Case Studies: the added value for our customers

Our customers tell about their cooperation with The Information Lab and the goals they have achieved.

You can read about various customers from different sectors here. The central question is always: how do I get more value from my data? We help with cultural changes, knowledge transfer through training courses, for example, but also with building information products.

International Bike Group (IBG), the international bicycle retailer known in the Netherlands for, has selected Tableau to better see and understand their data. IBG aims to become more data-driven and collects data from its online and offline channels in different countries. With Tableau's solutions, IBG staff can visualize and analyze data without external support.

Under the names Fietsenwinkel. nl in the Benelux and HelloRider in Scandinavia, IBG offers fully integrated online and offline sales combined with an extensive after-sales service network. With an annual growth rate of more than 70%, the company is reinventing the conservative bicycle market and can count itself among the fastest growing e-commerce companies in Europe. After reaping the initial benefits of a data-driven corporate culture, the company wanted to take it to the next level. To do this, it became essential that in addition to the company's data analysts, other employees could also tap into their own data for insights.

While rebuilding the data warehouse under the existing data platform on the Google Cloud Platform, IBG began a thorough selection process to find a solution that would work for analysts and other business users alike. In particular, the solution had to be easy to use and provide high quality visualisations to optimise decisions and improve business operations. The fact that Tableau would allow IBG staff to create and work with dashboards without the help of external experts, allowing business users to search for answers independently, decided in Tableau's favour.

During the first implementation, 80 IBG employees and 40 shops will start working with Tableau, from different departments such as marketing, sales, logistics and strategy. Through Tableau, they will be able to gain new insights, make analyses and collaborate more easily and effectively. More data and correlations can be included in the interactive dashboards ('Vizzes') and everyone can be confident that colleagues are looking at the same data. Tableau Gold partner The Information Lab will help IBG set up the infrastructure, train the team and provide further support.

Gijs Louter, Head of Business Intelligence & Pricing at IBG: "International Bike Group has set ambitious goals for the future and our data plays a key role in the road to success. We chose Tableau based on their excellent and intuitive capabilities for self-service, visualisation and collaboration. By generating more insights from inventory, customer service or shop performance, we make IBG a little smarter every day, supporting our goal of becoming the best omnichannel bike shop in Europe. "

IBG, founded in 2009, has more than 500 employees in the Benelux and Scandinavia and is headquartered in Amsterdam. In addition to their online channels, customers can visit more than 50 experience stores and over 250 service partners.

Diederick Beels, sales director Benelux at Tableau concludes, "International Bike Group's scale and successful omnichannel approach make them an impressive market player. Their data-driven approach is inspiring and we look forward to working with The Information Lab to help them democratise visual analytics across the business to support their business goals."

About IBG

Under the names Fietsenwinkel. nl in the Benelux and HelloRider in Scandinavia, IBG offers fully integrated online and offline sales combined with an extensive after-sales service network. With an annual growth rate of more than 70%, the company is reinventing the conservative bicycle market and ranks among the fastest growing e-commerce companies in Europe.

About The Information Lab

The Information Lab is Gold Partner of Tableau and supports organisations with the implementation and adoption of Tableau. Besides training and support we help to optimize data driven operations.

About Tableau Software

Tableau (NYSE: DATA) helps people see and understand data better. Tableau helps make it easy to analyse, visualise and share information. More than 82,000 users are getting rapid results with Tableau in the office and on the go. Hundreds of thousands of people have used Tableau Public to share data in blogs and on websites. Download the free trial of Tableau and experience how it works:

  • Category: Customer case
  • Customer:
  • Interviewee: Gijs Louter
  • Role: Head of Business Intelligence & Pricing
  • Service: Tableau

Peter Appel Transport

Peter Appel Transport provides transport services in the Netherlands and innovates new ways to transport temperature-controlled materials. For Tableau, Business Analyst Gert-Jan Neeft worked with data in Microsoft Excel and Access. The process was time-consuming and the end results were not pleasing to the business analysts and customers of Peter Appel Transport. With Tableau, data is now fun and easy - so easy that Gert-Jan was able to create his first business report on his second day. In this video, Gert-Jan discusses how data analysis is now faster, more efficient and more fun thanks to self-service analytics.

