Inspire 2013 - Data Do’s and Don’ts- Alteryx


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Get more out of the market data packaged with Alteryx, including demographic, firmographic, spatial household, and segmentation data. Learn about best (and worst) practices when combining internal data with 3rd-party data from leading providers such as the US Census Bureau, Experian, TomTom, and Dun & Bradstreet into your analytics.

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Inspire 2013 - Data Do’s and Don’ts- Alteryx

  1. 1. Data Do’s and Don’tsGet More Out of Market and Demographic DataWendy Chow and Maureen WolfsonWednesday March 6, 2013
  2. 2. Core Data Bundle Spatial Household Geocoder, ZIP+4 Coder, Address Points Experian HH and Individual, Drivetime Engine, Alteryx Maps incl Mosaic HH CASS, DigitalGlobe Alteryx Professional Edition Alteryx Communications Edition Alteryx Analytics Gallery (US) Demographics Firmographics US -Experian CAPE, Mosaic, D&B Business Location and Simmons Summary Canada – 2011 Census
  3. 3. Experian DemographicsData sets derived from Census 2010, American Community Survey (ACS), CurrentPopulation Survey (CPS), Experian ConsumerView℠o Current Year Estimates and Five-Year Projectionso Census 2010o American Community Survey (annual update)o Consumer Expenditure Retail Demando Mosaic Segmentation BG Dominant, Mosaic BG Distribution (annual update)o Simmons Syndicated Survey Data (annual update)o Coming in 2013 o CEX Current Year Estimates (over 100 new variables) and 5 Year Projections o Daytime Population o American Community Survey (ACS) for Puerto Rico
  4. 4. Mosaic What is lifestyle segmentation? It’s a classification technique that categorizes all households and neighborhoods into unique groups based on sociodemographics, lifestyles, behaviors and culture. Mosaic has 71 unique segments and 19 groups What do I use it for? Help target, acquire, manage and develop profitable relationships and improve business results. o Target Marketing o Media Planning o Merchandising o Market Analysis o Site SelectionMosaic Workplace - where people work as opposed to where people live
  5. 5. 3 Forms of Mosaic – BG 080130122011 • Block Group 1 Group/1 Cluster Code • Type E19 : 390 households Mosaic BG • Use with the Behavior Analysis tools in Alteryx to profile your customers Dominant • Block Group Many Groups/Many Cluster Codes • A02 = 2, A06 = 13, B09 = 3, E19 = 215, G24 = 8, G25 = 86, K37 = 2, K38 = 7, K39 = 2, K40 = 4, Mosaic BG O50 = 3, O54 = 8, P61 = 2, Q65 = 30, S71 = 3 : 390 households Household • Use to find out detailed Mosaic distributions for geographies Distribution • Block Group Many Groups/Many Cluster Codes • A02 = 1, A05 = 4, B08 =1, B09 = 4, C11 = 1, E19 = 112, G24 = 23, G25 = 55, K37 = 2, K39 = 5, K40 = 12, O50 = 5, O52 = 1, O53 = 2, O54 = 26, O55 = 1, P61 = 1, Q65 = 31, S71 = 2, U00 = 19 :ConsumerView 308 households Mosaic HH • Most granular form of Mosaic segmentation, use for target marketing and model application
  6. 6. How Do I Use It In Alteryx? o Geodemographic (Mosaic BG Dominant, Mosaic BG HH Distribution) o Profile market characteristics o Determine market potential o Pulling data for thematic maps o Household (Mosaic Household) o Profile customers o Determine market potential for mailable households
  7. 7. ConsumerView Household and Individual Analytical Fileo What is it? o Experian’s data warehouse of consumer demographics, self-reported, life event, direct response, property and mortgage information. o More than 235 million consumers and 113 million households in the U.S o Household fields include: o Mosaic Household and ZIP4 o Estimated income o Mail order buyer preferences o Dwelling type o Mortgage/home purchase o Presence of children under 18 o Median family income o Individual level includes: o Marital status, Gender, Education and Occupation group
