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Inspire 2015 - GameStop: Doing More by Doing Less: Lessons Learned in Customer Insight

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In this session, GameStop will share how the company is using Alteryx to automate standard ad-hoc analysis and reporting activities to free up its analysts for more value-added strategic initiatives. Join Jason Kappel, Director of CRM for GameStop, to hear how his team was able to reduce time spent on standardized reporting/analysis requests and focus on delivering higher-value insights by better understanding customer purchase behavior, product affinities and more via market basket analysis, demographic profiling and loyalty analytics. GameStop is a Fortune 500 and S&P 500 company headquartered in Grapevine, Texas, and is a global, multichannel video game, consumer electronics and wireless services retailer. GameStop operates more than 6,600 stores across 14 countries.

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Inspire 2015 - GameStop: Doing More by Doing Less: Lessons Learned in Customer Insight

  1. 1. #inspire15 Doing More by Doing Less Lessons Learned in Customer Insight Tuesday, May 19, 2015 Jason Kappel, Director of CRM, GameStop
  2. 2. #inspire15 Who is GameStop? CANADA UNITED STATES EUROPE AUSTRALIA NEW ZEALAND We are a family of retail brands that makes the most popular technologies affordable and simple. • 6,600+ Video Game and Technology Brand Stores • Dominant Leader in Global Video Game Category • Operations in 14 Countries • Fortune 500 & S&P 500 Company
  3. 3. #inspire15 We’re a $9B Specialty Retailer Video Games #1 Market Share Publishing #1 Digital Magazine Top 10 Mobile Publisher Digital/Mobile Gaming $900M Digital Business Wireless/ Technology Fastest Growing AT&T Wireless Reseller AT&T National Dealer Largest Authorized Reseller
  4. 4. #inspire15 What Makes GameStop Unique? Loyalty 40,000+ Passionate Associates Multichannel Buy / Sell / Trade
  5. 5. #inspire15 30M+ US Members PowerUp Rewards Engaging Customers 1 in 5 U.S. PENETRATION 70%+ % OF SALES 3x SALES 5x PROFIT
  6. 6. #inspire15 My Team • Customer Analytics • 2 Internal analysts (1 vacant) • 2 External analysts • Direct Channel Management • 3 Managers (1 vacant) My Team and Our Partners • Marketing • Promotions • Loyalty and Credit Card • Strategy • Merchants • Finance • Executive Team • Real Estate • Vendors Our Partners and Clients
  7. 7. #inspire15 May be Similar to Yours Our Challenges IT resources are constrained for reporting and data manipulation Analysis demand is greater than the throughput Complexity of analysis requests or business questions are increasing
  8. 8. #inspire15 Our Needs Decrease DependencyIncrease Throughput Photo: U.S. Army Corps of Engineers Increase Capability
  9. 9. #inspire15 Our Needs Decrease Dependency • Remove IT from basic tasks such as reporting and data loading Increase Throughput • Reduce need for complex coding (SQL) • Reduce time spent on repetitive tasks • Share analysis products and procedures across the team Increase Capability • Focus on the problem not manipulating data • Provide insight versus analysis results • Increase analysis capability and skillset Doing Less Doing More Doing Less
  10. 10. #inspire15 Doing Less to Do More
  11. 11. #inspire15 Minimize Time Spent on Reporting • Challenge • Half-day committed to reporting • Frequent changes coming from the business • Solution – Automated using Tableau; now less than 1.5 hours • Results – Hope to decrease further with full automation and Alteryx processing Doing Less – Increasing Throughput 2012 2014 2015
  12. 12. #inspire15 Contingency/Succession Planning • Alteryx Apps • Franchise and Affinity SKU finder • Console Ownership Definition & Export • Model Export • Audience File Export • Zip code finder • Outgoing analyst built Alteryx apps • Automate processes • Instrumental in transition Doing Less – Increasing Throughput Automate Routine Tasks and
