Simplifying Customer Behavior Profiling at Ansira

[DanielleR]

Author:

Kristin Scholer

Role:

Insight Manager

Company:

Ansira

Simplifying Customer Behavior Profiling at Ansira

Originally Published: 2016 Excellence Awards Entry

Use Case Overview:

Ansira, an industry-leading marketing agency in integrated real-time customer engagement, activates big data through advanced analytics, advertising technology, programmatic media and personalized customer experiences. Ansira leverages superior marketing intelligence to build deeper, more effective relationships with consumers and the retail channel partners that engage them on the local level. Marketing intelligence is infused across all disciplines and executed through digital, direct, social, mobile, media and creative execution, marketing automation, co-op and trade promotion.

Describe the problem you needed to solve:

As a data-driven advertising agency, Ansira is constantly profiling customer behavior for a variety of clients in industries such as quick service restaurants, automotive brands and large retailers. Ansira’s Analytics team heavily utilizes media and consumer research that comes from the MRI Survey of the American Consumer to create Customer Behavior Reports. This large survey provides a vast database of demographics, psychographics, media opinions and shopper behavior that give insights into the actions and behaviors of the U.S. consumer. These insights help Ansira better understand consumers for new business perspectives as well as develop strategies for existing clients.

The challenge the Analytics team faced was that these rich insights were not easy to format, interpret or analyze. The data is accessed through an online portal and exported into an Excel format that does not make the data easy to manipulate. Depending on the project requirements, it could take an analyst 4-8 hours to format the data, identify survey responses that are statistically significant, build out a report to display all the information and write up a full summary. This is not cost effective and it became clear that a better way to transform this data was needed if Ansira wanted to utilize it on a regular basis.

Describe the working solution:

After using Alteryx to format unfriendly Excel output for many projects, it was clear to the Analytics team that Alteryx could also be a solution for speeding up the Customer Behavior Report process. 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 (this was generally taking over an hour to do manually).

Then Alteryx was taken one step further as formula tools were integrated to identify which behaviors were statistically significant for an analysis (this was taking 1-2 hours to work through manually). Next, the process was simplified one more time by incorporating the reporting tools to create a full report of all the data needed in the form of a PDF. The report even included color coding to easily identify statistically significant behaviors. Not only did this create a beautiful report in seconds but made key behaviors easy to identify, thus taking the analysis and summary process from 2-3 hours down to 15-30 minutes.

Describe the benefits you have achieved:

The process that was created in Alteryx has allowed the Ansira Analytics team to offer Customer Behavior Reports to New Business and Strategy departments that can be turned around in a day instead of a week. If a full analysis is not needed, the Analytics team can turn around just the PDF data report in as little as 15 minutes (see picture below). This allows Ansira to gain additional direction on who is the consumer they are targeting, which can be instrumental in creating a new campaign.

To make this process even easier, the Analytics team has created a request form (see picture below) that anyone at Ansira can use to identify the behaviors they are interested in seeing for their client. Once the request form is received by the Analytics team, they can do a quick data pull from the MRI online portal, update the Alteryx workflow and have a full report created in under an hour.

Ansira recently had a consumer packaged goods client where the Strategy team needed to learn more about the difference in behavior patterns between Millennials and Non-Millennials who purchased 16 specific products. The Analytics team was able to pull data from MRI on these 16 products, run it through the Customer Behavior Report workflow and create 16 individual reports for each product comparing Millennials and Non-Millennials purchase behaviors in less than 4 hours. Without Alteryx, this would have taken a single analyst almost a full week to complete and likely would have never even been a possibility due to budget and capacity constraints.

Creating these Consumer Behavior Reports have become a regular occurrence with two to three requests coming into the Analytics department each week. With the help of Alteryx, these reports have become a large asset to Ansira as they provide very impactful information without a lot of effort.