Adidas is using Tableau’s management dashboards to share detailed business insights regarding its eCommerce operations.

Avneet Khurmi, senior manager of business analytics at Adidas Western Europe, described Tableau’s dashboard as the “baby of the business analytics department”.

“It’s not just used by analysts, but the beauty is it is used by a lot of high level people,” she explained. “That makes it interesting because when the message comes from the top everyone tends to adopt it.”

The team responsible for the brand’s analytics across Western Europe consists of 15 people, who average at 29 years old and include eight different nationalities working out of Amsterdam. They look after both Adidas and Reebok across 38 websites in 19 countries, and two years ago decided to implement Tableau to stop using Excel and overhaul the way it manages eCommerce data.

“We want to data drive Adidas to the top and this is just one of the ways we can do that,” said Khurmi.

Speaking at Tableau’s user conference in London this week, Khurmi described how implementing Tableau’s management dashboard has encouraged the analytics team to work alongside the company’s guiding principles – the three C’s: creativity, collaboration and confidence.

“We’re creative with the management dashboard through continuous innovation – it’s constantly evolving, living and breathing,” she said. “And it’s not just about analytics, we brainstorm and make the dashboard as impactful as possible.”

Khurmi explained how by moving to analysing data through a dashboard, the rest of the business can easily log on and check on the progress of the eCommerce operation for themselves.

“When you’re trying to run a half a billion euro business, these are some questions you get asked by the management,” she said. But with the dashboard senior management doesn’t need to ask analytics or the finance department for those answers anymore.

Management and the eCommerce team can also pose questions to the software – broken down by customer, country, department and much more – to see if there is a sector of the business which is performing poorly and quickly assess how to fix it. “I don’t think I could put a number on the amount of questions this management dashboard has answered for people.”

Khurmi also described how the rest of the business has recently changed its attitude towards data: “Instead of asking us for reports, they ask us if we can build them a dashboard – there’s a change in jargon and the kind of information they are asking for.”