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#inspire15
Levi Strauss Manages Business Performance with Alteryx and Tableau
Wednesday, May 20, 2015
Michelle Londeree, Sr Manager of Global Business Analytics, Levi Strauss & Co.
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Agenda
• Corporate overview• Team responsibilities, key priorities • Challenges• Solutions• 3 use cases
• Future Plans
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• Founded in 1853, Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and global leader in jeanswear.
• 3 global headquarters: San Francisco, Brussels, Singapore
• 4 Brands: Levi’s, Dockers, Signature, and Denizen
• Our products are sold approximately 50,000 retail locations in more than 110 countries in a wide variety of retail formats.
Corporate Overview
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• Team of 4 • 2 Analysts, 1 Sr. Analyst, and 1 Sr. Manager
• Responsibility:• Global & Regional • Merchandising, Merchandise Planning, Finance
• Goal: Improve Reporting & Analytics• Improve delivery methods & efficiencies• Expanded actionable insights
Global Business Analytics team
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• 3 instances of SAP + non-SAP transactional systems in countries we did not implement SAP
• 5 – 7 data warehouses• BW, Teradata, SQL Server, and various other databases
The Challenge – part 1162 year old company
3 Regions
110 Countries
6 Business Models• Wholesale, Retail, ECOM• Retail: Owned & Operated, Franchise, Concession, Commissionaire
WHERE IS MY DATA?
WHAT DOES IT MEAN?
CAN I HAVE A 1-PAGER THAT SHOWS
HOW WERE DOING AS A COMPANY?
4 Brands
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• 1000’s of pages of static PDF reports
• Duplicate reports across regions & within regions
• Many, many versions of the same information
The Challenge – part 2
• Countless wasted hours creating, reconciling, and searching for data
• DATA NOT BEING USED
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• The business said they had “nothing”, no insight into their business
• IT had a roadmap that allowed for delivery in 6-18 months
• I sat in the middle
We all agreed that my team could create an interim solution to bridge the gap
True Story . . . a year agoMeeting with the business, IT, and myself
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TODAY
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• Point of Sale• Over the counter sales & store inventory
• Financial• Revenue, Gross Profit, Gross Margin
• Can’t Find My Size• Health of store inventory, lost sales opportunities
Solution: Alteryx Modules plus Tableau Dashboards3 global areas of focus for interim solution
AUDIENCEWorld Leadership Team members:• CEO + Brand, Supply Chain,
Finance, and Regional Leadership
And their teams:• Merchandising, Merch
Planning, Corp/Brand/Regional Finance, and Sales
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POS
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Need: take 85 million rows of data & make it actionable• Trial #1• Extracted the data, summarized it• Attached needed Master Data• Created the Tableau Data Extracts (TDEs)• Built a highly visual, highly interactive dashboard
Point of Sale: Trial #1
FAILE
D• Reasons for failure• Dashboard click speed too slow• All visuals, no data – scared business
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Need: take 85 million rows of data & make it actionable
• Modified dashboards to be combination of visuals & data (easy part)
• How to make the click speed faster?• ALTERYX, ALTERYX, ALTERYX
• Tableau findings:• It’s not just the amount of data, but set up of the data and the
manipulation of the data that slows down click speed
Point of Sale: Trial #2
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• Moved most calculations/manipulations from Tableau Dashboard into Alteryx• Data calculations: This Year & Last Year variations • COMP calculations Average Sales, Ave Inventory,
AUR• Time buckets: Month-to-Date, Season-to-Date, Year-to-
Date • Master Data manipulations: cleansing, dropdown value
list creation, flags• Calendar variations: LS&Co Fiscal, Retailer Fiscal,
‘Shifted’ calendars• Click speed improved from 90+ seconds to <5
seconds at all levels of the dashboards• Accuracy of data and calculations improved
Point of Sale: Alteryx to the Rescue!
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Point of Sale: Alteryx Module example
RAW DATA
MASTER DATA
CALCULATIONS SUMMATIONS
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Point of Sale: Tableau Dashboard example 1
PRODUCT
CHANNEL GEOGRAPHY
TIME SERIES
BEST SELLERS
Slice & Dice:• Dropdown filters• Drill-thru features• Click-on
functionality
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Point of Sale: Tableau Dashboard example 2Key Learning from Trial #1:• We’re all unique individuals• Adoption to change happens at
different paces• Not everyone converts to interactive
visuals at the same time• That’s okay, we have something for
everyone
Solution:• PRINT & GO dashboard
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Point of Sale: Tableau Dashboard example 3
TRENDS WITH DATA
TRENDS WITH VISUALS
Tooltips:
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Financials
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• Additional challenges• Essbase: very few people know how to use it or how it’s set up• High probability non-finance users will pull incorrect data• Ratio of financial analysts to users is very small
• Solution needs to • Simplify the data• Be interactive• Combination of the 2 will give users exactly what they need
Financial Data: Additional ChallengesQ: I pulled COGS from Essbase but it does not match report X. Why?A: Did you pull: COGS at Standard, Standard COGS, or standard COGS?
Q; I love Essbase, but I cannot find ‘Product Code’, can you tell me where that is? A: Oh sure, it’s under the Profit Center hierarchy.
