Case Study: UBM Asia achieves data-driven marketing and improved sales performance with Tableau Software

UBM Asia - Customer Case Study

UBM Asia, a major organizer of exhibitions across the Asia Pacific, faced fragmented data processes that left marketing and sales dependent on a central database team, relying on large spreadsheets and Excel. Marketers had no visibility into data quality until after campaigns ran, and sales managers lacked real-time CRM reporting—meaning missed insights and manual, error-prone work.

By implementing Tableau (supported by a consultant and Tableau Server Rapid Start), UBM gave frontline teams easy, self-service dashboards: marketers now access campaign and customer-segmentation data to spot errors early, target more effectively, and track campaign performance, while sales view CRM pipelines in Tableau to reduce manual effort. The result is faster, data-driven decision making, improved data quality, and a cultural shift toward clearer, more persuasive reporting.

UBM Asia

Dave Chan

Regional Director, Business Intelligence