A MARKETER’S DILEMMA:

WHY AREN’T
A N A LY S T S
A N A LY Z I N G ?
Liberate marketing data analysts from manual
labor and unleash your competitive advantage.
 CONTENTS
INTRODUCTION: TAKE BACK YOUR TIME
Q U I C K-A CC E S S D ATA PA R A D OX
Multiply your analytics power with single-platform conveniece................. 18
A day in the life of a marketing data analyst.............................................. 05 Data analysts can’t excel using spreadsheets alone.................................... 19
Checklist: take back valuable analytics time.............................................. 20
SIX FACTORS SLOWING DOWN
M A R K E T I N G D A T A A N A LY S T S Code-free or code-friendly — you decide.................................................... 21
1) More data than we know what to do with............................................. 08 Predict the future and make history........................................................... 22
Alteryx helps marketers rock better results in record time........................ 24
2) Marketing data analytics: pressure’s on................................................. 10
3) Marketers and data integration firms need the whole story.................. 11
4) Getting results or just getting by?.......................................................... 13 K E Y TA K E AWAYS
5) When staffing up slows you down.......................................................... 15 Cast a wider data net.................................................................................. 26
Get a better customer view with Alteryx.................................................... 27
6) Disparate solutions are a fact of data life............................................... 16
Alteryx platform power unlocks competitive advantage............................ 28
Case studies................................................................................................ 30
Conclusion................................................................................................. 33
SECTION 1

INTRODUCTION:
THE QUICK ACCESS
D ATA PA R A D OX
 If you’re a marketing data analyst, you know all too well that marketing firms

INTRODUCTION:
are increasingly expected to make decisions quickly. The pressure to provide
faster insights on campaign effectiveness rests squarely on your shoulders,
including enabling agile decision-making so campaigns can be adjusted.

THE QUICK- As a result, the vast majority of your days (and nights) are spent reporting
on results, not advising on future opportunities. Although quick access to
information and insights is highly valuable, many agencies are so busy

ACCESS DATA
collecting, munging, cleansing, and reporting it that they don’t have time
to thoughtfully act on it.

PA R A D OX
With so much time being spent on data prep and blend, firms that are able to
streamline and automate report generation and analysis will not only enjoy
competitive distinction, they’ll liberate data analysts to spend more time
delivering unique insights instead of chasing their tails.

Let’s dive into where marketing analysts spend the most time and look at
those who lead the pack.

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A DAY I N T H E L I F E
OF A MARKETING
D A T A A N A LY S T

7:50 8:30 9:59 12:00 12:20 2:00 4 :00

AM AM AM NOON PM PM PM

You’re in early to You realize that With a minute to spare, The leadership team After a hurried lunch, you You notice some You ping a stakeholder
pull together some a key metric for your you send the information meeting is finally pivot to your main task for location-based in Channel Marketing,
numbers for a summary report is held by to the leadership team. over, mostly because the day: a monthly lead gen similarities in the data. because her metrics
report the leadership someone in another The CMO immediately stomachs started performance report. You’re If you could easily overlay indicate a different
team needs for their department, and he responds, asking if you growling. They loved prepared to spend the next geo-spatial data, this report version of the truth than
10 am meeting. doesn’t get in until can join the meeting to your metrics, but you all few hours extracting data would go from impressive your data. To identify
9:00—if you’re lucky. walk them through your grappled with how to from spreadsheets, Google to stellar—but it would the problem, you need
findings. “Don’t worry, it proceed based on the Analytics, Kissmetrics, a also take three more days to meet with her at
won’t take long.” data—and now you’re custom database—even an using your current process, the other end of the
two hours behind. email exchange—to get it done. so you have to skip GIS building. You determine
for now and get back to where the error is and
data munging. re-import her data.

