1. All rights reserved. © 2009 Tableau Software Inc. Dallas Cowboys: Sports Merchandising with Tableau Bill Priakos COO – Dallas Cowboys Merchandising Bill Luisi, Jonathan Agee Teknion Data Solutions

2. All rights reserved. © 2009 Tableau Software Inc. Sports Merchandising Introduction – Bill Priakos Case Study: The Cowboys Situation Teknion/Tableau Solution Results Keys to a Successful DW Project Q&A Session Agenda

3. All rights reserved. © 2009 Tableau Software Inc. The Situation: Profile Dallas Cowboys Merchandising Profile

4. All rights reserved. © 2009 Tableau Software Inc. Disparate Sources Lacking cross-platform and cross-process reporting Each source had a different reporting system and paradigm Management relied on paper reports for daily insights Historical Data was missing Daly.Commerce data was not converted over in the upgrade and was unavailable for reporting The Situation: Data Sources Data Situation AX 4.0 ERP system AX 4.0 ERP system Warehouse RMS Point of Sale RMS Point of Sale CRM Contact Management CRM Contact Management eCommerce Historical Data

5. All rights reserved. © 2009 Tableau Software Inc. The Situation: What to Improve General Challenges Lacking insight into data to answer even the basic questions Finding answers took forever (SSRS reporting cycle) Specific Business Challenges Margin was eroded because of late shipping. Lack of visibility into the warehouse order fulfillment process A lack of information made it difficult to hold vendors accountable. Difficulty answering the question: What is available to sell? Difficult to identify Best- and Worst-sellers Challenges

6. All rights reserved. © 2009 Tableau Software Inc. The Solution: Overview Disparate data sources with complex interrelated processes Large amount of data Lost visibility into historical data Dependent on IT to build reports Need for end user analysis capability Understanding the Challenges

7. All rights reserved. © 2009 Tableau Software Inc. The Solution: Overview Proof of Concept “But what will our data look like in Tableau?” Obtained high level buy in Proposal: Tableau front end – To provide powerful visualizations through a user friendly interface SQL Server back end – To provide a data warehouse platform for data integration and aggregation Solution Summary:

8. All rights reserved. © 2009 Tableau Software Inc. A Basic Solution Reporting Without Tableau ERP System Inventory System Historical Data Buyers Sales Reps Mgmt Operations Mgmt

9. All rights reserved. © 2009 Tableau Software Inc. A Basic Solution Reporting Without Tableau ERP System Inventory System Historical Data Buyers Sales Reps Mgmt Operations Mgmt

10. All rights reserved. © 2009 Tableau Software Inc. A Better Solution Tableau Reporting Directly From Source Systems ERP System Inventory System Historical Data Buyers Sales Reps Mgmt Operations Mgmt

11. All rights reserved. © 2009 Tableau Software Inc. A Better Solution Tableau Reporting Directly From Source Systems ERP System Inventory System Historical Data Buyers Sales Reps Mgmt Operations Mgmt

12. All rights reserved. © 2009 Tableau Software Inc. Buyers Sales Reps Mgmt The Best Solution Tableau Enterprise Reporting ERP System Inventory System Historical Data Operations Mgmt OLAP Cube Data Warehouse

13. All rights reserved. © 2009 Tableau Software Inc. Solution: A Few Concepts Dimensional Data Warehouse “Dimensional modeling: A methodology for logically modeling data for query performance and ease of use.... a fact table is surrounded by a set of dimension tables describing precisely what is known in the context of each measurement record.” -- Ralph Kimball Item Customer Sales Rep Location Status Date “Sales” Fact Table Key Concepts What is a Dimension? What is a Fact? How do facts and dimensions relate? Why is this the best solution?

14. All rights reserved. © 2009 Tableau Software Inc. Solution: Analyze the Business The Bus Matrix Common Dimensions Business Process Company Customer Item Date Location Sales Order Status Sales Order Invoice Picking List Address Sales Rep Purchase Order Status Time Purchase Order Vendor Warehouse Employee Inventory Location Sales XXXXXXXXXXXX Inventory X XXX X XX Purchasing X XXX X XX “A bus matrix functions as a roadmap for the development of a set of conformed dimensions and measure groups (facts) that span several business processes. Each can be represented by a dimensional model.”

