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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