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 5:00 5:45 7:00 9:15
PM PM PM PM

You follow up with internal data After an explanation from the You realize that a mislabeling Time to go. You had to skip dinner
scientists about a predictive model data scientist, you have a better error in an Excel spreadsheet and any semblance of a home life,
that isn’t yielding the expected result. understanding of the model and how means that all the data from but the monthly report is finally
Without knowing how to code, you to apply it this time—but you wouldn’t one source is off by two rows. ready. You head to the nearly
can’t identify the issue. be able to replicate it in the future. Your data isn’t clean, and you empty parking lot. Your report
have to rework the report. could have been so much better
if most of your time hadn’t been
eaten up with data prep and blend.
Maybe next month will be different.

WHAT IF ?
… Y O U C O U L D P R O D U C E M O R E I N S I G H T F U L R E S U LT S B U T M O R E Q U I C K LY
A N D WI T H F EWE R H E A DAC H E S? YO U WO U L D H AVE T I M E FO R D E E PE R
A N A LY S I S . ( A N D Y O U M I G H T A C T U A L LY L E A V E O N T I M E F O R O N C E ! )

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SECTION 2

SIX FACTORS SLOWING

DOWN MARKETING
D A T A A N A LY S T S
1)MORE DATA
THAN WE
KNOW Marketers contend with data streaming to them from more and more diverse

WHAT TO
sources, including social, Google Analytics, banner campaigns, Nielsen,
events, and countless other data-capture opportunities.

DO WITH
EVE RY H O U R , WA L M A RT CU STO M E R S’
T R A N S A C T I O N S P R OVI D E T H E CO M PA N Y WI T H
ABOUT 2 .5 PETABYTES OF DATA .1

And, as technology evolves, the volume of data collected from customers

and users will continue to explode, yielding unprecedented data wealth.
Marketing data analysts are already struggling to leverage data effectively
for decision-making; what happens when you have exponentially more?
According to a study by IDC (sponsored by storage company Seagate), data
creation is likely to increase tenfold to 163 zettabytes (zb) per year by 2025.2

1
DeZyre Learning Platform Blog, November 2017
2
[Link]

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It’s not just data volume that presents challenges; data complexity is also an
enormous factor. There’s been a significant upswing in the creation of unstructured
data such as video and audio, and it all needs to be stored and measured.

In addition, a growing amount of data is housed in disparate systems

and across multiple services. Today’s data lives everywhere, including the cloud,
social media, third-party providers, in-house databases, and siloed in different
departments of the same organization. Including the inboxes of hundreds of
your co-workers.

Based on this chaotic and far-flung data, marketers are expected to learn about
consumers and prospects to make informed decisions about communication
strategies, campaign budgets, and performance metrics. Oh, by the way…that
meeting starts in 30 minutes!

TYPES OF DATA

STRUCTURED DATA
Structured data includes
clearly defined content—think
alphanumeric and numeric
characters—and is traditionally
stored in a neat record format. SEMI-STRUCTURED DATA
Semi-structured data includes
loosely formatted numbers or
characters contained in a field that
is itself unstructured, and not as
UNSTRUCTURED DATA easy to process as structured data. For
example, a Tweet or user comment
Unstructured data refers to data posted to a web page.
that doesn’t fit neatly into the
traditional row and column structure of
relational databases. Examples
of unstructured data include: emails,
videos, audio files, web pages, and social
media messages.
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 2 )M A R K E T I N G D A T A
A N A LY T I C S : T H E
PRESSURE’ S ON
At the dawn of the age of data-driven marketing, gaining insight via relevant This rise of accelerated, data-centric marketing has prompted agencies to
data was limited in scope, was usually a function of IT, and required specialized transform into data analysis powerhouses. Agencies must make metrics-based
programming skill, often in Python or SQL, to manipulate and understand decisions that connect with consumers, make wise use of budgets, and yield
relevant data. Expectations were contained, because stakeholders knew that speedy results throughout.
insights were drawn from limited data sets that sometimes took considerable
time to analyze. To meet these expectations for clients, agencies need to offer advanced
marketing analytics that draw on up-to-date information. And, the data
The age of innocence is over. Technology has since matured; companies expect
integration companies that serve those agencies must be able to deliver
to gain powerful insights from data quickly. Additionally, customers expect their
advanced analytics on-demand as well.
interactions to be personalized, in that the system they’re engaging with should
already know basic, if not detailed, information about them. Marketers—and the data providers who work with them—are presented with
an urgent challenge: you need better and faster ways of acting on information
to remain competitive, without the need to rely on IT specialists.

