0
1© 2013 Alteryx, Inc. Confidential.
Using Analytics to Drive Customer
Insight, Profitability & Loyalty
Bob Laurent
Directo...
2© 2013 Alteryx, Inc. Confidential.
• Background
• Customer Analytics Survey
• Data Sources
• Benefits
• Challenges
• Inve...
3© 2013 Alteryx, Inc. Confidential.
There are lots of sources of customer data
4© 2013 Alteryx, Inc. Confidential.
Unfortunately…
Many companies
cannot get a
clear view of
their customers
5© 2013 Alteryx, Inc. Confidential.
We went in search of the facts…
In Spring 2013, Alteryx and
AbsolutData surveyed indus...
6© 2013 Alteryx, Inc. Confidential.
Data was gathered from a diverse set of
professionals across a range of industries
25%...
7© 2013 Alteryx, Inc. Confidential.
Data was gathered from a diverse set of
professionals across a range of industries
Dep...
8© 2013 Alteryx, Inc. Confidential.
Companies collect many different
types of customer data
Data captured from every custo...
9© 2013 Alteryx, Inc. Confidential.
Vast majority of companies use
Customer Analytics today
82%18%
Yes No
Organizations ar...
10© 2013 Alteryx, Inc. Confidential.
Analytics provides input to strategic operations
Customer
Focus
Channel
Focus
69%
63%...
11© 2013 Alteryx, Inc. Confidential.
But, Three Major Challenges Emerged:
CHALLENGE #1:
Getting the Right Data
CHALLENGE #...
12© 2013 Alteryx, Inc. Confidential.
CHALLENGE #1: Getting the Right Data
• Different departments use different data sourc...
13© 2013 Alteryx, Inc. Confidential.
CHALLENGE #2: Lack of Access & Skills
12%
38%
42%
8%
Industry leading, with a mastery...
14© 2013 Alteryx, Inc. Confidential.
CHALLENGE #3: ROI Assessment
• Organizations struggle with defining & calculating
ROI...
15© 2013 Alteryx, Inc. Confidential.
Case Study
16© 2013 Alteryx, Inc. Confidential.
Case Study
17© 2013 Alteryx, Inc. Confidential.
Despite these Challenges,
Analytics Investment Continues
Almost all companies plan to...
18© 2013 Alteryx, Inc. Confidential.
Analytics Investment: Technology
Alteryx is:
• Both our company and our product
• A W...
19© 2013 Alteryx, Inc. Confidential.
DESIGNER DESKTOP
Step 1: Integrate all Relevant Data
Input
Integrate
(Sort, Join, Agg...
20© 2013 Alteryx, Inc. Confidential.
Step 2: Develop Analytic Workflows
Spatial
Analytics
Predictive
Analytics
Behavioral
...
21© 2013 Alteryx, Inc. Confidential.
Step 3: Produce and Share Insight
DESIGNER DESKTOP
Output
Data
Produce Reports,
Chart...
22© 2013 Alteryx, Inc. Confidential.
Alteryx Analytics Gallery
Create & Share Analytic Apps in the Cloud
23© 2013 Alteryx, Inc. Confidential.
Alteryx Analytics Gallery
Create & Share Analytic Apps in the Cloud
Turn Disparate Da...
24© 2013 Alteryx, Inc. Confidential.
Analytics Investment: People
Data Artisan
Capabilities of Data Scientist
that Drive L...
25© 2013 Alteryx, Inc. Confidential.
MSPs
Technology
Partners
Analytic
Consultants
Analytics Investment: External Resource...
26© 2013 Alteryx, Inc. Confidential.
Summary
A New Analytics Paradigm has Emerged
OVERCOMES DATA CHALLENGES:
Blends massiv...
27© 2013 Alteryx, Inc. Confidential.
Visit our Virtual Booth
28© 2013 Alteryx, Inc. Confidential.
Visit our Virtual Booth
29© 2013 Alteryx, Inc. Confidential.
Visit our Website: Alteryx.com
30© 2013 Alteryx, Inc. Confidential.
Visit our Website: Alteryx.com
31© 2013 Alteryx, Inc. Confidential.
Visit our Website: Alteryx.com
32© 2013 Alteryx, Inc. Confidential.
Alteryx Analytics Gallery
gallery.alteryx.com
33© 2013 Alteryx, Inc. Confidential.
Thank You
for Attending!
You will receive a free copy
of our new white paper:
1. Deta...
34© 2013 Alteryx, Inc. Confidential.
• Consumer Analytics
• Predictive Analytics
• Strategic Analytics
• Big Data Analytic...
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Using Analytics to Drive Customer Insight, Profitability & Loyalty - Alteryx Webinar

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From the July 18, 2013 Marketing Cloud virtual conference, “B2B Marketing & Sales TRENDS”
Alteryx session: “Using Analytics to Drive Customer Insight, Profitability & Loyalty”

The fastest path to customer insight and loyalty requires a new, more rapid-fire but thorough approach to customer analytics – with support for comprehensive data blending, the ability to easily combine your own data with third-party demographics and segmentation data, and a smarter way to perform statistical, spatial and predictive analytics without complex coding. In this presentation you will learn how any data analyst can use analytics tools to get a complete view of the customer. You will also see the results of a recent survey 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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Transcript of "Using Analytics to Drive Customer Insight, Profitability & Loyalty - Alteryx Webinar"

