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 http://www.alteryx.com/communityo 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: http://gallery.alteryx.com/#!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

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