A MARKETER’S DILEMMA:
WHY AREN’T
A N A LY S T S
A N A LY Z I N G ?
Liberate marketing data analysts from manual
labor and unleash your competitive advantage.
CONTENTS
INTRODUCTION:
Q U I C K-A CC E S S D ATA PA R A D OX
A day in the life of a marketing data analyst.............................................. 05
SIX FACTORS SLOWING DOWN
M A R K E T I N G D A T A A N A LY S T S
1) More data than we know what to do with............................................. 08
2) Marketing data analytics: pressure’s on................................................. 10
3) Marketers and data integration firms need the whole story.................. 11
4) Getting results or just getting by?.......................................................... 13
5) When staffing up slows you down.......................................................... 15
6) Disparate solutions are a fact of data life............................................... 16
TAKE BACK YOUR TIME
Multiply your analytics power with single-platform conveniece................. 18
Data analysts can’t excel using spreadsheets alone.................................... 19
Checklist: take back valuable analytics time.............................................. 20
Code-free or code-friendly — you decide.................................................... 21
Predict the future and make history........................................................... 22
Alteryx helps marketers rock better results in record time........................ 24
K E Y TA K E AWAYS
Cast a wider data net.................................................................................. 26
Get a better customer view with Alteryx.................................................... 27
Alteryx platform power unlocks competitive advantage............................ 28
Case studies................................................................................................ 30
Conclusion................................................................................................. 33
SECTION 1
INTRODUCTION:
THE QUICK ACCESS
D ATA PA R A D OX
INTRODUCTION:
THE QUICKACCESS DATA
PA R A D OX
If you’re a marketing data analyst, you know all too well that marketing firms
are increasingly expected to make decisions quickly. The pressure to provide
faster insights on campaign effectiveness rests squarely on your shoulders,
including enabling agile decision-making so campaigns can be adjusted.
As a result, the vast majority of your days (and nights) are spent reporting
on results, not advising on future opportunities. Although quick access to
information and insights is highly valuable, many agencies are so busy
collecting, munging, cleansing, and reporting it that they don’t have time
to thoughtfully act on it.
With so much time being spent on data prep and blend, firms that are able to
streamline and automate report generation and analysis will not only enjoy
competitive distinction, they’ll liberate data analysts to spend more time
delivering unique insights instead of chasing their tails.
Let’s dive into where marketing analysts spend the most time and look at
those who lead the pack.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
4
A DAY I N T H E L I F E
OF A MARKETING
D A T A A N A LY S T
7:50
AM
You’re in early to
pull together some
numbers for a summary
report the leadership
team needs for their
10 am meeting.
8:30
AM
You realize that
a key metric for your
report is held by
someone in another
department, and he
doesn’t get in until
9:00—if you’re lucky.
9:59
AM
12:00
NOON
With a minute to spare,
you send the information
to the leadership team.
The CMO immediately
responds, asking if you
can join the meeting to
walk them through your
findings. “Don’t worry, it
won’t take long.”
The leadership team
meeting is finally
over, mostly because
stomachs started
growling. They loved
your metrics, but you all
grappled with how to
proceed based on the
data—and now you’re
two hours behind.
12:20
PM
After a hurried lunch, you
pivot to your main task for
the day: a monthly lead gen
performance report. You’re
prepared to spend the next
few hours extracting data
from spreadsheets, Google
Analytics, Kissmetrics, a
custom database—even an
email exchange—to get it done.
2:00
PM
You notice some
location-based
similarities in the data.
If you could easily overlay
geo-spatial data, this report
would go from impressive
to stellar—but it would
also take three more days
using your current process,
so you have to skip GIS
for now and get back to
data munging.
4 :00
PM
You ping a stakeholder
in Channel Marketing,
because her metrics
indicate a different
version of the truth than
your data. To identify
the problem, you need
to meet with her at
the other end of the
building. You determine
where the error is and
re-import her data.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
5
5:00
PM
You follow up with internal data
scientists about a predictive model
that isn’t yielding the expected result.
