Alteryx Case Studies Quantitative Marketing & CRM Enablement

Edit This Case Study Record

	Quantitative Marketing & CRM Enablement Alteryx

Quantitative Marketing & CRM Enablement

Alteryx

Technology Category	Analytics & Modeling - Data-as-a-Service Analytics & Modeling - Real Time Analytics
Applicable Industries	Retail
Applicable Functions	Sales & Marketing Business Operation
Use Cases	Predictive Maintenance
Services	Data Science Services System Integration
Challenge	Sally Beauty, a global retailer with 3,673 stores worldwide, was facing challenges with its customer relationship management (CRM) and marketing analytics. The company's reporting was done in Access and Excel, and the transactional and customer data was not in a central location. The sales/transactional data was pulled from an application that did not support ad hoc reports and was no longer supported by IT. The company relied on IT to pull flat files for customer level analysis, which took days to weeks. Campaign data was not stored for performance trends or historical view, and month-end reporting took 2-3 weeks to pull all data and analyze. Read More
About Customer	Sally Beauty is a global retailer with 3,673 stores worldwide. The company's top categories include hair color, hair care, and appliances. Its customers include professional stylists and retail consumers. The company has 12 million active loyalty members. The Marketing Database and Analytics Manager at Sally Beauty has been with the company for 4 years and has over 6 years of experience in the marketing industry. The majority of her experience is in channel (email, direct mail, and digital) marketing and customer insights. Read More
Solution	Sally Beauty implemented Alteryx, a leading platform for self-service data analytics, and Tableau for data visualization. Alteryx was used for reusable monthly reporting workflows, demographic data, predictive tools, and complex ad hoc data analysis. 60% of monthly reports were built in Alteryx for reusable workflows, including customer migration reports, channel reports, and loyalty member metrics. Reporting time was cut in half and complicated ad hoc data questions could be answered in hours, not days. Tableau was used for dashboards, data visualization, and simple ad hoc questions. The dashboard gave the leadership team the ability to track results and customer groups easily. Visualization showed trends that weren't seen on a flat spreadsheet and allowed non-data people to answer their data questions. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Data-as-a-Service

Analytics & Modeling - Real Time Analytics

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Business Operation

Use Cases

Predictive Maintenance

Services

Data Science Services

System Integration

Challenge

Sally Beauty, a global retailer with 3,673 stores worldwide, was facing challenges with its customer relationship management (CRM) and marketing analytics. The company's reporting was done in Access and Excel, and the transactional and customer data was not in a central location. The sales/transactional data was pulled from an application that did not support ad hoc reports and was no longer supported by IT. The company relied on IT to pull flat files for customer level analysis, which took days to weeks. Campaign data was not stored for performance trends or historical view, and month-end reporting took 2-3 weeks to pull all data and analyze.

About Customer

Sally Beauty is a global retailer with 3,673 stores worldwide. The company's top categories include hair color, hair care, and appliances. Its customers include professional stylists and retail consumers. The company has 12 million active loyalty members. The Marketing Database and Analytics Manager at Sally Beauty has been with the company for 4 years and has over 6 years of experience in the marketing industry. The majority of her experience is in channel (email, direct mail, and digital) marketing and customer insights.

Solution

Sally Beauty implemented Alteryx, a leading platform for self-service data analytics, and Tableau for data visualization. Alteryx was used for reusable monthly reporting workflows, demographic data, predictive tools, and complex ad hoc data analysis. 60% of monthly reports were built in Alteryx for reusable workflows, including customer migration reports, channel reports, and loyalty member metrics. Reporting time was cut in half and complicated ad hoc data questions could be answered in hours, not days. Tableau was used for dashboards, data visualization, and simple ad hoc questions. The dashboard gave the leadership team the ability to track results and customer groups easily. Visualization showed trends that weren't seen on a flat spreadsheet and allowed non-data people to answer their data questions.

Impact #1	The implementation of Alteryx and Tableau has significantly improved Sally Beauty's reporting and analytics capabilities. The company is now self-sufficient and no longer needs to rely on IT to pull flat files. The reporting time frame has been cut in half and the company can answer complicated ad hoc data questions in hours, not days. The company can also output finished reports and does not have to build a report in one tool and polish it in another.
Impact #2	The use of Tableau has provided the leadership team with the ability to track results and customer groups easily. Visualization has revealed trends that were not seen on a flat spreadsheet and has allowed non-data people to answer their data questions.
Impact #3	The company has also been able to enhance its marketing data sciences capabilities. It has used demographic analysis tools to append ethnicity, occupation, hobbies and interests, and household information to its customer data. This data, along with 24 months of transactional data, was used to identify different and distinct clusters of customers. Personas were developed around the clusters to identify the key characteristics/differences of each cluster. This has enabled various cross/up sell, retention, and lifecycle modeling to be done at the cluster level.

Impact #1

The implementation of Alteryx and Tableau has significantly improved Sally Beauty's reporting and analytics capabilities. The company is now self-sufficient and no longer needs to rely on IT to pull flat files. The reporting time frame has been cut in half and the company can answer complicated ad hoc data questions in hours, not days. The company can also output finished reports and does not have to build a report in one tool and polish it in another.

Impact #2

The use of Tableau has provided the leadership team with the ability to track results and customer groups easily. Visualization has revealed trends that were not seen on a flat spreadsheet and has allowed non-data people to answer their data questions.

Impact #3

The company has also been able to enhance its marketing data sciences capabilities. It has used demographic analysis tools to append ethnicity, occupation, hobbies and interests, and household information to its customer data. This data, along with 24 months of transactional data, was used to identify different and distinct clusters of customers. Personas were developed around the clusters to identify the key characteristics/differences of each cluster. This has enabled various cross/up sell, retention, and lifecycle modeling to be done at the cluster level.

Benefit #1	The reporting time frame has been cut in half.
Benefit #2	Month end reporting now takes 5-7 business days, down from 2-3 weeks.
Benefit #3	An estimated 1.5% growth on monthly revenue from converting one-time customers into multiple time buyers.

Benefit #1

The reporting time frame has been cut in half.

Benefit #2

Month end reporting now takes 5-7 business days, down from 2-3 weeks.

Benefit #3

An estimated 1.5% growth on monthly revenue from converting one-time customers into multiple time buyers.

Download PDF Version

Overview

Quantitative Marketing & CRM Enablement

Operational Impact

Quantitative Benefit