  13. 13. #inspire15 Automate Routine Tasks – Zip Code Finder • Challenge: Changing store base • Identify PUR members in zip codes close to new stores • Solution: Simplify to single input of a stores latitude and longitude • Results: 30 minute process reduced to less than 5 Doing Less – Increasing Throughput Enter store Latitude and Longitude Output file Visual Check
  14. 14. #inspire15 Reduce Dependency on IT to Load and Join External Data • Challenge • Large quantity of locked phones • Data from the refurbishment center • Solution • Loaded external data without IT assistance • Matched device and member data in Alteryx • Results • Output file used to contact customers about unlocking their phone • Informed a larger decision on how to proceed with locked devices Doing Less – Reducing Dependency
  15. 15. #inspire15 ? Reduce Dependency on IT to Load and Join External Data • Challenge • Insight into new brand customers • Solution • Experian data package • Analysis of external customer data • Results • Size of the shared customer base • Profile of Simply Mac customers • Compare to PowerUp RewardsTM members Doing Less and More – Reduce Dependency / Do More
  16. 16. #inspire15 New Analysis Capability – Market Basket • Challenge Evaluate potential for new marketing program to support interactive game figures • Solution Utilized Market Basket function to analyze multiple combinations versus only frequency • Results Proposed program did not exhibit enough opportunity to support launch Doing More – New Capabilities
  17. 17. #inspire15 New Analysis Capability – Market Basket BEFORE • Frequency counts • Item A • Item B • Limited visibility into correlation of item pairs Doing More – New Capabilities 0% 25% 50% 75% 1 2 3 4 5 6 7 8 Percent of Buyers Count of Item B 0% 25% 50% 75% 1 2 3 4 5 6 7 8 Percent of Buyers Count of Item A
  18. 18. #inspire15 New Analysis Capability – Market Basket Doing More – New Capabilities LHS RHS Support Confidence Lift { } Item 1 0.85 0.84 1.00 { } Software 0.55 0.46 1.00 Software Item 1 0.40 0.71 0.80 Item 1 Software 0.35 0.39 0.80 { } Item 2 0.35 0.29 1.00 Item 2 Item 1 0.30 0.91 1.10 Item 1 Item 2 0.30 0.32 1.10 Item 2 Software 0.20 0.65 1.30 Software Item 2 0.20 0.41 1.30 Item 2,Software Item 1 0.15 0.96 1.15 Item 1,Item 2 Software 0.15 0.68 1.50 Item 1,Software Item 2 0.15 0.55 1.90 AFTER • Frequency of purchase • Incidence of paired purchase • Multi-item purchase relationship with other products • Lift of occurrence v. random chance NEW
  19. 19. #inspire15 Doing More – Doing it Better 30M+ US Members Photo: James Cridland Our Challenge – Grow the Audience ?
  20. 20. #inspire15 Audience Selection Experiment – Title Affinity using Market Basket Doing More – Doing it Better Individual Title AffinityFranchise Participation
  21. 21. #inspire15 Audience Selection Experiment – Title Affinity using Market Basket Doing More – Doing it Better Individual & Multi-Title AffinityFranchise Participation
  22. 22. #inspire15 Audience Selection Experiment – Title Affinity using Market Basket Doing More – Doing it Better Individual & Multi-Title AffinityFranchise Participation TESTING
  23. 23. #inspire15 Summary
  24. 24. #inspire15 Doing Less Eliminate Low-value Tasks • Standard Reporting (~14 days) • Apps for recurring need (~14 days) • Waiting on IT (?? days) • Ramp of new employees (?? days) Doing Less to Do More – In Summary Doing More Provide Business Insight • New analysis capabilities • New insight (i.e., Demographics) • Interpret and deliver implications
  25. 25. #inspire15 My Internal Messages • IT – Free my team from the challenges of data manipulation or lack of tools so they can deliver insights that will help drive the business • Marketing – Partner with us often and early so we can help inform your planning Doing Less to Do More
  26. 26. THANK YOU! #inspire15

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