The Analytics Highway to Customer Loyalty - Alteryx Webinar


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The Analytics Highway to Customer Loyalty
There are more sources of customer data than ever before. But, many people cannot analyze this data, and must rely on data scientists who don’t understand their business problems and don’t have the sense of urgency they have. See how you can perform your own analytics, predict customer behavior, and create more loyal customers. Plus, learn other startling facts from our recent survey on customer analytics, including:
- Which sources of data provide the most insight into customer preferences and future behavior?
- How does this insight drive measurable improvements in sales, customer retention, efficiency and brand loyalty?
- What are the biggest challenges that inhibit analytic decision making, and how can they be overcome?

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  • Slide PurposeDefine Big Data as it relates to today’s service providerKey MessagesData artisans are the key people in organizations who understand not only the business issues but also the data that really drive these issues. Alteryx is used by data artisans to easily create the analytic applications that decision makers need, and then make is simple for these decision makers to access these via a Private or Public cloud deployment model.Talking PointsThat’s where Alteryx Strategic Analytics comes in. Alteryx allows you to bring all the disparate data sources you have access to, from spreadsheets, to BSS & OSS data, to device, cloud, and social data, into a common analytics environment. In the process, you can perform data cleansing and other operations to improve data quality. Alteryx also allows you to enrich that data with insight from household demographics, business firmagraphics, segmentation, and industry-specific spatial data from third-party providers. We bundle this data within the product so it’s easily accessible, but if you have this data from other sources you can also pull that in. At this point you have a bunch of data in isolation, but in this next step you’re able to analyze it in a more sophisticated way. The way we do that is through a series of drag-and-drop tools that allow you to combine the data so that information from one source can be related to information from other sources so that you can discover things about your network and customers you may have never known before. At this step you can also give your data some spatial relevance, taking things like a customer’s street address and finding out what their drive time is to their nearest wireless retail store, or seeing what their proximity is to your fiber plant. You can also use predictive analytics tools using the R language to not only learn more about what is happening, but also look into the future to predict what will happen. The final phase is about packaging the analytic insight so that it can be accessible by others within the organization. In this case, the data artisan who did the analysis can publish applications to a public or private cloud so that other people who need to consume the data can make selections via a web browser or upload their own files and get answers without having to know anything about the analytical process that’s happening in the background.
  • The Analytics Highway to Customer Loyalty - Alteryx Webinar

    1. 1. 1© 2013 Alteryx, Inc. Confidential. 1 The Analytics Highway to Customer Loyalty
    2. 2. 2© 2013 Alteryx, Inc. Confidential. 2 Today’s Speakers Bob Laurent Director of Industry Marketing Alteryx Abhishek Bansal Associate Director of Customer Analytics Absolutdata
    3. 3. 3© 2013 Alteryx, Inc. Confidential. 3 • Background • Customer Analytics Survey • Data Sources • Benefits • Challenges • Investment Areas • Focus on Investment Areas • Technology: Alteryx • People: Data Artisan • External Resources: AbsolutData • Q&A Today’s Agenda
    4. 4. 4© 2013 Alteryx, Inc. Confidential. 4 There are lots of sources of customer data
    5. 5. 5© 2013 Alteryx, Inc. Confidential. 5 Unfortunately… Many companies cannot get a clear view of their customers
    6. 6. 6© 2013 Alteryx, Inc. Confidential. 6 We went in search of the facts… In Spring 2013, Alteryx and AbsolutData surveyed industry thought leaders to gather insight into how organizations use Customer Analytics, including adoption levels, goals, usage, and relative maturity. Our goal: Identify the benefits and challenges organizations face when turning Big Data into customer insight
