Dial Up Loyalty and Experience with Multi-channel Customer Analytics

Rick Schultz SVP Marketing, Alteryx

Anu BrookinsVP CRM, Belk

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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