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 RESTING DATA ISN’ T

3) MARKETERS
QUICK ENOUGH

At one time, “data lakes” —

AND DATA
massive data sets held in storage
—seemed to be the zenith of

INTEGRATION
data collection. However,
these static collections make
governance and regulatory

FIRMS NEED THE

compliance challenging. And, in
recent years, accelerated access

WHOLE STORY
to data has become the primary
goal for many companies, and
that can’t be accomplished
when data is parked.
Often, the data being leveraged paints only a partial picture due to gaps in a company’s
ability to source needed information. Even when marketing data analysts do have
access to as many data resources as they believe to be necessary, methods for extracting
meaning from those resources can vary widely within the company--with equally
varied results.

To achieve differentiation and improve products, services, and customer experiences,

you need to understand the deeper narrative created by connections between multiple
customer data sets, including geospatial data.

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 Viewing data narratives from a variety of perspectives allows data analysts
and data scientists to perform deep analysis of that data and gain a more
comprehensive understanding of their customers. With that comprehensive
understanding comes the ability to forge more enduring partnerships and

62%
client loyalty.
of data analysts must depend on others
This is a challenge when some data must be parsed by other departments within their organization to perform at
least some steps in the analytics process.4
within the same organization. Marketers are burdened with the responsibility
to make decisions based on data over which they have little control.

“The Un-Tapped Power of Self-Service Analytics,” -- Harvard Business Review

12
4
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4 ) G E T T I N G R E S U LT S
OR JUST
GETTING BY?
Many marketing data analysts are still spending 80% of their time manually
preparing data. If this sounds like you, it means only 20% of your time is available
for actual analysis, resulting in insights that may represent an incomplete picture.
According to the 2018 Marketing Analytics Survey by Gartner, nearly half of the
500 leaders surveyed report that some of their most expensive and experienced
data analysts spend the bulk of their time preparing data to be analyzed rather
than analyzing that data.

Data workers in these scenarios would love to be making better use of

information drawn from Google Analytics, DoubleClick, and other sources,
including GIS data. Instead, the outmoded approaches available for data
prep and blending force data analysts to spend more time generating
reports than insights.

Gartner continues to note that even though analytics teams have grown
significantly compared to a few years ago, they’re still spending a majority
of their time on data wrangling, along with data formatting and integration.
Clearly, adding staff isn’t addressing the core problem. 5

[Link]
13
5
A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? |
 C O M M O N R E A S O N S D A T A A N A LY S T S F I N D T H E Y L A C K
T I M E T O P R O V I D E N U A N C E D A N A LY S I S I N C L U D E :

• Time spent looking for data they know exists but are not sure where
• Time spent normalizing data for consistency, so it can be easily compared
• Time spent waiting for other individuals and teams to provide data, access
to data, or some other component of the data cleansing process
• Reliance on systems that are likely to cause confusion or duplication –
for example, sharing marketing data in separate emails instead of via a
centralized collaboration space

If marketing data required less time to prep than is currently demanded by

traditional processes, data analysts would have time for more thoughtful application
of skills, such as A/B testing and strategies around media buys. You could use this
recaptured time to overlay nuanced details, such as time of day and neighborhood
relevance, to leverage deeper insights for more impactful, targeted creative
development and overall planning.

