Alteryx Case Studies Southern States Cooperative Uses Alteryx to Improve Direct Mail Response Rates and Gross Margins

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	Southern States Cooperative Uses Alteryx to Improve Direct Mail Response Rates and Gross Margins Alteryx

Southern States Cooperative Uses Alteryx to Improve Direct Mail Response Rates and Gross Margins

Alteryx

Technology Category	Analytics & Modeling - Predictive Analytics
Applicable Industries	Agriculture Retail
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting Predictive Replenishment
Services	Data Science Services
Challenge	Southern States Cooperative, a large farmer-owned cooperative in the United States, wanted to optimize its marketing efforts, particularly its high-value direct marketing activities. However, the company faced significant challenges. It lacked a way to consolidate customer and marketing data from multiple sources across the company for analysis. It also lacked sophisticated tools to drive marketing analytics, relying instead on generic productivity tools like Microsoft Excel. This lack of access to relevant data meant that direct mailings were not targeted effectively, leading to unnecessary expenditure. Read More
About Customer	Southern States Cooperative, founded in 1923, is one of the largest farmer-owned cooperatives in the United States. It is owned by more than 300,000 farmer-members and purchases, manufactures, and processes feed, seed, fertilizer, farm supplies, and fuel. The cooperative serves more than 1,200 retail locations in 23 states and sells products to farmers and rural American customers. The company enjoys strong customer loyalty and high brand recognition among agricultural professionals. Read More
Solution	In 2011, Southern States Cooperative chose Alteryx Analytics to improve the company’s access to critical customer and marketing data and rapidly build the analytics required to drive further improvements in its marketing success. One of the key selection criteria was the Alteryx solution’s unique ability to drive sophisticated analytics that include spatial capabilities. Alteryx enables even those without a strong technical background to unlock business and technical data to improve their decision-making. Using Alteryx, Southern States Cooperative now has dozens of analytics applications to make better business decisions across the company. To optimize its marketing efforts, Southern States Cooperative relies heavily on the predictive analytics tools within Alteryx. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Applicable Industries

Agriculture

Retail

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Predictive Replenishment

Services

Data Science Services

Challenge

Southern States Cooperative, a large farmer-owned cooperative in the United States, wanted to optimize its marketing efforts, particularly its high-value direct marketing activities. However, the company faced significant challenges. It lacked a way to consolidate customer and marketing data from multiple sources across the company for analysis. It also lacked sophisticated tools to drive marketing analytics, relying instead on generic productivity tools like Microsoft Excel. This lack of access to relevant data meant that direct mailings were not targeted effectively, leading to unnecessary expenditure.

About Customer

Southern States Cooperative, founded in 1923, is one of the largest farmer-owned cooperatives in the United States. It is owned by more than 300,000 farmer-members and purchases, manufactures, and processes feed, seed, fertilizer, farm supplies, and fuel. The cooperative serves more than 1,200 retail locations in 23 states and sells products to farmers and rural American customers. The company enjoys strong customer loyalty and high brand recognition among agricultural professionals.

Solution

In 2011, Southern States Cooperative chose Alteryx Analytics to improve the company’s access to critical customer and marketing data and rapidly build the analytics required to drive further improvements in its marketing success. One of the key selection criteria was the Alteryx solution’s unique ability to drive sophisticated analytics that include spatial capabilities. Alteryx enables even those without a strong technical background to unlock business and technical data to improve their decision-making. Using Alteryx, Southern States Cooperative now has dozens of analytics applications to make better business decisions across the company. To optimize its marketing efforts, Southern States Cooperative relies heavily on the predictive analytics tools within Alteryx.

Impact #1	Alteryx has sped up the time between asking a business question and finding the answer.
Impact #2	Southern States Cooperative has been able to answer marketing questions more quickly and more efficiently, and has also been able to increase the volume of insights gathered.
Impact #3	With Alteryx, Southern States Cooperative can make connections it was not able to make before.

Impact #1

Alteryx has sped up the time between asking a business question and finding the answer.

Impact #2

Southern States Cooperative has been able to answer marketing questions more quickly and more efficiently, and has also been able to increase the volume of insights gathered.

Impact #3

With Alteryx, Southern States Cooperative can make connections it was not able to make before.

Benefit #1	Reduced the number of catalogs mailed by 63 percent.
Benefit #2	Improved the response rate by 34 percent.
Benefit #3	Resulted in an incremental gross margin (less mailing cost) of $193,604, a 24 percent increase.

Benefit #1

Reduced the number of catalogs mailed by 63 percent.

Benefit #2

Improved the response rate by 34 percent.

Benefit #3

Resulted in an incremental gross margin (less mailing cost) of $193,604, a 24 percent increase.

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Overview

Southern States Cooperative Uses Alteryx to Improve Direct Mail Response Rates and Gross Margins

Operational Impact

Quantitative Benefit