© 2015 Alteryx, Inc. | Confidential
The National Trust Improves
Data Driven Decisions with
Alteryx and Tableau
Matt Madden...
© 2015 Alteryx, Inc. | Confidential
Customer Success
Customers across the world
900+
Strong Foundation
Renewal rate with f...
© 2015 Alteryx, Inc. | Confidential
Share
The Alteryx Solution For Analyst Enablement
3
All Relevant Data
Access, cleanse,...
© 2015 Alteryx, Inc. | Confidential
Help People
See and Understand
their Data
© 2015 Alteryx, Inc. | Confidential
© 2015 Alteryx, Inc. | Confidential
• Download a Free Trial of Alteryx
• www.alteryx.com/download
• Download the Visual An...
© 2015 Alteryx, Inc. | Confidential© 2015 Alteryx, Inc. | Confidential 7
Questions?
Improving Data-Driven
Decisions with
Alteryx and Tableau
Dean Jones
Head of Data Science
Stephen Lindsay
Senior Data Scien...
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
National Trust
• Independent charity founded in 1895
• Preserves and protects historic places and 
spaces – for ever, for ...
350+ historic buildings
247,000 hectares of land
5000+ tenanted properties
775 miles of coastline
400 factories and mines ...
4 million members 
2 million memberships
20 million PFE visits
60,000 volunteers
4 million hours volunteered
50,000 online...
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
Our Strategy
Systems Simplification
Programme (SSP)
Tills Finance
Supporter 
Loyalty
Digital
MI
Supporter Loyalty
Insight & 
Prediction
Relevance & 
Personalisation
Deeper
Engagement
Behavioural 
Data
Insight & 
Prediction
Relevance & 
Personalisation
Deeper
Engagement
Behavioural 
Data
Supporter Loyalty Platform
Single Supporter View
SSV
CRM
Online ShopMembers
Memberships
Visit Scans
Contact Permissions
Interactions
Donations
Legacy...
Supporter Loyalty Platform
extract
publish
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
Analyses and Models
• Property Clustering
• Post‐visit Thanks, No‐visit Nudge
• Churn Model
• SAVE programme
• Engagement ...
Agenda
1. Introduction to National Trust
2. Supporter Loyalty Platform
3. Analyses and Models
4. Alteryx and Tableau
Using Alteryx
• What I’ll cover:
• 2 problems solved with Alteryx
• What the problem was
• How Alteryx helped
• The result...
Problem 1: Data in silos
The problem – Understanding channel attribution for 
Memberships joining via the web:
• Membershi...
Problem 1: Data in silos
How Alteryx helped:
• Enabled a repeatable step‐by‐step approach
• To each data source
• Then to ...
Problem 1: Data in silos
Detail – bring data in, explore and resolve issues:
20
Problem 1: Data in silos
Then, keep building the process flow:
• Explore further data (with business owner!)
• Resolve any...
Problem 1: Data in silos
The Result:
• Repeatable process, <10 secs to run
• Answers NOW to business questions
• Much bett...
Using Alteryx
Before:
23
Using Alteryx
After:
24
Problem 2: Churn model
The problem – Quickly develop a membership churn 
model to drive targeted loyalty activity:
• A new...
Problem 2: Churn model
How Alteryx helped:
• We could get up and running quickly
• Drag and drop, easy to learn
• Low entr...
Problem 2: Churn model
The Results:
• 3 models developed within the first week
• So quick we ran against larger data volum...
Summary of Benefits
• Easy to use but very powerful
• Cost (very significant for a charity)
• Excellent integration
• Larg...
Thank You
Clare Birt
Will Bridges
David Crelley
John Davy
Rob Frecknall
Sarah Hayward
Chris Midwinter
of 36

The National Trust Improves Data Driven Decisions with Alteryx and Tableau Webinar.

The National Trust needed to analyze a wide variety of data sources such as donation lists, membership subscriptions, and transaction data, to gain a more granular view of customers and drive intelligent, informed decisions.
Published on: Mar 3, 2016
Published in: Devices & Hardware      
Source: www.slideshare.net


Transcripts - The National Trust Improves Data Driven Decisions with Alteryx and Tableau Webinar.

