Case Study: Dentsu achieves faster, higher-quality integrated campaign analytics and cuts reporting from days to hours with Tableau Software

Dentsu pleases clients with campaign analysis through Tableau + Hadoop

Dentsu, Japan’s leading advertising agency, needed to analyze hundreds of millions to billions of records each month across TV, online, survey, and purchase data to track campaign performance. Using SAS/SPSS with Excel and PowerPoint left analysts spending up to 80% of their time on data collection and aggregation, and producing reports took several days—making it hard to deliver timely, integrated insights to clients.

By adopting Tableau with Hadoop and cloud data services (e.g., Amazon Redshift, Treasure Data), Dentsu centralized multi-channel data and created interactive visual dashboards. This cut reporting time from several days to several hours, improved report quality and creative presentation (infographics), increased client trust and satisfaction, and freed analysts to focus on higher-value analysis.

Dentsu

Shigeki Yamazaki

Technical Director