Event Analytics BI Suite
A global, full-service provider of technology, data, and creative solutions for live environments like venues and major events — founded in 2009, with 5,000+ projects delivered — wanted a default Tableau-based business intelligence and reporting package, built on its existing datasets, to hand to new event clients. Built a prototype BI suite that gives a clear, narrative-driven overview of event performance.
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Develop a Tableau-based BI and reporting suite that can serve as the default dashboard package for new event clients — helping them understand what happened during an event and identify areas for improvement, while staying accessible to non-analyst stakeholders.
Students acted as a Digital-First Consulting Team: they accessed historical event data in Google BigQuery, profiled the datasets with a data quality assessment, and translated key business questions into KPIs, calculations, and visualizations. Analysis used the Toulmin method (claims, data, warrants, backing) and addressed crowding patterns, gate and zone performance, queue dynamics vs. throughput and sales, activation engagement, and differences across days or matches. Dashboards follow a narrative flow — overview, deep dive, comparison — with captions that connect findings to recommended actions.
A packaged Tableau workbook with the report set — KPIs and scorecards, interactive filtering with linked dashboards, trend analysis and forecasting, and comparative views — structured around event operations and crowd management, venue utilization and guest experience, concessions and retail performance, and sponsorship and activation effectiveness. Designed to be reusable across events and venues through configuration rather than full customization, and presented to the partner's stakeholders with at least five data-backed recommendations. A prototype BI package, not a production software feature.