Tableau: What has been the most fun using Tableau so far?

Gert-Jan Neeft, Business Analyst: If you have a question you ask it and the nice thing is that it is used in all time zones, so when I am lying in bed the answer is, so to speak, already written. And the next morning I can continue with my question or with the challenge I have. And that is just fantastic.

Tableau: What led you to Tableau?

Gert-Jan: Our attention was actually drawn to QlickView by our accountant. We had a demo of it, but I thought it was rather complicated and not very intuitive to do something with one or two datasets. I then went to the most well-known search engine, Google, and soon found Tableau. I had never heard of it before, but I could download it for free for 14 days. I did that very quickly and actually got started without anything - without training, without people I knew. I just played with it in the evening.

Tableau: Did you find Tableau user-friendly?

Gert-Jan: Without ever having seen or used the tool, I had actually made my first report on the second evening. That made me very enthusiastic. I thought: yes, this is it. And then we really stopped the whole selection procedure. I went to my director, Peter Appel, and told him we needed this. And I need a licence and we need to get going. And that's like our philosophy: just do it! And he said, yes, you are a specialist in this field and if you say we need this then we need this and we will do it.

Without ever having seen or used the instrument, I had actually made my first report on the second evening. That made me very enthusiastic. I thought: yes, this is it.


Tableau: How has Tableau changed your job?

Gert-Jan: I used to work a lot with data and did that with Excel, Access, with all kinds of tools. And with Tableau it has just become more fun and it is much faster, it is much easier, you can do much more with it, you can share much easier with people, give access, authorize. The whole concept is really what I would like to have as a BI specialist within Peter Appel transport, yes it is in the package. I get datasets from customers, you read them in, and you can get to work. I can also get to work myself. That makes life a lot easier and more pleasant. I don't have to wait for other people anymore. I don't have to ask other people any more, because I can just do it myself. And with the dashboards I have created, I can very quickly give access to the right people within the organisation. They can get to work with the data. Sometimes they come back with questions, like: "I would also like this, I would also like that." We sit down for half an hour and it's sleur and pleur, "sleur and pleur" in Dutch, and that makes me happy.

Tableau: Have you found the Tableau community to be helpful?

Gert-Jan: The community is so big, so you learn very easily and very quickly every day. And as a result, your dashboards will only get better, more beautiful and faster. I'm actually saying: it really is a kind of drug. It really is a kind of addiction. You just want it and you just want more. You just want to go faster. You want to get everything out of the tool that you can. And I'm kind of in that phase now. I follow a lot of blogs and YouTube channels. I'm reading, watching, saving and getting started with everything I can find about Tableau.

Tableau: How has Tableau helped you achieve your data goals?

Gert-Jan: If I look at myself, I was very busy drafting a report and that really produced one insight and that was it. And sometimes a week's worth of data would come along and you'd refresh it and that would be that. But you want to go further, you want to really give it to the user, so that they can interact with the data. And actually increase their understanding. That is actually what I was able to achieve with Tableau.

Peter Appel Transport

  • Category: Customer case
  • Client: Peter Appel Transport
  • Interviewee: Gert-Jan Neeft
  • Role: Business Analyst
  • Service: Tableau


What is your role and what does your organisation do?

I am a partner at Mastermind and under the brand name DISCOVER we offer solutions for the growth of people, teams & organisations. We make use of online personal analyses for behaviour, motives and talents. Through DISCOVER Partners and DISCOVER Professionals you as an individual or as an organisation get access to these solutions to further develop yourself as a person, as a team or as an organisation.

What do you use Tableau for?

