Top Tableau Case Studies – JP Morgan, Lenovo & Lufthansa

We know how to work with tableau and what are its benefits. But, do you know where is tableau used in real-world? Which companies are benefiting from tableau? How is tableau solving the problems of industries? Here, we are going to throw some light on the usefulness of Tableau in different sectors and domains of the industry. In this blog, we have provided Tableau Case studies of three companies: JP Morgan Chase, Lenovo, and Lufthansa airlines to uncover the strengths of it.

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Tableau Case Studies

Below are well known Tableau Case Studies, which are going to help you in practice and interview.

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1. JP Morgan Chase & Co.

JPMorgan Chase & Co.

J.P. Morgan Chase & Co. is a leading multinational bank and financial services company based in the USA. It is the largest investment bank in the US and sixth largest in the world.

The challenge

The amount of data produced by the company increased with increasing growth and expansion of business of the firm because of successful mergers and acquisitions. This led to the need for a robust self-service data governance and analytics solution. Initially, JPMC had an IT-owned analytics set-up which they planned to change into a business-owned system12. The IT department used standard tools like Excel and SQL Server for data analytics and reporting. But these tools were eventually proved inefficient as they caused confusion and obscurity in data governance due to data replication.

After this, the company switched to BI tools Cognos and Business Objects, but those tools too were not able to meet the company’s requirement. What the company needed was a data governance tool taking care of business aspects like data access, data analysis, IT governance, and business priorities of the team.


JPMC deployed Tableau as its core self-service data governance tool at an enterprise level. JPMC with the help of COE (The Center of Excellence) team facilitated the process of Tableau adoption to their users by recruiting a team of 8 trainers who trained 1200 new developers and analysts to work on Tableau. The training program involved online as well as classroom learning sessions. The initial user base was 400 Tableau Server users in 2011 which has grown into a family of 30,000 users today.

Skilled Tableau business users work in teams into different departments and sectors of JPMC. Currently, there are about 500 teams using Tableau for analytical and data governance purposes.

The changes

Deploying Tableau for data governance in JP Morgan Chase was a successful step as it brought many positive changes.

  • The marketing operations team could analyze customer data to track customer journey and preferences which helped them in deciding website design, promotional materials and launching new products like Chase mobile app.
  • Financial and branch managers used Tableau apps to analyze customer data in order to provide better customer banking experience.
  • Tableau has given self-service analytical capabilities to a whole lot of people taking care of different operations such as traders, risk analysts, compliance team, operations analysts, sales analysts, etc.
  • JPMC was able to reduce manual reporting time. Earlier, the team took months to create reports but with the help of Tableau, detailed reports were made in weeks. Tableau has saved a lot of the company’s valuable time and has shifted the focus from report generation to analyzing the reports, gaining meaningful insights into data and efficient decision-making.
  • Tableau has enabled JPMC to establish stronger customer relationships by integrating customer’s data with the line of business aspects such as products, marketing, services and creating common data sets. Thus, Tableau acts as a front-end tool to maintain customer relations.
  • The marketing teams at JPMC can analyze population data using Tableau to determine optimal targets to launch new campaigns.
  • To ensure customer satisfaction by analyzing customer activities and behavior using call center metrics and website analytics.
  • JPMC’s retail branches also use Tableau dashboards to gain a better understanding of the market and improve their business.
  • Tableau successfully created a bridge between IT and business by providing apps and dashboards for risk analysis and compliance data usage. It also functions as per the government regulations.

2. Lenovo India

Lenovo Logo

Lenovo designs develop, manufactures and market its product like-PC, laptop, tablet, mobile phones, servers, etc. Today, in 160 countries Lenovo expanded its empire.

The challenge

Creating reports in Excel was tiresome and required a team of 8 to 10 people for adoption to other divisions and regions. In addition to this, the analytics team spent six to seven hours creating one weekly report so, imagine what an overwhelming task it was to create 30 reports or more.

With Tableau, time spent on creating reports is much lesser than creating reports manually. Teams were able to deliver reports much faster, sometimes even reporting on daily or hourly basis.