69%
6
“The Un-Tapped Power of Self-Service Analytics,” -- Harvard Business Review

of data analysts are

not satisfied with the
quality of final output.6

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5) WHEN STAFFING UP
SLOWS YOU DOWN
Hiring more data analysts isn’t always the answer, because the data worker you
hire today may not be skilled at the specialty you need tomorrow. In addition,
marketing data analysts often have to work weekends and pull all-nighters in order
to meet client reporting demands. Although you may be able to produce quality
analytics using this approach temporarily, over time, output will suffer.

This “damn the torpedoes” mindset is narrowly focused on inefficient data

prep-and-blend approaches and contributes to high dissatisfaction and turnover
rates for data analysts. High turnover rates only frustrate company goals,
because it takes time to onboard new staff and it’s difficult to maintain skill
parity between exiting workers and new hires.

A CCO R D I N G T O T H E L I N K E D I N TA L E N T B LO G , D ATA
A N A LY S T S H A D T H E 2 N D H I G H E S T T U R N O V E R R A T E
WI T H I N T H E T E C H N O L O G Y ( S O F TWA R E ) S E C T O R I N 2 0 1 7. 7

7
[Link]

A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? | 15
 MARIA F. TOMKINS
1234 Baker Street, Los Angeles, CA 90010

6 ) D I S PA R AT E S O L UT I O N S A R E A
MARIA THOMPKINS
1234 Baker Street, Los Angeles, CA 90010

FACT OF DATA LIFE M. TOMKINS

1234 Baker Street, Los Angeles, CA 90010

Frequently, organizations draw data from multiple systems that rely on each LET ’ S GET CLEAR ABOUT FUZZY MATCHING
other, with varying degrees of success. Without a unifying platform, analytics
teams are unable to tackle more advanced results. For example, using SQL
programming to extract data, Python to clean it up, Excel for vlookups, SAS MARIA F. TOMKINS
1234 Baker Street, Los Angeles, CA 90010

for predictive modeling, GIS for mapping, and Tableau for visualization output.
Not only is it rare to have all these skills in-house, each tool requires moving
data from one location and format to another. This is time-consuming and
MARIA THOMPKINS
requires considerable oversight to manage all the moving parts. 1234 Baker ST, Los Angeles, CA 90010

And, some marketing agencies are organizationally complex, with business

units positioned hierarchically within others. These types of enterprises are
M. TOMKINS
especially prone to feel the slowdown from multiple analytics solutions 1234 Baker Street, Los Angeles, CA 91010

being cobbled together.

The advanced technology known as “fuzzy matching” closes a gap that would be hard to
conquer with human review. For example, across data sources. Let’s say there are entries
for “Maria F. Tomkins,” “Maria Thompkins” and “M. Tomkins.” When viewed from a
strict data-matching algorithm, these would appear to be unrelated values. If they all shared
a street address, they would count as three people. But fuzzy matching is smart enough to
notice the similarities and conclude that this is likely a single individual.

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SECTION 3

TAKE BACK YOUR TIME

M U LT I P LY Y O U R A N A LY T I C S
POWER WITH SINGLE-
PL ATFORM CONVENIENCE

The “products bolted together” analytics landscape is a reality for many marketing Instead of yet another add-on solution that must be managed among all the rest,
organizations and is unlikely to change overnight. But the makeshift solutions forward-looking agencies are investing in single-platform solutions that connect
required to draw useful data from these disparate systems really falter when it multiple sources of data—from Excel spreadsheets to advanced reporting apps—
comes to repeatable processes that could be automated—for example, weekly or and can quickly prep and blend them for thorough analytical review. This type
monthly reports. Pulling and prepping data from multiple sources almost always of platform solution also outputs seamlessly to business intelligence tools like
requires significant manual intervention, opposing the goals of marketing and Tableau, Qlik, and Power BI.
agency teams that must strive for agility in highly competitive markets.
CLICK HERE TO TEST OUT ALTERYX

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D A T A A N A LY S T S C A N ’ T E X C E L
USING SPREADSHEETS ALONE
You can’t live without it, but you can’t effectively solely use it for analytics, either.
While Excel is a powerful program used in marketing agencies the world over,
it just can’t flex to the demands of advanced data prep and blend.

