Dial Up Loyalty and Experience with Multi-channel Customer Analytics
Rick Schultz SVP Marketing, Alteryx
Anu BrookinsVP CRM, Belk
One-off Interactions
Silo’d Systems, Fragmented View Reactive Approach
The Shift to Drive LoyaltyThe Shopper Has Changed – You Need to too!
Consistent Experience
Complete View of Shopper
Predictive and Agile Approach
69%Customer Demographics
Customer Data Collected
From 2013 Survey on Customer Analytics by Alteryx & AbsolutData
Primary Research Data
POS/ Transaction Data
69%61%
Customer Interaction Data
Social Media
Loyalty Card Data
Complaint Data
Recorded Voice CallsOther
49%41%31%30%17% 6%
Large IT Project
Lots of Tools
Many Months…
The Current Approach to Insight
FAIL
43%
39%
38%
37%
23%
Accessing Data Managed By Other Departments
Integrating Massive Amounts of Data
Integrating Disparate Data Types
Converting Data Into Actionable Insight
Collecting and Storing Relevant Data
Converting Data to Insights
From 2013 Survey on Customer Analytics by Alteryx & AbsolutData
Data Blending and Advanced AnalyticsIntuitive Workflow
forData Analysts
Deeper Insights in
Hours vs. Weeks
Utilize & Integrate any data source
Blend
Rapid design of predictive analytics with unique spatial
understandingA
nalyze
Enrich
Packaged Market & Customer Data
The Alteryx ApproachAll Relevant Data
App &
Data
Consumerize the use of
sophisticated analytics
Demonstration: Customer Analytics
Big Box and Specialty RestaurantsGrocery
Consumer Goods
Alteryx in Retail
Marketing Store OperationsMerchandising Supply Chain
Corporate
• Customer Insight
• Multi-channel analytics
• Marketing Resource Optimization
• Demand Forecasting
• Assortment Planning
• Allocation
• Space Planning
• Inventory Management
• Distribution Optimization
• Vendor Performance Analysis
• In/ Near-store Analytics
• Workforce Planning
• Store Performance Analysis
Site Selection Performance Management
Retail Network Optimization
Alteryx Retail Use Across Functions
Marketing Store OperationsMerchandising Supply Chain
Corporate
• Customer Insight
• Multi-channel analytics
• Marketing Resource Optimization
• Demand Forecasting
• Assortment Planning
• Allocation
• Space Planning
• Inventory Management
• Distribution Optimization
• Vendor Performance Analysis
• In/ Near-store Analytics
• Workforce Planning
• Store Performance Analysis
Site Selection Retail Network Optimization
Alteryx Retail Use Across Functions
Daily Store
Network
Analytics and
“Day of Year”
Traffic Analysis
Assortment
Optimization
>100,000 SKUs
for 10,000
Locations
Channel Strategy
for Market
Expansion and
Contingency
Planning
24% Increase in
Gross Margin Due
to Catalog Mailer
Optimization w/
Predictive
Performance Management
Reduced Site Selection Time 95%; Franchise Cannibalization Analysis
Anu Brookins Vice President, CRMBelk
• Nation’s largest family owned and operated department store company
– Headquartered in Charlotte, NC– 16 States, 300+ locations
• Community Focus ($19 M last FY)
• Belk.com offers a wide assortment of national brands and private label
CRM Team at BelkThree main functions:
WHAT
WHY
HOW
Customer Research and Insights Qualitative research, focus groups, industry best practices & competitive benchmarking
Customer Analytics and Insights
Analyze customer behavior, provide insights, analytics
& reporting
Customer Journeys Examine customer
journey, identify pain points, recommend
solutions
Customer Data
Belk Customer Database:
• Millions of customers
• Demographics and ethnicity
• Loyalty card information
• Online and store POS transactions
• Item level details for transactions
• Several years’ worth of transactions
• Customer survey information
• Online customer behavior
Why AlteryxBefore Alteryx
“Canned” reports with limited drill down ability
After Alteryx Customized reports to suit the question asked
Limited understanding of customer metrics
Conflicting picture of customer metrics from different departments
Wider dissemination of customer metrics
Multiple dept. using same customer data for reporting & analysis
Why AlteryxBefore Alteryx
Manual Reporting, Part of Analyst Job Function
After Alteryx Automated Reporting, Users Can Run Own Reports
Geo-demographic Info Limited to Real Estate
Map Customer Info to Geo-Demographics for Richer Insights and Pictorial View
Customer ScorecardsCustomer Dashboards • Spend levels• Purchase behavior
Aligned organization around multichannel adoption
Alteryx has allowed us to analyze and disseminate customer information across the organization to enhance customer focus
Multichannel Path-to-PurchaseCustomer Path to Purchase• Online browsing behavior• Store purchase behavior• Return behavior
Educate stores & .com teams on customer path-to-purchase
Marketing ApplicationsCustomer Segmentation
Marketing Responsiveness Analysis
Targeted Marketing
Media Mix Optimization
Geo-Demographic AnalysisUnderstanding Geographies• 16 Southern states footprint• Out of footprint affinities
Optimize strategies for targeting, Real Estate investments
Merchandise PlanningCustomer Demographics• Category level affinities• Cross-category affinities• Ethnicity-based affinities
Assortment Planning, opportunity to fill white-space
Dial Up Loyalty with Customer Analytics • Multi-channel analytics require rapid data blending and an intuitive workflow for advanced analytics
• Alteryx used by leading Retailers for Customer Analytics
• Get more info at Alteryx.com including our Buyer’s Guide to Customer Analytics and free version of product
• While At #NRF14 Come See us at NRF Booth # 1139
Q&A
• Retail Analytics• Customer Analytics• Customer Loyalty• Merchandising Planning• Demographic Analysis• Customer Data• Customer Scorecards• Multichannel Analysis• Big Data Analytics• Big Data Analysis• Predictive Analytics• Data Blending• Advanced Analytics• Data Artisan• Data Analyst
• Alteryx• Rick Schultz• Belk• Anu Brookins• Alteryx Analytics Gallery
Key Terms