1© 2013 Alteryx, Inc. Confidential.
Data Driven Marketing:
Hear Customers Speak
Through Their Data
BIG Analytics Roadshow
...
2© 2013 Alteryx, Inc. Confidential.
Today’s Speakers
Richard Snow
Sales Engineer
Alteryx
Bob Laurent
Director, Product Mar...
3© 2013 Alteryx, Inc. Confidential.
• Background
• Customer Analytics Survey
• Data Sources
• Benefits
• Challenges
• Area...
4© 2013 Alteryx, Inc. Confidential.
Questions that keep us up at night
How do I entice them
to purchase faster?
Which chan...
5© 2013 Alteryx, Inc. Confidential.
There are lots of sources of customer data
6© 2013 Alteryx, Inc. Confidential.
Unfortunately…
Many companies
cannot get a
clear view of
their customers
7© 2013 Alteryx, Inc. Confidential.
We went in search of the facts…
In Spring 2013, Alteryx and
AbsolutData surveyed indus...
8© 2013 Alteryx, Inc. Confidential.
Data was gathered from a diverse set of
professionals across a range of industries
25%...
9© 2013 Alteryx, Inc. Confidential.
Data was gathered from a diverse set of
professionals across a range of industries
Dep...
10© 2013 Alteryx, Inc. Confidential.
Companies collect many different
types of customer data
Data captured from every cust...
11© 2013 Alteryx, Inc. Confidential.
Vast majority of companies use
Customer Analytics today
82%18%
Yes No
Organizations a...
12© 2013 Alteryx, Inc. Confidential.
Analytics provides input to strategic operations
Customer
Focus
Channel
Focus
69%
63%...
13© 2013 Alteryx, Inc. Confidential.
But, Three Major Challenges Emerged
CHALLENGE #1:
Getting the Right Data
CHALLENGE #2...
14© 2013 Alteryx, Inc. Confidential.
CHALLENGE #1: Getting the Right Data
• Different departments use different data sourc...
15© 2013 Alteryx, Inc. Confidential.
CHALLENGE #2: Lack of Access & Skills
12%
38%
42%
8%
Industry leading, with a mastery...
16© 2013 Alteryx, Inc. Confidential.
CHALLENGE #3: ROI Assessment
• Organizations struggle with defining & calculating
ROI...
17© 2013 Alteryx, Inc. Confidential.
Case Study
18© 2013 Alteryx, Inc. Confidential.
Case Study
19© 2013 Alteryx, Inc. Confidential.
Despite these Challenges,
Analytics Investment Continues
Almost all companies plan to...
20© 2013 Alteryx, Inc. Confidential.
Demonstration
21© 2013 Alteryx, Inc. Confidential.
Next Steps
22© 2013 Alteryx, Inc. Confidential.
Visit our Website: Alteryx.com
23© 2013 Alteryx, Inc. Confidential.
Download Alteryx Project Edition
24© 2013 Alteryx, Inc. Confidential.
Visit our Website: Alteryx.com
25© 2013 Alteryx, Inc. Confidential.
Alteryx Analytics Gallery
gallery.alteryx.com
26© 2013 Alteryx, Inc. Confidential.
Summary
A New Analytics Paradigm has Emerged
OVERCOMES DATA CHALLENGES:
Blends massiv...
27© 2013 Alteryx, Inc. Confidential.
Visit with Alteryx in the
Exhibit Area
Thank You!
BIG Analytics Roadshow
Dallas | Jul...
28© 2013 Alteryx, Inc. Confidential.
29© 2013 Alteryx, Inc. Confidential.
• Customer Analytics
• Big Data Analytics
• Customer data
• Strategic analytics
• Pre...
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Teradata Big Analytics Roadshow - Dallas July 25 - Alteryx Presentation

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From the July 25, 2013 Big Analytics 2013 Roadshow in Dallas
Alteryx session on Data Driven Marketing track: “Hear Customers Speak Through Their Data”

What if you could deliver sophisticated analytics to your line of business analysts and decision makers, including customer and marketing teams, regardless of their data or coding skills? What if you could get those insights to capitalize on opportunities when they are still in front of you – and predict outcomes instead of just reporting information?

