inspire 2013 - how alteryx can make you rich and famous - environics
DESCRIPTION
From data cleansing to identifying a company’s best customers, Alteryx has streamlined operations at Environics Analytics (EA), one of North America’s premier marketing services and data analytics companies. In this session, EA President Jan Kestle will explore innovative ways that Alteryx’s speed and processing ability have helped EA develop the datasets to help clients predict sales, locate sites, profile customers and extract insights from big data. Whether it’s evaluating potential locations for Office Depot or assisting the Canadian Wildlife Federation in increasing donations, EA relies on Alteryx to deliver solutions that help marketers engage their customers and grow their audiences. Learn how Alteryx-based insights from EA have even provided grist for satirist Stephen Colbert, proving that powerful analytics drives great performance—no matter the settingTRANSCRIPT
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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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19
2. Skills availability
9
27
2
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
@EnvironicsA / @statslady