WHERE SPREADSHEETS FALL SHORT

Spreadsheets have
size limitations

Data is constrained Joining data from

to rows and columns multiple spreadsheets
SPREADSHEET requires complex formulas

The more complex

the spreadsheet, the
more error-prone it is

Excel is a must-have for many marketers, but it still represents time-consuming grunt
work when compared to more sophisticated solutions. It’s time to free yourself from
spreadsheet servitude so you can get to deeper insights.

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 CHECKLIST: TAKE BACK
V A L U A B L E A N A LY T I C S T I M E
T I M E I S A P R E C I O U S C O M M O D I T Y W H E N I T C O M E S T O A C T I O N A B L E A N A LY T I C S .
DOES YOUR AGENCY OR MARKETING TEAM SPEND TOO MUCH TIME:

Searching for data they know exists, including investigating email conversations and siloed files

Prepping and blending data derived from Excel spreadsheets, homegrown databases, and other sources

Asking for help from IT to extract, transform, or load data

Waiting for other departments to take their own steps in the analytics process

Completing tasks that require manual intervention—like generating reports—which could be automated

A M A R K E T E R ’ S D I L E M M A : W H Y A R E N ’ T A N A LY S T S A N A LY Z I N G ? | 20
CODE-FREE Uncovering and delivering key findings about your customers and business

OR CODE-
shouldn’t require going back to school to learn code. After all, you’re a
marketing data analyst, not a coder. Code-intensive solutions will only slow
down results further.

F R I E N D LY —
Code-based approaches demand that analysts spend their time on testing
and debugging, as well as writing SQL queries and other tasks that leverage
existing code. Instead, construct a repeatable workflow that visually depicts

YOU DECIDE
how you extracted and transformed data. For marketing analytics, this
approach is more efficient, intuitive, transparent, and shareable than
generating and testing blocks of code.

And, for those who prefer to write their own code, choose a solution that
doesn’t require code, but is code-friendly. For example, leading solutions
let you do things like add R code into a workflow, or build a marketing
attribution model using Markov chains, creating a personal answer engine
for your company.

This code-friendly option allows non-coders to communicate and collaborate

with data scientists in the same, transparent environment. So, make sure to
choose a robust solution that don’t require writing a single line of code,
while still including the option. The fact is, a platform that’s code-free—while
remaining code-friendly—is the most efficient platform for analytics collaboration.

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PREDICT THE FUTURE
AND MAKE HISTORY
Leading analytics solutions aren’t just about prepping and blending data. You also
have to be able to use them to accurately predict outcomes and take prescriptive
action. It’s these advanced analytics capabilities that can differentiate your
company—and you—in a competitive market.

Predictive analytics entails using techniques like regression and decision

trees to build predictive models. While these efforts often require skilled data
scientists, there are also approaches that use pre-built tools and macros for data
investigation, predictive modeling, grouping, and time series analysis.

And, once you’ve run various predictive models, your analytics solution should
also be able to prescribe a course of action. This is known as prescriptive
analytics, and uses a range of mathematical models, as well as built-in Monte
Carlo simulation capabilities, with a drag-and-drop workflow environment.

Tools with visual, intuitive tools make it easier to apply advanced analytics to
make decisions—without the need to learn a single line of code.

