Business Chief USA February 2019

BROWN-FORMAN
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traditional data analysts out into the
business,” is essential to the integration
of analytics into all aspects of the
business, explains Sorsa.
Self-service data analytics, through
tools like Tableau, is a key aspect of
the strategy. “Bringing the data inhouse
and having it available for us to
use in creative ways is great,” Sorsa
says. Modernising technology in all
aspects of the business has allowed
the data managers to reconcile
internal data and maximise the selfservice
approach.
Additionally, data accessibility and
visibility has allowed it to permeate the
company so colleagues from all departments
have the opportunity to utilise
data analysis effectively. Now, there
are “40 to 50 sources of information
that are available to a Brown-Forman
colleague for self-service analytics purposes,”
says Muraski.
The information that Brown-Forman’s
data analysts utilise and make accessible
is wide-ranging across all aspects
of the business, both internal and external,
and includes data from distribution
FEBRUARY 2020