    7. 7. 7© 2013 Alteryx, Inc. Confidential. 7 Data was gathered from a diverse set of professionals across a range of industries 25% 42% 33% Consumers Other businesses Both Products/Services Offered 24% 16% 15% 6% 4% 3% 3% 3% 1% 1% 1% 24% Services Retail, wholesale Banking, Finance, Insura… Telecom CPG Hospitality Manufacturing Nonprofit Government Construction Transportation Other Industry Number of Employees 28% 21% 11% 15% 25% 1-100 101-500 501-1,000 1,001-5,000 5,000+
    8. 8. 8© 2013 Alteryx, Inc. Confidential. 8 Data was gathered from a diverse set of professionals across a range of industries Department 41% 32% 7% 6% 4% 9% Research and Analytics Marketing IT Sales Customer Care/Retention Other 37% 23% 19% 12% 8% I develop customer analytics solutions for my company I do not develop applications, but I use their output I give directions to a team on how to use customer analytics I am not involved in customer analytics Other Level of Involvement
    9. 9. 9© 2013 Alteryx, Inc. Confidential. 9 Companies collect many different types of customer data Data captured from every customer interaction has the potential to provide deeper insight into their behavior, attitudes, and opinions— insight that can be leveraged to improve customer relationships and gain a competitive edge. Traditional data sources still dominate, but several new areas of insight are emerging. 69% 69% 61% 49% 41% 31% 30% 17% 6% Customer demographics Primary/research data POS/transaction data Customer interaction data Social media Loyalty card data Complaint data Recorded voice calls Others
    10. 10. 10© 2013 Alteryx, Inc. Confidential. 10 Vast majority of companies use Customer Analytics today 82%18% Yes No Organizations are listening to what customers say through their data. They use this insight to implement customer-driven marketing strategies that improve revenue and customer loyalty.
    11. 11. 11© 2013 Alteryx, Inc. Confidential. 11 Analytics provides input to strategic operations Customer Focus Channel Focus 69% 63% 46% 62% 60% 49% Customer acquisition/retention Enhanced customer satisfaction Increased loyalty Improve product/service design Optimize marketing/channel Design/improve channel strategy Customer Analytics is used primarily for customer- focused Sales & Marketing activities. But, many also use this insight to make product/service portfolio decisions, and determine the optimal distribution channels. Product Focus
    12. 12. 12© 2013 Alteryx, Inc. Confidential. 12 But, Three Major Challenges Emerged: CHALLENGE #1: Getting the Right Data CHALLENGE #2: Lack of Access & Skills CHALLENGE #3: ROI Assessment
    13. 13. 13© 2013 Alteryx, Inc. Confidential. 13 CHALLENGE #1: Getting the Right Data • Different departments use different data sources in an attempt to answer similar questions • Time is wasted with tools that cannot process Big Data efficiently • Unstructured, but valuable data such as social media and call center logs cannot be used Massive volumes of disparate data types and sources must become easier to access, work with, and blend 43% 39% 38% 37% 23% Accessing data managed by other departments Integrating massive amounts of data Integrating disparate data types Converting data into actionable insight Collecting and storing relevant data
    14. 14. 14© 2013 Alteryx, Inc. Confidential. 14 Case Study
    15. 15. 15© 2013 Alteryx, Inc. Confidential. 15 Consummate experience in blending diverse data sources Attitudinal data Preferences Attributes Bureau Data Prospects lists Annual Reports Public data Library Core/Non Core Growth Potential Pricing Location Product range GDP Growth Unemployment Population growth Socio Eco Segment Income Lifestyle segment Purchasing Attitude Psychographics Risk & Income Profile Payment history Collections history Contact history Contact details Campaign history Campaign response Loyalty Point of Sales Channel Usage Product Usage Consumer Research Third Party Data Attitudes Transactions Demographics Customer Response Risk & Collections Customer Contact Secondary Research Macro Economic Competitor Vendor Opinions Social Media Behaviour Revenue Cost to acquire/servce Customer Profitability Facebook Website TwitterIntranet AbsolutData created a 360 degree single customer view for its client, combining various data sources • Designed the data warehouse • Combined structured and unstructured data sources • Used data warehouse for advanced marketing & customer analytics
