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Inspire 2015 - Cineplex: Geospatial Analysis Dashboards with Alteryx + Tableau

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In the past, spatial analysis at Cineplex was conducted on an ad-hoc basis by skilled analysts trained to use a highly specialized software application. By moving this analysis to Alteryx, any business user can prepare and blend key statistics from disparate data sources such as lease, financial, industry and product specific information to create a multi-layer visualization on a map in Tableau. In this session, you'll see how Cineplex created a mobile mapping application that acts as a central source for market and location analysis that can be deployed to any business user, regardless of expertise or job function.

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Inspire 2015 - Cineplex: Geospatial Analysis Dashboards with Alteryx + Tableau

  1. 1. #inspire15 Geospatial Analysis Dashboards with Alteryx + Tableau Katherine Goff Inglis, Head of Analytics, Cineplex Brett Hermann, Analyst, Data Visualization and GIS, Cineplex Tuesday, May 19, 2015
  2. 2. #inspire15 Agenda 1. Introductions – Cineplex Inc. & Analytics Team 2. Trade Area Analysis Dashboards – Users & Use Case 3. The “Pre-Alteryx” Solution vs. The Alteryx + Tableau Solution 4. Product Demo in Tableau 5. Questions
  3. 3. #inspire15 Introduction - Cineplex Inc. • Cineplex operates numerous businesses including theatrical exhibition, food services, gaming, alternative programming (Front Row Centre Events), Cineplex Media, Cineplex Digital Solutions, Cineplex Digital Networks, and the online sale of home entertainment content through CineplexStore.com and on apps embedded in various electronic devices. • Cineplex is one of Canada’s leading entertainment companies and operates one of the most modern and fully digitized motion picture theatre circuits in the world. • Cineplex is also a joint venture partner in SCENE – Canada’s largest entertainment loyalty program.
  4. 4. #inspire15 Analytics Team @ Cineplex • Executing advanced analytics to increase cash flow and profitability through intelligent decision support systems. • Promoting a data driven culture by expanding access to self-serve analytics and data driven insights. • Centre of Excellence for Data Analysis supporting decentralized analysts & managers across all business units – Theatre Operations, Food & Beverage, Media & Advertising, Digital Signage
  5. 5. #inspire15 Trade Area Analysis Dashboards: Users & Use Case • Trade area analysis by sales category is done using data from the SCENE loyalty program based on consumer purchase behavior and postal code • Sales category in this demo case study is the type of movie-going experience • Regular Auditorium: Standard Pricing & Standard Experience • VIP Auditorium: Premium Price & Premium Experience (19+ Age restriction, Upgraded Leather Reserved Seating, In-seat food & licensed beverage service, no commercials) • IMAX & AVX: Premium Price & Premium Experience (Big Screen & Big Sound) • Trade Area Analysis is required by executives & managers in theatre operations, real estate & marketing to: • Identify opportunities for additional premium screens • Analyze cannibalization of nearby theatres due to premium screens • Target marketing activities by geography • Conduct comparative analysis between locations to understand performance by sales category
  6. 6. #inspire15 “Pre-Alteryx” Solution vs. Alteryx & Tableau Solution Pre-Alteryx Solution Alteryx & Tableau Solution  Analysis was conducted on an ad hoc basis & disseminated to business users in pdf format  Trade Area Analysis is now a “self-serve” business intelligence dashboard  Analysis was conducted by analytics team or specialized GIS analysts in using ESRI ArcGIS, time to insight was lagged  Due to the pdf format, if additional questions came up another ad hoc request had to be submitted, causing further lag on business user time to insight  Analysis is conducted by any business user, have the ability to view and analyze trade areas for any location by sales category, on demand  Time was spent triaging and executing ad hoc requests by top analytics talent  Centre of Excellence analysts are now focused on deploying additional capabilities to trade area dashboards, instead of doing one-off requests  Printed pdf documents were wasting a lot of paper  Trade Area dashboards are mobile enabled, eliminating the need to print and saving one tree at a time
  7. 7. #inspire15 Tableau Demo
  8. 8. #inspire15 Data Sources 1. Database of customer interactions with business locations a) Location ID  Visitor Destination b) Postal Code  Visitor Point of Origin c) Sales Category  Customer Purchase Behavior (For Trade Area Types) 2. Location Database a) Location ID b) Latitude c) Longitude Required ‘Spatial’ Data: 1. Point of Origin (Customer) 2. Destination (Location) Spatial Data = Postal Code/Zip Code, Lat/Long, Street Address
  9. 9. #inspire15 Data Preparation for Tableau Geocode Locations and Customer Point of Origin Calculate Distances Between Customers to Location Define Trade Areas Based on the Customers Proximity to Location Create Trade Area Spatial Objects for Each Instance Count the Number of Customers by Sales Category to Location TRADE AREA MACRO
  10. 10. #inspire15 Trade Area Macro • Splits the trade area spatial objects into individual points and assigns them lat/long values • Assign a ‘point order’ to order how the polygons will be drawn in Tableau
  11. 11. #inspire15 End data set
  12. 12. #inspire15 Tableau Demo
  13. 13. THANK YOU! #inspire15

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