Without knowing how to code, you
can’t identify the issue.
5:45
PM
After an explanation from the
data scientist, you have a better
understanding of the model and how
to apply it this time—but you wouldn’t
be able to replicate it in the future.
7:00
PM
9:15
PM
You realize that a mislabeling
error in an Excel spreadsheet
means that all the data from
one source is off by two rows.
Your data isn’t clean, and you
have to rework the report.
Time to go. You had to skip dinner
and any semblance of a home life,
but the monthly report is finally
ready. You head to the nearly
empty parking lot. Your report
could have been so much better
if most of your time hadn’t been
eaten up with data prep and blend.
Maybe next month will be different.
WHAT IF ?
… Y O U C O U L D P R O D U C E M O R E I N S I G H T F U L R E S U LT S B U T M O R E Q U I C K LY
A N D WI T H F EWE R H E A DAC H E S? YO U WO U L D H AVE T I M E FO R D E E PE R
A N A LY S I S . ( A N D Y O U M I G H T A C T U A L LY L E A V E O N T I M E F O R O N C E ! )
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
6
SECTION 2
SIX FACTORS SLOWING
DOWN MARKETING
D A T A A N A LY S T S
1)MORE DATA
THAN WE
KNOW
WHAT TO
DO WITH
Marketers contend with data streaming to them from more and more diverse
sources, including social, Google Analytics, banner campaigns, Nielsen,
events, and countless other data-capture opportunities.
EVE RY H O U R , WA L M A RT CU STO M E R S’
T R A N S A C T I O N S P R OVI D E T H E CO M PA N Y WI T H
ABOUT 2 .5 PETABYTES OF DATA .1
And, as technology evolves, the volume of data collected from customers
and users will continue to explode, yielding unprecedented data wealth.
Marketing data analysts are already struggling to leverage data effectively
for decision-making; what happens when you have exponentially more?
According to a study by IDC (sponsored by storage company Seagate), data
creation is likely to increase tenfold to 163 zettabytes (zb) per year by 2025.2
1
2
DeZyre Learning Platform Blog, November 2017
https://www.seagate.com/www-content/our-story/trends/files/Seagate-WP-DataAge2025-March-2017.pdf
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
8
It’s not just data volume that presents challenges; data complexity is also an
enormous factor. There’s been a significant upswing in the creation of unstructured
data such as video and audio, and it all needs to be stored and measured.
In addition, a growing amount of data is housed in disparate systems
and across multiple services. Today’s data lives everywhere, including the cloud,
social media, third-party providers, in-house databases, and siloed in different
departments of the same organization. Including the inboxes of hundreds of
your co-workers.
Based on this chaotic and far-flung data, marketers are expected to learn about
consumers and prospects to make informed decisions about communication
strategies, campaign budgets, and performance metrics. Oh, by the way…that
meeting starts in 30 minutes!
TYPES OF DATA
STRUCTURED DATA
Structured data includes
clearly defined content—think
alphanumeric and numeric
characters—and is traditionally
stored in a neat record format.
UNSTRUCTURED DATA
Unstructured data refers to data
that doesn’t fit neatly into the
traditional row and column structure of
relational databases. Examples
of unstructured data include: emails,
videos, audio files, web pages, and social
media messages.
SEMI-STRUCTURED DATA
Semi-structured data includes
loosely formatted numbers or
characters contained in a field that
is itself unstructured, and not as
easy to process as structured data. For
example, a Tweet or user comment
posted to a web page.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
9
2 )M A R K E T I N G D A T A
A N A LY T I C S : T H E
PRESSURE’ S ON
At the dawn of the age of data-driven marketing, gaining insight via relevant
data was limited in scope, was usually a function of IT, and required specialized
programming skill, often in Python or SQL, to manipulate and understand
relevant data. Expectations were contained, because stakeholders knew that
insights were drawn from limited data sets that sometimes took considerable
time to analyze.
