Date post: | 03-Aug-2015 |
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© 2015 Alteryx, Inc. | Confidential
The National Trust Improves Data Driven Decisions with Alteryx and TableauMatt Madden- Director of Product Marketing, AlteryxDustin Smith – Product Marketing Manager, TableauDean Jones- Head of Data Science, The National TrustStephen Lindsay- Senior Data Scientist, The National Trust
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95%+Corporate Info.
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The Alteryx Solution For Analyst Enablement
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Packaged Market & Customer Data
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• Download a Free Trial of Alteryx• www.alteryx.com/download
• Download the Visual Analytics Kit: • Sample analytics workflows • Corresponding Tableau Visualizations• www.alteryx.com/kit
• Download a Free Trial of Tableau:
• www.tableau.com/products/trial
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Questions?
Improving Data-DrivenDecisions with
Alteryx and Tableau
Dean JonesHead of Data Science
Stephen LindsaySenior Data Scientist
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
National Trust
• Independent charity founded in 1895
• Preserves and protects historic places and spaces – for ever, for everyone
• Annual income of £460 million
• Central office and regional consultancies
350+ historic buildings
247,000 hectares of land
5000+ tenanted properties
775 miles of coastline
400 factories and mines
271 gardens
61 pubs and inns
56 villages
41 castles
12 lighthouses
4 million members
2 million memberships
20 million PFE visits
60,000 volunteers
4 million hours volunteered
50,000 online shoppers
1 million web visitors / month
1 million app downloads
302,000 Facebook likes
324,000 Twitter followers
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
Our Strategy
Systems SimplificationProgramme (SSP)
Tills Finance
Supporter Loyalty Digital
MI
Supporter Loyalty
Insight & Prediction
Relevance & Personalisation
DeeperEngagement
Behavioural Data
Insight & Prediction
Relevance & Personalisation
DeeperEngagement
Behavioural Data
Supporter Loyalty Platform
Single Supporter View
SSV
CRMOnline ShopMembers
Memberships
Visit Scans
Contact Permissions
Interactions
Donations
Legacy
Contact History
Holiday Cottages
Events
Raffle
Volunteering
Camping
DriveTime
MOSAIC
Supporter Loyalty Platform
extractpublish
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
Analyses and Models
• Property Clustering• Post‐visit Thanks, No‐visit Nudge
• Churn Model• SAVE programme
• Engagement Score• KPI, campaign evaluation
• Cross‐sell Predictions
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
Using Alteryx
• What I’ll cover:
• 2 problems solved with Alteryx• What the problem was• How Alteryx helped• The results
• The problems• Data in silos, causing conflicting MI reports
• Analytic model needed quickly to understand Membership churn
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Problem 1: Data in silosThe problem – Understanding channel attribution for Memberships joining via the web:
• Membership info on CRM• Online ‘channel’ info in digital data• Confusing picture of channel attribution• Change process to get info into CRM
• Other priorities now
• But… we need to understand breakdowns now:• The relationships between marketing campaigns
and how people join• To understand performance and inform media
planning
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Problem 1: Data in silosHow Alteryx helped:
• Enabled a repeatable step‐by‐step approach• To each data source• Then to blend them together• Quick, iterative development time
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Problem 1: Data in silosDetail – bring data in, explore and resolve issues:
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Problem 1: Data in silosThen, keep building the process flow:
• Explore further data (with business owner!)
• Resolve any issues
• Finally bring all of that data together
• Output is a distinct row for each membership
• As a CSV
• As a Tableau Data Extract
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Problem 1: Data in silosThe Result:
• Repeatable process, <10 secs to run
• Answers NOW to business questions
• Much better understanding of data:
• Identifying process issues
• To specify how to get data into SSV/CRM
• Ultimately, quick ability to understand the data…
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Using AlteryxBefore:
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Using AlteryxAfter:
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Problem 2: Churn modelThe problem – Quickly develop a membership churn model to drive targeted loyalty activity:
• A new team
• Mixed skill sets
• Needed a tool that could be learnt fast…
• … and at a low cost
• Looked at R/Python, steep learning curve,
longer development time
• Colleagues wanting answers quickly
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Problem 2: Churn modelHow Alteryx helped:
• We could get up and running quickly
• Drag and drop, easy to learn
• Low entry cost, per seat worked for us
• Low cost, long term trial
• Functionality we needed, ability to refine
• Supported our approach: start simple, add
complexity over time
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Problem 2: Churn modelThe Results:
• 3 models developed within the first week
• So quick we ran against larger data volumes
• Taking only 10 minutes to run each time
• Allowing more time for action:
• Comparing and refining models
• Profiling model outputs for targeting
• Planning use with the business
• Setting up monitoring for success
• Auditable, easier to explain than script27
Summary of Benefits
• Easy to use but very powerful
• Cost (very significant for a charity)
• Excellent integration
• Large datasets can be processed quickly
• Quickly share results across organisation
Thank You
Clare BirtWill BridgesDavid CrelleyJohn DavyRob FrecknallSarah HaywardChris Midwinter