  8. 8. How Do I Use It In Alteryx?• Alteryx Matching Macro • Automatically installed in Macros directory • Match to address and optionally to name and telephone number• Calgary • Counts or lists of households and/or individuals with specific characteristics
  9. 9. Do’s and Don’tsDo Don’to Mosaic profiling of customers o Use for market analysis – geodemographic o More accurate and granular segmentation data may be better used for this (basic demographics)o Data enrichment to customer files o Get a clearer view of your customers based o Mix household data and geodemographic data on more than just segmentation in the same analysiso Store trade area analysis o Direct marketing purposes o Look at makeup of households around stores
  10. 10. Business Location & Summary File The Dun and Bradstreet file provides business locations in the US (including Puerto Rico) and Canada. Analytical use of the file  Contact names, street address or phone numbers can not be returned though they can be queried. DUNS numbers are not included in the file.  Business Name  SIC and NAICS codes – up to 6 codes are captured per business record  Sales Volume, # of Employees (Total/Here), Square Footage  Cottage indicator (home base indicator), latitude and longitude D&B Business Summary File (US Only)  Employee and Establishment aggregated counts to the Block Group by Home-based and Non Home-based businesses
  11. 11. How Do I Use It In Alteryx?• D&B matching macro • Requires company name and address information • Telephone number is an optional field• Calgary format • Counts or lists of business with specific characteristics • Ex. Dollar stores within a 5 minute drive time of your location
  12. 12. Dos and Don’tsDo Don’t• Analyzing the competitive landscape • Direct marketing purposes• Identifying businesses for co-tenancy• Identify drivers for traffic• Identify businesses to avoid locating near• Profiling biz customers by SIC/NAICS code• Creation of sales territories based on counts of businesses
  13. 13. Address Pointso 90 million (US), 2 million (CA) parcel centroidso To improve geocoding accuracyo Available in geocoding macro and app
  14. 14. Simmons Syndicated Survey Data (US)o Based on a high quality, nationally representative Simmons National Consumer Studyo Survey of adults & households on lifestyles, attitudes, brand preferences and media use .o What do I use it for? o No customer data? o Use it as a proxy for your customers by looking at profiles for your industryo How Is It Used? o Demographic Analysis Tools o Behavior Analysis Tools o Market potential o Understand product profiles o Identify target clusters o Rank markets by product potential o Use to predict attitudes or lifestyles customers have a higher propensity towards
  15. 15. Gallery App Demo
  16. 16. Thank You!
  17. 17. Alteryx Analytics Gallery (US) Dataset Public Gallery Private Studios 2010 Census SF1 Data   2010 Census SF1 Data with Telco Boundaries   Demographic Experian Demos, Mosaic, Simmons  Experian Demos Communications addition  Spatial Drivetime TomTom   TomTom   Map Display DigitalGlobe Aerials with Streets DigitalGlobe Aerials   TomTom   Geocoding CASS  Household Experian ConsumerView Household and Individual Analytical File  Firmographics D&B Business Location Analytical File Link:!help/data
  18. 18. Spatial Dataset Update frequency Why use it?Geocoder Quarterly Assigns a latitude and longitude to an address or pointZIP+4 Coder Quarterly Improves geocoding; associates lat/lon to a ZIP+4 in an address file Improve geocoding; file includes ~ 90 million parcel centroids (a parcelAddress Points Quarterly is the property bdy)CASS 6 times a year Address standardization and cleansing to enhance level of accuracy Create drivetime polygons by following the road network; a step awayDrivetime engine Q1, Q3 from traditional radii analysisAlteryx Maps Q1, Q3 Enhance visual display with over 50 cartographic layersStreet Wizard Q1, Q3 Basic demographics - 2010 Census demographics from the Summary FileUS SF1 Census Every 10 years 1DigitalGlobe Ongoing Enhance visual display with satellite imagery