The age of innocence is over. Technology has since matured; companies expect
to gain powerful insights from data quickly. Additionally, customers expect their
interactions to be personalized, in that the system they’re engaging with should
already know basic, if not detailed, information about them.
This rise of accelerated, data-centric marketing has prompted agencies to
transform into data analysis powerhouses. Agencies must make metrics-based
decisions that connect with consumers, make wise use of budgets, and yield
speedy results throughout.
To meet these expectations for clients, agencies need to offer advanced
marketing analytics that draw on up-to-date information. And, the data
integration companies that serve those agencies must be able to deliver
advanced analytics on-demand as well.
Marketers—and the data providers who work with them—are presented with
an urgent challenge: you need better and faster ways of acting on information
to remain competitive, without the need to rely on IT specialists.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
10
3) MARKETERS
AND DATA
INTEGRATION
FIRMS NEED THE
WHOLE STORY
Often, the data being leveraged paints only a partial picture due to gaps in a company’s
ability to source needed information. Even when marketing data analysts do have
access to as many data resources as they believe to be necessary, methods for extracting
meaning from those resources can vary widely within the company--with equally
varied results.
RESTING DATA ISN’ T
QUICK ENOUGH
At one time, “data lakes” —
massive data sets held in storage
—seemed to be the zenith of
data collection. However,
these static collections make
governance and regulatory
compliance challenging. And, in
recent years, accelerated access
to data has become the primary
goal for many companies, and
that can’t be accomplished
when data is parked.
To achieve differentiation and improve products, services, and customer experiences,
you need to understand the deeper narrative created by connections between multiple
customer data sets, including geospatial data.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
11
Viewing data narratives from a variety of perspectives allows data analysts
and data scientists to perform deep analysis of that data and gain a more
comprehensive understanding of their customers. With that comprehensive
understanding comes the ability to forge more enduring partnerships and
client loyalty.
This is a challenge when some data must be parsed by other departments
within the same organization. Marketers are burdened with the responsibility
to make decisions based on data over which they have little control.
4
“The Un-Tapped Power of Self-Service Analytics,” -- Harvard Business Review
62%
of data analysts must depend on others
within their organization to perform at
least some steps in the analytics process.4
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
12
4 ) G E T T I N G R E S U LT S
OR JUST
GETTING BY?
Many marketing data analysts are still spending 80% of their time manually
preparing data. If this sounds like you, it means only 20% of your time is available
for actual analysis, resulting in insights that may represent an incomplete picture.
According to the 2018 Marketing Analytics Survey by Gartner, nearly half of the
500 leaders surveyed report that some of their most expensive and experienced
data analysts spend the bulk of their time preparing data to be analyzed rather
than analyzing that data.
Data workers in these scenarios would love to be making better use of
information drawn from Google Analytics, DoubleClick, and other sources,
including GIS data. Instead, the outmoded approaches available for data
prep and blending force data analysts to spend more time generating
reports than insights.
Gartner continues to note that even though analytics teams have grown
significantly compared to a few years ago, they’re still spending a majority
of their time on data wrangling, along with data formatting and integration.
Clearly, adding staff isn’t addressing the core problem. 5
5
https://www.gartner.com/smarterwithgartner/key-findings-from-gartner-marketing-analytics-survey-2018/
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
13
C O M M O N R E A S O N S D A T A A N A LY S T S F I N D T H E Y L A C K
T I M E T O P R O V I D E N U A N C E D A N A LY S I S I N C L U D E :
• Time spent looking for data they know exists but are not sure where
• Time spent normalizing data for consistency, so it can be easily compared
• Time spent waiting for other individuals and teams to provide data, access
to data, or some other component of the data cleansing process
• Reliance on systems that are likely to cause confusion or duplication –
for example, sharing marketing data in separate emails instead of via a
centralized collaboration space
If marketing data required less time to prep than is currently demanded by
traditional processes, data analysts would have time for more thoughtful application
of skills, such as A/B testing and strategies around media buys. You could use this
recaptured time to overlay nuanced details, such as time of day and neighborhood
relevance, to leverage deeper insights for more impactful, targeted creative
development and overall planning.