The time saved is used in carrying out analysis and drawing insights from the information.


Initially, Lenovo deployed an eight-core instance of Tableau Server which they quickly scaled up to a 16-core server. The executives introduced Tableau in Lenovo India as a means to analyze and govern data on a selected set of business use cases and scenarios to help in decision making. But sooner than they realized, Tableau became an integral part of the company’s functioning. The company experienced a cultural shift where the approach to business and growth was more data-centric and data-driven.

The change

  • Lenovo India’s BI Analytics & Visualization team created an interactive and flexible Tableau sales dashboard for departments to use it for ad-hoc analysis and reporting.
  • Lenovo has over 55,000 employees and a customer base spread across 160 plus countries. More than 10,000 users access Tableau dashboards.
  • Tableau has increased Lenovo’s efficiency by 95% with approximately 3000 users are using it in about 28 countries by now.
  • Lenovo’s e-commerce team was able to analyze customer engagement patterns to improve brand perception and increase revenues.
  • The human resource department converted 100 static reports into dynamic and interactive Tableau dashboards which gave users and analysts a new perspective into solving matters.
  • The team is easily able to connect to data sources like Amazon Web Services and Hortonworks Hadoop Hive. Along with this, a wholesome analysis is possible through a dashboard where data is integrated from more than 30 data sources such as social media, customer surveys, retailer websites, online shopping sites, etc.
  • Lenovo supports self-service analytics where every user can conduct an individual analysis on the set of data concerning their domain of activity and suiting their site roles. Every Tableau user has identification credentials stored in the local identity store of Tableau using which they can access and work on Tableau dashboards using single sign-on process.
  • Lenovo experienced lucrative growth in e-commerce by using Tableau to analyze customer experience by fetching data from Lenovo’s unified customer intelligence platform; LUCI Sky.

3. Lufthansa

Lufthansa logo

Lufthansa is a global aviation company which has used Tableau for its growth and benefit.

The challenge

Around 2016, Lufthansa group felt the need for a more centralized, standardized and uniform reporting solution. Because what they had at that time was not a uniform group reporting system. Each department had their individual reporting system and required a heavy contribution from the IT department in terms of time and effort to bring together reports from different departments. Along with this, the time and efforts that went in data preparation were high and teams were not able to give enough time for data analysis and interpretation. It also affected reporting as it was manually done and was time-consuming. What the Lufthansa group needed at that time was a uniform, standardized, group-wise self-service business intelligence solution that had easily accessed data from multiple sources, prepared it quickly and created reports instantly.


Convinced by Tableau’s proof of concept, Lufthansa selected Tableau as their tool of choice. It was initially deployed in the sales department but was soon a part of the entire firm spreading across departments. Within a month, the number of Tableau users reached to 80 Tableau Desktop users. Currently, there exist more than 500 people using Tableau reports and analyzing via Tableau Server and dashboards.

The change

  • Increase in the company’s efficiency by 30% as data preparation and report generation time has reduced significantly. The data preparation to data analysis ratio which was 80:20 earlier, is changed to 60:40 which is a positive change due to Tableau.
  • The time saved from fast data preparation is utilized in self-service data analysis, pattern discovery, drawing insights and report generation. All of which is crucial in a company’s growth by taking premeditated decisions based on facts.
  • Enabled users to connect to all sorts of data sources used by Lufthansa such as Oracle, Teradata, SAS, etc.
  • Reporting processes automated and standardized across the enterprise to ensure uniformity. In addition to the following uniform standards, Tableau also has key performance indicators throughout the group.
  • Tableau increased the autonomy of users by the virtue of self-service analysis for specialist departments and enabled the company of a more efficient day-to-day analysis of their business and related activities.
  • Tableau has made Lufthansa free from the bounds of IT department and made it independent in its functioning.

So, this was all about 3 major Tableau Case Studies or its success stories.


We discussed the Tableau Case Studies of three companies; JP Morgan Chase, Lufthansa Airlines and Lenovo. We saw in all of the three case studies how Tableau has helped these companies for growth. The business intelligence capabilities of data analytics help companies see current and future trends and steer their business accordingly.

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