Addressing analytics hurdles for "bricks and clicks" sports retailer

How we established centralized reporting via Tableau for Brooks Running

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As a rapidly growing multi-channel retailer in a competitive vertical, Brooks Running faced hurdles in establishing a centralized reporting framework across the organization.


  • Lack of e-commerce specific reporting
  • Version control and consistency in reported metrics (no single “version of the Truth”)
  • Reports were lengthy, poorly formatted, and lacked focus
  • Data proliferation and governance problems


  • Used Tableau to establish a centralized “version of the truth” – a single easy-to-interpret resource that stakeholders could access to monitor key metrics (e-commerce and brick-and-mortar)
  • Developed an e-commerce specific dashboard to monitor e-commerce with specific sub-channel reports
  • Interactive dashboard which allows users to look at the business from any level – from high-level site health and sales, down to product categories and individual SKUs
  • Designed to address the needs of various audiences

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