69%
6
“The Un-Tapped Power of Self-Service Analytics,” -- Harvard Business Review
of data analysts are
not satisfied with the
quality of final output.6
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
14
5) WHEN STAFFING UP
SLOWS YOU DOWN
Hiring more data analysts isn’t always the answer, because the data worker you
hire today may not be skilled at the specialty you need tomorrow. In addition,
marketing data analysts often have to work weekends and pull all-nighters in order
to meet client reporting demands. Although you may be able to produce quality
analytics using this approach temporarily, over time, output will suffer.
This “damn the torpedoes” mindset is narrowly focused on inefficient data
prep-and-blend approaches and contributes to high dissatisfaction and turnover
rates for data analysts. High turnover rates only frustrate company goals,
because it takes time to onboard new staff and it’s difficult to maintain skill
parity between exiting workers and new hires.
A CCO R D I N G T O T H E L I N K E D I N TA L E N T B LO G , D ATA
A N A LY S T S H A D T H E 2 N D H I G H E S T T U R N O V E R R A T E
WI T H I N T H E T E C H N O L O G Y ( S O F TWA R E ) S E C T O R I N 2 0 1 7. 7
7
https://business.linkedin.com/talent-solutions/blog/trends-and-research/2018/the-3-industries-with-the-highest-turnover-rates
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
15
MARIA F. TOMKINS
1234 Baker Street, Los Angeles, CA 90010
6 ) D I S PA R AT E S O L UT I O N S A R E A
FACT OF DATA LIFE
MARIA THOMPKINS
1234 Baker Street, Los Angeles, CA 90010
M. TOMKINS
1234 Baker Street, Los Angeles, CA 90010
Frequently, organizations draw data from multiple systems that rely on each
other, with varying degrees of success. Without a unifying platform, analytics
teams are unable to tackle more advanced results. For example, using SQL
programming to extract data, Python to clean it up, Excel for vlookups, SAS
for predictive modeling, GIS for mapping, and Tableau for visualization output.
Not only is it rare to have all these skills in-house, each tool requires moving
data from one location and format to another. This is time-consuming and
requires considerable oversight to manage all the moving parts.
And, some marketing agencies are organizationally complex, with business
units positioned hierarchically within others. These types of enterprises are
especially prone to feel the slowdown from multiple analytics solutions
being cobbled together.
LET ’ S GET CLEAR ABOUT FUZZY MATCHING
MARIA F. TOMKINS
1234 Baker Street, Los Angeles, CA 90010
MARIA THOMPKINS
1234 Baker ST, Los Angeles, CA 90010
M. TOMKINS
1234 Baker Street, Los Angeles, CA 91010
The advanced technology known as “fuzzy matching” closes a gap that would be hard to
conquer with human review. For example, across data sources. Let’s say there are entries
for “Maria F. Tomkins,” “Maria Thompkins” and “M. Tomkins.” When viewed from a
strict data-matching algorithm, these would appear to be unrelated values. If they all shared
a street address, they would count as three people. But fuzzy matching is smart enough to
notice the similarities and conclude that this is likely a single individual.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
16
SECTION 3
TAKE BACK YOUR TIME
M U LT I P LY Y O U R A N A LY T I C S
POWER WITH SINGLEPL ATFORM CONVENIENCE
The “products bolted together” analytics landscape is a reality for many marketing
organizations and is unlikely to change overnight. But the makeshift solutions
required to draw useful data from these disparate systems really falter when it
comes to repeatable processes that could be automated—for example, weekly or
monthly reports. Pulling and prepping data from multiple sources almost always
requires significant manual intervention, opposing the goals of marketing and
agency teams that must strive for agility in highly competitive markets.
Instead of yet another add-on solution that must be managed among all the rest,
forward-looking agencies are investing in single-platform solutions that connect
multiple sources of data—from Excel spreadsheets to advanced reporting apps—
and can quickly prep and blend them for thorough analytical review. This type
of platform solution also outputs seamlessly to business intelligence tools like
Tableau, Qlik, and Power BI.
