Presentation made to Alteryx Inspire Conference (London 2019) by Matt Semple (Iron Mountain) and David Turley (InterWorks) explaining the data journey undertaken by Iron Mountain to transform its analytics function and deliver advanced commercial and operational analytics to its global management teams. A transformation journey leveraging the advanced technology of Alteryx and Tableau aligned to a clear vision of the data roadmap. All supported by a great consulting partnership with the InterWorks team in London.

1. # A L T E R Y X E U 1 9
PRESENTED BY
David Turley
Analytics Consultant
InterWorks
ALTERYX: IRON
MOUNTAIN’S SHERPA
TO BUSINESS INSIGHT
Matt Semple
FP&A Director
Iron Mountain
msemple@ironmountain.co.uk david.turley@interworks.co.uk

2. # A L T E R Y X E U 1 9 2
With Alteryx, I can dream big!!!
MATT
SEMPLE
When I use Alteryx, I feel in control of
my data and fully confident I can deliver
insightful analysis…
A L T E R Y X U S E R S I N C E ( 2 0 1 4 )

3. # A L T E R Y X E U 1 9 3
With Alteryx, I can…fix my clients’ data!!
DAVID
TURLEY
When I use Alteryx, I feel…
Free… ‘like a candy wrapper caught in an
updraft’ – Homer Simpson
A L T E R Y X U S E R S I N C E ( 2 0 1 6 )

4. # A L T E R Y X E U 1 9 4
TODAY’S
AGENDA
1. You’ll learn about Iron
Mountain’s business
model and its specific
analytical
requirements
2. You’ll hear about Iron
Mountain’s journey from a
‘data rich / insight poor’
organisation to one that delivers
advanced insights to all
levels of management
3. You’ll see demonstrations of
how Alteryx is integral to the
new insights delivered for
Commercial, Real
Estate & Financial
performance
4. You’ll gain an understanding
of how Iron Mountain &
InterWorks partner for
analytical success

5. # A L T E R Y X E U 1 9
IRON MOUNTAIN – INTRO
5
26,000 EMPLOYEES
≈50 COUNTRIES
225,000+ CUSTOMERS
GLOBAL LEADER IN RECORDS & INFORMATION MANAGEMENT
$4.2 BILLION REVENUE
700 million
cubic feet of hardcopy records
89 million
pieces of media stored
1.2 billion
images scanned annually
1,450+
facilities worldwide
11
data centres

6. # A L T E R Y X E U 1 9
Pennsylvania London
Singapore
Sydney
IRON MOUNTAIN
WORLDWIDE
6
Rio de Janeiro

7. # A L T E R Y X E U 1 9
LONG TERM
PARTNERSHIPS
WE NEGOTIATE DEALS TO
SAFELY STORE AND
MANAGE THE CRITICAL
ASSETS OF OUR
CUSTOMERS
SIMPLIFIED BUSINESS MODEL
7
WE BUILD OR RENT A SAFE & SECURE
STORAGE WAREHOUSE
WE INSTALL STORAGE
RACKING SOLUTIONS
WE HELP CUSTOMERS
MANAGE THEIR
INFORMATION LIFE CYCLES
INCLUDING SECURE
DESTRUCTION
Note: Iron Mountain archiving boxes referred to as Cube or CuFt (Cubic Feet)

8. # A L T E R Y X E U 1 9
RETURNS ON INVESTMENT
SIGNIFICANT REAL ESTATE & CAPITAL INVESTMENTS
8
Durable long-term business model
Strong cashflow generation
Time
Cumulative
Cashflow
Indicative figures only

9. # A L T E R Y X E U 1 9
THE ANALYTICS WE REQUIRE
9
COMMERCIAL REAL ESTATE
What are the current capacity
utilisation rates by facility / market?
Where do we need to invest in new
space based on commercial demand?
How do we best respond to changes
in customer volume and other
commercial trends?
FINANCIALS
Are we hitting our Budget targets?
Are we driving improved margins
and enhancing shareholder value?
Which are the most profitable
product lines in our portfolio?
Can we get early visibility to areas
of financial risk & opportunity?
1 2 3
Is our demand generation engine
effective?
How well are we selling?
Is our sales pipeline healthy enough to
drive achievement of growth targets
Can we improve our win rates?

