelines by 50%, reduced project fees by up to two‑thirds while improving margins, multiplied revenue fourfold, expanded project capacity dramatically, and boosted client engagement and satisfaction.

Audience Audit

Susan Baier

Owner