CLICK HERE TO TEST OUT ALTERYX
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
18
D A T A A N A LY S T S C A N ’ T E X C E L
USING SPREADSHEETS ALONE
You can’t live without it, but you can’t effectively solely use it for analytics, either.
While Excel is a powerful program used in marketing agencies the world over,
it just can’t flex to the demands of advanced data prep and blend.
WHERE SPREADSHEETS FALL SHORT
Spreadsheets have
size limitations
Data is constrained
to rows and columns
SPREADSHEET
Joining data from
multiple spreadsheets
requires complex formulas
The more complex
the spreadsheet, the
more error-prone it is
Excel is a must-have for many marketers, but it still represents time-consuming grunt
work when compared to more sophisticated solutions. It’s time to free yourself from
spreadsheet servitude so you can get to deeper insights.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
19
CHECKLIST: TAKE BACK
V A L U A B L E A N A LY T I C S T I M E
T I M E I S A P R E C I O U S C O M M O D I T Y W H E N I T C O M E S T O A C T I O N A B L E A N A LY T I C S .
DOES YOUR AGENCY OR MARKETING TEAM SPEND TOO MUCH TIME:
Searching for data they know exists, including investigating email conversations and siloed files
Prepping and blending data derived from Excel spreadsheets, homegrown databases, and other sources
Asking for help from IT to extract, transform, or load data
Waiting for other departments to take their own steps in the analytics process
Completing tasks that require manual intervention—like generating reports—which could be automated
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
20
CODE-FREE
OR CODEF R I E N D LY —
YOU DECIDE
Uncovering and delivering key findings about your customers and business
shouldn’t require going back to school to learn code. After all, you’re a
marketing data analyst, not a coder. Code-intensive solutions will only slow
down results further.
Code-based approaches demand that analysts spend their time on testing
and debugging, as well as writing SQL queries and other tasks that leverage
existing code. Instead, construct a repeatable workflow that visually depicts
how you extracted and transformed data. For marketing analytics, this
approach is more efficient, intuitive, transparent, and shareable than
generating and testing blocks of code.
And, for those who prefer to write their own code, choose a solution that
doesn’t require code, but is code-friendly. For example, leading solutions
let you do things like add R code into a workflow, or build a marketing
attribution model using Markov chains, creating a personal answer engine
for your company.
This code-friendly option allows non-coders to communicate and collaborate
with data scientists in the same, transparent environment. So, make sure to
choose a robust solution that don’t require writing a single line of code,
while still including the option. The fact is, a platform that’s code-free—while
remaining code-friendly—is the most efficient platform for analytics collaboration.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
21
PREDICT THE FUTURE
AND MAKE HISTORY
Leading analytics solutions aren’t just about prepping and blending data. You also
have to be able to use them to accurately predict outcomes and take prescriptive
action. It’s these advanced analytics capabilities that can differentiate your
company—and you—in a competitive market.
Predictive analytics entails using techniques like regression and decision
trees to build predictive models. While these efforts often require skilled data
scientists, there are also approaches that use pre-built tools and macros for data
investigation, predictive modeling, grouping, and time series analysis.
And, once you’ve run various predictive models, your analytics solution should
also be able to prescribe a course of action. This is known as prescriptive
analytics, and uses a range of mathematical models, as well as built-in Monte
Carlo simulation capabilities, with a drag-and-drop workflow environment.
Tools with visual, intuitive tools make it easier to apply advanced analytics to
make decisions—without the need to learn a single line of code.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
22
G E O S PAT I A L I S
WHERE IT ’ S AT
Understanding customers and planning resources across locales calls for blending
demographic and spatial analytics. Using outmoded approaches, this can require
a GIS specialist to work with in-house and third-party data, including manual
coding and spreadsheet work.
When you understand the difference in buying patterns between consumers in
Tucson and Tuscaloosa, or you can easily determine whether your ad pulled better
in Seattle or Cincinnati, you enjoy competitive advantage. The trick is, for this
extra dimension of data to provide real benefit, it has to be applied quickly—and
older analytics solutions can’t accomplish this.