This presentation will review the results of a recent survey on customer analytics that reveals:
- Which sources of data provide the most insight into customer preferences and future behavior?
- How does this insight drive measurable improvements in sales, customer retention, operational efficiency and brand loyalty?
- What are the biggest technical and operational challenges that inhibit analytic decision making, and how can they be overcome?

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Teradata Big Analytics Roadshow - Dallas July 25 - Alteryx Presentation

  1. 1. 1© 2013 Alteryx, Inc. Confidential. Data Driven Marketing: Hear Customers Speak Through Their Data BIG Analytics Roadshow Dallas | July 25, 2013
  2. 2. 2© 2013 Alteryx, Inc. Confidential. Today’s Speakers Richard Snow Sales Engineer Alteryx Bob Laurent Director, Product Marketing Alteryx
  3. 3. 3© 2013 Alteryx, Inc. Confidential. • Background • Customer Analytics Survey • Data Sources • Benefits • Challenges • Areas of Investment • Demonstration • Data Blending • Data Enrichment • Teradata UDA • Next Steps • Q&A Today’s Agenda
  4. 4. 4© 2013 Alteryx, Inc. Confidential. Questions that keep us up at night How do I entice them to purchase faster? Which channels are performing best? Which is our most profitable segment? What is the best cross-sell campaign for this segment? Which prospects should I target for this campaign? What interactions are most likely to cause churn? Are we pricing the products correctly?
  5. 5. 5© 2013 Alteryx, Inc. Confidential. There are lots of sources of customer data
  6. 6. 6© 2013 Alteryx, Inc. Confidential. Unfortunately… Many companies cannot get a clear view of their customers
  7. 7. 7© 2013 Alteryx, Inc. Confidential. We went in search of the facts… In Spring 2013, Alteryx and AbsolutData surveyed industry thought leaders to gather insight into how organizations use Customer Analytics, including adoption levels, goals, usage, and relative maturity. Our goal: Identify the benefits and challenges organizations face when turning Big Data into customer insight
  8. 8. 8© 2013 Alteryx, Inc. Confidential. Data was gathered from a diverse set of professionals across a range of industries 25% 42% 33% Consumers Other businesses Both Products/Services Offered 24% 16% 15% 6% 4% 3% 3% 3% 1% 1% 1% 24% Services Retail, wholesale Banking, Finance, Insura… Telecom CPG Hospitality Manufacturing Nonprofit Government Construction Transportation Other Industry Number of Employees 28% 21% 11% 15% 25% 1-100 101-500 501-1,000 1,001-5,000 5,000+
  9. 9. 9© 2013 Alteryx, Inc. Confidential. Data was gathered from a diverse set of professionals across a range of industries Department 41% 32% 7% 6% 4% 9% Research and Analytics Marketing IT Sales Customer Care/Retention Other 37% 23% 19% 12% 8% I develop customer analytics solutions for my company I do not develop applications, but I use their output I give directions to a team on how to use customer analytics I am not involved in customer analytics Other Level of Involvement
  10. 10. 10© 2013 Alteryx, Inc. Confidential. Companies collect many different types of customer data Data captured from every customer interaction has the potential to provide deeper insight into their behavior, attitudes, and opinions— insight that can be leveraged to improve customer relationships and gain a competitive edge. Traditional data sources still dominate, but several new areas of insight are emerging. 69% 69% 61% 49% 41% 31% 30% 17% 6% Customer demographics Primary/research data POS/transaction data Customer interaction data Social media Loyalty card data Complaint data Recorded voice calls Others
  11. 11. 11© 2013 Alteryx, Inc. Confidential. Vast majority of companies use Customer Analytics today 82%18% Yes No Organizations are listening to what customers say through their data. They use this insight to implement customer-driven marketing strategies that improve revenue and customer loyalty.
  12. 12. 12© 2013 Alteryx, Inc. Confidential. Analytics provides input to strategic operations Customer Focus Channel Focus 69% 63% 46% 62% 60% 49% Customer acquisition/retention Enhanced customer satisfaction Increased loyalty Improve product/service design Optimize marketing/channel Design/improve channel strategy Customer Analytics is used primarily for customer- focused Sales & Marketing activities. But many also use this insight to make product/service portfolio decisions, and determine the optimal distribution channels. Product Focus
