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© 2015 Alteryx, Inc. | Confidential
The National Trust Improves Data Driven Decisions with Alteryx and TableauMatt Madden- Director of Product Marketing, AlteryxDustin Smith – Product Marketing Manager, TableauDean Jones- Head of Data Science, The National TrustStephen Lindsay- Senior Data Scientist, The National Trust
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Questions?
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Improving Data-DrivenDecisions with
Alteryx and Tableau
Dean JonesHead of Data Science
Stephen LindsaySenior Data Scientist
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Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
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Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
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National Trust
• Independent charity founded in 1895
• Preserves and protects historic places and spaces – for ever, for everyone
• Annual income of £460 million
• Central office and regional consultancies
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350+ historic buildings
247,000 hectares of land
5000+ tenanted properties
775 miles of coastline
400 factories and mines
271 gardens
61 pubs and inns
56 villages
41 castles
12 lighthouses
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4 million members
2 million memberships
20 million PFE visits
60,000 volunteers
4 million hours volunteered
50,000 online shoppers
1 million web visitors / month
1 million app downloads
302,000 Facebook likes
324,000 Twitter followers
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Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
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Our Strategy
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Systems SimplificationProgramme (SSP)
Tills Finance
Supporter Loyalty Digital
MI
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Supporter Loyalty
Insight & Prediction
Relevance & Personalisation
DeeperEngagement
Behavioural Data
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Insight & Prediction
Relevance & Personalisation
DeeperEngagement
Behavioural Data
Supporter Loyalty Platform
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Single Supporter View
SSV
CRMOnline ShopMembers
Memberships
Visit Scans
Contact Permissions
Interactions
Donations
Legacy
Contact History
Holiday Cottages
Events
Raffle
Volunteering
Camping
DriveTime
MOSAIC
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Supporter Loyalty Platform
extractpublish
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Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
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Analyses and Models
• Property Clustering• Post‐visit Thanks, No‐visit Nudge
• Churn Model• SAVE programme
• Engagement Score• KPI, campaign evaluation
• Cross‐sell Predictions
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Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
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Using Alteryx
• What I’ll cover:
• 2 problems solved with Alteryx• What the problem was• How Alteryx helped• The results
• The problems• Data in silos, causing conflicting MI reports
• Analytic model needed quickly to understand Membership churn
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Problem 1: Data in silosThe problem – Understanding channel attribution for Memberships joining via the web:
• Membership info on CRM• Online ‘channel’ info in digital data• Confusing picture of channel attribution• Change process to get info into CRM
• Other priorities now
• But… we need to understand breakdowns now:• The relationships between marketing campaigns
and how people join• To understand performance and inform media
planning
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Problem 1: Data in silosHow Alteryx helped:
• Enabled a repeatable step‐by‐step approach• To each data source• Then to blend them together• Quick, iterative development time
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Problem 1: Data in silosDetail – bring data in, explore and resolve issues:
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Problem 1: Data in silosThen, keep building the process flow:
• Explore further data (with business owner!)
• Resolve any issues
• Finally bring all of that data together
• Output is a distinct row for each membership
• As a CSV
• As a Tableau Data Extract
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Problem 1: Data in silosThe Result:
• Repeatable process, <10 secs to run
• Answers NOW to business questions
• Much better understanding of data:
• Identifying process issues
• To specify how to get data into SSV/CRM
• Ultimately, quick ability to understand the data…
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Using AlteryxBefore:
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Using AlteryxAfter:
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Problem 2: Churn modelThe problem – Quickly develop a membership churn model to drive targeted loyalty activity:
• A new team
• Mixed skill sets
• Needed a tool that could be learnt fast…
• … and at a low cost
• Looked at R/Python, steep learning curve,
longer development time
• Colleagues wanting answers quickly
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Problem 2: Churn modelHow Alteryx helped:
• We could get up and running quickly
• Drag and drop, easy to learn
• Low entry cost, per seat worked for us
• Low cost, long term trial
• Functionality we needed, ability to refine
• Supported our approach: start simple, add
complexity over time
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Problem 2: Churn modelThe Results:
• 3 models developed within the first week
• So quick we ran against larger data volumes
• Taking only 10 minutes to run each time
• Allowing more time for action:
• Comparing and refining models
• Profiling model outputs for targeting
• Planning use with the business
• Setting up monitoring for success
• Auditable, easier to explain than script27
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Summary of Benefits
• Easy to use but very powerful
• Cost (very significant for a charity)
• Excellent integration
• Large datasets can be processed quickly
• Quickly share results across organisation
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Thank You
Clare BirtWill BridgesDavid CrelleyJohn DavyRob FrecknallSarah HaywardChris Midwinter