Analytics / Measurement

Data pane

A pane on the left side of the workbook that displays the fields of the data sources to which Tableau is connected. The fields are divided into dimensions and measures. The Data pane also displays custom fields such as calculations, binned fields, and groups. You build views of your data by dragging fields from the Data pane onto the various shelves that are a part of every worksheet.

Analytics pane

A pane on the left side of your workbook that provides quick and easy access to common analytic features in Tableau. From the Analytics pane, you can drag reference lines, box plots, trend lines forecasts, and other items into your view. Toggle between the Data pane and the Analytics pane by clicking one of the tabs at the top of the side bar.

Format pane

A pane that contains formatting settings that control the entire worksheet, as well as individual fields in the view. When open, the Format pane appears on the left side of the workbook.

Marks

A part of the view that visually represents one or more rows in a data source. A mark can be, for example, a bar, line, or square. You can control the type, color, and size of marks.

Open Rate

A percentage that tells you how successfully delivered campaigns were opened by subscriber

Custom geocoding

A process of adding your own location data to extend the built-in geocoding.

Joining

A process of combining data from multiple tables.

Rows shelf

A shelf at the top of the workbook that you can use to create the rows of a data table. The shelf accepts any number of dimensions and measures. When you place a dimension on the Rows shelf, Tableaus creates headers for the members of that dimension. When you place a measure on the Rows shelf, Tableau creates quantitative axes for that measure.

Columns shelf

A shelf at the top of the workbook that you use to create the columns of a data table. The shelf accepts any number of dimensions and measures. When you place a dimension on the Columns shelf, Tableau creates headers for the members of that dimension. When you place a measure on the Columns shelf, Tableau creates quantitative axes for that measure. See also Rows shelf.

Filters shelf

A shelf on the left of the workbook that you can use to exclude data from a view by filtering it using measures and dimensions.

Return Visits

"How many unique visitors are returning more than once in a given time period.

Pages Per Visit

"Pages per visit is a Web analytics measure of how many pieces of content (Web pages) a particular user or group of users views on a single website.

Size shelf

A shelf to the left of the view that allows you can use to encode data by assigning different sizes to the marks in the view. The Size shelf accepts measures and dimensions. When you place a dimension on the shelf, Tableau separates the marks according to the members in the dimension, and assigns a unique size to each member. When you place a measure on the shelf, Tableau assigns a different size to each mark using a continuous range.

Ad-hoc calculation

A calculation that you can create and update as you work with a field on a shelf in the view. Also known as type-in calculation or in-line calculation.

Marks card

A card to the left of the view where you can drag fields to control mark properties such as type, color, size, shape, label, tooltip, and detail.

Repository

A collection of workbooks, bookmarks, data sources, and logs. By default, the Tableau Repository is located on the drive where Tableau is installed, in the My Documents\My Tableau Repository folder.

Dashboard

A combination of several views arranged on a single page. Use dashboards to compare and monitor a variety of data simultaneously.

Set

A custom field that defines a subset of data based on some conditions. A set can be based on a computed condition or on a specific data point in the view. Sets appear at the bottom of the Data pane in the Sets area.

Cube

A data source that is connected to a multidimensional database. Also known as multidimensional data source. For example, data sources that connect to Microsoft Analysis Services or Oracle Essbase are called cubes.

Relational data source

A data source that is connected to a relational database.

Relational database

A database that presents information in tables with rows and columns. Examples of relational databases that Tableau supports are Excel workbooks, Access databases, comma-delimited text files, MySQL database, and Tableau Data Extract files.

Caption

A description of the current view on the active worksheet. For example, "Sum of Sales for each Market". You can automatically generate captions or create your own custom captions. Show and hide the caption by selecting Worksheet > Show Caption.

Field

A dimension or a measure in a database. For relational data sources, fields are the columns of a table. For cube (multidimensional) data sources, fields are the dimensions of a cube. Each dimension or column contains a unique attribute of the data, such as customer name, sales, or product type.

Parameter

A dynamic value that can replace a constant value in calculations, filters, and reference lines.

Pill

A field in the view.

Dimension

A field of categorical data. Dimensions typically hold discrete data such as hierarchies and members that cannot be aggregated. Examples of dimensions include dates, customer names, and customer segments. See also: measure.

Measure

A field of quantitative data. Measures are fields that are dependent variables. They are typically quantitative fields or calculated fields like sales, temperature, or frequency. You can also create discrete measures in Tableau. See also: dimension.

Group

A field you can use to combine dimension members into higher level categories. For example, you could group a dimension that contains states into regions. Groups are marked with a paper clip icon in the Data pane.

Pass-through function

A function that sends SQL expressions directly to the database to access custom database functions.

Shape legend

A legend that displays the shapes associated with dimension members. The legend appears on worksheets that have a dimension placed on the Shape shelf.

Bounce Rate

A measurement of the number of users who leave a web site after viewing only one page. In conjunction with other site metrics, Bounce rate can be used to measure the effectiveness of a page or site.

