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What is your data source? If you use SQL Server, then the data could be secured in the database so that a user only gets rows back based on the Windows Log In they used when signing in on to their computer.
Failing that, you might want to read a little bit about "User Filters" here: http://kb.tableausoftware.com/articles/knowledgebase/row-level-security-and-user-filters
The technique above is very powerful, but will only work if you have Tableau Server,
Hope this helps?
Thank you Russel..Unfortunately I work for a small company and have only Tableau Personal at this point
I guess I will have to run different reports for different customers. Thanks anyway!