NRF 2013 - Drive Profitable Customers with Analytics -Alteryx & Southern States Cooperative

Presentation from NRF 2013 by Alteryx and Southern States Coopertative.
Closing the Gap Between the Customer and the Profitable Customer with Analytics
By Paul Ross, VP of Industry and Product Marketing – Alteryx

Transcript

1. Closing the Gap Between the Customer and the Profitable Customer with Analytics Paul Ross, VP of Industry and Product Marketing – Alteryx Greg Bucko, Manager of Customer Insights – Southern States Cooperative
2. Customer Analytics Are the Start of The Key Strategic Decisions In Retail Customer Marketing Insight Hyper Local Merchandizing Faster Site Selection
3. Traditional Customer Analytics Model Has Been Disrupted Awareness & Influence Decision Making Purchase Use & Maintenance Data Sources Outbound Inbound Advertisin g PR Promotion Social … Social Content Loyalty SEO … Data Sources Traditional New Campaign Survey Compete … Social SEO Clickstream … Data Sources Traditional New Promotion POS Location … Golden Path Click stream Cart … Data Sources Traditional New CRM Services Survey … Social Forums Usage …
4. Traditional Customer Analytics Model Is Just Wrong Awareness & Influence Decision Making Purchase Use & Maintenance
5. Big Data is Great But Context is King
6. Cloud Data “I just want to understand what we should be doing…”
7. Solution Equation for the 360 Degree Customer Project Large IT Data Project Multiple Tools A Lot of Time Fail
8. Who is solving the problem without a long IT project?
9. How Are They Solving this Challenge? Data Artisan Capabilities of Data Scientist that Drive Largest Value Today Marketing or Customer Analyst
10. Utilize & Integrate any data source Integrate Rapid design of predictive analytics with unique spatial understanding Analyze App & Data All Relevant Data Enrich Packaged Market & Customer Data Consumerize the use of sophisticated analytics
12. Southern States – Who We Are 12 Founded in 1923, ~$2 B in annual revenues from retail and wholesale operations Primary customers are farmers and rural Americans Provide products and services essential to raising crops and livestock as well as farm supplies, home heating, lawn, and garden care Multiple-channel distribution network with 1,234 storefronts across 23 states
13. Experience Attitudes & Beliefs Sales History COMPLETE CUSTOMER CHALLENGE: Understand the drivers of PROFITABLE Loyalty and recommend strategies to increase PROFITABLE Loyalty Survey Data Survey Data Transactional Data Step 1: Paint The Complete Customer Picture Driving Profitable Loyalty
14. LOYALTY Preference Profitability Promotion Step 2: Define and Measure Loyalty for Southern States Loyalty is measured by customer segment along a spectrum Not one but several metrics are combined Like the legs of a stool, if one is missing Loyalty collapses LOYALTY Driving Profitable Loyalty
15. Step 3: Explore the Data and Identify the Drivers of Loyalty Combine, cleanse, explore, and analyze the data using Alteryx Combine transactional data with survey responses Cleanse data and calculate basic descriptive statistics BASIC EXPLORATORY PREDICTIVE Look for relationships (Association Analysis) Reduce variables / create consts. (Principal Components) Find unique segments (K-Means Clustering) Identify the Drivers of Loyalty and Quantify the Financial Impact of Improved Loyalty (Linear Regression) Driving Profitable Loyalty
16. Step 4: Turn the Drivers of Loyalty Into Strategic Imperatives Critical Improvement Opportunities Promote, Expand, & Maintain Negative Drivers Positive Drivers Out of dozens of potential drivers, only a handful will rise to the top This exercise helps focus the corporate strategy on what is MOST IMPORTANT! Driving Profitable Loyalty
17. Connecting and Cleansing the Data Running Basic Cross- tabs and Other Calculations Using Predictive Macros to Identify Drivers and Quantify Impact Exploring the Data
18. Step 5: MEASURE! MEASURE! MEASURE! Driving Profitable Loyalty
19. Next Steps Ask Greg How He Does What He Does Get a Demo at Booth C242 Visit http://gallery.alteryx.com
20. • Big Data • Big Data Analytics • Big Data Analysis • Humanizing Big Data • Strategic Analytics • Predictive Analytics • Data Scientist • Data Artisan • Data Analyst • Big Data Gap • Unstructured data • Analytics Platform • Unstructured Data • Alteryx • Paul Ross • Greg Bucko • Southern States Cooperative • Customer Loyalty • Retail Analytics • Alteryx Analytics Gallery Key Terms