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!