We use Tableau in combination with our product DISCOVER for personal analyses. We import individual scores into Tableau. In interactive team and organisation overviews we provide insight into team dynamics and development potential. Think of subjects such as motivation, problem approach, communication styles and leadership analyses. To give you a good idea of this, we have an example on Tableau Public.

Why did you choose Tableau?

We looked at Tableau, Qlik and PowerBI in an extensive study. It quickly became clear that Tableau was the only tool that could offer what we needed within the standard functionality and licensing costs. Advanced graphics and interaction were particularly important to us. Qlik could not offer this at all and PowerBI only as a customised tool at high cost and with little flexibility.

What results have you achieved?

With Tableau online dashboards, we have added something to our product range that provides real added value for our customers and also makes us unique compared to our competitors. This is reflected in more customers and higher sales with existing customers.

What has The Information Lab contributed to this?

The Information Lab has helped us learn to work with Tableau from day 1 and supports us whenever we need it, both in new applications and in solving problems. They do this well and quickly.


  • Category: Customer case
  • Customer: Mastermind
  • Interviewee: Marco Robben
  • Role: Partner
  • Service: Tableau



Sparkles is a company that makes design accessible to everyone through user-friendly online software. A personal invitation, a business card, an advanced local marketing campaign: with our platforms, companies and consumers easily create personalised products that impress their target groups.

Matthijs Schalk, Marketing & innovation officer at Sparkles, explains how Tableau and Alteryx are used and how he experiences the cooperation with The Information Lab.

What is your role and what does your organisation do?

Through our webshops, thousands of people personalise and order cards and matching products for the most important moments in life: birth cards, wedding cards, greeting cards, invitations and bereavement cards. Besides the Netherlands and Belgium, we are active in Germany and have ambitious plans for further expansion into more products and countries. Some of our shops are, and

As marketing & innovation officer, I think about new strategies and tactics to make our clients even happier and to help Sparkles grow. Together with the teams, we are constantly implementing new ideas and aiming to deliver ultimate value to our customers. We continuously carry out experiments to find out what works and what doesn't.

What do you use Tableau / Alteryx for?

We use Tableau for our daily performance. A number of colleagues literally get up and go to bed with it. Then we have the analyses, where teams analyse specific segments, product groups or other matters.

Alteryx has helped us to make Tableau reports much faster. They are only a fraction of the size and complexity that we previously had in Tableau. We have also gained much more grip on things that used to be mainly controlled by feeling. For example, we now use a customer journey dashboard, in which data from a customer journey is aggregated from multiple sources and tables.

Why did you choose Tableau / Alteryx?

Tableau is very versatile and relatively easy to learn. The visualisations provide stakeholders with quick and clear insight. And in my opinion, Tableau is still the crème de la crème for data visualisation, with an accessible licensing model.

Alteryx connects well with our infrastructure and provides enormous possibilities and flexibility for the preparation of data. Compared to our own code, Alteryx offers great advantages, including the ability to merge data from different sources and, of course, the fact that far fewer developers are needed.

What results have you achieved?

Within seconds, we can see how the business is doing. That and the depth with which we can manage data-driven operations allows us to grow again and again in competitive markets.

What has TIL contributed to this?

The Information Lab helped us to get started with Tableau and later also with Alteryx. The support and advice from TIL is very pleasant, knowledgeable and very warm. The idea that you can call or mail and get an adequate answer, makes The Information Lab a reliable partner.

Want to read more about how our customers are successful with Tableau, Alteryx, Snowflake and how we help them? Read more customer success stories here.


  • Category: Customer case
  • Client: Sparkles
  • Interviewee: Matthijs Schalk
  • Role: Marketing & Innovation
  • Service: Tableau & Alteryx

1 is one of Europe's largest online retailers, offering a huge range of products to millions of Dutch and Belgian customers through its virtual marketplace.

