The Fastest Route to Customer Insight, Profitability & Loyalty with Analytics - Customer Analytics IQPC Conference


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Alteryx Workshop at Customer Analytics IQPC Conference

Getting to increased customer profitability and loyalty faster requires a new, more rapid-fire but thorough approach to customer analytics. In this workshop, you will learn how any data analyst can achieve a complete view of the consumer using a single analytics platform, Alteryx Strategic Analytics, that is already broadly adopted by market leaders such as Experian, Kroger, Levi’s, McDonald’s, Time Warner Cable, VF, Walmart, and Yum! Brands. This fast path to consumer insight is achieved through faster data blending, the ability to easily combine your own data with third party packaged market data for smarter market segmentation, and a way to perform advanced analytics – such as statistical, spatial and predictive – without coding. It also provides an easy way to share analytic output in the form of an analytic app, report, spreadsheet or Tableau visualization. Join us for this morning workshop to gain a competitive advantage in how you are performing customer analytics.

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The Fastest Route to Customer Insight, Profitability & Loyalty with Analytics - Customer Analytics IQPC Conference

  1. 1. 1© 2013 Alteryx, Inc. Confidential. The Fastest Route to Customer Insight, Profitability and Loyalty with Analytics Rick Schultz Jimmy Garrett SVP Marketing, Alteryx Pre-Sales Engineer
  2. 2. 2© 2013 Alteryx, Inc. Confidential. 1. Customer Analytics: Challenges & Opportunities 2. Data Blending – Using All the Right Data 3. Making Advanced Analytics Easy 4. Sharing Analytics via Cloud Apps Today’s Agenda
  3. 3. 3© 2013 Alteryx, Inc. Confidential. Questions That Keep Us Up At Night Which Channels are performing best? What is the best cross-sell campaign for this segment? Which prospects should I target for this campaign? Which interactions are most likely to cause churn? How do we drive loyalty? Which is our most profitable segment? How do I move them to purchase faster?
  4. 4. 4© 2013 Alteryx, Inc. Confidential. There are lots of sources of customer data
  5. 5. 5© 2013 Alteryx, Inc. Confidential. Unfortunately… Many companies cannot get a clear view of their customers
  6. 6. 6© 2013 Alteryx, Inc. Confidential. Cloud Data “I just want to understand what we should be doing…”
  7. 7. 7© 2013 Alteryx, Inc. Confidential. Customer Analytics Survey 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
  8. 8. 8© 2013 Alteryx, Inc. Confidential. 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+
  9. 9. 9© 2013 Alteryx, Inc. Confidential. 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 Data was gathered from a diverse set of professionals across a range of industries
  10. 10. 10© 2013 Alteryx, Inc. Confidential. 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. 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. But, Challenges Emerged… Top Customer Analytics Challenges: Getting all the Right Data Lack of Access & Skills
  13. 13. 13© 2013 Alteryx, Inc. Confidential. Getting all the Right Data Lack of Access & Skills But, Challenges Emerged… Top Customer Analytics Challenges:
  14. 14. 14© 2013 Alteryx, Inc. Confidential. CHALLENGE: 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 IT staff/resources require line-of- business users to perform 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
  15. 15. 15© 2013 Alteryx, Inc. Confidential. Analytics Investment: People Data Artisan Capabilities of Data Scientist that Drive Largest Value Today Marketing or Customer Analyst
