Why R should be part of your marketing toolbox

July 11th, 2022

The problem with a lot of modern marketing is that we are supposed to be making our decisions on insights from the huge
amount of data that we generate. While making the decision from the insight can often be straightforward — campaign A lifted sales 112% more than campaign B, let’s roll campaign A out to the world — sometimes getting to that insight can be difficult; hidden as it can be inside increasingly corpulent datasets that go beyond just ‘eyeballing’ the numbers.

In this world of multi-channel, multi-variate data with multiple touch points across multiple devices, taking control of your data and turning it into something you can action can be difficult, particularly if you are an SME and your marketing department resources are limited at best. Using R and a few simple statistical and database inspired tools, it doesn’t have to be a %>%* dream…

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Embedding analytics is a way we can help our customers make smarter decisions and achieve greater success. Seamlessly integrating dashboards, visualizations, and reports into end users’ products, apps, and web portals expedites decision-making by putting data and insights where people are already working. Companies that provide customers with these fast and easy-to-access insights can create revenue growth opportunities, more loyal customers, and a competitive edge. When creating an embedded analytics offering, the biggest decision is whether to build an in-house solution or purchase a turnkey solution.  

At first glance, tasking your engineering teams with building a custom solution may seem like the best way to maintain control throughout the construction and maintenance phases. However, building in-house is a time-consuming, manual process that’s hard to scale and even more challenging to keep up to date. If you don’t have the right devs on your team, it will require considerable investment in training and development just to produce the desired solution. Furthermore, developing a solution that grows alongside your business and evolves with user needs will require ongoing maintenance. Buying, on the other hand, offers rapid development of data and analytics, scalability, and a quick time-to-market turnaround. It removes the risk of human error and automates the time-consuming tasks of building your own solution. Maybe most valuable, when you buy an embedded solution, you reap the innovation and improvements that come with the software. 

Rather than in-house team members racing to innovate and stay agile, your embedded provider takes care of the innovation and provides updated features and functionality. With Tableau, buying isn’t a one-time transaction—it’s an ongoing partnership. To see how the offering comes to life, let’s look at how American Family Insurance (AmFam) transformed its business with Embedded Analytics. You can hear AmFam’s full transformation story shared at the 2022 Tableau Conference (TC22) here.