  13. 13. 13© 2013 Alteryx, Inc. Confidential. But, Three Major Challenges Emerged CHALLENGE #1: Getting the Right Data CHALLENGE #2: Lack of Access & Skills CHALLENGE #3: ROI Assessment
  14. 14. 14© 2013 Alteryx, Inc. Confidential. CHALLENGE #1: Getting the Right Data • Different departments use different data sources in an attempt to answer similar questions • Time is wasted with tools that cannot process Big Data efficiently • Unstructured, but valuable data such as social media and call center logs cannot be used Massive volumes of disparate data types and sources must become easier to access, work with, and blend 43% 39% 38% 37% 23% Accessing data managed by other departments Integrating massive amounts of data Integrating disparate data types Converting data into actionable insight Collecting and storing relevant data
  15. 15. 15© 2013 Alteryx, Inc. Confidential. CHALLENGE #2: Lack of Access & Skills 12% 38% 42% 8% Industry leading, with a mastery of advanced analytics Advanced, using predictive and spatial analytics Basic, for modification of existing analytic workflows Limited, for generating reports only • Limited IT staff/resources require line-of- business users to perform their own analytics • Access to data and overly complex tools remains a barrier to greater analytics usage • There is limited ability for new analyses, especially in B2B companies where basic skills dominate The analytics required to answer complex questions must be put into the hands of users with the industry knowledge and skills
  16. 16. 16© 2013 Alteryx, Inc. Confidential. CHALLENGE #3: ROI Assessment • Organizations struggle with defining & calculating ROI for analytics • Less than half can identify positive ROI • Path to ROI is difficult to track when analytics is performed by a centralized department (e.g. IT) ROI is easier to measure when people who deal with the business problems everyday do their own analytics 9% 10% 43% 38% Return is less than investment Return is equal to investment Return is more than investment Don't know or can't measure
  17. 17. 17© 2013 Alteryx, Inc. Confidential. Case Study
  18. 18. 18© 2013 Alteryx, Inc. Confidential. Case Study
  19. 19. 19© 2013 Alteryx, Inc. Confidential. Despite these Challenges, Analytics Investment Continues Almost all companies plan to increase their investment in analytics technology, people and external resources. 71% 75% 95% 22% 12% 4% 7% 13% 1% External Resources People Technology Positive No change Negative Average Increase: 21% Average Increase: 25% Average Increase: 14% Average Decrease: 10% Average Decrease: 11% Average Decrease: 12%
  20. 20. 20© 2013 Alteryx, Inc. Confidential. Demonstration
  21. 21. 21© 2013 Alteryx, Inc. Confidential. Next Steps
  22. 22. 22© 2013 Alteryx, Inc. Confidential. Visit our Website: Alteryx.com
  23. 23. 23© 2013 Alteryx, Inc. Confidential. Download Alteryx Project Edition
  24. 24. 24© 2013 Alteryx, Inc. Confidential. Visit our Website: Alteryx.com
  25. 25. 25© 2013 Alteryx, Inc. Confidential. Alteryx Analytics Gallery gallery.alteryx.com
  26. 26. 26© 2013 Alteryx, Inc. Confidential. Summary A New Analytics Paradigm has Emerged OVERCOMES DATA CHALLENGES: Blends massive volumes of disparate data types and sources in a straightforward, workflow format without complex coding OVERCOMES USER CHALLENGES: Robust predictive and spatial tools allow Data Artisans in the line-of-business to perform their own analytics OVERCOMES FINANCIAL CHALLENGES: Transfer of analytics from IT to line-of-business provides clear line-of-sight to ROI for people who understand the business problems
  27. 27. 27© 2013 Alteryx, Inc. Confidential. Visit with Alteryx in the Exhibit Area Thank You! BIG Analytics Roadshow Dallas | July 25, 2013
  28. 28. 28© 2013 Alteryx, Inc. Confidential.
  29. 29. 29© 2013 Alteryx, Inc. Confidential. • Customer Analytics • Big Data Analytics • Customer data • Strategic analytics • Predictive analytics • Analytics Gallery • Big Data Analytics • Humanizing Big Data • Cosumerizing Big Data Key Terms • Alteryx • Teradata • Teradata UDA • Teradata Roadshow • Alteryx Analytics Gallery • Bob Laurent • Kroger • Michaels • TBC
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