1. Course Rationale


In many real-world scenarios, neither Alteryx nor Tableau alone will meet your business needs. In this lesson we’ll quickly run through the limits of these software packages and how they can be used together.

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  1. Capabilities of Alteryx (00:04)

    The main strengths of Alteryx are its data manipulation and statistical analysis features. Its main limitation is data visualization. As a result, a data visualization tool like Tableau or Power BI can complement Alteryx effectively. We can use Alteryx to organize and manipulate our data before using Tableau or Power BI to visualize it.

  2. Course Structure (01:10)

    This course demonstrates how Alteryx and Tableau can be combined for the marketing arm of an online retailer. We start by introducing the case and learning about online marketing. Next we use Alteryx to combine online marketing data from various sources. Finally, we use this data in Tableau to create visualizations and develop insights.


- =Throughout our courses on Alteryx, we've gone through many examples of how it can be used to manipulate data and perform advanced statistical tasks. However, you may be wondering exactly how Alteryx fits into the broader business intelligence landscape.

It might be easier to answer this question if we consider Alteryx's main limitation, data visualization.

As we've seen in previous courses, Alteryx does have some built-in mapping functionality. However, beyond these maps, its visualization capabilities are extremely limited.

If you need to create data visualizations or dashboards as part of your data analysis process, you'll need to use a different tool, such as Tableau or Power BI.

While you can use these tools to create dynamic data visualizations, you'll generally need to parse, organize, and manipulate your raw data before it's ready to be visualized.

As such, a data manipulation tool, such as Alteryx, and a data visualization tool, such as Tableau, complement each other very well.

In this course, we'll look at how these tools can be used together through the lens of the marketing arm of an online retailer.

In the first several lessons, we'll lay the groundwork for the case and run through a crash course in online marketing.

We'll then use Alteryx to combine online marketing data from a variety of sources, such as Facebook and Google AdWords.

In the final segment of the course, we'll use that combined data set to create data visualizations and develop any insights on ad spend.

We'll start by setting up the case and running through the basics of online marketing in the next lesson.