Alteryx and Snowflake

Hypertargeted Marketing Solutions

“everyone […] hoping to capitalize on a wide-open summer

and the marketing dream of a post-pandemic Roaring
Twenties economic boom have begun pouring money into
advertising”
Powered by Kochava Collective
“In the second half of this year, there is just going to be an
onslaught of physical events”

In the Roaring Twenties, Ads Make a Comeback

Ben Smith, New York Times

Fabio Italiano | Head of Applied Innovation

@ Alteryx
 Agenda

1 Introduction to the Art of Possible

2 Nudge Analytics Applicability to Many Industries

3 Privacy Best Practices

4 Future Developments

5 Retail Solutions

2 Confidential │ ©2021 Alteryx, Inc.

 1
Introduction

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 1
Introduction
Use Case: Enabling the Nudge Analytics at Scale
Eyal Peer et Al Will Leach
Nudge Me Right Marketing to Mindstate

Pre-design a set of messages not to Mindstates are much more dynamic

personalize nudges but to personalize than personalities. What if there is a
which nudges based on people’s pre-defined set of mindstates?
decision-making styles

Snowflake shares the same vision as Alteryx as far as integrating

Confidential │ ©2021 Alteryx, Inc. data, people, and processes
 1
Executive Summary
PURPOSE DELIVERY MODEL CUSTOMER BENEFITS

EXAMPLE OF A SOLUTION THAT ALLOWS TO EASILY DIGITAL ADVERTISING ON DESKTOP AND MOBILE
BUILD DATA PIPELINES AND PROCESSES IN ALTERYX GENERATE CONSIDERABLE LIFT OVER TRADITIONAL
LEVERAGING THE POWER OF SNOWFLAKE PROCESSING MEDIA ALONE BOTH AT THE TOP AND THE BOTTOM
MASSIVE DATASETS 1 TRADITIONAL OF THE FUNNEL

Build the solution from scratch

IAB.CROSS-MEDIA AD EFFECTIVENESS STUDY

AUTO CPG

2
WHAT DID WE BUILD TAKE ADVANTAGE OF
JUMPSTART TEMPLATES Aided Awareness 41% 37%
A DIGITAL MARKETING SOLUTION TO BUILD AND
ADDRESS AUDIENCES BASED ON BEHAVIORAL SCIENCE Sustain Snowflake computing and
AND MOBILITY DATA PROVIDED BY KOCHAVA AND subscription macros for demo purposes Brand Familiarity 42% 21%
OTHER EXTERNAL DATA WITH A SERIES OF OPTIONAL
PLUG-AND-PLAY SUBSCRIPTION MACROS BUILT IN
Brand Favorability 42% 36%
ALTERYX BY DEMANDATA AND AVAILABLE ON A
MARKETPLACE 3 OPTIONAL

Build IP into Alteryx subscription macros Brand Consideration 46% 57%

KOCHAVA SNOWFLAKE ALTERYX Seek Information 41% 47%

CURRENT SPENDING INTANGIBLE BENEFITS CUSTOMER “A LA CARTE” COST

GAIN EMINENCE WITH CUSTOMERS BY DATA WEATHER: 02K / MONTH
MILLIONS OF DOLLARS IN AUDIENCE BUILDING PROPOSING INNOVATIVE SOLUTIONS
KOCHAVA: 05K – 25K / MONTH
(Local – National)

MODELS SKU FORECAST: 07K / MONTH

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The Big Picture
EXTERNAL PUBLIC DATA
WEATHER
Live forecast and History for
200,000 datapoints
MOBILITY
Mobility indexes for movement
across all US counties and most
international subregions
BUILD A PIPELINE IN HOURS NOT IN MONTHS WIH
COVID CASES
Live case load and current
restrictions by US County
SCHOOL STATUS
Current school status by US
school board, Country in EU
1
WHAT PROBLEM ARE SOLVING
OUR PRE-BUILT PIPELINE AUTOMATION AD RECALL LOW CONVERSION
We are getting hit with Missing to send relevant
thousands of messages every message at the right
day moment slows
QUASI
DYNAMIC AUDIENCES REAL TIME CAMPAIGNS
It’s hard to build dynamic
There is no ability to run
audiences in the real world
localized campaigns at scale
today