10. # A L T E R Y X E U 1 9
OUR ANALYTICS JOURNEY
STAGE 1: ‘FINDING
ALTERYX’
10

11. # A L T E R Y X E U 1 9
COMMERCIAL
IMPROVEMENT OBSESSION
PASSION / OBSESSION
11
• Evaluate Tableau Salesforce connector
Prohibitively long refresh time, limited data prep
• Evaluate various Salesforce data download
tools (Dataloader.io, Jitterbit)
Limited functionality, no E-T-L capability
• Took a trial version of Alteryx, set up the
Salesforce connectors and started to build
workflow
FIRST STEPS
1. How can I capture historic pipeline trends
from a ‘point in time’ system (Salesforce)
2. How can I create better reporting than this…
Perfect fit, connectivity plus full suite of
analytical tools, no data limits




12. # A L T E R Y X E U 1 9
OUR ANALYTICS JOURNEY
STAGE 2: ‘PROBLEM
SOLVING’
12

13. # A L T E R Y X E U 1 9
THE SALESFORCE
CONNECTOR
13
INPUT YOUR
SALESFORCE LOGIN
THEN CONNECT TO
THE SALESFORCE
DATA TABLES YOU
REQUIRE FOR YOUR
WORKFLOW

14. # A L T E R Y X E U 1 9
BUILDING THE DATASET
- IRON MOUNTAIN EXAMPLE
14
Alteryx
Commercial
Workflow
Key Salesforce Tables
Opportunity
1m records
Account
1m records
Opportunity Line Item
4m records
Opportunity History
7m records
Opportunity Field History
2m records
User
10k records
Tableau visualisations

15. # A L T E R Y X E U 1 9
SOLVING THE PIPELINE
CONUNDRUM
15
Finding a way to “create” a sales pipeline history from a ‘point in time’ system
Opportunity
1m records
Append: List of Week Ending dates for last 10+ years
Expanded
Opportunity
‘by all weeks’
table
520m records
Filter out
• Weeks before opportunity created
Framework to build
out accurate
weekly history for
each opportunity
~150m records

16. # A L T E R Y X E U 1 9
OUR ANALYTICS JOURNEY
STAGE 3:
‘PARTNERSHIP’
16

17. # A L T E R Y X E U 1 9
DELIVERING COMMERCIAL
PERFORMANCE INSIGHTS
17
PIPELINE
HEALTH
Age of sales
opportunities &
velocity
through sales
stages
DEMAND
GENERATION
Growth in sales
pipeline over
previous
1, 13, 52 weeks
SALES
FORECASTING
Full year
projections based
on latest pipeline
& close rates
WIN
CONVERSION
Overall win rates
& close rates
from each sales
stage
PIPELINE
COVERAGE
Current pipeline
size measured
against annual
sales target

18. # A L T E R Y X E U 1 9
GROSS DEMAND GENERATION
18
Design brief: How to use Alteryx to power new leading indicator of future sales health
Worked example
What is the annual target
for Salesperson A?
100k Cubic Feet
What is their historic Win
Rate for this product line?
20%
How much pipeline do
they require to hit target?
500k CuFt (100k / 20%)
TARGET
‘Par’
ACTUAL
GDG
% of
Target
Weekly
Last 1 Week
10k
CuFt
5k
CuFt
50%
Quarterly
Last 13 Weeks
125k
CuFt
150k
CuFt
120%
Annual
Last 52 Weeks
500k
CuFt
450k
CuFt
90%

19. # A L T E R Y X E U 1 9
Requirements:
Current view of sales
pipeline by sales stage
Historic Close Rate by sales
stage for each individual
salesperson
Output:
Weighted sales forecast by
salesperson / country /
region
SALES FORECASTING
19
Worked Example:
Current view of Sales Pipeline opportunities won or expected to be won in FY19
Total
Value
Close
Rate
FY19
Forecast
Stage 1
Qualification
30k 10% 3k
Stage 2
Solution
Developed
15k 25% 4k
Stage 3
Solution
Agreed
15k 50% 8k
Stage 4
Negotiate
25k 70% 18k
Stages
5 to 7
Won
20k 100% 20k
105k - 52k
Booked Date / Expected Close Date
Jan’19
Pipeline
Stage
Progression
Wins
5k
10k
3k
2k
5k
4k
3k
6k
2k
5k
10k
5k
=
x
Current
Week Dec’19
=
x
=
x
=
x
5k
3k
4k
3k
12k
5k
10k
3k
=
x
Current
Forecast
for expected
Full Year Wins
Design brief: How to use Alteryx to power advanced analytics into future sales performance

20. # A L T E R Y X E U 1 9
WHAT'S INVOLVED
20
• Data Recap
• History of all sales opportunities including
progress through sales stages
• Building key calculations
• Close rates by sales stage, Win rate

21. # A L T E R Y X E U 1 9
STEP BY STEP
21
Filtering to relevant
Stage Data

22. # A L T E R Y X E U 1 9
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Regional Leadership Regional Support Country Leadership Country Sales Management Country Support
80%
100%
89% 90% 88%
22
END USER DASHBOARD
ACTIVE PARTICIPATION RATES
% of users viewing Commercial dashboard within last 30 days
# users: 20 # users: 50 # users: 30 # users: 60 # users: 40
EXPECTATION
ACTUAL RESULTS
Total # users: 200

