Founded in 1960, the Dallas Cowboys are a professional American football team headquartered in Irving, Texas. The team has a large national following, which is perhaps best represented by the NFL record for number of consecutive games at sold-out stadiums.

Challenge
Bill Priakos, COO of the Dallas Cowboys Merchandising Division, and his team needed more visibility into their data so they could run it more profitably. Microsoft was selected as the baseline platform for this upgrade as well as a number of other sales, logistics, and e-commerce applications. The Cowboys expected that this new information architecture would provide the needed analytics and reporting. Unfortunately, this was not the case, and the search began for a robust dashboarding, analytics, and reporting tool to fill this gap.

Questions for Discussion
1. How did the Dallas Cowboys use information visualization?
2. What were the challenge, the proposed solution, and the obtained results?