© 2014 Alteryx, Inc. | Confidential
Making Data Analysts Self-
Sufficient at Amaysim
Brian Dirking
Director of Product
Marketing, Alteryx1
Adrian Loong
Business Intelligence
Manager, Amaysim
Brandon Chavis,
Solutions Architect,
AWS Network
Dustin Smith, Product
Marketing Manager,
Tableau
Julian Dell
IT Director,
Amaysim
ENABLING DATA DRIVEN DECISIONS WITH REALTIMEINTELLIGENCE
Presented by: Julian Dell
3
amaysim is Australia award winning low cost mobile provider dedicated to delivering simplicity, fairness and low prices.
In 4.5 years, Amaysim has gone from a startup to become Australia’s largest MVNO with over 600k customers
Award winning MVNO• Largest MVNO with over 600k customers• Market leading NPS • Money magazine‘s best of the best awards for
2012 and 2013. • Roy Morgan: #1 Mobile phone service
provider 2013 , 2014
About
1. Size of Data• Over 10b call data records to be analyzed• Over 20-30m call data records added
daily
2. Velocity & Complexity of data with multiple data sources
• Livechat• Zendesk• Call data records• Google analytics / Website data• Point of sale data• Exact target
Size of analytics challenge
Introductions
Team Experience and Expertise
Julian Dell – IT Director
• Worked in the role since before launch of amaysim in 2010
• Has been working in IT industry for over 25 years with over 10+ years in senior management roles. Worked in Financial markets, Financial planning, Advertising, Media and Telco industries. Worked in some of the world’s largest companies including Citibank, Deutsche Bank and News Corp
• Has been part of two previous start-ups (Truelocal and Adstream) including building initial launch systems and transforming their IT systems from start-up to mature business IT setups
Expertise:
• IT leadership
• IT strategy
• IT Transformation of startups
• Programme management
• E-commerce and systems development
4
© 2014 Alteryx, Inc. | Confidential
Introducing Alteryx
Brian Dirking
Director of Product Marketing
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© 2014 Alteryx, Inc. | Confidential
Customer Success
Customers across the world
700+
Strong Foundation
Renewal rate with funds
to support innovation
95%+
Corporate Info.
6
Leader in
Data Blending and
Advanced Analytics
© 2014 Alteryx, Inc. | Confidential
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The Alteryx Solution For Analyst Enablement
7
All Relevant Data
Access, cleanse, and blend
data with unique packaged
data options
Rapid design of predictive
analytics with unique
spatial understanding
Packaged Market &
Customer Data
Consumerize the use of
sophisticated analytics
Enrich
Analy
ze
Ble
nd
Te
xt
Fast, simple, petabyte-scale data warehousing for less than $1,000/TB/Year
Amazon Redshift
Brandon Chavis,
Solutions Architect
Amazon Redshift
Easy to Use
• Provision in minutes
• Monitor query
performance
• Point and click resize
• Built in security
• Automatic backups
Priced to let you analyze
all your data
Common Customer Use Cases
• Reduce costs by
extending DW rather
than adding HW
• Migrate completely
from existing DW
systems
• Respond faster to
business
• Improve performance
by an order of
magnitude
• Make more data
available for analysis
• Access business data
via standard reporting
tools
• Add analytic
functionality to
applications
• Scale DW capacity as
demand grows
• Reduce HW & SW costs
by an order of
magnitude
Traditional Enterprise DW Companies with Big Data SaaS Companies
Dustin SmithProduct Marketing Manager
Help People
See and Understand
their Data
MAKING DATA ANALYSTS SELF-SUFFICIENT AT AMAYSIM
Presented by: Julian Dell & Adrian Loong
Date: 14/04/2015
ENABLING DATA DRIVEN DECISIONS WITH REALTIMEINTELLIGENCE
Presented by: Julian Dell
Strategy - Data driven decisions in real time
1. Knowledge is power
2. Smart management =
happy customers & happy
shareholders
3. Get a real competitive
edge - stop looking back
and start predicting the
future
4. A 3 year rolling forecast in
real time – generate real
company wealth by being
reliable
To make data driven decisions with realtime intelligence
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Be the business enabler: Transform Data into Insight– Using analytics to drive business performance
Visual and Easy: Make it easy for business users to see trends and ask questions through self-service
Data Visualizations
Recommendations
to improve
business
performance
Management
consulting
Source: http://timoelliott.com/blog/2013/02/gartnerbi-emea-2013-part-1-analytics-moves-to-the-core.htmlhttp://blogs.gartner.com/michael_blechar/2011/10/01/the-heart-of-information-infrastructure-is-the-information-capabilities-framework/
Shifting from reactive to proactive analytics
How Amaysim has benefited from their analytics program
Workforce Productivity
• We have a 3 person analytics team covering wide span of functions (Finance, Marketing – Customer retention & acqusition, Sales – Retail and Online, Data warehousing, HR)
• By enabling line of business users to quickly build on a baseline of analytics, they can easily solve their own specific business problems quickly and do not have to wait on Business intelligence teams
Reduced time to insight
• We are able to get the data we need faster. Projects that would have taken 2-3 weeks are now down to a day
Data driven decision making
• Line of business users are able to get direct access to their own data in an easy visualization enabling them to able to solve problems faster.