Make sure you’re using a solution that can quickly geocode large volumes of data
and enrich it with spatial analytics for metrics like travel time, physical proximity,
and potential opportunity. You’ll also want the capability to connect to industry
data sources, to enhance household and demographic analysis.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
23
A LT E R Y X H E L P S M A R K E T E R S
R O C K B E T T E R R E S U LT S I N
RECORD TIME
A LT E R Y X I N A C T I O N : D E L I V E R I N G B U S I N E S S CRITICAL SUCCESS FOR WESTERN UNION
“
• Blend all your marketing data—from social media, Salesforce.com,
marketing automation systems, and more—in hours, not weeks
One of the most beneficial projects I’ve been able to
do with Alteryx has been the ‘Voice of the Customer,’
analyzing our unstructured survey data using the Alteryx
text analytics tools that are available… I couldn’t do this
at all before we had Alteryx. We just didn’t have a way
to do it other than sitting down, having teams of people
reading the surveys line by line to get the content out…
With Alteryx, it’s automated… It saves a ton of time and
has paid for itself just because of that process. It’s a
fantastic success story for us… I would not be willing to
do my job without it.
• Segment and profile your customers to target prospects with the
most potential
— BOB BULKLEY
As a marketer, you need to attract and retain customers—but you also want to
build profitable interactions over the lifecycle of the customer relationship.
You can only do this with a deep understanding of which customers to target,
the types of campaigns they respond to and which marketing efforts to invest in.
Using marketing analytics from Alteryx empowers you to combine all relevant
marketing, sales, and customer data so you can achieve sophisticated analytics—
widening your customer view and making it easier to assess marketing ROI.
Use marketing analytics from Alteryx to:
• Improve campaign performance and promotional effectiveness, with .
easy-to-use analytics that include response modeling and A/B testing
”
Manager, Reporting and Analytics, Western Union
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
24
SECTION 4
K E Y TA K E AWAYS
CAST A WIDER
DATA NET
Your data likely sits across multiple, disparate systems and is updated in a
constant stream from social media, clickstream, loyalty cards, and more. So how
can you combine and analyze it efficiently enough to apply the insights gained to
make vital marketing decisions? Marketing analytics from Alteryx takes you from
days to hours to minutes, by making it easier for you to access, prep, and blend
relevant marketing, sales and customer data from disparate systems without any
coding or IT delays. Use Alteryx marketing analytics to get:
•Direct access to all relevant marketing data via pre-built data
connectors—including pre-packaged third-party data
• Advanced tools for data prep and blend, reducing the time to insight .
from weeks to hours or even minutes
“
Alteryx enables me to do far more
than I ever thought I could a lot
faster than I ever thought I could.
— MARC PONICK
Cisco Operations Analyst
”
• An intuitive drag-and-drop interface to help you create data blending
workflows—no coding required
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
26
GET A BETTER CUSTOMER
V I E W W I T H A LT E R Y X
How do you know which segments of your customer base are the most profitable,
and which prospects to target for the best ROI? How do you know what their
brand and channel preferences are? Marketing analytics from Alteryx help
you segment your prospects and customers based on past purchase behavior,
attitudes, life stage, social group affinities, and more—so you can plan marketing
initiatives that have real impact on the customers and prospects who hold the
most potential.
With Alteryx marketing analytics you can:
• Blend your customer data from all sources, whether structured,
unstructured, or semi-structured—to get one view of the customer
• Enrich your customer view with third-party consumer data from
Experian Marketing Services about lifestyle, attitude, brand preference,
and more
• Create predictive models in a drag-and-drop environment—without
any coding—to determine future buying behavior and campaign response
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
27
A LT E R Y X P L A T F O R M
POWER UNLOCKS
COMPETITIVE
A DVA N TAG E
Because Alteryx has purpose-built an entire platform for
analytics, you can gain insights that aren’t possible with
older technologies. For example, powerful search capabilities
help you find and reuse information contained in data files,
databases, analytics apps, workflows, macros, visualizations,
dashboards, and more.
