Using Analytics to Drive Customer Insight, Profitability & Loyalty - Alteryx Webinar

1© 2013 Alteryx, Inc. Confidential.

Using Analytics to Drive Customer Insight, Profitability & Loyalty

Bob LaurentDirector of Industry Marketing, Alteryx


• Background

• Customer Analytics Survey• Data Sources• Benefits• Challenges• Investment Areas

• Focus on Investment Areas• Technology• People• External Resources

• Next Steps

• Q&A

Today’s Agenda


There are lots of sources of customer data


Unfortunately…

Many companiescannot get aclear view of

their customers


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 organizationsface when turning Big Data into customer insight


Data was gathered from a diverse set of professionals across a range of industries

25%

42%

33%

Consumers Other businesses Both

Products/Services Offered

Services

Retail, wholesale

Banking, Finance, Insurance

Telecom

CPG

Hospitality

Manufacturing

Nonprofit

Government

Construction

Transportation

Other

24%

16%

15%

6%

4%

3%

3%

3%

1%

1%

1%

24%

Industry Number of Employees

28%

21%11%

15%

25%

1-100 101-500 501-1,000

1,001-5,000 5,000+


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


Companies collect many differenttypes 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 areasof insight are emerging.

Customer demograph-ics

Primary/research data

POS/transaction data

Customer interaction data

Social media

Loyalty card data

Complaint data

Recorded voice calls

Others

69%

69%

61%

49%

41%

31%

30%

17%

6%


Vast majority of companies useCustomer 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.


Analytics provides input to strategic operations

Customer Focus

ChannelFocus

Customer acquisition/retention

Enhanced customer satisfaction

Increased loyalty

Improve product/service design

Optimize marketing/channel

Design/improve channel strategy

69%

63%

46%

62%

60%

49%

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.

ProductFocus


But, Three Major Challenges Emerged:

CHALLENGE #1:Getting the Right Data

CHALLENGE #2:Lack of Access & Skills

CHALLENGE #3:ROI Assessment


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 processBig 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

Accessing data managedby other departments

Integrating massiveamounts of data

Integrating disparatedata types

Converting data into actionable insight

Collecting and storing relevant data

43%

39%

38%

37%

23%


CHALLENGE #2: Lack of Access & Skills

12%

38%42%

8%

Industry leading, with a mastery of advanced ana-lytics Advanced, using predictive and spatial analytics Basic, for modification of existing analytic work-flows 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 toolsremains 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


CHALLENGE #3: ROI Assessment

• Organizations struggle with defining & calculating ROI for analytics

• Less than half can identify positive ROI

• Implementation of marketing best practices canbe 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


Case Study


Despite these Challenges,Analytics Investment Continues

Almost all companies plan to increase their investment in analytics technology, people and external resources.External

Resources

People

Technology

71%

75%

95%

22%

12%

4%

7%

13%

1%

Positive No change Negative

Average Increase: 21%



Average Decrease: 10%




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


DESIGNER DESKTOP

Step 1: Integrate all Relevant Data

InputIntegrate

(Sort, Join, Aggregate)

Cleanse &Geocode

Enrichwith ThirdParty Data

EnterpriseData

DeviceData

SocialData

CloudData


Step 2: Develop Analytic Workflows

SpatialAnalytics

PredictiveAnalytics

BehavioralAnalytics

DESIGNER DESKTOP

LOTS of different tools for data blending, enrichment, and analytics :


Step 3: Produce and Share Insight

DESIGNER DESKTOP

OutputData

Produce Reports,Charts, Maps & Emails

Publish toCloud


Alteryx Analytics GalleryCreate & Share Analytic Apps in the Cloud


Alteryx Analytics GalleryCreate & Share Analytic Apps in the Cloud

Turn Disparate Data

Into Actionable Insight


Analytics Investment: People

Data Artisan

Capabilities of Data Scientistthat Drive Largest Value Today

Marketing orCustomer Analyst


MSPsTechnology

Partners

AnalyticConsultants

Analytics Investment: External Resources

Design & PublishAnalytic Applications

http://farsitegroup.com/


SummaryA 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 Artisansin 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


Visit our Virtual Booth


Visit our Website: Alteryx.com


Alteryx Analytics Gallerygallery.alteryx.com


Thank Youfor Attending!

You will receive a free copyof 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


• 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• Marketing Analytics• Marketing Cloud• Alteryx Analytics Gallery• Customer Loyalty

Key Terms

Using Analytics to Drive Customer Insight, Profitability & Loyalty - Alteryx Webinar

Technology

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