Crossing the Chasm Combining Sophisticated Analytics with Big Data
Using Hadoop and Hortonworks
Thursday, March 7th 2013
Damian Austin – Alteryx Sales Engineer – Team Lead
How can a Quick Serve Restaurant chain increase
its Yelp ratings for low scoring stores while
gaining new customers?
By promoting the low scoring stores with a coupon in
the hope that increase in traffic, having a positive
experience, yields positive yelp comments
But which potential customers do we target?
We can analyze the key attributes of existing customers
who visit the high Yelp ranking locations to target
people with similar qualities around the low Yelp
ranking locations
Crossing the Chasm
Un-Structured
Content
Data Access & Analytics
A combination of data integration:
• Live Yelp Data
• Spatial Information
• HortonWorks Hadoop (Customer information)
• Experian Household Attributes
Variety of Sophisticated Analytics
• Store Ranking
• Decision Tree Analytics
• Prospect Scoring
Crossing the Chasm
Yelp Store Analysis
Market Selection
• Store ratings for each market are downloaded live
from Yelp using upcoming Social Media connectors
Rank Locations
• All locations with a ‘High Ranking’ are passed to
subsequent application as customers to extract for
decision tree analysis
• Locations with a ‘Low Ranking’ are made available
in the next application as a dropdown for prospect
analysis
Crossing the Chasm
Hortonworks Sandbox
Crossing the Chasm
A virtualized single-node implementation of the
enterprise-ready Hortonworks Data Platform
• Provides demos, videos and step-by-step hands-on
tutorials
The Sandbox dramatically accelerates the process of
learning Apache Hadoop
• See It - Demos and videos to illustrate use cases
• Learn It - Multi level step by step tutorials
• Do It - Hands on exercises for faster skills
development
Predictive Analytics & Scoring
Crossing the Chasm
Data Inputs
• Dynamically select the customers from the
Hortonworks sandbox which visit the ‘High
Ranking’ locations
Predictive Analytics
• Use the Experian enriched customer data to build a
decision tree to predict attributes of customers
• Score prospects at the selected ‘Low Ranking’
location for targeting with a coupon; to increase
traffic and hopefully increase positive Yelp reviews
Thank You! Demonstration
Evolution – what's next? Alteryx Analytics Gallery
Crossing the Chasm
Marketing Team
• Publish the full analysis so marketing / franchise
operation team members can run the application
themselves
Franchise Owners / Operations Team
• The published first application would identify the
low-performing stores at any given point in time
so that the Operations team could swing into
action
• The ensures that any additional traffic we drive
to each store has an optimal experience
Thank You!
