Analytics
News, events, thought leadership and more.
Bill Engel, Chairman of Consumer Orbit, presented yesterday in DC at the Tableau Customer Conference (#TCC13) in a session titled “Consumer Orbit: Using Alteryx for Complex Data Blending and Analytics.” In this session he spoke about how Consumer Orbit creates a full view of the customer for their marketing clients using Alteryx and Tableau. They combine over 60 trillion pieces of data, and merge that with the data of their clients, to enable their clients to understand what customers are doing when they are not in their stores – where else the shop, what they watch on TV, what their lifestyles and attitudes are – so they can better target them with relevant and cost-conscious message placement.
With every new client, Consumer Orbit must connect and blend all of their customer data systems – CRM, call center, web logs, transactional information – into a coherent data set. Clients typically have at least 10 sources of customer information that must be connected and analyzed. Using Alteryx, they can attach to all of these systems, which are different applications and database programs for every customers. They can then rapidly build analytical models in Alteryx with no coding. This process takes a matter of hours, rather than weeks. As Bill says, “If it took longer than a couple of days, we’d be out of business.”
Once they have built the analytical models their customers need, they output the results directly to Tableau. Alteryx has the ability to create datasets in the Tableau file format and to launch Tableau, so Consumer Orbit can immediately create the dashboards their clients need to get a full view of their customers. Clients are quickly able to understand and assess why certain products or store locations are not performing as well, or which promotions are really knocking it out of the park.
It was a great session – Bill is really a statistician at heart, and the conversation resonated with the data hungry Tableau audience:
Amyn Rajan @amynrajan tweeted: #tcc13 Consumer Orbit uses #Alteryx and #Tableau to really figure out what consumers are doing! Wow!
Bill really sees Alteryx and Tableau as transformational. Together they can access client data, put it through analytics processes, and then present it in a dashboard, in a fast and repeatable way. We will be doing a webinar with Bill in October – we’ll post more on that later.
Brian Dirking
Director of Product Marketing.