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 G E O S PAT I A L I S
WHERE IT ’ S AT
Understanding customers and planning resources across locales calls for blending extra dimension of data to provide real benefit, it has to be applied quickly—and
demographic and spatial analytics. Using outmoded approaches, this can require older analytics solutions can’t accomplish this.
a GIS specialist to work with in-house and third-party data, including manual
Make sure you’re using a solution that can quickly geocode large volumes of data
coding and spreadsheet work.
and enrich it with spatial analytics for metrics like travel time, physical proximity,
When you understand the difference in buying patterns between consumers in and potential opportunity. You’ll also want the capability to connect to industry
Tucson and Tuscaloosa, or you can easily determine whether your ad pulled better data sources, to enhance household and demographic analysis.
in Seattle or Cincinnati, you enjoy competitive advantage. The trick is, for this

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A LT E R Y X H E L P S M A R K E T E R S
R O C K B E T T E R R E S U LT S I N
RECORD TIME A LT E R Y X I N A C T I O N : D E L I V E R I N G B U S I N E S S -
CRITICAL SUCCESS FOR WESTERN UNION

As a marketer, you need to attract and retain customers—but you also want to
build profitable interactions over the lifecycle of the customer relationship.
You can only do this with a deep understanding of which customers to target,
the types of campaigns they respond to and which marketing efforts to invest in.
“ One of the most beneficial projects I’ve been able to
do with Alteryx has been the ‘Voice of the Customer,’
analyzing our unstructured survey data using the Alteryx
text analytics tools that are available… I couldn’t do this
at all before we had Alteryx. We just didn’t have a way
Using marketing analytics from Alteryx empowers you to combine all relevant
to do it other than sitting down, having teams of people
marketing, sales, and customer data so you can achieve sophisticated analytics— reading the surveys line by line to get the content out…
widening your customer view and making it easier to assess marketing ROI. With Alteryx, it’s automated… It saves a ton of time and
Use marketing analytics from Alteryx to: has paid for itself just because of that process. It’s a

”
fantastic success story for us… I would not be willing to
• Blend all your marketing data—from social media, [Link],
marketing automation systems, and more—in hours, not weeks do my job without it.
• Segment and profile your customers to target prospects with the
most potential — BOB BULKLEY
• Improve campaign performance and promotional effectiveness, with . Manager, Reporting and Analytics, Western Union
easy-to-use analytics that include response modeling and A/B testing

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SECTION 4

K E Y TA K E AWAYS
CAST A WIDER
DATA NET

“
Your data likely sits across multiple, disparate systems and is updated in a
constant stream from social media, clickstream, loyalty cards, and more. So how
can you combine and analyze it efficiently enough to apply the insights gained to Alteryx enables me to do far more
make vital marketing decisions? Marketing analytics from Alteryx takes you from
than I ever thought I could a lot
days to hours to minutes, by making it easier for you to access, prep, and blend

”
relevant marketing, sales and customer data from disparate systems without any faster than I ever thought I could.
coding or IT delays. Use Alteryx marketing analytics to get:

• Direct access to all relevant marketing data via pre-built data — MARC PONICK
connectors—including pre-packaged third-party data Cisco Operations Analyst
• Advanced tools for data prep and blend, reducing the time to insight .
from weeks to hours or even minutes
• An intuitive drag-and-drop interface to help you create data blending
workflows—no coding required

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GET A BETTER CUSTOMER
V I E W W I T H A LT E R Y X
How do you know which segments of your customer base are the most profitable,
and which prospects to target for the best ROI? How do you know what their
brand and channel preferences are? Marketing analytics from Alteryx help
you segment your prospects and customers based on past purchase behavior,
attitudes, life stage, social group affinities, and more—so you can plan marketing
initiatives that have real impact on the customers and prospects who hold the
most potential.

With Alteryx marketing analytics you can:

• Blend your customer data from all sources, whether structured,

unstructured, or semi-structured—to get one view of the customer
• Enrich your customer view with third-party consumer data from
Experian Marketing Services about lifestyle, attitude, brand preference,
and more
• Create predictive models in a drag-and-drop environment—without
any coding—to determine future buying behavior and campaign response

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A LT E R Y X P L A T F O R M
Because Alteryx has purpose-built an entire platform for
analytics, you can gain insights that aren’t possible with
older technologies. For example, powerful search capabilities

POWER UNLOCKS
help you find and reuse information contained in data files,
databases, analytics apps, workflows, macros, visualizations,
dashboards, and more.