23. # A L T E R Y X E U 1 9 23
CURRENT COMMERCIAL
PERFORMANCE
GDG % OF PAR
In last 52 weeks we’ve exceeded
our target (above par) for adding
new sales opportunities to the
pipeline
(Gross Demand Generation)
109%
YTD WINS %
After 8 months of the year, we’re
well ahead of our wins target for
the Year to Date & on course for
a record sales year
(% Quota achievement)
151%
YTD WINS VS LY
Our wins performance in first 8
months of 2019 is significantly
higher than the wins recorded in
same 8 months of 2018
(Year on Year Sales Growth)
+73%

24. # A L T E R Y X E U 1 9
OUR ANALYTICS JOURNEY
STAGE 4: ‘PRODUCTION’
24

25. # A L T E R Y X E U 1 9 25
Using Google Map API and Spatial Tools to group storage
facilities based on where they are located in the world
GROUPING DATA BY LOCATION
REAL ESTATE:
LOCATION
INTELLIGENCE

26. # A L T E R Y X E U 1 9
WHY DO IT?
26
• 1,500 Storage Facilities located throughout the world
• We need to be able to:-
• Have capacity in the right locations to meet client’s storage requirements
• Ensure utilisation of all facilities is high, to maximise investment returns
• To ensure that we can:-
• Continue to serve our customer base (existing and new)
• Take the right decisions on where to grow or rationalise our real estate portfolio

27. # A L T E R Y X E U 1 9
REAL ESTATE ANALYTICS
27
Note:
commercially
sensitive data
redacted from the
dashboard view
shown here

28. # A L T E R Y X E U 1 9
WHAT'S INVOLVED
28
Data set with the address of each of the facilities
1. Google API Connector
• Coordination points of each of the Facilities
2. Spatial Tools
• To group facilities based on location and distance
from each other

29. # A L T E R Y X E U 1 9
1. FACILITY COORDINATES
29
Aim: Use the Google API connector to file coordinates of facilities
Output file
with Latitude /
Longitude

30. # A L T E R Y X E U 1 9
2. SPATIAL GROUPING
30
Aim: Group Facilities in a 10 Mile radius
1. Create Points
4. Make Group
3. Spatial Match
2. Trade Area

31. # A L T E R Y X E U 1 9
SPATIAL GROUPING
31
Aim: Group Facilities in a 10 Mile radius

32. # A L T E R Y X E U 1 9 32
OUR ANALYTICS JOURNEY
STAGE 5: ‘FINAL ASCENT’

33. # A L T E R Y X E U 1 9
DEMAND MODELLING
33
REAL ESTATE CAPACITY BY MARKET + COMMERCIAL SALES FORECAST BY MARKET
Current pipeline opportunities by location by market
We know our Real Estate capacity status by facility and
market
We know where our new commercial opportunities exist
and have an algorithmic prediction of how much we are
likely to win and when
Output: Demand Model by market
MARKET
SPARE
CAPACITY
TOTAL
SALES
PIPELINE
WEIGHTED
SALES
PIPELINE
Q4’19
FC
WINS
Q1’20
FC
WINS
Q2’20
FC
WINS
Q3’20
FC
WINS
Q4’20
FC
WINS
Warsaw xxxx xxxxx xxxx xx xx xx xx xx
Krakow xxxx xxxxx xxxx xx xx xx xx xx
Gdansk xxxx xxxxx xxxx xx xx xx xx xx
…..
Sales demand covered by spare capacity
Warning: additional capacity required
Indicative example only

34. # A L T E R Y X E U 1 9
STAGE 5: FINAL ASCENT?
34
• DELIVER INTEGRATED ANALYTICS PLATFORM
• EMBRACE NEW TECHNOLOGY & TECHNOLOGY CHANGES
• SET THE NEXT CHALLENGE
• CONTINUE THE JOURNEY

35. # A L T E R Y X E U 1 9 35
Thanks for your time today and listening to Iron Mountain’s analytics
journey. Almost anything is possible with a clear plan, the right tools,
expert assistance and the passion to deliver new insights!!
GOOD LUCK ON YOUR DATA JOURNEY
FIVE KEY
POINTS
Alteryx can deliver the content
you need to deliver insights to
business leaders
Have a clear vision of where
you want to go on the analytics
journey for your company
Be prepared for obstacles,
delays and setbacks but keep
faith in yourself and the tools
Partner wisely to accelerate the
delivery of your advanced
insights to the business
Delight your customers! Seek
regular feedback and refine your
journey plans accordingly
1
2
4
5
3

36. # A L T E R Y X E U 1 9
THANK
YOU
msemple@ironmountain.co.uk
36
(44) 207-939-1650
www.ironmountain.com
MATT SEMPLE
david.turley@interworks.co.uk
(44) 203-137-2233
www.interworks.com
DAVID TURLEY

37. # A L T E R Y X E U 1 9
COMPLETE
SESSION SURVEYS
ATTENTION
37
We want your feedback! Be sure to complete session surveys
within the mobile app after this session.
Surveys are anonymous, and we rely on your opinion for
improvement