  • 1. © 2015 Alteryx, Inc. | Confidential The National Trust Improves Data Driven Decisions with Alteryx and Tableau Matt Madden- Director of Product Marketing, Alteryx Dustin Smith – Product Marketing Manager, Tableau Dean Jones- Head of Data Science, The National Trust Stephen Lindsay- Senior Data Scientist, The National Trust 1
  • 2. © 2015 Alteryx, Inc. | Confidential Customer Success Customers across the world 900+ Strong Foundation Renewal rate with funds to support innovation 95%+ Corporate Info. 2 Leader in Data Blending and Advanced Analytics
  • 3. © 2015 Alteryx, Inc. | Confidential Share The Alteryx Solution For Analyst Enablement 3 All Relevant Data Access, cleanse, and blend data with unique packaged data options Rapid design of predictive analytics with unique spatial understanding Packaged Market & Customer Data Consumerize the use of sophisticated analytics Enrich Analyze Blend Te xt
  • 4. © 2015 Alteryx, Inc. | Confidential Help People See and Understand their Data
  • 5. © 2015 Alteryx, Inc. | Confidential
  • 6. © 2015 Alteryx, Inc. | Confidential • Download a Free Trial of Alteryx • www.alteryx.com/download • Download the Visual Analytics Kit: • Sample analytics workflows • Corresponding Tableau Visualizations • www.alteryx.com/kit • Download a Free Trial of Tableau: • www.tableau.com/products/trial 6 Next Steps
  • 7. © 2015 Alteryx, Inc. | Confidential© 2015 Alteryx, Inc. | Confidential 7 Questions?
  • 8. Improving Data-Driven Decisions with Alteryx and Tableau Dean Jones Head of Data Science Stephen Lindsay Senior Data Scientist
  • 9. Agenda 1. Introduction to National Trust 2. Supporter Loyalty Platform 3. Analyses and Models 4. Alteryx and Tableau
  • 10. Agenda 1. Introduction to National Trust 2. Supporter Loyalty Platform 3. Analyses and Models 4. Alteryx and Tableau
  • 11. National Trust • Independent charity founded in 1895 • Preserves and protects historic places and  spaces – for ever, for everyone • Annual income of £460 million • Central office and regional consultancies
  • 12. 350+ historic buildings 247,000 hectares of land 5000+ tenanted properties 775 miles of coastline 400 factories and mines  271 gardens 61 pubs and inns  56 villages  41 castles 12 lighthouses
  • 13. 4 million members  2 million memberships 20 million PFE visits 60,000 volunteers 4 million hours volunteered 50,000 online shoppers 1 million web visitors /  month 1 million app downloads 302,000 Facebook likes 324,000 Twitter followers
  • 14. Agenda 1. Introduction to National Trust 2. Supporter Loyalty Platform 3. Analyses and Models 4. Alteryx and Tableau
  • 15. Our Strategy
  • 16. Systems Simplification Programme (SSP) Tills Finance Supporter  Loyalty Digital MI
  • 17. Supporter Loyalty Insight &  Prediction Relevance &  Personalisation Deeper Engagement Behavioural  Data
  • 18. Insight &  Prediction Relevance &  Personalisation Deeper Engagement Behavioural  Data Supporter Loyalty Platform
  • 19. Single Supporter View SSV CRM Online ShopMembers Memberships Visit Scans Contact Permissions Interactions Donations Legacy Contact History Holiday Cottages Events Raffle Volunteering Camping DriveTime MOSAIC
  • 20. Supporter Loyalty Platform extract publish
  • 21. Agenda 1. Introduction to National Trust 2. Supporter Loyalty Platform 3. Analyses and Models 4. Alteryx and Tableau
  • 22. Analyses and Models • Property Clustering • Post‐visit Thanks, No‐visit Nudge • Churn Model • SAVE programme • Engagement Score • KPI, campaign evaluation • Cross‐sell Predictions
  • 23. Agenda 1. Introduction to National Trust 2. Supporter Loyalty Platform 3. Analyses and Models 4. Alteryx and Tableau
  • 24. Using Alteryx • What I’ll cover: • 2 problems solved with Alteryx • What the problem was • How Alteryx helped • The results • The problems • Data in silos, causing conflicting MI  reports • Analytic model needed quickly to  understand Membership churn17
  • 25. Problem 1: Data in silos The problem – Understanding channel attribution for  Memberships joining via the web: • Membership info on CRM • Online ‘channel’ info in digital data • Confusing picture of channel attribution • Change process to get info into CRM • Other priorities now • But… we need to understand breakdowns now: • The relationships between marketing campaigns  and how people join • To understand performance and inform media  planning 18
  • 26. Problem 1: Data in silos How Alteryx helped: • Enabled a repeatable step‐by‐step approach • To each data source • Then to blend them together • Quick, iterative development time 19
  • 27. Problem 1: Data in silos Detail – bring data in, explore and resolve issues: 20
  • 28. Problem 1: Data in silos Then, keep building the process flow: • Explore further data (with business owner!) • Resolve any issues • Finally bring all of that data together • Output is a distinct row for each membership • As a CSV • As a Tableau Data Extract 21
  • 29. Problem 1: Data in silos The Result: • Repeatable process, <10 secs to run • Answers NOW to business questions • Much better understanding of data: • Identifying process issues • To specify how to get data into SSV/CRM • Ultimately, quick ability to understand the data… 22
  • 30. Using Alteryx Before: 23
  • 31. Using Alteryx After: 24
  • 32. Problem 2: Churn model The problem – Quickly develop a membership churn  model to drive targeted loyalty activity: • A new team • Mixed skill sets • Needed a tool that could be learnt fast… • … and at a low cost • Looked at R/Python, steep learning curve,  longer development time • Colleagues wanting answers quickly 25
  • 33. Problem 2: Churn model How Alteryx helped: • We could get up and running quickly • Drag and drop, easy to learn • Low entry cost, per seat worked for us • Low cost, long term trial • Functionality we needed, ability to refine • Supported our approach: start simple, add  complexity over time 26
  • 34. Problem 2: Churn model The Results: • 3 models developed within the first week • So quick we ran against larger data volumes • Taking only 10 minutes to run each time • Allowing more time for action: • Comparing and refining models • Profiling model outputs for targeting • Planning use with the business • Setting up monitoring for success • Auditable, easier to explain than script 27
  • 35. Summary of Benefits • Easy to use but very powerful • Cost (very significant for a charity) • Excellent integration • Large datasets can be processed quickly • Quickly share results across organisation
  • 36. Thank You Clare Birt Will Bridges David Crelley John Davy Rob Frecknall Sarah Hayward Chris Midwinter

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