COMPETITIVE By using the Alteryx platform, you’ll spend less time searching
for impactful data and assets, and you can easily bypass

A DVA N TAG E
information that’s rated poorly by others in your organization.

The Alteryx platform empowers data analysts to connect

to and cleanse data from data warehouses, cloud applications,
spreadsheets, and other sources. Spatial data files? No
problem with the Alteryx analytics platform—blend and output
spatial data files and easily join them with third-party data,
such as demographics.

A LT E R Y X I N A C T I O N : S E R V I N G U P S W E E T P R O X I M I T Y D A T A F O R D U N K I N ’ B R A N D S

“ We use Alteryx for all of our geospatial analysis — anything from looking at proximity of our existing
restaurants to one another to understanding pockets of opportunity… Alteryx has been a gift to us…

”
Things that used to take us a day to process we can now do in less than ten minutes. In addition to
that, we are now able to identify relationships in the data we didn’t even see before.
— CHANNING LACKLAND
Manager, Market Planner, Dunkin’ Brands

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Alteryx Analytics empowers both data analysts and data T H E A LT E R Y X A N A LY T I C S P L A T F O R M I N C L U D E S :
scientists with visual insights at every step of their analytic
process to get answers faster, bring insights to life, and
elevate analytics to more discerning levels.

With more than 200 easy to use, drag-and-drop tools,

Alteryx puts the power in your hands to utilize
A LT E R Y X C O N N E C T A LT E R Y X D E S I G N E R A LT E R Y X S E R V E R A LT E R Y X P R O M O T E
predictive analytics tools for powerful insights into Data Analysts Can Find and Data Analysts Can Experience Marketers and Agencies Can Data Scientists Can Deploy
areas like sales and consumer trends or product and Catalog All the Needed Data the Thrill of Solving Achieve Analytics at Scale Models with Ease

inventory forecasts.

A LT E R Y X I N A C T I O N : H O M E D E P O T N A I L S W H I C H S K U S G O W H E R E

“ Each store carries approximately 100,000 SKUs, so our job is to tell the store what those 100,000 SKUs should be at any given
time. We were pulling [data] in with SQL, combining them in Excel and using that to present to the Merchant Group… With
Alteryx, we were able to combine all that data in a small fraction of the time it was taking before. For our product localization and
clustering process, it was taking about two weeks per use, per user. And now, it takes roughly half an hour to an hour. We are able
to localize better, price better…from that, we’ve been able to gain not only thousands of hours, but 2-4% in our bottom line…
What Alteryx lets me do is not work 80-90 hours a week anymore… On a corporate level, we are able to use Alteryx now to

”
pinpoint where we should sell any product at any time.

— CHARLES COLEMAN
Sr. Analyst, Special Projects and Assortment Planning

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CASE STUDY

MARKETING AGENCY ANSIRA

TURNS AROUND KEY REPORT
I N A DAY I N ST E A D O F A WE E K
Ansira, an industry-leading marketing agency in integrated customer engagement,
heavily utilized media and consumer research that comes from the MRI Survey
of the American Consumer to create Customer Behavior Reports.

The data yielding the insights necessary for the reports, exported into an Excel
format, was not easy to manipulate, interpret, or analyze. In about two days,
one team member was able to create an Alteryx workflow that did all of the
Excel formatting in just three seconds, versus over an hour. The Ansira team
used Alteryx to effect similar process improvements to all the steps in their
report preparation.

With Alteryx, the Ansira Analytics team is now able to turn around their
Customer Behavior Reports to New Business and Strategy departments in
a day instead of a week. And, when a full analysis isn’t needed, the analytics
team can turn around a data report in PDF format in as little as 15 minutes.
This gives Ansira agility in understanding their targeted consumer—instrumental
when creating a new campaign.

