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Tableau Software SWOT & PESTLE Analysis

ID : 52591753| Nov 2019| 15 pages

COMPANY PROFILE -Tableau Software

Business Sector :Information Technology

Operating Geography :Seattle, Washington, USA, Global

About Tableau Software :

Tableau Software is a data visualization software company founded in January 2003 in California, USA. The company is currently headquartered in Seattle, Washington, USA. Tableau functions to help people see and understand data. The company began with three guys from Stanford, a brilliant computer scientist, an academy award-winning professor and a savvy business professional with a passion for data. They came together to solve the most challenging part of a business which most professionals were struggling with, the Tableau was formed to make data understandable, usable, functional for ordinary person. Tableau uses its product which enables them not just listening to customer gap but living them. The company focuses on providing business intelligence solution to its clients across various domains. Currently, the Tableau is operational globally with its physical offices in US/Canada, Asia Pacific, EMEA. As of early 2019, Tableau had 4,181 full-time employees globally.
On August, 2019, Salesforce, the global leader in CRM, announced it had completed its acquisition of Tableau Software, rejoicing the marriage between the world’s #1 CRM with the world’s #1 analytics platform. Under the umbrella of Salesforce, Tableau will be strongly placed to accelerate and expand its mission to help people visualize and comprehend data. Tableau will run independently under the Tableau brand, driving forward a continued focus on its mission, customers and community.
“Today marks the beginning of an exciting new chapter for Tableau, one where we will be able to accelerate our mission and help more people than ever see and understand data,” said Adam Selipsky, President and CEO of Tableau. “As part of Salesforce we will deliver more value to customers faster with a broader and deeper analytics platform, fueled by Salesforce’s customer intelligence platform. We are thrilled to embark on a journey with Salesforce that will, undoubtedly, transform organizations around the world by putting data at the center of the digital revolution.”
Tableau Software’s mission statement reads “We help people see and understand data. Seven words that drive everything we do.” Tablue Software’s USP or unique selling proposition lies in being the industry leader in the Analytics and Business Intelligence Platform.

Tableau Software Revenue :

Total Net Revenue (ASC 605):
$ 982,949 thousand – FY ended 31st Dec 2018
$ 877,059 thousand– FY ended 31st Dec 2017

Competitive Analysis of Tableau Software

The SWOT analysis for Tableau Software is presented below:
1. Drag and drop data analysis tool.
2. Global direct and indirect sales
3. Strong brand association
4. Strong R&D and dynamic growth
5. Large product portfolio
6. Strong social media presence
1. High dependency on partners
2. Net loss in a financial statement over the years
1. CRM partner alliance
2. Moving to subscription based model
3. Growing avalanche of data and the desperate need to comprehend it
4. Acquisition by Salesforce brought Self-Service Analytics for Everyone to Salesforce Customer 360
1. Intense Competition
2. Interruption and other technical problem
3. Unstable market condition
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Detailed SWOT Analysis of Tableau Software



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1. CRM partner alliance: Every technology-based company needs to provide consolidated solutions to its clients. This includes moving out of the traditional domain and kicking off new technology solutions. Tableau can also provide complete end to end solution instead of just restricting itself to data analysis and business intelligence. Leading CRM technology company Salesforce has signed a definitive agreement to acquire Tableau. The deal is expected to get completed by the third quarter of 2019. Tableau helps people read and understand data, whereas Salesforce helps in engaging and understanding customers. This association provides complete insights about customers: sales, service, marketing, commerce, etc. to its clients. This business partnership gives Tableau another broad path into larger and more expensive enterprise sales deals. It will also give a full view of enterprise data.

2. Moving to subscription based model: The pricing model followed by Tableau was a traditional one in which customers paid once for a product, with an annual service contract being provided. The shift to subscription-based business has however caused a slowdown in growth as top-line sales in the short term have fallen drastically. This shift is nevertheless in line with the actions of its peers, like Adobe (ADBE) and Cisco Systems, who have mostly finished the transition. While short term growth has fallen, it is expected that high growth rates will be achieved in the future.
The old Tableau Desktop and Tableau Server licenses were replaced by three new tiers: Tableau Creator, Tableau Explorer, and Tableau Viewer. While an increasing number of customers, both existing and new, are opting for this, causing a sharp rise in subscriptions. Even so, the "old" maintenance contracts from the perpetual licenses still accounted for nearly half of the ARR (annualized recurring revenue value of all active contracts at the end of a reporting period.) base. An aggressive shift into subscriptions has caused ARR to reach $1 billion in 2019 with a growth rate of 41% y/y. The goal of the company is to arrive at a point where employees use Tableau the way Microsoft Excel (MSFT) has been in use. If steps are taken correctly, Tableau has the potential to become a substitute for widely used tools like as IBM Cognos or SAP BusinessObjects .

3. Growing avalanche of data and the desperate need to comprehend it: The findings from the fifth annual IDC Digital Universe study, highlight that overall data volumes will spiral 50 times by 2020, fuelled largely by more embedded systems such as sensors in clothing, medical devices and structures like buildings and bridges. The research also debunked that unstructured information - such as files, email and video - will account for 90% of all data created over the next decade. New data capture, search, discovery, and analytic tools will give birth to data about data and in turn multiply data automatically. Data about data, or metadata, is growing twice as fast as the digital universe as a whole. To turn opportunities into reality, people need the power of data at their fingertips. Tableau is building software and offering breakthrough solutions to decipher this monumental data, understand trends and make educated business decisions. It can play a key role in transforming the way people use data to solve problems, which is a great opportunity for this American data analytics firm.

4. Acquisition by Salesforce brought Self-Service Analytics for Everyone to Salesforce Customer 360: In Jun 2019, Salesforce made public its intention to acquire Tableau at an enterprise value of approximately $15.7 billion. At 2018 revenue of $1.16 billion, Tableau acquisition was almost 13.5x. This was also a 31% premium over Tableau's $10.9 billion market capitalization, the biggest acquisition by Salesforce ever.
With Customer 360, Salesforce already provides organizations with a complete, intelligent view of their customers across every touchpoint. Salesforce’s flagship offering Salesforce Einstein, the AI powered CRM provides AI-fueled analytics for sales, service, marketing, commerce and more. Tableau pioneered self-service analytics with an intuitive analytics platform that empowers people of any skill level to work with data for any use case.
Tableau will take the strength of Salesforce Customer 360 to unparalleled heights, and combined with Einstein, will enable Salesforce to offer a complete AI-powered analytics platform for everyone. Tableau is also believed to rekindle the lacklustre “Analytics Cloud” offering by Salesforce.


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Check Out Analysis of Other Relevant Companies

References used in Tableau Software Analysis Report

1. Tableau Software Annual Report 2018

2. Tableau Software Q4 and full yea financial result 2018 -

3. Tableau Software Company Website -

4. Tableau Software company profile -

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Tableau Software SWOT & PESTLE Analysis - SWOT & PESTLE.COM

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Tableau Software SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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