Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Inspire 2015 - Audi of America: Strategic Planning & Forecasting Using Alteryx and Tableau

4,784 views

Published on

In the highly competitive automotive industry, strategic planning success requires a mastery of multiple data types to understand changing market conditions, evolving customer values and attitudes, and vehicle preferences. Within just one year, the Audi of America Strategic Planning team has leveraged Alteryx and Tableau to revolutionize its approach to data mining, discovery and visualization. In this highly engaging presentation, Audi discusses how it rapidly shifted its approach to data analysis to achieve breakthrough insights and maximize the value from its vast array of existing resources. With these new tools, Audi has begun to realize a vision of lightning quick and accurate forecasting and analytics, and initiated a cultural shift toward rapid visual data discovery. Ultimately, these new capabilities will directly support Audi's mission to inspire customer delight and become the #1 premium automotive brand.

Published in: Data & Analytics

Inspire 2015 - Audi of America: Strategic Planning & Forecasting Using Alteryx and Tableau

  1. 1. #inspire15 Strategic Planning & Forecasting Using Alteryx and Tableau Aaron Cohen, General Manager, Strategic Planning & Analytics, Audi of America Alex Khvan, Senior Analyst, Strategic Planning & Forecasting, Audi of America Tuesday, May 19, 2015
  2. 2. #inspire15 Progressive Sophisticated Sporty Audi Brand Identity #inspire15
  3. 3. #inspire15 The Future of Audi of America Strategy 2020 Planning Industry Planning Audi Volume Planning Market Intelligence Trend Study Margin & Bonus Program Strategic Planning & Analytics
  4. 4. #inspire15 Audi Premium Competitors in U.S. Market Audi Premium Competitors in U.S. Market
  5. 5. #inspire15 83K 102K 118K 139K 158K 101K 2009 2010 2011 2012 2013 2014 120% Audi Sales Volume Growth in U.S. 2009-2014 Consecutive Months Record Sales 52
  6. 6. #inspire15 Sustainable Profitable Growth
  7. 7. #inspire15 Audi BMW Mercedes #2 Top Cross Shopped Premium Brand #3 #7 #1 #3 #2 #1 Source: Strategic Vision NVES, 2013 Wave 3 #2 Top Cross Shopped Premium Brand
  8. 8. #inspire15 2009 2010 2011 2012 2013 Audi BMW Mercedes Growth in High End Models (C/D Mix %) 56% 20% 43% 55% 34% 40% Source: Autodata (U.S. Market) Growth in High End Models (C/D Mix %)
  9. 9. #inspire15 2009 2010 2011 2012 2013 Audi BMW Mercedes Low Retail Incentive Spend per Vehicle $4,870 $3,390 $4,970 $3,800 $2,600 $3,710 Source: Autodata (U.S. Market) *Figures rounded to order of magnitude (10) Low Retail Incentive Spend per Vehicle
  10. 10. #inspire15 2009 2010 2011 2012 2013 Audi BMW Mercedes-Benz Increased Pricing Power Source: JD Power PIN (Customer Facing Transaction Price) *Figures rounded to order of magnitude (100) $41,900 $45,300 $50,300 $47,000 $47,600 $53,800
  11. 11. #inspire15 2009 2010 2011 2012 2013 Audi BMW Mercedes Healthy Lease Penetration 45% 40% 51% 51% 37% 52% Source: IHS Automotive (U.S. Market) Healthy Lease Penetration
  12. 12. #inspire15 54 56 58 Age Audi Premium Tier 1 Audi customers… Source: Maritz NVCS, IHS Automotive (U.S. Market, 2013) Premium Competitive Set: BMW, Mercedes, Lexus, Land Rover, Volvo, Jaguar, Acura, Infiniti, Porsche, Saab, Mini Tier 1 Competitive Set: BMW, Mercedes, Lexus 95% 91% 90% % Attend College $193K $165K $164K HH Income (Median) 2.96 2.83 2.77 Vehicles per HH (mean) Are Younger Are Better Educated Have Higher Income Own More Vehicles Audi customers…
  13. 13. Growth in High End Models Low Retail Incentive Spend Increased Pricing Power Healthy Lease Penetration Strong Residual Values Audi Sales Volume Growth in U.S. 2009-2014 52 Consecutive Months Record Sales 120% #inspire15
  14. 14. A Clear Understanding of the Market Comprehensive Strategy Dedication to Customer Delight Marketing Excellence Exciting Product Committed Partners Futuristic Vision How? #inspire15
  15. 15. #inspire15 Fundamental Truths
  16. 16. #inspire15 Data is being accumulated faster, in greater quantities and in more diverse types than ever before in history
  17. 17. #inspire15 Business decision makers need data at their fingertips to be relevant and answer questions when they arise • Information is only relevant if it makes a difference in a decision • Relevant information either forecasts future events (predictive value), or assesses prior expectations (feedback value) • Information must be available to decision makers before it loses its capacity to influence their decisions (timeliness)
