inspire 2013 - how alteryx can make you rich and famous - environics

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How Alteryx can make you rich…and famous! Delivering innovation, efficiency and insight

Jan Kestle

President & Founder

Environics Analytics

@EnvironicsA / @statslady

Business Leadership track

March 6, 2013

2:00 – 2:45 pm

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Who we are

• 60 employees

• 200+ customers

• Canada’s leading marketing services provider

• Provider of actionable data-driven insights

• Geeks who love data so you don’t have to

Introduction to Environics Analytics

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A. Development and update of data products

B. Delivering strategic analytics services

C. Enabling wide deployment of analytics

Three ways Alteryx has transformed our business

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Addressing three R & D challenges

1. Complexity

2. Skills availability

3. Time sensitivity

A. Development of data products

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1. Complexity example:

Geogra

phy

• 106 source files

• Terabytes of disparate data

• Multiple complex stats processes

• Known control totals

• Iterative fitting + human intervention

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Result – Quality product … data that went viral

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2. Skills availability

9

27

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Geeks on staff

Graduate degrees

Alteryx users

Days to get user up and running

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3. Time sensitivity

100’s of input files in multiple formats

20 data products

7 output formats and applications

For release on one date every year

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Alteryx used to produce 150 page user manual

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Over-the-counter projects from simple to complex

• Market studies & site location

• Segmentation & personification

• Predictive modeling

• Dashboarding & visualization

B. Delivering analytics services

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Market studies & site selection

• Customer & thematic maps

• Distance decay analysis

• Area profiles & market rankings

• Sales forecasts

B. Delivering analytics services

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Customer and Thematic Maps

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Distance Decay Analysis Drive Time (mins) Decay Graph

Cumulative Percent of Customers

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Area Profiles & Market Rankings

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Sales Forecasting

PredictedSales = 13.788506 +

(DriveThru * .156887) –

(5min_Emp_Construction * .029311)

– (5min_Emp_Education_Service *

.136843) + (3min_Pop22-29 *

.040566) + (3min_TotalPop * .00019)

+ (Signage * .107112) –

(10min_Employee_PubAdmin *

.043100)

Trade Area Sales Forecast: $29,099,209

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Segmentation & personification

• Profiles

• Custom segmentation

• Lifestyle, media & behaviour

• Message tailoring

• Geo & omni-channel targeting

B. Delivering analytics services

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Profiles

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Custom segmentation

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Lifestyle, media & behaviour

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Message tailoring

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Geo & Omni-Channel Targeting

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Predictive modeling

• Clean & transform data

• Merge files

• Model & score

• Report

B. Delivering analytics services

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Customer ID Address City Province Postal Code Sales

22 34 Ridwall Barr1e oN L0N 0W7 4589.000

57 97 Soles Road West Brome QL JOE 2P0 $358

94 224-Christie Gardens Toronto ON M6G 3ZZ 8723*

120 2689 Des Cent Associes Apt Ee Beauports QC GIE 4H7 78.9

233 505-Rideau Gardens Ottawa Ontario K1N 1H6 000246.83

246 61 Landsdowne appt. 1 Kingston ON K7K 4E5 -2045.08

278 Cscoop 2269 Riverside Ottawa Ontario KIB 5R2 $1,200.00

302 1ross Ave_ Sfbrc Gatineau ON K1A 0L2 -868

343 272 Oxbow Pk. Rd Wasaga Beaches ON L0L 2PO $4,487

371 100 Alexerdra St Apt 909 Etobioke SK M4Y 1B9 02874.44

Clean & transform data

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Merge files

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Model & Score

SPSS

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Report

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Dashboarding & visualization

• Clean data

• Transform data

• Append external data

• Build replicable processes

• Prep data for Tableau

B. Delivering analytics services

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Customer ID Address City Province Postal Code Sales Code

22 34 Ridwell St BARRIE ON L0N0W7 $4,589.00 07

57 97 Soles Ch BROME QC J0E2P0 $358.00 35

94 224 Christie St TORONTO ON M6G3Z5 $8,723.00 33

120 2689 Av des Cent Associes BEAUPORT QC G1E4H7 $78.90 16

233 505 Rideau St OTTAWA ON K1N1H6 $246.83 22

246 1-61 Lansdowne St KINGSTON ON K7K4E5 -$2,045.08 11

278 2269 Riverside Dr OTTAWA ON K1B5R2 $1,200.00 02

302 1 Rossan St OTTAWA ON K1A0L2 -$868.00 15

343 272 Oxbow Park Dr WASAGA BEACH ON L0L2P0 $4,487.00 12

371 909-100 Alexandra Blvd TORONTO ON M4Y1B9 $2,874.44 04

Append external data

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Build replicable processes

• 27 users

• 6 full time app builders

Over 300 apps used internally on a daily

basis in providing analytics services

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Prep data for Tableau

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What is it?

• Collection of Alteryx templates with customized interface

• Software-as-a-Service

• Analyzes customers and markets anywhere in North America

• Positioned for marketers not data artisans

C. Deployment of analytics

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What does it do?

C. Deployment of analytics

• Puts our experience and know-how in the hands of our customers

• Provides enterprise access and control

• Ensures fast access to data updates

Turns data and analytics into strategic insights

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Ask for a demo in the partner area!

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Alteryx

1. Is in a class by itself

2. Powers innovation

3. Enables efficiency, accuracy, timeliness

4. Democratizes subject matter expertise

4 key messages:

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Final word

BIG DATA = BIG DEAL

BIG DATA + BIG ANALYTICS = BIG INSIGHT

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Thank You!

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Jan Kestle

President & Founder

Environics Analytics

jan.kestle@environicsanalytics.ca

@EnvironicsA / @statslady