• People can look at the data, do some discovery, and then arrive at an answer
AGENDA
20
Executive Buy in & Funding the Journey
Cultural change and enabling business leaders to succeed
Technical perspective – Using Alteryx and Redshift in conjunction with Tableau to
bring the best of breeds together
Data Warehouse / Business IntelligenceThe Stack
Source DataIT
ETLData
WarehouseBusiness
ETLVisualizer
& Reporting
• ECC
• CRM
• CSC
• Google analytics
• Sales POS
• The list goes on…
• Alteryx desktop selected
and deployed
• Gives our business the
agility we need
• Business driven rather than
IT driven
• Ability to do predictive
analytics
• Tableau desktop & Server
selected and deployed
• Self serve BI
• Business dashboarding
• Ability to do predictive
analytics
Time to load
Reliability of Data
Query performance
Flexibility for slice/dice
Visualization performance
Data definitions / governance
Data exploration
• CDC used for real
time data replication
• Slower to build
• More reliable
• Redshift selected for
reliability, processing
power and scalability
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Best of Breed solutions
Redshift gives us the speed and robustness to store and analyse vast volumes of data Alteryx fuels Tableau visualisation, allowing us to quickly iterate gain insights in Tableau
Source
system
1
Livechat
Source
system
2
Zendesk
Amazon Redshift Datamart
External data / Marketing data
Blend & enrich Visualization
• Clean the data
• Apply business rules
• Validate business rules in
teams
3
4
2
1
Comments
Tableau can be used to directly visualise and analyse big data directly from Redshift
1
Alteryx can be used to blend data which is not in the Redshift database
2
Alteryx can apply and validate more complex business rules before visualizing outputs in Tableau
Continuously iterate between Alteryx and Tableau when discovering more data
4
3
Best of Breed solutions
Alteryx is an intuitive workflow for data blending and advanced analytics, including spatial and predictive analytics in a simple and easy to use drag and drop interface
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Best of Breed solutionsTableau is excellent for collaboration – We use Tableau server to share dashboards & insights and Tableau desktop is used extensively for slice and dicing
AGENDA
25
Buy in & Funding the Journey
Cultural change and enabling business leaders to succeed
Technical perspective – Using Alteryx and Redshift in conjunction with Tableau to
bring the best of breeds together
How do you get buy-in and engage the business?
26Source: The Age http://www.theage.com.au/executive-style/style/stitched-
up/homedelivered-style-for-timepoor-men-20150122-12vua1.html
Address current business painpoints via doing short proof of concepts with new tools
Use cases
Business
description
Current
Painpoints
Exec dashboardHigh level dashboard for management enable
consistent understanding of KPIs across
Amaysim
• No “single” source of truth for Execs
• No current and consistent data definitions
Finance Audit
Wholesale
invoice rec
External data
delivery
Commissions
processing
Need to get read balances for each individual
mobile phone number
• Unable to extract raw XML from Call data files
easily to establish a balance sheet position
Wholesale invoice reconillation with Amaysim
internal data
• Unable to extract raw XML from Call data files
easily
• Different data definitions between Optus and
Amaysim
Data is delivered to external targets with
downstream impact to data marts, other
application systems (Monte) etc.• Exact target (CRM)
• Datamarts
• Datarama (marketing)
• Monte (Scheduling)
General
analytics
• Ad hoc deep dive
• Slice and Dice
General analytics include ad hoc analytics on
portfolio, churn propensity, CLV and other areas
• Business users do not have a wholistic end to
end view of the entire Amaysim business.
• Certain users (eg: Marketing) have resorted to
using their own analytics software
Commissions is calculated to be paid across our
distribution network.
• Identify opportunities to improve commissions
processes
How do you engage the business?