    16. 16. 16© 2013 Alteryx, Inc. Confidential. 16 CHALLENGE #2: Lack of Access & Skills 12% 38% 42% 8% Industry leading, with a mastery of advanced analytics Advanced, using predictive and spatial analytics Basic, for modification of existing analytic workflows Limited, for generating reports only • Limited access to IT staff/resources driving line-of-business users to do their own analytics • Access to data and overly complex tools remains a barrier to greater analytics usage • There is limited ability for new analyses, especially in B2B companies where basic skills dominate The analytics required to answer complex questions must be put into the hands of users with the industry knowledge and skills
    17. 17. 17© 2013 Alteryx, Inc. Confidential. 17 Diverse skill sets deployed for a $8B Hospitality major Standalone projects: Data exploration Campaign Execution Ad-hoc analysis Diversified into work streams: Campaign Management Statistical Models Segmentation Moving towards: Significantly augmenting analytical capabilities to solve more complex business problems Opportunity Identification - driving business strategy through analytics. E.g. contact optimization Process enhancements, Analytics enrichment Thought partnership Strategic leadership 2012 H1 2012 H2 2013 Volume Analytics Technologist Analytics Technologist Analytics Scientist Analytics Technologist Analytics Scientist Business Consultant 5 Resources 10-15 resources 30+ team Skills Deployed Value
    18. 18. 18© 2013 Alteryx, Inc. Confidential. 18 CHALLENGE #3: ROI Assessment • Organizations struggle with defining & calculating ROI for analytics • Less than half can identify positive ROI • Implementation of marketing best practices can be accelerated using specialized support ROI remains elusive so a customized approach is required based on the analytics maturity of the organization & its current analytics capabilities 9% 10% 43% 38% Return is less than investment Return is equal to investment Return is more than investment Don't know or can't measure
    19. 19. 19© 2013 Alteryx, Inc. Confidential. 19 Case Study
    20. 20. 20© 2013 Alteryx, Inc. Confidential. 20 Helped Asia’s leading Satellite TV services provider to achieve quantifiable ROI from analytics deployment IT Infrastructure Data Attrition Models Segmentation Payment Models Lifetime Value Pricing Models AnalyticsValue 1.5% increase in recharges 30% increase in Revenue per user Doubling of ala- carte sales 10% increase in response rates 25% cost reduction in campaigns
    21. 21. 21© 2013 Alteryx, Inc. Confidential. 21 Summary of Challenges & Recommendations CHALLENGE #1: Getting the Right Data Massive volumes of disparate data types and sources must become easier to access, work with, and blend CHALLENGE #2: Lack of Access & Skills The analytics required to answer complex questions must be put into the hands of users with the industry knowledge and skills CHALLENGE #3: ROI Assessment ROI remains elusive so a customized approach is required based on the analytics maturity of the organization & its current analytics capabilities
    22. 22. 22© 2013 Alteryx, Inc. Confidential. 22 Analytics Investment Continues Despite these challenges, almost all companies plan to increase their investment in analytics technology, people and external resources. 71% 75% 95% 22% 12% 4% 7% 13% 1% External Resources People Technology Positive No change Negative Average Increase: 21% Average Increase: 25% Average Increase: 14% Average Decrease: 10% Average Decrease: 11% Average Decrease: 12%
    23. 23. 23© 2013 Alteryx, Inc. Confidential. 23 Analytics Investment: Technology Alteryx is: • Both our company and our product • A Windows-based software platform • Installed on a desktop or server • Trusted by 250+ customers and 200,000+ users, including the Fortune 500 • Leading the Consumerization of Big Data Analytics
    24. 24. 24© 2013 Alteryx, Inc. Confidential. 24 DESIGNER DESKTOP Step 1: Integrate all Relevant Data Input Integrate (Sort, Join, Aggregate) Cleanse & Geocode Enrich with Third Party Data Enterprise Data Device Data Social Data Cloud Data
