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Elissa Fink

Take data from ethereal to grounded

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A few days ago, I told former Tableau CMO Elissa Fink why I found “smart cities” more interesting than the data industry’s tired old slogan “data driven.” Cities are complex and layered. Analytics has results, good or bad. Data becomes tangible, satisfying.

She got it. “‘Data driven’ is ethereal,” she said. “Smart cities are grounded.”

If you to talk about the data industry’s mythical “data driven” for very long, your conversation probably has an eery resemblance to those you had 10 years ago. Today we have more volume, more complexity, and nice things like artificial intelligence. But the old themes repeat over and over.

But if you’ve moved from ethereal data into grounded topics, you’ve got something to chew on. Specific problems have been solved or not solved. That kind of talk is satisfying. Success or failure is observable.

The good thing about smart cities is that problems are often public. Much of the city’s data is public, too. “Smart cities” could be the best thing for the data industry since visualized data.

Tableau’s first conference / What a little tool proved

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Ten years ago this month, Tableau made me want data. One magical demo of the almost unknown Tableau desktop tool was like a trapeze act. It looked so easy, so fluid, and so much fun as director of visual analysis Jock Mackinlay showed off daring leaps in rapid succession. I had no data, but that made me want to get some so I could play like that.

At the first Tableau Customer Conference (“customer” was dropped later), July 20, 2008. fewer than 200 people showed up, including staff. I was the one journalist or industry analyst. We stood in crammed corridors and meeting rooms at the 223-room Edgewater Inn on the Seattle waterfront. The hotel could have fit inside the auditorium of last year’s general assembly, with room to breathe.

Still, even our small crowd barely fit inside. The stage on which CEO and co-founder Christian Chabot gave his keynote was so small, and had so many people crowded up around it, that he had barely room to pace.

Back then, Stephen Few, was considered a high priest of data visualization, and he came to give the benediction. At lunch, one pretty young sales person glided over to his table with one of his books and asked him to sign it, which he did happily. “That’s so cool,” she said.

Speaking of lunch, the food was also notable: it was delicious. Thank you, Amy (Schneider) Barone.

The real star, of course, was the little tool that dared to rethink business intelligence. I wrote in in one of two posts here, “They’ve got something good, really good.” In the post “Tableau is the new Apple,” I made what turned out to be a good prediction and told the core story.

The world will be at Tableau’s doorstep soon enough—though I can’t quite understand why it’s not there yet. … If I had to boil down all the stories I’ve heard so far… it would go like this: We heard about it or found it somewhere, perhaps by chance. We had data to analyze, and someone said let’s try that visualization thing you have. Wow, in a day or so we had figured out something astounding about the data. We’ve been using it ever since.

Even in the crowded halls and jammed meeting rooms, background noise never drowned out conversations. Founders Pat Hanrahan, Chris Stolte, Christian Chabot, and Jock (now VP, research and experience) were almost always within sight and ready to talk. And brand new vice president of marketing (later CMO) Elissa Fink actually had a whole 15 minutes to chat, first thing.

I met people there I’m still friends with and who became prolific, interesting sources for blog posts and columns, such as Dan Murray, Joe Mako, Michael Cristiani (who, sadly, passed recently), Jock, Pat, and Elissa.

The outing was a baseball game, where we occupied a handful of seats. I sat next to Jock, who I think appreciated the patterns in the lawn more than the baseball.

He looked at the bands of alternating shades of green left by the mower and said, “That’s an interesting pattern. It’s almost like a visualization.”

Today, you wouldn’t have heard him unless he shouted into your ear, and maybe not even then.

Tableau the tool is today better than ever. The organization is also better managed than ever, I hear, thanks to its new CEO, Adam Selipsky.

But for the old early-Tableau thrill, you have to look into data-industry offshoots, such as sustainable cities. It’s partly about Internet of Things, artificial intelligence, and other tech. But the biggest and most interesting part is where people engage with data. As Tableau showed the world, people will engage if you just get the hell out of the way. Then when truly interesting things happen.

Tableau no doubt has a role in sustainable cities. In any case, that’s where I’m headed, too.

Do you think you might see the next Tableau coming down the chute? I’d like to hear about it, especially if has applications in sustainable-city projects. Let me know!

