1© 2012 Alteryx, Inc.
Alteryx Strategic AnalyticsHumanizing Big Data
2© 2012 Alteryx, Inc.
Machine Data
Application Data
Human Data
New Data and New Approaches to Solving The Big Problems – Big Data & Predictive On Our Minds
3© 2012 Alteryx, Inc.
Decision Makers Want to Take Advantage of This New Insight to Make Real Progress
“That’s Cool”
4© 2012 Alteryx, Inc.
Back to the Future: Business Decision Makers Cannot Make The Right Decisions Due to Data & Analysis Issues
Un-Structured Content
Cloud Data
“I just want to understand what we should be doing….”
5© 2012 Alteryx, Inc.
The Attributes of Big Data Are Not Enough
Volume Velocity
Variety
IT / Data Group
Focus is on the wrong issues
• Volume of data wins over insight & value
• Big Data analytics in isolation with no context
• Data Scientists saving the world, but not enough are available
6© 2012 Alteryx, Inc.
We Need to Humanize Big Data
Volume Velocity
Variety
Value?
BusinessIT / Data Group
7© 2012 Alteryx, Inc.
The Alteryx Solution
8© 2012 Alteryx, Inc.
Building Analytic Applications to Answer Strategic Business Questions
Analytic Output
Create &
Share
Analytic Apps
9© 2012 Alteryx, Inc.
Delivering the Skills of the Data Scientist to the Data Analyst
Data Artisan
Capabilities of The Data Scientist that Drive Largest Data
Value Today
Data or Business Analyst
10© 2012 Alteryx, Inc.
“Finally!”
11© 2012 Alteryx, Inc.
Humanizing Big Data Demo leveraging Predictive Analytics
12© 2012 Alteryx, Inc.
Application description:
Identify the “best” prospects to target for your retail brand
Workflow:
1. Consume Information via Mongo DB and Hadoop via a Hive Connector
2. Append 3rd party content to consumer records based on Fuzzy Matching Logic
3. Run a logistical regression model to determine the variables that best describe the customer base.
4. Leveraging the regression results, score a series of prospects based on a geographic filter
13© 2012 Alteryx, Inc.
Data Consumption within the visual workflow via a custom connection to MongoDB:
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Data Consumption within the visual workflow via a Hive Connector running on Hadoop:
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Fuzzy Matching configuration to merge desperate sources of data together:
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Logistic Regression:
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Analytic Application for Business Users:
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Analytic Application Output:
19© 2012 Alteryx, Inc.
One Solution & Workflow For Big Data Business Value
Integrate any data source
Inte
gra
te
Rapid development of sophisticated analytics with unique spatial understanding
Strategic Analytic applications in the hands
of business decision makers
Un-Structured Content
Cloud Data
Enrich
Packaged Market &
Customer Data
Analyze
Share
Enhance 3rd Party Tools
Full Spectrum of Enterprise
Data
20© 2012 Alteryx, Inc.
April 8, 2023
Value of Alteryx: Trade Area Definition
Jonathan Albertini, Senior GIS Analyst, Hannaford Bros.
21© 2012 Alteryx, Inc.
Disclaimer
• The contents to follow are a simple view from my personal experience. This is not a company endorsement.
22© 2012 Alteryx, Inc.
Topics
• Background • Use Example – Customer Source Survey• Former Process• Alteryx Process, Visual• Key Take-Aways
23© 2012 Alteryx, Inc.
Background
• Hannaford is a Delhaize America Company• Delhaize America: 1,500+ Grocery Locations (6
banners)• Hannaford: 181 locations
• Alteryx is deployed throughout the Site Location Research Department for Delhaize America
• Primary Goals: Optimize Retail Network, Grow• Secondary Goals: Provide company-wide spatial
analytics to entire organization
24© 2012 Alteryx, Inc.
Background
• Education• Bachelor of Science, Geography• Master of Geographic Information Technology• No Computer Science/Programming experience
• I am not a “developer”…then I met Alteryx
25© 2012 Alteryx, Inc.
Business Problem
• Goal: Define Store Level Trade Areas Using Customer Data
• Define Relevant Trade Areas (RTA): Marketing Insight• Analogue store performance: Increase forecasting
accuracy
• Process (no value card to trace customers)• Collect data at point of sale• Make customers ‘spatial’ (geocode them)• Group by Geographic Territory• Report by defined RTA using Charts, Tables, Maps• Share with Retail Operations, Marketing, Executives
26© 2012 Alteryx, Inc.
Former Process• MS Excel for Data Parsing (30 Min/store)• MS Access for query builds, data
accumulation (30 Min/Store)• PB MapInfo for Mapping (30 Min/store)• No Aerial Image• No Demographic Scope• Pay Consultants to fix broken queries and
Access server limitations• Total Software Time Min: 90 Min/Store
27© 2012 Alteryx, Inc.
Alteryx Process
• Alteryx for Data Parsing (2 Min/Chain, 180 stores in 2 minutes vs. old process 1 store in 30 minutes)
• Alteryx for queries, data accumulation, mapping, aerials, demographics (2 Min/Store)
• No consultant/engineer expenses• Cost Neutral• Total Software Time Min: 4 Min/Store
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What Does It Look Like?My View/Power User View CSS Specialist
View
Analytic AppCanvas View
Then Now
29© 2012 Alteryx, Inc.
Key Take-Aways
• Saved, Repeatable processes• Only change inputs and data vintages
• Basic Analyst can become a software developer
• Successfully deploy accurate product throughout an organization with over $5B in annual sales
• We save over 250 labor hours (over 6 weeks) per year just on CSS process
30© 2012 Alteryx, Inc.
31© 2012 Alteryx, Inc.
www.alteryx.com/alteryx-trial-form
What’s Next? Get Social & Try Alteryx
@alteryx
Get the Alteryx Trial
32© 2012 Alteryx, Inc.
Key Terms
• Alteryx• Big Data Innovation• Strategic Analytics• Predictive Analytics• Social Media Analytics• Real-time optimization• Predictive Analytics• Marketing optimization• Big Data• Big Data Analytics• Social data• Unstructured data• Humanizing Big Data• Analytics Platform• Unstructured Data
• Rick Schultz, Altryx• Jonathan Albertini• Hannaford Bros • Fuzzy Matching• Logistic Regression• Hive Connector• Data Artisan• Data Scientist• Regression Analysis
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