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• Data extracted out of Essbase to Teradata• Ragged, non-recursive parent child hierarchies• Raw data fields, nothing pre-calculated
• Alteryx modules• Create ‘real’ hierarchies for Product, Geography, Channel, Quality• Replicate 320 financial calculations• Create 54 Tableau Data Extracts (TDEs)• Some for speed• Some for Tableau data set-up requirements
Financial Data: Alteryx to the Rescue!
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Financial Data: Master Data- From Ragged to Rich
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Point of Sale: Alteryx Module - LOADER
RAW DATA
320 CALCULATIONS
RAW MASTERDATA
• Large raw data• 40 million rows• 90 columns
• Very large number of Calculations (320)
• 10-14 hour run time• Feeds 3 modules & 54 Tableau Data Extracts• Separate module is
to protect against having to rerun the ‘basic’ part of the logic versus the more complicated part
• We only went to hit Teradata 1 time!
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Point of Sale: Alteryx Module - CHURNERRAW DATA
FULL YEAR METRICS - 2 YEARS
HIGH AGGREGATION OF PRODUCT
EVERY METRIC – LTD TIME
2 RATES, 3 SCENARIOSCREATEMASTER
DATAHIERARCHIE
S
CHANGE DATE RANGES
LTD METRICS – ALL TIME3 RATES, 3 SCENARIOS
HISTORICAL ONLY – 2+ YEARS
ACTUALS AT PLAN RATELOW PRODUCT LEVEL
3 RATES:ACTUAL RATEPLAN RATEFCST RATE3 SCENARIOS:ACTUALPLANFCST9 COMBINATIONS
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Financials: Tableau Dashboard example 1
NET REV, GROSS PROFIT, GROSS MARGIN
BY CHANNEL/STORE TYPE
GEOGRAPHY
NET REV ∆ BY CHANNEL
ACCOUNT / STORE
3 RATES:ACTUAL RATEPLAN RATEFCST RATE3 SCENARIOS:ACTUALPLANFCST9 COMBINATIONS
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Financials: Tableau Dashboard example 2
NET REVENUE, GROSS PROFIT, GROSS MARGIN, STORE CONTRIBUTION
BY STORE
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Financials: Tableau Dashboard example 2continued. . . STORE
P & L
NET REV / STORE CONTRIBUTIONTIME SERIES (3 YEARS)
NET REVENUEBY
BRAND / CONSUMER SEGMENT
Old report:1300
pages!!!
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Can’t Find My Size
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Goal: Improve health of store inventory, increase net revenue $25M• Scope• LS&Co Stores as well as our Wholesale customers’ stores• Door/Size level of data – billions of records
• Logic• Find out-of-stocks by Customer/Product/Door/Size/Week• Calculate the amount of ‘Lost Sales’
• Output• Be able to share with LS&Co. sales teams and Wholesale buying
teams• Need to incorporate Wholesale store groups, product information in
order to speak their language
Can’t Find My Size: Opportunity Knocks
#1 Customer
Complaint:I can’t find
my size
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• Lost Sales Logic• Original lost sales logic in Alteryx, ½ billion records• IT project required logic move to Teradata
• Alteryx module • Blends all other data needed to present to sales / accounts• Account store numbers & store grades• Account product groups• On-Hand inventory
• Creates Tableau Data Extracts by Account / Brand / Gender
Financial Data: Alteryx to the Rescue!
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Can’t Find My Size: Alteryx Module . . . Part 1INVENTORY
RAW DATA
CUSTOMER STORE
NUMBERS
CUSTOMER STORE GRADESAND PRODUCT GROUPS
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Can’t Find My Size: Alteryx Module . . . Part 2
SUMMARIZE DATA AND
CREATE TABLEAU DATA EXTRACTS BY ACCOUNT /
BRAND / GENDER
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Can’t Find My Size: Tableau Dashboard example 1
STORE GRADES STORES
PRODUCTS SIZES
STATES STYLES
Bar Key:Short = Lost SalesTall = Total Sales
Circle/Square Key:Size = Lost SalesColor = % Lost Sales
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Can’t Find My Size: Tableau Dashboard example 2
LOST SALES BYDOOR / SKU QUADRANT
OUT OF STOCKSDOOR / SKU QUADRANT
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Can’t Find My Size: Tableau Dashboard example 3
ACTIONABLEEXPORT
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Next Steps
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• Global Business Analytics is now part of a bigger reporting team• We’re expanding our knowledge of Alteryx & Tableau to more team
members• More requests coming in than we can handle, but we’ll get thru it!• Sell-In vs Sell-Thru• Comparison of what we sell to our Customers vs what they sell to
the end Consumers• Excess & Obsolete Inventory• Warehouse Inventory health versus Orders/Forecast
• Sales Order Tracking• Order tracking thru various stages versus Forecast & Plan
• Season Costing IGM
On the horizon . . .
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• Simplify!• 1 source / 1 truth• Replace static reports with flexible tools• Expand actionable insights• Allow business teams to focus on product, not reporting
Critical Results
THANK YOU!#inspire
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