teradata big analytics roadshow - dallas july 25 - alteryx presentation
DESCRIPTION
From the July 25, 2013 Big Analytics 2013 Roadshow in Dallas Alteryx session on Data Driven Marketing track: “Hear Customers Speak Through Their Data” What if you could deliver sophisticated analytics to your line of business analysts and decision makers, including customer and marketing teams, regardless of their data or coding skills? What if you could get those insights to capitalize on opportunities when they are still in front of you – and predict outcomes instead of just reporting information? This presentation will review the results of a recent survey on customer analytics that reveals: - Which sources of data provide the most insight into customer preferences and future behavior? - How does this insight drive measurable improvements in sales, customer retention, operational efficiency and brand loyalty? - What are the biggest technical and operational challenges that inhibit analytic decision making, and how can they be overcome?TRANSCRIPT
1© 2013 Alteryx, Inc. Confidential.
Data Driven Marketing:
Hear Customers Speak Through Their Data
BIG Analytics RoadshowDallas | July 25, 2013
2© 2013 Alteryx, Inc. Confidential.
Today’s Speakers
Richard SnowSales Engineer
Alteryx
Bob LaurentDirector, Product Marketing
Alteryx
3© 2013 Alteryx, Inc. Confidential.
• Background
• Customer Analytics Survey• Data Sources• Benefits• Challenges• Areas of Investment
• Demonstration• Data Blending• Data Enrichment• Teradata UDA
• Next Steps
• Q&A
Today’s Agenda
4© 2013 Alteryx, Inc. Confidential.
Questions that keep us up at night
How do I entice them to purchase
faster?
Which channels are performing best?
Which is our most profitable segment?
What is the best cross-sell campaign for this
segment?
Which prospects should I target for this
campaign?
What interactions are most likely to cause
churn?
Are we pricing the products correctly?
5© 2013 Alteryx, Inc. Confidential.
There are lots of sources of customer data
6© 2013 Alteryx, Inc. Confidential.
Unfortunately…
Many companiescannot get aclear view of
their customers
7© 2013 Alteryx, Inc. Confidential.
We went in search of the facts…
In Spring 2013, Alteryx and AbsolutData surveyed industry thought leaders to gather insight into how organizations use Customer Analytics, including adoption levels, goals, usage, and relative maturity.Our goal: Identify the benefits and challenges organizationsface when turning Big Data into customer insight
8© 2013 Alteryx, Inc. Confidential.
Data was gathered from a diverse set of professionals across a range of industries
25%
42%
33%
Consumers Other businesses Both
Products/Services Offered
Services
Retail, wholesale
Banking, Finance, Insurance
Telecom
CPG
Hospitality
Manufacturing
Nonprofit
Government
Construction
Transportation
Other
24%
16%
15%
6%
4%
3%
3%
3%
1%
1%
1%
24%
Industry Number of Employees
28%
21%11%
15%
25%
1-100 101-500 501-1,000
1,001-5,000 5,000+
9© 2013 Alteryx, Inc. Confidential.
Data was gathered from a diverse set of professionals across a range of industries
Department
41%
32%
7%
6%4%
9%
Research and Analytics Marketing IT Sales
Customer Care/Retention Other
37%
23%
19%
12%
8%
I develop customer analytics solutions for my company
I do not develop applications, but I use their output
I give directions to a team on how to use customer analytics
I am not involved in customer analytics
Other
Level of Involvement
10© 2013 Alteryx, Inc. Confidential.
Companies collect many differenttypes of customer data
Data captured from every customer interaction has the potential to provide deeper insight into their behavior, attitudes, and opinions—insight that can be leveraged to improve customer relationships and gain a competitive edge.
Traditional data sources still dominate, but several new areasof insight are emerging.
Customer demograph-ics
Primary/research data
POS/transaction data
Customer interaction data
Social media
Loyalty card data
Complaint data
Recorded voice calls
Others
69%
69%
61%
49%
41%
31%
30%
17%
6%
11© 2013 Alteryx, Inc. Confidential.
Vast majority of companies useCustomer Analytics today
82%18%
Yes No
Organizations are listening to what customers say through their data.
They use this insight to implement customer-driven marketing strategies that improve revenue and customer loyalty.
12© 2013 Alteryx, Inc. Confidential.