Anne van den Brink, Business Intelligence Manager for, discusses the importance of fast, agile data analytics in online retailing and how Tableau has helped transform into a data-driven organisation, where employees can fill many of their own data needs.

Anne, what do you think is the secret of success in today's online retail sector?

Flexibility plays a major role. The ability to respond quickly to changing consumer habits has always been crucial in retail, but this is particularly true online, where shoppers will quickly go elsewhere if we do not have exactly what they want, when they want it.

How does Tableau help stay agile?

Agility is easy when you're small, but it gets harder as you grow unless you have the right tools. That's why Tableau has become so essential to our business. The fast, accurate data insights it provides into key areas - such as buying habits and seasonal trends - allow us to quickly adapt our marketplace and product offerings so that every customer can easily find what they need.

Tableau has also given us greater control over our operations, such as inventory management, assortment quality and stock levels. This has allowed us to improve overall customer service while reducing our environmental impact.

Why did choose Tableau over other analytics platforms?

One of Tableau's key selling points for us is its comprehensive functionality, as illustrated by the examples above. Tableau's highly visual approach to analytics means that people can view multiple insights on a single dashboard, making it easy to see important outliers and trends.

Scalability was also a key factor. Over the past five years, our company has grown exponentially, which means that the number of data sources has grown to more than 250 and the number of active Tableau users has increased from 200 to more than 750. For many analytics platforms, these factors would cause major problems, but with Tableau we can continue to add new data sources and users without any impact on overall performance.

Finally, ease of use was essential. Once employees see and use Tableau for themselves, they quickly realise how easy it is to handle their own analysis and reporting needs, rather than relying on the central BI team. Not only has this made analytics more accessible to everyone, but it has also helped become a data-driven organisation, where insights from data are used to support decision-making at every level.

What role did The Information Lab, a technology partner of Tableau, play in your success with Tableau?

The support of The Information Lab has been invaluable, especially during the initial rollout phase. Their knowledge and expertise helped the BI team get up to speed with Tableau quickly, giving us the momentum we needed for a successful implementation. Today, our team has reached a higher level of maturity and expertise, but we still appreciate the ongoing support and knowledge of The Information Lab.

Update (June 2020): How did being a data-driven company help you navigate the COVID-19 pandemic effectively?

When you are a data-driven company, you always know where your main focus and responsibilities lie. This makes it easy to operate effectively, even if the world around you changes completely. Before the COVID-19 pandemic, I worked with 2000 colleagues in the same office, but almost overnight everyone had to work from home. That could have caused a major upheaval, but because all our teams are focused on clear, data-driven goals and objectives, they are able to function autonomously despite everything that is happening around them.

Since the lockdown began in the Netherlands on 12 March, the number of employees using Tableau daily has increased by 15 per cent across the company. It illustrates how intrinsic data has become in our daily activities, especially in these unprecedented times. Of course, traditional in-person training is not possible at the moment, but in just four weeks we have developed a comprehensive online course, turning all the classic Tableau training modules into e-learning sessions. This allows employees to progress with their data skills at their own pace, whether they are experienced with the platform or completely new to it. In this way, we can expand the data skills base within as a whole, which puts us in a strong position for the future.

  • Category: Customer case
  • Customer:
  • Interviewee: Anne van den Brink
  • Role: Business Intelligence Manager
  • Service: Tableau



Castor supports Covid-19 clinical trials around the world with Tableau

Castor is passionate about transforming medical research. Thousands of medical device, biotech and academic researchers around the world rely on the Castor EDC (Electronic Data Capture) platform to easily integrate high-quality data from any source and accelerate their studies.

Here, Castor's CEO and founder, Derk Arts, discusses how visual analytics with Tableau - as part of the Castor EDC platform - is being used to better understand the Covid-19 virus, optimise valuable hospital resources and ultimately improve Covid-19 patient outcomes.

Tableau was the first choice to support our Covid-19 programme. It is easy to use and incredibly powerful, and allows people to understand research results significantly faster and more efficiently.