By using the Alteryx platform, you’ll spend less time searching
for impactful data and assets, and you can easily bypass
information that’s rated poorly by others in your organization.
The Alteryx platform empowers data analysts to connect
to and cleanse data from data warehouses, cloud applications,
spreadsheets, and other sources. Spatial data files? No
problem with the Alteryx analytics platform—blend and output
spatial data files and easily join them with third-party data,
such as demographics.
A LT E R Y X I N A C T I O N : S E R V I N G U P S W E E T P R O X I M I T Y D A T A F O R D U N K I N ’ B R A N D S
“
We use Alteryx for all of our geospatial analysis — anything from looking at proximity of our existing
restaurants to one another to understanding pockets of opportunity… Alteryx has been a gift to us…
Things that used to take us a day to process we can now do in less than ten minutes. In addition to
that, we are now able to identify relationships in the data we didn’t even see before.
— CHANNING LACKLAND
Manager, Market Planner, Dunkin’ Brands
”
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
28
Alteryx Analytics empowers both data analysts and data
scientists with visual insights at every step of their analytic
process to get answers faster, bring insights to life, and
elevate analytics to more discerning levels.
With more than 200 easy to use, drag-and-drop tools,
Alteryx puts the power in your hands to utilize
predictive analytics tools for powerful insights into
areas like sales and consumer trends or product and
inventory forecasts.
T H E A LT E R Y X A N A LY T I C S P L A T F O R M I N C L U D E S :
A LT E R Y X C O N N E C T
A LT E R Y X D E S I G N E R
A LT E R Y X S E R V E R
A LT E R Y X P R O M O T E
Data Analysts Can Find and
Catalog All the Needed Data
Data Analysts Can Experience
the Thrill of Solving
Marketers and Agencies Can
Achieve Analytics at Scale
Data Scientists Can Deploy
Models with Ease
A LT E R Y X I N A C T I O N : H O M E D E P O T N A I L S W H I C H S K U S G O W H E R E
“
Each store carries approximately 100,000 SKUs, so our job is to tell the store what those 100,000 SKUs should be at any given
time. We were pulling [data] in with SQL, combining them in Excel and using that to present to the Merchant Group… With
Alteryx, we were able to combine all that data in a small fraction of the time it was taking before. For our product localization and
clustering process, it was taking about two weeks per use, per user. And now, it takes roughly half an hour to an hour. We are able
to localize better, price better…from that, we’ve been able to gain not only thousands of hours, but 2-4% in our bottom line…
What Alteryx lets me do is not work 80-90 hours a week anymore… On a corporate level, we are able to use Alteryx now to
pinpoint where we should sell any product at any time.
— CHARLES COLEMAN
Sr. Analyst, Special Projects and Assortment Planning
”
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
29
CASE STUDY
MARKETING AGENCY ANSIRA
TURNS AROUND KEY REPORT
I N A DAY I N ST E A D O F A WE E K
Ansira, an industry-leading marketing agency in integrated customer engagement,
heavily utilized media and consumer research that comes from the MRI Survey
of the American Consumer to create Customer Behavior Reports.
The data yielding the insights necessary for the reports, exported into an Excel
format, was not easy to manipulate, interpret, or analyze. In about two days,
one team member was able to create an Alteryx workflow that did all of the
Excel formatting in just three seconds, versus over an hour. The Ansira team
used Alteryx to effect similar process improvements to all the steps in their
report preparation.
With Alteryx, the Ansira Analytics team is now able to turn around their
Customer Behavior Reports to New Business and Strategy departments in
a day instead of a week. And, when a full analysis isn’t needed, the analytics
team can turn around a data report in PDF format in as little as 15 minutes.
This gives Ansira agility in understanding their targeted consumer—instrumental
when creating a new campaign.