Looking for Kool-Aid at the Tableau conference

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It’s no secret that some people hear about Tableau’s passionate users and wonder what all the fuss is about. Back in June, in fact, one skeptical industry analyst tweeted to a Tableau fan, “Pal, you seem to have had a bit too much Tableau Kool-Aid.”

Tableau users I know just shrug. People who say things like that find passion for data suspicious, and there’s nothing you can do for them.

Then Tableau itself invited a delegation of industry analysts, most of them from the traditional end of BI, to its annual conference at the Encore hotel in Las Vegas. The company hopes for their blessing to make that leap across the chasm from early adoption to early majority.

My big question: Would the industry “influencers” and Tableau’s influential users play nice together?

I hang out with both groups, the doubters and the devoted. I do periodic retreats to TDWI and other events. I’ve also been an observer of Tableau since 2008 when I blogged that “Tableau is the new Apple.” I have no stake in Tableau’s success except that I think it’s a strong part of BI’s dream fulfilled, a bearer of fruit.

Experts can quibble over its limitations all they want to, but they must acknowledge one thing: It excites users. Few other tools do.

I spotted trouble on the first morning. In the opening keynote, CEO Christian Chabot had invoked one of his favorite themes: how Tableau would “change this tired, paternalistic BI order.” As usual, he got applause. To illustrate an anecdote about dairies, he pulled out a bottle of milk and poured himself a glass. Things were going well.

But about then, an industry expert tweeted from somewhere in the audience. He hinted at a suspicion of Kool-Aid: “It’s just a visualization tool with publishing capabilities.”

He might as well have asked what these 1400 or so nut cases were doing there, packed into that ballroom? Why, going by numbers from Tableau CMO Elissa Fink, did Experian send 17 people, Apple 19, and eBay 35? Did they come for the gambling, the shows, and a sweet sip of delusion?

Two special meetings with Tableau founders and the delegation of experts went better. As we sipped water from the Encore’s handsome tumblers, Chabot and fellow founders Chris Stolte and Pat Hanrahan talked about business plans and technology. Most of the influencers asked about the technology. We’ll have to watch their blogs for reactions.

Eventually, we left technology for more interesting, big picture questions. Neil Raden, of Constellation Research, asked how the company would grow and still satisfy the new demands of the broad new audience? Other technology vendors have stumbled on this. I asked a similar question: If they do as everyone expects and offer an IPO, how would their passion and vision endure under the new pressures?

The gist of both answers: They said they’re not doing this for the money, and they’ll continue to be driven by the same passion for a great tool, and that they’ll be guided by the same integrity. Cynics will scoff, but I believe them.

Meanwhile, out on “the street,” influential Tableau users expressed harsh opinions of the BI regulars.

One man with long experience in business intelligence and data warehousing, whose employer prohibits public statements, called the general class of BI experts “process junkies.” He said, “They don’t understand that I have this data and I want to understand what it tells me. It doesn’t fit.”

Similarly blunt: “I don’t care what these supposed experts think,” said Dan Murray, a longtime Tableau user and chief operating officer of InterWorks Inc, a fast-growing technology consultancy. The company is listed in the Inc. 5000, and it attributes much of its growth to database development and Tableau visualization.

“The BI people are back where we were a long time ago,” said Murray. “We’re past that.” To him, the people who really matter in data analysis now are the ones with passion for data analysis. He said, “Those are the superstars.”

Just who the superstars are marks the line between those who’ve had the “Kool-Aid” and the BI regulars. Most of the usual experts seem to live in the backend, where database administrators and other geeks rule. Back there, the game is all about process and data hygiene. The experts love to talk about all that, and only a few actually analyze data.

Up where the data analysts work, it’s all about analyzing data. They take seriously all the factors that the mainstream BI world does — such as data quality and data governance — but always with the end in mind, not as ends in themselves.

Ask them what they like about Tableau and their answers come down to one point: the thing gets out of the way and let them work almost as fast as they can think. It does so far better than any other data tool they’ve known. They feel that the tool is designed with them in mind — not for any purchaser, not for any security goon, and for not any consultant’s ego.

They are passionate. I had gone to dinner with a half dozen Tableau users when one wondered aloud about the Las Vegas airport’s on-time record. Someone had his laptop along, loaded with FAA data from an earlier analysis. We found seats in a bar near the casino and looked at the data. I don’t know of many others for whom data analysis beats ESPN.

We ordered beers.