This is a use case to present our new partnership with Alteryx, the leader in self-service data analytics. The case is based on customer records of a FMCG company and to the initial question « I want to know more about my customers », we add during this proof-of-concept a question like « Where I need to be to better serve my customers ».
Data blending is about that : a Swiss-knife allowing you to get the data, transform it like you want, enrich it, apply geo-spacial functions on it, predict, profile and so on.
The first step in this POC was to get the customer data with their adress and some sales attributes. Based on the adress, we were able using Alteryx to « geocode » the customer, it means giving them a latitude and longitude to enable the positionning on a map. The geocoding has also another advantage ; it makes possible to join the customer data with external database like the one we used : mosaic from Experian.
Mosaic is usefull because it exists in 26 countries and it is about detailed consumer data used to be more effective in cross-channel target marketing and location planning. Mosaic condenses billions of pieces of information into a concise easy to understand consumer classification.
Combining customer data with mosaic will allow us to « segment » and « classify » our customer records. I must say here, we are using Tableau to visualize the output of Alteryx, both are happy together.
If you combine then the mapping features and the segments that we just defined, you will have both the « who » and the « where » on a viZ.
On this map, Orange and green means specific segments.
And that’s not all. If you use your customer records, segmented and you project the segment on the whole population and ask where are your TOP segments within the population but where you do not have a physical point of sales; it gives you the locations where you should be…
Okaye, so far, it is pretty cool…the next step could be ; let’s choose some locations and let’s see the number of potential customers we can attract.
There, Alteryx can offer an interesting feature : the drivetime; it will give you not the distance between the point of sales and the customer, but the time it takes to travel from A to B.
This is a use case to explain you just a few of the possibilities of data blending with Alteryx, to be followed by other use cases.