READ THE CASE STUDY
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
30
CASE STUDY
B O O K M Y S H O W U S E S A LT E R Y X
TO PL AY TO T H E I R C U STO M E R
B A S E S U C C E S S F U L LY
BookMyShow is the largest online entertainment ticketing portal in India, and
over a two-year period, the number of events BookMyShow was handling—
including movies, sporting, and cultural events—more than tripled. The company
was having a hard time identifying a tool that could deal with their enormous
database and run analytics on complex data, including overall market share and
revenue potential—not just on a geographic basis across India, but for specific
showtimes and venues.
Before Alteryx, analytics team leader Anujay Mathur had to onboard people
with six to eight years of experience because he needed their extensive coding
proficiency. Now he hires people with little to no experience because he knows
that new hires can become proficient in Alteryx in about two weeks. Mathur
says, “Instead of making someone learn SQL and Mongo, and taking about six
months of time [for training], the guys who are joining the team today usually
take about a week or two to get on the line of work and they are able to make
their own workflows.”
Now, the analytics team for BookMyShow can generate reports in just a few
hours instead of two full days, vastly improving their marketing agility.
READ THE CASE STUDY
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
31
CASE STUDY
WA S S E R M A N AUTO M AT E S
VA LUAT I O N PR O C E S S AC R O S S
M U LT I P L E C H A N N E L S
Wasserman collected KPIs from multiple channels such as social, digital, and
TV (national and local) to provide cohesive marketing ROI for their clients.
Marketing data analysts accomplished this process using Excel, manually
generating all of the requests to collect KPIs.
With Alteryx, Wasserman was able to offer non-technical users an intuitive
interface, achieving the same result without modifying workflows. As a result,
Wasserman’s business users now have the ability to modify their scenarios and
perform their own analysis. This has eliminated significant bottlenecks and driven
up efficiency.
READ THE CASE STUDY
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
32
CONCLUSION: SHRINK
DATA PREP AND GET
B A C K T O A N A LY Z I N G
The depth of detail now available in marketing analytics offers impressive
forecasting and decision-making power—but when marketing data analysts
devote 80 percent of their time to prepping data, these opportunities can be
lost for good.
Alteryx makes creating workflows easier, with drag-and-drop convenience,
automated processes, and advanced capabilities like fuzzy matching and
geo-spatial overlays. Alteryx democratizes data analytics and puts the power
in the hands of more marketers. Even new data analysts can create complex
workflows quickly. Whether you’re working with structured, unstructured, or
semi-structured data, Alteryx offers a visually intuitive, drag-and-drop workflow
that uses common fields as well as geographic proximity.
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
33
A B O U T A LT E R Y X
Revolutionizing business through data science
and analytics, Alteryx offers an end-to-end
ROCK YOUR
M A R K E T I N G R E S U LT S
W I T H A LT E R Y X
analytics platform that empowers data analysts
and scientists alike to break data barriers,
actionable insights.
Data analysts who are interested in predictive modeling but who don’t have a statistician’s training will appreciate Alteryx’s
incredible flexibility--all in a no-code (but code-friendly) environment. With Alteryx, you can use blended marketing data in
hours, not weeks. This includes data from social media, marketing automation systems, Salesforce.com, and more. Analytics
are easy to use, even for non-data analysts, so you can more easily segment and profile customers, target desirable prospects,
and use response modeling and A/B testing to improve campaign performance and promotional effectiveness.
+1 888 836 4274
www.alteryx.com
Deeper insights are a competitive advantage for agencies looking to stand out in a field of other agencies. When you have the
right tools to minimize data prep, you can get back to analyzing, produce deeper insights…and take back your day.
deliver insights, and experience the thrill of
getting to the answer faster. Organizations all
over the world rely on Alteryx daily to deliver
D I S C O V E R S E L F - S E R V I C E A N A LY T I C S A N D Y O U R
CO M PE T I T I VE A DVA N TAG E .
DOWNLOAD FREE TRIAL
©2019 Alteryx, Inc. All rights reserved. Alteryx is a registered trademark
of Alteryx, Inc.