1
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Start small, iterate quickly and deliver business value
2 Start small, deliver continuously
• Start small ( 1 desktop license) , prove value and extend outwards
• Iterate quickly & deliver continuously to get management buy-in
• It helps to speak the language…
Source: http://diginomica.com/2013/08/05/tapping-creative-soul-cfo//
How do you engage the business?
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Do things that drive top line or bottom line performance
Link it back to Financial performance
CASE STUDY: REVENUE ASSURANCE
How do you engage the business?
• Historically amaysim receives Call data record files from Optus which gets pre-processed before loading to internal IT applications.
• Alteryx was used to perform independent revenue assurance on XML files to verify integrity of revenue accounts
3
610_.gz
620_.gz
Optus
XML
610_1.xml
610_2.xml
610_3.xml
610_4.xml
610_5.xmlunzip
CDR610_1
CDR610_2
CDR610_3
1Combine all
into 1 dataset
2 Eliminate
duplicate CDRs
3 Identify linked
Data CDRs
Re-calculate data
rounding
4
Load Redshift5
Business Rules Data stores
Source systems
Pre-Processing
Visualisation
Optus XML
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Visualize and engage business users by keeping the message simple and direct4
Senior execs are often short on time and want to be given a straight answer
• Top left detail should always contain the most important metrics
Give insights not just metrics
How do you engage the business?
AGENDA
31
Executive Buy in & Funding the Journey
Cultural change and enabling business leaders to succeed
Technical perspective – Using Alteryx and Redshift in conjunction with Tableau to
bring the best of breeds together
Cultural change & enabling business users to self serve
Democratise the Opportunity1
Source: http://www.heynataliejean.com/2009/01/end-of-nerd-era.html
Most business leaders want to use data to make better decisions..
• You don’t have to be an IT specialist to use Alteryx
• Give users access to the tools, use Alteryx & Tableau to show them how much faster you can spot a trend
• 1:1 Training sessions for different stakeholders tailored to their needs
Cultural change & enabling business leaders to succeed
Make it relevant to different stakeholders2
Senior management
• More interested in insights, dashboards and outcomes
• Spend time showing them dashboards built and how opportunities to improve business performance (eg: revenue generation, expense reduction).
Functional specialists & leaders
• Alteryx relevant to functional leaders
• Alteryx to “clean” the data before visualizing in Tableau
• How can it be used to streamline processes
Source: http://www.timeshighereducation.co.uk/news/business-schools-not-first-port-of-call-for-managerial-recruits/2013863.article
Cultural change & enabling business leaders to succeed
Celebrate success: Keep building and iterating3
Existing tools require analysts to have “coding” experience
Few disparate analysts using SQL to deliver analytical solutions
Where we are now
Using ‘Best’ of Breed products• Visualization : Tableau • Data blending: Alteryx• Warehousing : Redshift (WIP)
Using Alteryx & Tableau to deliver :• Revenue assurance• Sim Sales• Customer disconnections &
churn• Port-outs by carrier• CDR analysis
Where we will be
Self serve analytics for all business users• Real time P&L with Slice and
dice with visualization• Assurance over logic
processing (Audit, Commissions)
Advanced predictive analytics • Churn propensity• Customer behaviour
Where we started
Enabling Business success
3 Key Areas
BEST OF BREED PRODUCTS3
EXEC BUY-IN & FUNDING 1
CULTURAL CHANGE & ENABLING BUSINESS LEADERS TO SUCCEED
2
Key Observations
ENABLING
BUSINESS
SUCCESS
• Answer an important business question - Establish the value of Tableau early on by showcasing critical business issues in dashboard
• Keep the message simple and direct• Go beyond dash boarding to engage business leaders on
portfolio observations
• Democratize the Opportunity - Gather people of interest together from Sales, product, marketing
• Make it relevant to different stakeholders - Include everyone & break down silos
• Celebrate success - Keep people involved and excited
• Combine Redshift (Database), Alteryx (ETL) and Tableau for Visualization
• Tableau is excellent for collaboration – We use Tableau server to share dashboards & insights and Tableau desktop is used extensively for slice and dicing
3 ingredients to enable business success
Q&A and Next Steps
Download the Visual
Analytics Kit:
Sample analytics workflows
Corresponding Tableau
Visualizations
www.alteryx.com/kit
36
Get the Amazon Redshift Free Trial: http://aws.amazon.com/redshift/free-trial
Download the Amazon Redshift Getting Started Guide: http://docs.aws.amazon.com/redshift/latest/gsg/getting-started.html
Download a Free Trial of
Tableau:
www.tableau.com/products/
trial
Our partner in Australia:MIPPhone: +61 2 9260 0700Email: [email protected]