Calculated field

A new field that you create by using a formula to modify the existing fields in your data source.

Data Source page

A page where you can set up your data source. The Data Source page generally consists of four main areas: left pane, join area, preview area, and metadata area.

Shape shelf

A shelf to the left of the view that you can use to encode data by assigning different shapes to the marks in the view. The Shape shelf accepts dimensions only. When you place a dimension on the shelf, Tableau separates the marks according to the members of the dimension, and a legend describes the encoding. You cannot place a measure on the shelf because measures do not contain members.

Pages shelf

A shelf to the left of the view that you can use to split a view into a sequence of pages based on the members and values in a discrete or continuous field. Adding a field to the Pages shelf is like adding a field to the Rows shelf, except that a new page is created for each new row.

Packaged workbook

A single zip file with a .twbx extension that contains a workbook along with any supporting local file data sources and background images. Use this format to package your work for sharing with others who don't have access to the data.

Adobe Analytics

A site analytics tool which helps create a holistic view of business activities by transforming customer interactions into insights.

Hexagonal binning

A technique for clustering data in a two-dimensional plane.

Crosstab

A text table view. Use text tables to display the numbers associated with dimension members.

Data Interpreter

A tool that parses your Excel or Google Sheets data source to help prepare your data for analysis.

Bin

A user-defined grouping of measures in the data source.

Sheet

A view (also known as worksheet), dashboard, or story. Sheets appear as tabs at the bottom of the workbook.

Small multiples

A view that contains small multiple charts of the same type.

Encoding

A visual representation of your data. You can encode your data by color, shape, size, and path using the associated worksheet shelves.

Split Run

The client will purchase a segment (or percentage) of the reader circulation at a lower price.

Forecast

A calculation that predicts future trends based on current trends and data.

Bookmark

A .tbm file in the Bookmarks folder in the Tableau repository that contains a single worksheet. Much like web browser bookmarks, .tbm files are a convenient way to quickly display different analyses.

Cell

A basic element of any table that you create in Tableau. You can control cells to enhance your data view, which is useful for text tables and heat maps.

Color property

A property on the Marks card that enables you to encode data by assigning different colors to the marks in a view. The property accepts measures and dimensions. When you place a dimension on the Color property, Tableau separates the marks according to the members in the dimension, and assigns a unique color to each member. When you place a measure on the Color property, Tableau draws each mark with a different color using a continuous range. In both cases, a legend describes the color encoding.

Path property

A property on the Marks card that you can use to encode data by connecting marks using a particular drawing order. The property accepts measures and dimensions. Dimensions connect the marks according to the members in the dimension. If the dimension is a date, the drawing order is given by the date order. If the dimension contains words, the line is drawn based on the order of the words in the data source. Measures connect the marks according to the values of the measure. The measure can be aggregated or disaggregated. See also: path.

Detail property

A property on the Marks card that you can use to separate the marks in a view according to the level of detail (that is, members) of a dimension. The Detail property works only on aggregated data.

Join condition

A relationship between fields in a join. You can define the relationship in the join area of the data source. See also: joining.

Aggregation

A result of a mathematical operation applied to a measure. Predefined aggregations include summation and average. You can convert dimensions to measures by aggregating them as a count. For relational data sources, all measures must be either aggregated or disaggregated (unless they appear on the Filters shelf). Tableau aggregates measures, usually as a summation, when you place them on a shelf. For multidimensional (OLAP) data sources, aggregations are defined when the cube is created and cannot be modified in Tableau.

Field label

A row or column heading that indicates the data field used to create the view. For example, a view that has rows for East, Central, and West might have a Region field label at the top of the column indicating that each row is a member of the Region field.

Extract

A saved subset of a data source that you can use to improve performance and analyze offline. You can create an extract by defining filters and limits that include the data you want in the extract.

Quality Score

A score given to an ad based on a variety of factors to measure how relevant your keyword is to your ad text and to a user's search query. A keyword's Quality Score updates frequently and is closely related to its performance. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).

Secondary data source

A second or subsequent data source that you use in a blended view. See also: blending data, primary data source.

Query

A set of formalized instructions that Tableau uses to communicate with databases. Common query languages include SQL and MDX. Every time you build a view of your data, Tableau translates your actions into queries and retrieves the requested information from the data source. If you are building a dense data view, you can turn queries off until all the fields you want are placed on shelves.

Story

A sheet that contains a sequence of views or dashboards that work together to convey information.

ADL

Activities of Daily Living

APEX

Ad Exposures. The number of physicians expected to see an average page in an average journal issue, regardless of the pages content. This is obtained by multiplying the APEX score calculated for a particular specialty and the journal times the projected number of receivers.

APX

Ad Page Exposure. See APEX

Alias

An alternative name that you can assign to a field or to a dimension member.

