quantitative marketing and crm enablement at sally beauty supply – using alteryx and tableau
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Quantitative Marketing & CRM Enablement
Todd TalkingtonTableau Software
Brian DirkingAlteryx Inc.
Nikki SmithSally Beauty
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Download a FREE Trial: www.alteryx.com/alteryxfortableau
© 2016 Alteryx, Inc. | Confidential
Alteryx - The Leading Platform for Self-Service Data Analytics
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© 2016 Alteryx, Inc. | Confidential
Download a FREE Trial: www.alteryx.com/alteryxfortableau
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The Leading Platform for Self-Service Data Analytics
Enrich
Output All Popular Formats
Prep & Blend Analyze
Input All Relevant Data
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Help People See and Understand
their Data
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SALLY BEAUTY OVERVIEW
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Sally Beauty Overview
3,673 Stores World Wide
Hair Color, Hair Care, and Appliance Are Top Categories
Professional Stylist and Retail Consumers Are Our Customers
12 MM Active Loyalty Members
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About Nikki Smith
Marketing Database and Analytics Manager
Has been with Sally Beauty for 4 years
Over 6 years experience in the marketing industry. Majority of experience is in channel (email, direct mail, and digital) marketing and customer insights
Fun Fact: I am half “crazy plant lady” and half foodie. Most of my free time is spent deciding what I want to eat next.
Contact: LinkedIn - https://www.linkedin.com/in/nikki-smith-aa840150
Email – [email protected]
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Marketing Analytics Overview
CRM
Loyalty
E-Commerce
Brand
Merchandising
Who We Support
Marketing Analytics Team
Analytics Partners
DW Reporting
Segmentation
Strategic Briefing
Business Case Dev
PM Engagements
Lead Test & Learn
Key Areas of Ownership
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CRM Solution Stack
Personalization & Triggers
Customer Targeting Strategy
Marketing Data Sciences & Analytics
Marketing Platforms & Partners
Customer CRM
Data Hygiene & Quality Management
Data Mart
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Data Environment
Point of Sale
Ecommerce
Customer Svc
Customer DW
Sales DW
Sales DW
Email Print Display
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ANALYTICS PAST AND PRESENT
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Reporting - Past
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Reporting – Past and Present
Reporting done in Access and Excel
Transactional data and customer data was not in central location
Sales/Transactional data pulled from application that did not support adhoc reports and was no longer supported by IT
Relied on IT to pull flat files for customer level analysis.
Turn around for IT files took days to weeks
Campaign data not stored for to look at performance trends or historical view
Month end reporting took 2 – 3 weeks to pull all data and analyze
Reporting done in Alteryx and Tableau. Both tools directly connected to data mart.
All data in centralized data mart
Self-sufficient analyst; no longer need to rely on IT to pull flat files
Campaign data is feedback to data mart. Allowed team to build dashboard to see campaign performance and see historical trends
Month end reporting takes 5 – 7 business days
60% of reports built in Alteryx work flow. Allowed for consistent and error- free automatic reporting.
Automated standard reports and have more time for analyzing CRM initiatives
Past Present
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Analytics Solution Overview
Alteryx - reusable monthly reporting workflows, demographic data, Alteryx Server Apps, predictive tools, and for complex adhoc data analysis
60% of monthly reports built in Alteryx for reusable work flow Customer migration reports Channel reports Loyalty member metrics
Reporting time frame cut in half and can answer complicated adhoc data questions in hours not days Can output finished reports. Do not have to build report in one tool and polish in another tool.
Tableau – dashboard, data visualization, and simple adhoc questions Dashboard gives leadership team ability to track results and customer groups easily Visualization showed us trends that weren't seen on a flat spreadsheet Allowed for non-data people to answer their data questions
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Monthly Automated Reports Examples
Monthly Promotion Email Channel Report
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Email Report Output
Traditional Excel Output Only Showed Basic Trends; Email Open Rates, CTO, and Conversion Rates. Not Able to Determine Trends
Regarding Content and Timing of Message
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Visualizing Data Allowed Us to Determine Emails Sent Towards Beginning of Week Have 1-2% Higher Open Rates.
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Tracking Entire Email Base Showed Trends Among Different Loyalty Segments
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One Question That Kept Being Asked Was: How Is The Customers Purchasing Behavior Changing Month To Month?
Customer Spend and Transaction Migration Workflow
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Once Data Was Visualized We Were Able to See How Customers 12 Month Spend and 12 Month # Transactions Was Impacting
Overall Sales
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Having Visualized Loyalty Discount Abuse Reporting Has Allowed For Store Territory and District Managers Reduce
Coupon Abuse at Individual Store
Alteryx Work Flow
Tableau Dashboard
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DATA PORTAL
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Reporting – Market Basket Applications
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Reporting – Coupon Reporting App
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Building Apps on Alteryx Server Has Empowered Other Departments to Make Decisions Based on Data
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Having Tableau Dashboards Allowed For Leadership Team to See Results for Sales, Marketing Campaigns Performance, and
Customer Behaviors On Their Own Time
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CRM AND CUSTOMER SEGMENTATION
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CRM Support
Geocoding and CASS App and Interface Tools Demographic Appends
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Marketing Data Sciences – Customer Segmentation
• Demographic analysis tools were used to append ethnicity, occupation, hobbies and interests, and household information
• Appended data and 24 months of transactional data was used to identify different and distinct clusters of customers
• Personas were developed around the clusters to identify the key characteristics/differences of each cluster.
• Now that clusters and persona are in place various cross/up sell , retention, and life cycle modeling is being done at the cluster level
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Marketing Data Sciences – Predictive Model Building
Adhoc analysis lead to discovery of a 1X time shopper problem 26% of all new loyalty members didn’t have second transaction
Product transactional data, customer contactability, and demographic data were input variables in to a regression model to determine which inputs predicted a high likelihood of becoming a 1X shopper.
Estimated 1.5% growth on monthly revenue from converting these 1x customers in to multiple time buyers.
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We Learned That Customer Who Purchased High Ticket Items( Appliances and Hair Extensions) Made Up Close To 50% Of
All 1x Customers
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Reporting Alteryx Server
Create more self-service reporting apps to allow other departments to be empowered with data, such as brand performance, category performance, and additional customer insights
In-Database Create in-database process to write data directly to data mart to be able to operationalize faster
Tableau Optimize Tableau Server to have more summary tables to cut querying time Get more Sally Beauty departments to utilize the dashboard
Data Mart Enhancements Simplify data to a 1:1 customer relationship to allow for easier customer level reporting Create write-able tables to write segmentation data directly to data mart
CRM Have over 50% of communication to customers be 1:1 messaging
Future Outlook
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Next Steps
Get the Alteryx and Tableau Marketing Analytics Starter Kit: www.alteryx.com/MktgKit