  16. 16. 16© 2013 Alteryx, Inc. Confidential. 1. BLEND: Fastest for Blending Data from All Sources 2. ANALYZE: Create Analytic Process & Easily Add Advanced Analytics to Workflow 3. SHARE: Easily Share Analytics via Analytic Apps Alteryx Delivers Unbeatable Data Analyst or Artisan Productivity
  17. 17. 17© 2013 Alteryx, Inc. Confidential. Getting all the Right Data Lack of Access & Skills But, Challenges Emerged… Top Customer Analytics Challenges:
  18. 18. 18© 2013 Alteryx, Inc. Confidential. CHALLENGE: 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
  19. 19. 19© 2013 Alteryx, Inc. Confidential. 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
  20. 20. 20© 2013 Alteryx, Inc. Confidential. DESIGNER DESKTOP Data Blending with Alteryx Input Integrate (Sort, Join, Aggregate) Cleanse & Geocode Enrich with Third Party Data Enterprise Data Device Data Social Data Cloud Data
  21. 21. 21© 2013 Alteryx, Inc. Confidential. DEMONSTRATION: Data Blending with Alteryx
  22. 22. 22© 2013 Alteryx, Inc. Confidential. Case Study
  23. 23. Pizza Hut Spends More Time Analyzing Now Before Alteryx: Prepare Communicate Analyze With Alteryx: Prepare Communicate Analyze Better, Faster Decisions
  24. 24. 24© 2013 Alteryx, Inc. Confidential. Analytics Made Easy with Alteryx Spatial Analytics Predictive Analytics Behavioral Analytics DESIGNER DESKTOP LOTS of different tools for data blending, enrichment, and analytics:
  25. 25. 25© 2013 Alteryx, Inc. Confidential. DEMONSTRATION: Analytics with Alteryx – Spatial, Statistical & Predictive
  26. 26. 26© 2013 Alteryx, Inc. Confidential. Case Study
  27. 27. 27© 2013 Alteryx, Inc. Confidential. Case Study
  28. 28. 28© 2013 Alteryx, Inc. Confidential. Sharing Insight DESIGNER DESKTOP Output Data Produce Reports, Charts, Maps & Emails Publish to Cloud
  29. 29. 29© 2013 Alteryx, Inc. Confidential. An Easy Way to Share Analytics with Others: Alteryx Analytics Gallery (
  30. 30. 30© 2013 Alteryx, Inc. Confidential. Alteryx Analytics Gallery Create & Share Analytic Apps in the Cloud Turn Disparate Data Into Actionable Insight
  31. 31. 31© 2013 Alteryx, Inc. Confidential. Get the exact dataset for visualization Sophisticated analytics from simple workflows Deliver and iterate deep analytics, affordabl e for every analyst Alteryx For Visual Analytics Fueling Your Visualizations Introducing: Alteryx for Visual Analytics
  32. 32. 32© 2013 Alteryx, Inc. Confidential. Create Sophisticated Analytical Dataset for Tableau 8.0 using Alteryx 8.6
  33. 33. 33© 2013 Alteryx, Inc. Confidential. Rapidly & Easily Iterate Analytic Processes
  34. 34. 34© 2013 Alteryx, Inc. Confidential. DEMONSTRATION: Sharing Analytics & Visual Output
  35. 35. 35© 2013 Alteryx, Inc. Confidential. 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% Despite the Challenges, Analytics Investment Continues
  36. 36. 36© 2013 Alteryx, Inc. Confidential. Alteryx Adoption and Customer Success "Top 10 Big Data Pure Plays"
  37. 37. 37© 2013 Alteryx, Inc. Confidential. Real World Customer Analytics with Alteryx Customer Video Featuring:
  38. 38. 38© 2013 Alteryx, Inc. Confidential.
  39. 39. 39© 2013 Alteryx, Inc. Confidential. More Info on Customer Analytics
  40. 40. 40© 2013 Alteryx, Inc. Confidential. Thank You for Attending! Next Steps: • Visit the Alteryx Analytics Gallery ( • Download the FREE Project Edition: • Make a 1:1 appointment with us today or tomorrow
  41. 41. 41© 2013 Alteryx, Inc. Confidential. • Consumer Analytics • Data Blending • Predictive Analytics • Strategic Analytics • Big Data Analytics • Humanizing Big Data • Strategic Analytics • Data Scientist • Data Artisan • Data Analyst • Big Data Gap • Unstructured data • Analytics Platform • Unstructured Data • Alteryx • Rick Schultz • Jimmy Garrett • Customer Analytics and Intelligence Conference • San Diego • Alteryx Analytics Gallery • Customer Loyalty • Alteryx Project Edition Key Terms