  1. 1. 1© 2013 Alteryx, Inc. Confidential. Using Analytics to Drive Customer Insight, Profitability & Loyalty Bob Laurent Director of Industry Marketing, Alteryx
  2. 2. 2© 2013 Alteryx, Inc. Confidential. • Background • Customer Analytics Survey • Data Sources • Benefits • Challenges • Investment Areas • Focus on Investment Areas • Technology • People • External Resources • Next Steps • Q&A Today’s Agenda
  3. 3. 3© 2013 Alteryx, Inc. Confidential. There are lots of sources of customer data
  4. 4. 4© 2013 Alteryx, Inc. Confidential. Unfortunately… Many companies cannot get a clear view of their customers
  5. 5. 5© 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
  6. 6. 6© 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+
  7. 7. 7© 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
  8. 8. 8© 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
  9. 9. 9© 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.
  10. 10. 10© 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
  11. 11. 11© 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
  12. 12. 12© 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
  13. 13. 13© 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
  14. 14. 14© 2013 Alteryx, Inc. Confidential. CHALLENGE #3: ROI Assessment • Organizations struggle with defining & calculating ROI for analytics • Less than half can identify positive ROI • Implementation of marketing best practices can be accelerated using specialized support ROI remains elusive so a customized approach is required based on the analytics maturity of the organization & its current analytics capabilities 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
  15. 15. 15© 2013 Alteryx, Inc. Confidential. Case Study
  16. 16. 16© 2013 Alteryx, Inc. Confidential. Case Study
  17. 17. 17© 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%
  18. 18. 18© 2013 Alteryx, Inc. Confidential. Analytics Investment: Technology Alteryx is: • Both our company and our product • A Windows-based software platform • Installed on a desktop or server • Trusted by 250+ customers and 200,000+ users, including the Fortune 500 • Leading the Consumerization of Big Data Analytics
  19. 19. 19© 2013 Alteryx, Inc. Confidential. DESIGNER DESKTOP Step 1: Integrate all Relevant Data Input Integrate (Sort, Join, Aggregate) Cleanse & Geocode Enrich with Third Party Data Enterprise Data Device Data Social Data Cloud Data
  20. 20. 20© 2013 Alteryx, Inc. Confidential. Step 2: Develop Analytic Workflows Spatial Analytics Predictive Analytics Behavioral Analytics DESIGNER DESKTOP LOTS of different tools for data blending, enrichment, and analytics :
  21. 21. 21© 2013 Alteryx, Inc. Confidential. Step 3: Produce and Share Insight DESIGNER DESKTOP Output Data Produce Reports, Charts, Maps & Emails Publish to Cloud
  22. 22. 22© 2013 Alteryx, Inc. Confidential. Alteryx Analytics Gallery Create & Share Analytic Apps in the Cloud
  23. 23. 23© 2013 Alteryx, Inc. Confidential. Alteryx Analytics Gallery Create & Share Analytic Apps in the Cloud Turn Disparate Data Into Actionable Insight
  24. 24. 24© 2013 Alteryx, Inc. Confidential. Analytics Investment: People Data Artisan Capabilities of Data Scientist that Drive Largest Value Today Marketing or Customer Analyst
  25. 25. 25© 2013 Alteryx, Inc. Confidential. MSPs Technology Partners Analytic Consultants Analytics Investment: External Resources Design & Publish Analytic Applications
  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: External expertise can help organizations carefully plot its analytics journey and accelerate its ROI to derive the maximum benefit
  27. 27. 27© 2013 Alteryx, Inc. Confidential. Visit our Virtual Booth
  28. 28. 28© 2013 Alteryx, Inc. Confidential. Visit our Virtual Booth
  29. 29. 29© 2013 Alteryx, Inc. Confidential. Visit our Website: Alteryx.com
  30. 30. 30© 2013 Alteryx, Inc. Confidential. Visit our Website: Alteryx.com
  31. 31. 31© 2013 Alteryx, Inc. Confidential. Visit our Website: Alteryx.com
  32. 32. 32© 2013 Alteryx, Inc. Confidential. Alteryx Analytics Gallery gallery.alteryx.com
  33. 33. 33© 2013 Alteryx, Inc. Confidential. Thank You for Attending! You will receive a free copy of our new white paper: 1. Details about the survey results 2. Insight about how YOU can put data to work to drive critical improvements in sales, customer retention, and brand loyalty
  34. 34. 34© 2013 Alteryx, Inc. Confidential. • Consumer Analytics • Predictive Analytics • Strategic Analytics • Big Data Analytics • Big Data Analysis • Humanizing Big Data • Strategic Analytics • Data Scientist • Data Artisan • Data Analyst • Big Data Gap • Unstructured data • Analytics Platform • Unstructured Data • Alteryx • Bob Laurent • Marketing Analytics • Marketing Cloud • Alteryx Analytics Gallery • Customer Loyalty Key Terms
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