Analytics provides input to strategic operations
Customer Focus
ChannelFocus
Customer acquisition/retention
Enhanced customer satisfaction
Increased loyalty
Improve product/service design
Optimize marketing/channel
Design/improve channel strategy
69%
63%
46%
62%
60%
49%
Customer Analytics is used primarily for customer-focused Sales & Marketing activities.
But many also use this insight to make product/service portfolio decisions, and determine the optimal distribution channels.
ProductFocus
13© 2013 Alteryx, Inc. Confidential.
But, Three Major Challenges Emerged
CHALLENGE #1:Getting the Right Data
CHALLENGE #2:Lack of Access & Skills
CHALLENGE #3:ROI Assessment
14© 2013 Alteryx, Inc. Confidential.
CHALLENGE #1: Getting the Right Data
• Different departments use different data sources in an attempt to answer similar questions
• Time is wasted with tools that cannot processBig Data efficiently
• Unstructured, but valuable data such as social media and call center logs cannot be used
Massive volumes of disparate data types and sources must become easier to access, work with, and blend
Accessing data managedby other departments
Integrating massiveamounts of data
Integrating disparatedata types
Converting data into actionable insight
Collecting and storing relevant data
43%
39%
38%
37%
23%
15© 2013 Alteryx, Inc. Confidential.
CHALLENGE #2: Lack of Access & Skills
12%
38%42%
8%
Industry leading, with a mastery of advanced ana-lytics Advanced, using predictive and spatial analytics Basic, for modification of existing analytic work-flows Limited, for generating reports only
• Limited IT staff/resources require line-of-business users to perform their own analytics
• Access to data and overly complex toolsremains a barrier to greater analytics usage
• There is limited ability for new analyses, especially in B2B companies where basic skills dominate
The analytics required to answer complex questions must be put into the hands of users with the industry knowledge and skills
16© 2013 Alteryx, Inc. Confidential.
CHALLENGE #3: ROI Assessment
• Organizations struggle with defining & calculating ROI for analytics
• Less than half can identify positive ROI
• Path to ROI is difficult to track when analytics is performed by a centralized department (e.g. IT)
ROI is easier to measure when people who deal with the business problems everyday do their own analytics
9%
10%
43%
38%
Return is less than investment Return is equal to investment Return is more than investment Don't know or can't measure
17© 2013 Alteryx, Inc. Confidential.
Case Study
18© 2013 Alteryx, Inc. Confidential.
Case Study
19© 2013 Alteryx, Inc. Confidential.
Despite these Challenges,Analytics Investment Continues
Almost all companies plan to increase their investment in analytics technology, people and external resources.External
Resources
People
Technology
71%
75%
95%
22%
12%
4%
7%
13%
1%
Positive No change Negative
Average Increase: 21%
Average Increase: 25%
Average Increase: 14%
Average Decrease: 10%
Average Decrease: 11%
Average Decrease: 12%
20© 2013 Alteryx, Inc. Confidential.
Demonstration
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Next Steps
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Visit our Website: Alteryx.com
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Download Alteryx Project Edition
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Visit our Website: Alteryx.com
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Alteryx Analytics Gallerygallery.alteryx.com
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SummaryA New Analytics Paradigm has Emerged
OVERCOMES DATA CHALLENGES:Blends massive volumes of disparate data types and sources in a straightforward, workflow format without complex coding
OVERCOMES USER CHALLENGES:Robust predictive and spatial tools allow Data Artisansin the line-of-business to perform their own analytics
OVERCOMES FINANCIAL CHALLENGES:Transfer of analytics from IT to line-of-business provides clearline-of-sight to ROI for people who understand the business problems
27© 2013 Alteryx, Inc. Confidential.
Visit with Alteryx in theExhibit Area
Thank You!
BIG Analytics RoadshowDallas | July 25, 2013
28© 2013 Alteryx, Inc. Confidential.
Q & A
29© 2013 Alteryx, Inc. Confidential.
• Customer Analytics• Big Data Analytics• Customer data• Strategic analytics• Predictive analytics• Analytics Gallery• Big Data Analytics• Humanizing Big Data• Cosumerizing Big
Data
Key Terms
• Alteryx• Teradata• Teradata UDA• Teradata Roadshow• Alteryx Analytics
Gallery• Bob Laurent• Kroger• Michaels• TBC