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Geospatial Analysis Dashboards with Alteryx + Tableau

Katherine Goff Inglis, Head of Analytics, CineplexBrett Hermann, Analyst, Data Visualization and GIS, Cineplex

Tuesday, May 19, 2015

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Agenda

1. Introductions – Cineplex Inc. & Analytics Team

2. Trade Area Analysis Dashboards – Users & Use Case

3. The “Pre-Alteryx” Solution vs. The Alteryx + Tableau Solution

4. Product Demo in Tableau

5. Questions

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Introduction - Cineplex Inc.

• Cineplex operates numerous businesses including theatrical exhibition, food services, gaming, alternative programming (Front Row Centre Events), Cineplex Media, Cineplex Digital Solutions, Cineplex Digital Networks, and the online sale of home entertainment content through CineplexStore.com and on apps embedded in various electronic devices. 

• Cineplex is one of Canada’s leading entertainment companies and operates one of the most modern and fully digitized motion picture theatre circuits in the world.  

• Cineplex is also a joint venture partner in SCENE – Canada’s largest entertainment loyalty program.

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Analytics Team @ Cineplex

• Executing advanced analytics to increase cash flow and profitability through intelligent decision support systems.

• Promoting a data driven culture by expanding access to self-serve analytics and data driven insights.

• Centre of Excellence for Data Analysis supporting decentralized analysts & managers across all business units – Theatre Operations, Food & Beverage, Media & Advertising, Digital Signage

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Trade Area Analysis Dashboards: Users & Use Case• Trade area analysis by sales category is done using data from the SCENE loyalty

program based on consumer purchase behavior and postal code

• Sales category in this demo case study is the type of movie-going experience• Regular Auditorium: Standard Pricing & Standard Experience• VIP Auditorium: Premium Price & Premium Experience (19+ Age restriction, Upgraded Leather Reserved

Seating, In-seat food & licensed beverage service, no commercials)• IMAX & AVX: Premium Price & Premium Experience (Big Screen & Big Sound)

• Trade Area Analysis is required by executives & managers in theatre operations, real estate & marketing to:

• Identify opportunities for additional premium screens• Analyze cannibalization of nearby theatres due to premium screens• Target marketing activities by geography• Conduct comparative analysis between locations to understand performance by sales category

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“Pre-Alteryx” Solution vs. Alteryx & Tableau SolutionPre-Alteryx Solution Alteryx & Tableau Solution

Analysis was conducted on an ad hoc basis & disseminated to business users in pdf format

Trade Area Analysis is now a “self-serve” business intelligence dashboard

Analysis was conducted by analytics team or specialized GIS analysts in using ESRI ArcGIS, time to insight was lagged

Due to the pdf format, if additional questions came up another ad hoc request had to be submitted, causing further lag on business user time to insight

Analysis is conducted by any business user, have the ability to view and analyze trade areas for any location by sales category, on demand

Time was spent triaging and executing ad hoc requests by top analytics talent

Centre of Excellence analysts are now focused on deploying additional capabilities to trade area dashboards, instead of doing one-off requests

Printed pdf documents were wasting a lot of paper

Trade Area dashboards are mobile enabled, eliminating the need to print and saving one tree at a time

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Tableau Demo

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Data Sources

1. Database of customer interactions with business locations

a) Location ID Visitor Destinationb) Postal Code Visitor Point of Originc) Sales Category Customer Purchase Behavior (For Trade Area Types)

2. Location Database

a) Location IDb) Latitudec) Longitude

Required ‘Spatial’ Data:1. Point of Origin (Customer)2. Destination (Location)

Spatial Data = Postal Code/Zip Code, Lat/Long, Street Address

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Data Preparation for Tableau

Geocode Locations and Customer Point of Origin

Calculate Distances Between Customers to Location

Define Trade Areas Based on the Customers Proximity to Location

Create Trade Area Spatial Objects for Each Instance

Count the Number of Customers by Sales Category to Location

TRADE AREA MACRO

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Trade Area Macro

• Splits the trade area spatial objects into individual points and assigns them lat/long values

• Assign a ‘point order’ to order how the polygons will be drawn in Tableau

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End data set

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Tableau Demo

THANK YOU!

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