1© 2012 Alteryx, Inc.

Alteryx Strategic AnalyticsHumanizing Big Data

2© 2012 Alteryx, Inc.

Machine Data

Application Data

Human Data

New Data and New Approaches to Solving The Big Problems – Big Data & Predictive On Our Minds

3© 2012 Alteryx, Inc.

Decision Makers Want to Take Advantage of This New Insight to Make Real Progress

“That’s Cool”

4© 2012 Alteryx, Inc.

Back to the Future: Business Decision Makers Cannot Make The Right Decisions Due to Data & Analysis Issues

Un-Structured Content

Cloud Data

“I just want to understand what we should be doing….”

5© 2012 Alteryx, Inc.

The Attributes of Big Data Are Not Enough

Volume Velocity

Variety

IT / Data Group

Focus is on the wrong issues

• Volume of data wins over insight & value

• Big Data analytics in isolation with no context

• Data Scientists saving the world, but not enough are available

6© 2012 Alteryx, Inc.

We Need to Humanize Big Data

Volume Velocity

Variety

Value?

BusinessIT / Data Group

7© 2012 Alteryx, Inc.

The Alteryx Solution

8© 2012 Alteryx, Inc.

Building Analytic Applications to Answer Strategic Business Questions

Analytic Output

Create &

Share

Analytic Apps

9© 2012 Alteryx, Inc.

Delivering the Skills of the Data Scientist to the Data Analyst

Data Artisan

Capabilities of The Data Scientist that Drive Largest Data

Value Today

Data or Business Analyst

10© 2012 Alteryx, Inc.

“Finally!”

11© 2012 Alteryx, Inc.

Humanizing Big Data Demo leveraging Predictive Analytics

12© 2012 Alteryx, Inc.

Application description:

Identify the “best” prospects to target for your retail brand

Workflow:

1. Consume Information via Mongo DB and Hadoop via a Hive Connector

2. Append 3rd party content to consumer records based on Fuzzy Matching Logic

3. Run a logistical regression model to determine the variables that best describe the customer base.

4. Leveraging the regression results, score a series of prospects based on a geographic filter

13© 2012 Alteryx, Inc.

Data Consumption within the visual workflow via a custom connection to MongoDB:

14© 2012 Alteryx, Inc.

Data Consumption within the visual workflow via a Hive Connector running on Hadoop:

15© 2012 Alteryx, Inc.

Fuzzy Matching configuration to merge desperate sources of data together:

16© 2012 Alteryx, Inc.

Logistic Regression:

17© 2012 Alteryx, Inc.

Analytic Application for Business Users:

18© 2012 Alteryx, Inc.

Analytic Application Output:

19© 2012 Alteryx, Inc.

One Solution & Workflow For Big Data Business Value

Integrate any data source

Inte

gra

te

Rapid development of sophisticated analytics with unique spatial understanding

Strategic Analytic applications in the hands

of business decision makers

Un-Structured Content

Cloud Data

Enrich

Packaged Market &

Customer Data

Analyze

Share

Enhance 3rd Party Tools

Full Spectrum of Enterprise

Data

20© 2012 Alteryx, Inc.

April 8, 2023

Value of Alteryx: Trade Area Definition

Jonathan Albertini, Senior GIS Analyst, Hannaford Bros.

21© 2012 Alteryx, Inc.

Disclaimer

• The contents to follow are a simple view from my personal experience. This is not a company endorsement.

22© 2012 Alteryx, Inc.

Topics

• Background • Use Example – Customer Source Survey• Former Process• Alteryx Process, Visual• Key Take-Aways

23© 2012 Alteryx, Inc.

Background

• Hannaford is a Delhaize America Company• Delhaize America: 1,500+ Grocery Locations (6

banners)• Hannaford: 181 locations

• Alteryx is deployed throughout the Site Location Research Department for Delhaize America

• Primary Goals: Optimize Retail Network, Grow• Secondary Goals: Provide company-wide spatial

analytics to entire organization

24© 2012 Alteryx, Inc.

Background

• Education• Bachelor of Science, Geography• Master of Geographic Information Technology• No Computer Science/Programming experience

• I am not a “developer”…then I met Alteryx

25© 2012 Alteryx, Inc.

Business Problem

• Goal: Define Store Level Trade Areas Using Customer Data

• Define Relevant Trade Areas (RTA): Marketing Insight• Analogue store performance: Increase forecasting

accuracy

• Process (no value card to trace customers)• Collect data at point of sale• Make customers ‘spatial’ (geocode them)• Group by Geographic Territory• Report by defined RTA using Charts, Tables, Maps• Share with Retail Operations, Marketing, Executives

26© 2012 Alteryx, Inc.

Former Process• MS Excel for Data Parsing (30 Min/store)• MS Access for query builds, data

accumulation (30 Min/Store)• PB MapInfo for Mapping (30 Min/store)• No Aerial Image• No Demographic Scope• Pay Consultants to fix broken queries and

Access server limitations• Total Software Time Min: 90 Min/Store

27© 2012 Alteryx, Inc.

Alteryx Process

• Alteryx for Data Parsing (2 Min/Chain, 180 stores in 2 minutes vs. old process 1 store in 30 minutes)

• Alteryx for queries, data accumulation, mapping, aerials, demographics (2 Min/Store)

• No consultant/engineer expenses• Cost Neutral• Total Software Time Min: 4 Min/Store

28© 2012 Alteryx, Inc.

What Does It Look Like?My View/Power User View CSS Specialist

View

Analytic AppCanvas View

Then Now

29© 2012 Alteryx, Inc.

Key Take-Aways

• Saved, Repeatable processes• Only change inputs and data vintages

• Basic Analyst can become a software developer

• Successfully deploy accurate product throughout an organization with over $5B in annual sales

• We save over 250 labor hours (over 6 weeks) per year just on CSS process

30© 2012 Alteryx, Inc.

31© 2012 Alteryx, Inc.

www.alteryx.com/alteryx-trial-form

What’s Next? Get Social & Try Alteryx

@alteryx

Get the Alteryx Trial

32© 2012 Alteryx, Inc.

Key Terms

• Alteryx• Big Data Innovation• Strategic Analytics• Predictive Analytics• Social Media Analytics• Real-time optimization• Predictive Analytics• Marketing optimization• Big Data• Big Data Analytics• Social data• Unstructured data• Humanizing Big Data• Analytics Platform• Unstructured Data

• Rick Schultz, Altryx• Jonathan Albertini• Hannaford Bros • Fuzzy Matching• Logistic Regression• Hive Connector• Data Artisan• Data Scientist• Regression Analysis