15. All rights reserved. © 2009 Tableau Software Inc. Solution: Extend the Concepts Why implement cubes? Simplified Security implementation Improved Query Speed Simple end user connection Consistent metadata for a large organization Allows correlation of measures across business processes OLAP Cubes “An OLAP Cube is a multi-dimensional database structure that is optimized for high speed analysis and reporting of a large amount of data.” Data Warehouse / Data Marts OLAP Cube

16. All rights reserved. © 2009 Tableau Software Inc. Solution: A Powerful Example Correlating Sales and Inventory with a cube

17. All rights reserved. © 2009 Tableau Software Inc. The Results: Monitoring KPI’s Identifying at Risk Orders

18. All rights reserved. © 2009 Tableau Software Inc. The Results: Powerful Analysis Quick Insights into Large amounts of data

19. All rights reserved. © 2009 Tableau Software Inc. The Results: Monitoring KPI’s Understanding inventory value over time

20. All rights reserved. © 2009 Tableau Software Inc. Solution: Success Points Well Defined Methodology Started with a Proof of Concept – created high level buy-in Deliver early and deliver often – using an iterative approach Conducted analysis sessions with each department in order to ensure that their specific needs are met Provided visualization templates to the Cowboys – giving them a quick start to analysis Trained users to understand the data at their fingertips To Summarize Our Approach:

21. All rights reserved. © 2009 Tableau Software Inc. Solution: Success Points Well defined data architecture Developed an enterprise data warehouse Used a Kimball dimensional modeling approach Created OLAP cube World class data visualization tool And of course that was Tableau! To Summarize Our Approach:

22. All rights reserved. © 2009 Tableau Software Inc. Tangible Changes Lower dependency on IT for reporting needs Near real time insights into game day merchandise sales Throughout the organization, users can find the answers to their questions quickly and efficiently. Tableau gives business users a window into their data so that they can make informed decisions. Priceless! Cowboys Merchandising Today

23. All rights reserved. © 2009 Tableau Software Inc. Wrap Up Question and Answer

24. All rights reserved. © 2009 Tableau Software Inc. Wrap Up For copies of this presentation and additional inquiries: 1.This presentation is available in electronic format via the Tableau website For more information, visit www.tableausoftware.com (Conferences & Events, Presentations from Past Conferences and Events)www.tableausoftware.com 2.If you have additional questions that were not covered during the panel discussion, please feel free to contact any of the panel members directly. Bill PriakosChief Operating OfficerDallas Cowboys Bill LuisiVP of SalesTeknion Data Solutions bluisi@teknionusa.com 214-614-7601 Jonathan AgeeSenior BI AnalystTeknion Data Solutions jagee@teknionusa.com Follow on Contact Info

25. All rights reserved. © 2009 Tableau Software Inc. Wrap Up Thank You For Coming!

26. All rights reserved. © 2009 Tableau Software Inc. Sports Merchandising with Tableau

27. All rights reserved. © 2009 Tableau Software Inc.

28. Teknion Experience Company Profile Based out of Irving, TX Founded in 1999 Nationwide client base (including Fortune 100 companies) Business Intelligence Solutions Custom.NET Solutions Industry Verticals Banking Healthcare Human Resources Manufacturing Merchandising (Retail & Wholesale) Waste Management

29. All rights reserved. © 2009 Tableau Software Inc.

30. Architecture – Tableau on Source Systems OLAP Cube ETLETL Data Warehouse The Solution Architecture – Before Tableau ERP System Inventory System Historical Data Buyers Sales Reps Mgmt Operations Mgmt Buyers Sales Reps OperationsAnalyst Mgmt Architecture – Full BI Solution

31. All rights reserved. © 2009 Tableau Software Inc. Intro Videos - Placeholder Leon Lett video as a lowlight http://www.youtube.com/watch?v=P2kcpTmheM4 http://www.youtube.com/watch?v=P2kcpTmheM4 Tony Romo video as a highlight http://www.youtube.com/watch?v=T4qxXORo8bs

32. All rights reserved. © 2009 Tableau Software Inc. Case Study: The Solution Architecture – Software Systems Buyers Sales Reps Mgmt OLAP Cube ETLETL Data Warehouse ERP System Inventory System Historical Data Analyst Mgmt