Join area

An area at the top of the Data Source page where you can drag tables or select queries or cubes to set up your data source. See also: Data Source page.

Pane

An area in the table that is created by the intersection of rows and columns. Tables consist of one or more panes. The number of panes in a view depends on the number and type of fields placed on the Rows and Columns shelves.

Color legend

An area of the view that displays the colors associated with a measure or dimension member. The default legend is modified when you place a dimension or a measure on the Color property.

Metadata area

An area that can be accessed from the Data Source page by clicking the metadata button and that displays the fields in your data source as rows so that you can quickly examine the structure of your data source and perform routine management tasks, such as renaming fields or hiding multiple fields at once. When connected to cube data, the metadata displays by default. See also: Data Source page.

Story point

An individual view in a story.

ATOS

Average Time On Site

CTD

Campaign To Date

CTR

Click through Rate. A measure of the number of users who viewed an ad in relation to those that actually clicked on the ad. It is obtained by dividing the "number of users who clicked on an ad" on a web page by the "number of times the ad was delivered" (impressions).

CAGR

Compound Annual Growth Rate

Exit Page

Exit rate is the percentage of people who left your site from that page. Exits may have viewed more than one page in a session. That means they may not have landed on that page, but simply found their way to it through site navigation.

GA

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. It allows you to see which campaigns bring the most traffic and conversions, what people are searching for on your site, and allows you to visualize what users click on the most.

HVA

High Value Action

KPI

KPIs, or key performance indicators help organizations achieve organizational goals through the definition and measurement of progress. The key indicators are agreed upon by an organization and are indicators which can be measured that will reflect success factors. The KPIs selected must reflect the organization's goals, they must be key to its success, and they must be measurable. Key performance indicators usually are long-term considerations for an organization. Include click-through rates, brand awareness and engagement

LOD

Level of Detail Expression. A syntax that supports aggregation at dimensionalities other than the view level. With level of detail expressions, you can attach one or more dimensions to any aggregate expression.

Shelves

Named areas to the left and top of the view. You build views by placing fields onto the shelves. Some shelves are available only when you select certain mark types. For example, the Shape shelf is available only when you select the Shape mark type.

NRx

New Prescriptions. Precise measurement of pharma marketing's impact requires physician prescription (Rx) data. One metric used is the number of new prescriptions (NRx) written by physicians for a particular drug over a specific period of time. NRx does NOT include prescriptions for refills, but does include renewals, which are scripts patients get when they run out of refills. In contrast, TRx (Total Prescriptions) includes refills AND renewals.

NWRX

New Written Prescriptions

Interaction Rate

Number of expandable banner interactions/impressions

Page Rank

Page Rank is an algorithm used by the Google web search engine to rank websites in their search engine results. 80% of traffic to your sites is organic. Optimize your online presence for optimal ranking.

Section/Channel/Targeting

Put in the name of the section/placement (ROS, Target List, Cardiology, etc). This should be clear and concise so that anyone reading it can understand it. Get clarification from rep if necessary. Do not put ad sizes or dates in here

Multidimensional data source

See: cube

Conversion Rate

The conversion came from either being directed to the brand site after clicking on the banner or visiting the brand site separately after being served the banner.

Rich Media Exits

The events that take place when a user clicks on or otherwise interacts with the creative in a way that takes the user to a new webpage

Primary data source

The first data source that you use in a blended view. See also: blending data, secondary data source.

Rich Media Interactions

The number of custom and standard events that are triggered when a user interacts with a rich media ad. This number is reached by totaling all custom counter, exit, and time events, as well as standard events triggered upon user interaction, such as video plays, video mutes, rich media expansions, rich media interactive impressions and rich media closes.

Average Monthly Exposure

The number of times a physician is exposed to a channel on average in a given month.

Rich Media Counters

The number of times that a user interacts with any part of a Rich Media ad in a specified way (mouse-overs, mouse-outs, click-ins, data loading, keyboard entries, etc.)

Duplication

The number or percentage of a medium's audience, or of those reached with a media schedule, who are exposed to more than one media vehicle or to more than one advertising message.

Site Visit Rate

The percentage of impressions that result in driving a user to the designated landing page and register a site visit; calculated at site visits over impressions (applied to display, paid search and e-newsletter campaigns)

Share of Market

The percentage of the total sales or prescriptions in a specified class of products held by or attributed to a particular brand at a given time.

Blending data

The process of combining data from different data source types in a view. The first data source that you use in the view becomes the primary data source. The remaining data sources become the secondary.

Link Building

The process of linking to other websites or different pages/sections of one particular website. Link building is divided into two types: internal and external.

Data source

The source of data outside or inside Tableau.

Additional Key Values (kv=)

This will need to be explicitly stated by analyst with submission about where this needs to be applied and what macro is pulling to use, etc.

Slider

Universal template designed with an overlay "slider" (that rests at the bottom of a publisher's page and when prompted by user interaction, slides page content to the left for a canvas full of possibilities for user engagement.