    25. 25. 25© 2013 Alteryx, Inc. Confidential. 25 Step 2: Develop Analytic Workflows Spatial Analytics Predictive Analytics Behavioral Analytics DESIGNER DESKTOP LOTS of different tools for data blending, enrichment, and analytics :
    26. 26. 26© 2013 Alteryx, Inc. Confidential. 26 Step 3: Produce and Share Insight DESIGNER DESKTOP Output Data Produce Reports, Charts, Maps & Emails Publish to Cloud
    27. 27. 27© 2013 Alteryx, Inc. Confidential. 27 Alteryx Analytics Gallery Create & Share Analytic Apps in the Cloud
    28. 28. 28© 2013 Alteryx, Inc. Confidential. 28 Alteryx Analytics Gallery Create & Share Analytic Apps in the Cloud Turn Disparate Data Into Actionable Insight
    29. 29. 29© 2013 Alteryx, Inc. Confidential. 29 Analytics Investment: People Data Artisan Capabilities of Data Scientist that Drive Largest Value Today Marketing or Customer Analyst
    30. 30. 30© 2013 Alteryx, Inc. Confidential. 30 Analytics Investment: External Resources Founded in 2001 Pioneer in delivering Analytics and Marketing Research by leveraging a global delivery model Over 400+ employees with HQ in the San Francisco Bay Area & delivery center in New Delhi, India Senior management from McKinsey, Kraft, Pfizer, Mitsubishi, Nielsen, GE, HSBC and Accenture Raised $20M from Fidelity Growth Partners India in August 2012 Recently co-authored a widely circulated report on Marketing Analytics Opportunity with Nasscom (Premier organization representing IT and Outsourcing Industry in India)
    31. 31. 31© 2013 Alteryx, Inc. Confidential. 31 Comprehensive & Broad Service Offerings Analytics Data Visualization & Reporting Market Research Business Research Big Data
    32. 32. 32© 2013 Alteryx, Inc. Confidential. 32 Delivering Value Across Sectors AbsolutData serves many Fortune 500 clients around the globe, spanning many industry verticals. Consulting  Top International Management Consulting Firm  Leading Global Management Consulting Firm with offices in 42 countries CPG / Food & beverages  An American multinational confectionery, food and beverage conglomerate – second largest in the world  World's second-largest brewing company Retail  Largest specialty apparel retailer in the U.S.  World's Largest Office Supply Retail Store Chain Hospitality  International Chain of Full-Service Hotels and Resorts Telecom, Technology &Online  Leading Multinational Telecommunications Corporation  World's Largest Mobile Telecommunications Company Banking and Financial Services Institutions  Leading American Multinational Diversified Financial Services Company  Regional Full Service Commercial Bank in the US Pharmaceutical  American-based global, diversified (multi-division) pharmaceuticals and health care products Media & Entertainment  Largest Media and Entertainment Conglomerate in the World  Leading American Cable Television Network Company Automobile  Top Japanese Multinational Automobile Corporation  Largest Automobile Manufacturer in the US
    33. 33. 33© 2013 Alteryx, Inc. Confidential. 33 A Few of Our Esteemed Clients….
    34. 34. 34© 2013 Alteryx, Inc. Confidential. 34 Summary: A New Analytics Paradigm has Emerged OVERCOMES DATA CHALLENGES: Blends massive volumes of disparate data types and sources in a straightforward, workflow format without complex coding OVERCOMES USER CHALLENGES: Robust predictive and spatial tools allow Data Artisans in the line-of-business to perform their own analytics OVERCOMES FINANCIAL CHALLENGES: External expertise can help organizations carefully plot its analytics journey and accelerate its ROI to derive the maximum benefit
    35. 35. 35© 2013 Alteryx, Inc. Confidential. 35 Thank You for Attending! You will receive a free copy of our new white paper: 1. Details about the survey results 2. Insight about how YOU can put data to work to drive critical improvements in sales, customer retention, and brand loyalty
    36. 36. 36© 2013 Alteryx, Inc. Confidential. 36
    37. 37. 37© 2013 Alteryx, Inc. Confidential. 37 • Consumer Analytics • Predictive Analytics • Strategic Analytics • Big Data Analytics • Big Data Analysis • Humanizing Big Data • Strategic Analytics • Data Scientist • Data Artisan • Data Analyst • Big Data Gap • Unstructured data • Analytics Platform • Unstructured Data • Alteryx • Bob Laurent • Absolut Data • Alteryx Analytics Gallery • Customer Loyalty Key Terms