  18. 18. #inspire15 Current data analysis processes are inefficient and often ineffective • Data is scattered & fragmented, typically in many different places • Analysts spend more time pulling data, transferring it into excel and then graphing it in neatly formatted powerpoint slides than exploring the data and actually analyzing what it means
  19. 19. #inspire15 To actually make progress toward creating value from Big Data, we must make sense of the chaos
  20. 20. #inspire15 The first step in “Big Data” is seeing and understanding the data you already have
  21. 21. #inspire15 The human brain processes visuals 60,000 times faster than text and 90 percent of the information transmitted to the brain is visual
  22. 22. #inspire15 There is a clear need for tools to empower data analysts, managers and executives - not IT - to explore and self- serve their own advanced data visualizations
  23. 23. #inspire15
  24. 24. #inspire15 Data Consolidation with Alteryx Single Data Repository SalesSource of SalesMarketing Transactional Data Geographical
  25. 25. #inspire15 Alteryx is a Key Enabler of Data Consolidation • 10 independently developed spreadsheets with key data • Over 3 million rows of data 1gb of storage • Using excel to store and analyze the data Before After • Single .tde file with alteryx database .yxdb as backup • Over 3 million rows of data storage, now reduced from 1gb to 4mb • Result is much faster processing times in Tableau • All data current and historical is available at the finger tips ROI: Significant Productivity Gains Time Savings Easy Data Discovery
  26. 26. #inspire15 Alteryx as a Data Cleanser and Shaper • Data cleansing and shaping used in repetitively and in many instances
  27. 27. #inspire15 Example of a Use Case in a Month-End Sales Report 400 300 500 400 400 1,000 1,000 1,200 800 1,000 700 1,100 900 0 200 400 600 800 1000 1200 1400 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 • In the automotive world, many decision makers rely on sales reports to guide their decisions • In example on the left, it would seem that soon after the product introduction, sales have gained a lot of traction and it is successful • A costly decision could take place to invest into a product that would directly compete with Competitor A Competitor A New Carline Sales
  28. 28. #inspire15 Tableau as a Visual and Analytical Layer Single Data Repository Beyond Sales Analysis: • Reported Sales • Registrations • Pricing • Incentive Spend • Monthly Payments • Lease Rates • Customer Loyalty • Competitive Strategies • Internal KPI’s
  29. 29. #inspire15 Sales Month-End Sales Reports 400 300 500 400 400 1,000 1,000 1,200 800 1,000 700 1,100 900 0 200 400 600 800 1000 1200 1400 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 • With all relevant data sitting in one database, other important variables become obvious Lease Rate: 30% -> 80% Transaction Price: $50K -> $40K Inventory: 30 -> 90 Days • High inventory, decreasing transaction prices and high lease penetration would indicate, that the product is not very successful, contrary to what sales report may suggest…
  30. 30. #inspire15 View of the Premium Market (2014 Sales)
  31. 31. #inspire15 View of the Premium Market (2014 Sales)
  32. 32. #inspire15 View of the Premium Market (2014 Sales)
  33. 33. #inspire15 Premium Market YoY Change (2014 vs 2013)
  34. 34. #inspire15 Potential Future Use Cases • Statistical analyses and forecasting • Geographic and demographic analyses • Web scrubbing and social media analytics • Fuzzy match to cut down time to map models to one another • Convert survey data from SPSS into visual friendly format, for enhanced data discovery • Reporting and automation of recurring information • Consistent upgrade of our data arsenal
  35. 35. #inspire15 Cultural Shift • Audi’s Strategic Planning team, has rapidly adopted and shifted its approach to data analysis, in order to achieve breakthrough insights and maximize the value from its vast array of existing resources. • With these new tools, Audi has begun to realize a vision of lightning quick and accurate forecasting and analytics. • Perhaps more importantly, the team has initiated a cultural shift toward rapid visual data discovery. • Ultimately, these new capabilities will directly support Audi’s mission to inspire customer delight and become the #1 Premium brand.
  36. 36. THANK YOU! #inspire15

×