How does Castor's technology support the fight against Covid-19?

Before launching Castor, it was clear to me that medical research and evidence-based medicine were not making the best use of data. Decisions were still too often based on paper documents, spreadsheets or free text publications. I wanted to do something about it. At Castor, we envision a future where all medical research data is machine-readable, reusable and available to everyone to improve patient outcomes.

When new strains of virus such as the Coronavirus emerge, data is clearly our most valuable asset. This was true during the Ebola outbreak, where we had decades of research on the effects and possible treatments, and it is doubly true in the case of the Coronavirus.

Castor's research EDC platform is freely available to all Covid-19 research projects. We are now supporting more than 200 Covid-19 studies in 16 countries. And because time is of the essence, we ensured that these studies went live within six days on average. We developed pre-formatted electronic case report forms (eCRFs) based on World Health Organisation (WHO) standards to help researchers launch their study or registry in less than an hour.

How does Tableau fit into this Covid-19 research?

One of the best ways to maximise the impact of data is through visual analysis. And no one does that better than Tableau. Tableau was the first choice to support our Covid-19 programme. It's easy to use and incredibly powerful, and allows people to understand research results significantly faster and more efficiently.

We ensure the optimal allocation of limited hospital resources and ensure that the most seriously ill patients receive the highest level of care.


Can you give an example of Covid-19 research and how Tableau is used?
Castor has made its EDC platform available free of charge for any non-profit research related to Covid-19. And Tableau is an integral part of that. This is especially true in the case of the Covid Predict study, a collaboration between physicians and researchers in the Netherlands to better understand and predict which Covid-19 patients should receive which treatment and type of care. We ensure the optimal allocation of limited hospital resources and that the most seriously ill patients receive the highest level of care.

Our EDC system helps the Covid Predict consortium to easily capture data from multiple sources - it currently includes over five million data points. Algorithms for predicting disease outcomes are created and tested with data retrieved in real-time via Castor's API, which allows integration with a wide range of other platforms. These algorithms help predict the likelihood that a patient will require intensive care, and if so, what the likely outcome will be.

Tableau enables people to understand all this quickly and easily. It provides an overview of Intensive Care Unit (ICU), medium care unit and hospital ward admissions and visualises patient outcomes and complications. One crucial dashboard shows, for example, the demographic age profile of admissions, the average duration of admissions and the number of people discharged from hospital, admitted to hospital, transferred, receiving palliative care or sadly deceased.

This is remarkable and valuable work.

What role did Tableau partner The Information Lab Netherlands play in supporting these projects?

All of this was made possible through The Information Lab's trusted partnership with Tableau, and Alteryx's expertise. Thus, in just a few days, The Information Lab created these incredibly powerful visualisations, which ultimately help to reduce congestion in hospitals, protect staff and prioritise patients who need to be hospitalised.

How important is it that healthcare providers become more data-driven?

Everyone must come together with a shared mission to see data as a reliable commodity. Once data can circulate freely among researchers, clinicians and others, it becomes possible to shorten research cycles and improve healthcare outcomes, for example.


  • Category: Customer case
  • Customer: Castor
  • Interviewee: Derk Arts
  • Role: CEO
  • Service: Tableau

Big data is becoming increasingly important. However, data only becomes good management information if you can quickly and easily convert it into reports that provide the desired insights. Alteryx offers us an excellent solution to meet this requirement and thus contribute to the growth and development of our organisation.

Vissers Energy Group

Online remote consultancy by The Information Lab is definitely recommended. In the past few weeks I have collected my questions and discussed them with a consultant in half a day. I am looking forward to the next session!

Sacha Pepermans - Coordinator CRM Insights at KIA Motors Netherlands

Do you also want to be successful with your own data?

If you want to start your own data-driven journey and achieve more success with your data, please contact us. We will be happy to schedule a no-obligation session with you.