Case Study: Cardinal Path achieves seamless blending of Google Analytics and internal data for faster, 360° insights with Tableau Software

Cardinal Path blends Google Analytics with internal data

Cardinal Path is a digital analytics consultancy that helps organizations turn diverse data into strategic decisions. They faced the common challenge of blending web analytics (Google Analytics, Omniture) with back‑end transaction and customer databases—previously relying on manual API extracts and Excel, which limited speed, scale and the ability to deliver a true 360° view of customer behavior.

By adopting Tableau (including Tableau Server and the Google Analytics connector) they created seamless blends of online and offline data and delivered interactive, visual dashboards that stakeholders can use directly. The direct connector removed manual ETL, sped data refreshes, enabled tracking from acquisition to purchase (and analysis of non‑converters), and ultimately produced faster, more actionable insights, higher client analytics maturity, and more efficient service delivery.

Cardinal Path

Stephane Hamel

Director of Strategic Services