READ THE CASE STUDY

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CASE STUDY

B O O K M Y S H O W U S E S A LT E R Y X
TO PL AY TO T H E I R C U STO M E R
B A S E S U C C E S S F U L LY
BookMyShow is the largest online entertainment ticketing portal in India, and
over a two-year period, the number of events BookMyShow was handling—
including movies, sporting, and cultural events—more than tripled. The company
was having a hard time identifying a tool that could deal with their enormous
database and run analytics on complex data, including overall market share and
revenue potential—not just on a geographic basis across India, but for specific
showtimes and venues.

Before Alteryx, analytics team leader Anujay Mathur had to onboard people
with six to eight years of experience because he needed their extensive coding
proficiency. Now he hires people with little to no experience because he knows
that new hires can become proficient in Alteryx in about two weeks. Mathur
says, “Instead of making someone learn SQL and Mongo, and taking about six
months of time [for training], the guys who are joining the team today usually
take about a week or two to get on the line of work and they are able to make
their own workflows.”

Now, the analytics team for BookMyShow can generate reports in just a few
hours instead of two full days, vastly improving their marketing agility.

READ THE CASE STUDY

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CASE STUDY

WA S S E R M A N AUTO M AT E S
VA LUAT I O N PR O C E S S AC R O S S
M U LT I P L E C H A N N E L S
Wasserman collected KPIs from multiple channels such as social, digital, and
TV (national and local) to provide cohesive marketing ROI for their clients.
Marketing data analysts accomplished this process using Excel, manually
generating all of the requests to collect KPIs.

With Alteryx, Wasserman was able to offer non-technical users an intuitive

interface, achieving the same result without modifying workflows. As a result,
Wasserman’s business users now have the ability to modify their scenarios and
perform their own analysis. This has eliminated significant bottlenecks and driven
up efficiency.

READ THE CASE STUDY

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CONCLUSION: SHRINK
DATA PREP AND GET
B A C K T O A N A LY Z I N G
The depth of detail now available in marketing analytics offers impressive
forecasting and decision-making power—but when marketing data analysts
devote 80 percent of their time to prepping data, these opportunities can be
lost for good.

Alteryx makes creating workflows easier, with drag-and-drop convenience,

automated processes, and advanced capabilities like fuzzy matching and
geo-spatial overlays. Alteryx democratizes data analytics and puts the power
in the hands of more marketers. Even new data analysts can create complex
workflows quickly. Whether you’re working with structured, unstructured, or
semi-structured data, Alteryx offers a visually intuitive, drag-and-drop workflow
that uses common fields as well as geographic proximity.

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 ROCK YOUR
A B O U T A LT E R Y X
M A R K E T I N G R E S U LT S
Revolutionizing business through data science
and analytics, Alteryx offers an end-to-end
W I T H A LT E R Y X
analytics platform that empowers data analysts
and scientists alike to break data barriers, Data analysts who are interested in predictive modeling but who don’t have a statistician’s training will appreciate Alteryx’s
deliver insights, and experience the thrill of incredible flexibility--all in a no-code (but code-friendly) environment. With Alteryx, you can use blended marketing data in
getting to the answer faster. Organizations all hours, not weeks. This includes data from social media, marketing automation systems, [Link], and more. Analytics
over the world rely on Alteryx daily to deliver are easy to use, even for non-data analysts, so you can more easily segment and profile customers, target desirable prospects,
actionable insights. and use response modeling and A/B testing to improve campaign performance and promotional effectiveness.

+1 888 836 4274 Deeper insights are a competitive advantage for agencies looking to stand out in a field of other agencies. When you have the
[Link] right tools to minimize data prep, you can get back to analyzing, produce deeper insights…and take back your day.

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