DEMOGRAPHICS RETAIL LOCATIONS

THOUGHT LEADERSHIP
Store locations for the top 50
Census Area (40 households)
global chains (including TO PINPOINTED ACTIONS
level data on demographics and
geocoordinates) FROM TRILLIONS BEHAVIORAL SCIENCE
ACS surveys – available for US,
OF DATA IN SECONDS

x
Canada and Most EU Countries Tell where you hang-out and I’ll

+ = ROI
speak to your motivations
AUTONOMY ACHIEVEMENT
KOCHAVA COLLECTIVE PAID DATA Lego
Nike

ESTEEM
EMPOWERMENT Prevention-focused Tiffany
PRECISION GEO Samsung (risk-adverse)

Minute by minute geolocations Data Scientist New Business Analyst COMPETENCE

Home Depot Promotion-focused
ENGAGEMENT
Ikea
of over 2Bn devices (AKA Resident Data Scientist) (risk-taking)

SECURITY NURTURANCE
Gerber
New York Life
APP GRAPH
BELONGING
Harley
App profile of above devices
including activity

EMAIL HASHING
Email hashes of above devices

WEB COOKIES
Linking of browsing history to
devices

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Demo Stats

3 TRILLIONS 2 WEEKS 50,000+ 360,000+

PULL DATA FROM AWS DATA DEVICES DATA POINTS ON
MARKETPLACE INTO MAGIC KINGDOM MOVEMENT
SNOWFLAKE FLORIDA

20 MIN 2 MIN EVERY TIME

TO BUILD THE DEMO RUN TIME ON THIS IS HOW LONG IT
END TO END ONGOING BASIS TAKES

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We Mapped 70+ POI’s and Ingested Mobility Data

LIKE NETFLIX MAPS TASTE CLUSTERS,

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MOBILE ANALYTICS HELPS TO CLUSTER AUDIENCES IN THE REAL WORLD
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Hyper-targeting at Scale: 3 layers of sophistication [L1]
PRE-DESIGN THE ATOMIC ELEMENTS OF MARKETING CAMPAIGNS: LINK POI’s TO DISCRETE DIGITAL ASSETS

AUTOMATED CREATIVE COPIES

RELATED TO EXPERIENCES

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Scaling up Hyper-targeting: 3 layers of sophistication [L2]
PRE-DESIGN THE ATOMIC ELEMENTS OF MARKETING CAMPAIGNS: LINK POI’s TO DISCRETE MESSAGES

BEHAVIORAL SCIENCE
FOR PRE-DESIGNED MESSAGES

AUTONOMY ACHIEVEMENT
Nike
Lego

ESTEEM
EMPOWERMENT Prevention-focused Tiffany
Samsung (risk-adverse)

COMPETENCE ENGAGEMENT
Home Depot Promotion-focused Ikea
(risk-taking)

NURTURANCE
SECURITY Gerber
New York Life

BELONGING
Harley

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 1
Scaling up Hyper-targeting: 3 layers of sophistication [L3]
PRE-DESIGN THE ATOMIC ELEMENTS OF MARKETING CAMPAIGNS: LINK TO LOCAL EVENTS (WHEATHER OR OTHER EVENTS)

BEHAVIORAL SCIENCE
FOR PRE-DESIGNED MESSAGES

AUTONOMY ACHIEVEMENT
Nike
Lego

ESTEEM
EMPOWERMENT Prevention-focused Tiffany
Samsung (risk-adverse)

COMPETENCE ENGAGEMENT
Home Depot Promotion-focused Ikea
(risk-taking)

NURTURANCE
SECURITY Gerber
New York Life

BELONGING
Harley

EXTERNAL DATA
FOR CONTEXTUAL MESSAGING

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Decoupling Audience Targeting and Creative Process

FOCUS CREATIVE PROCESS

AD AGENCIES OR TRADING DESKS
PLAN THE ATOMIC
Design Design
The creative teams will have more time to
ELEMENTS OF THE
focus on the elements of the dynamic
Messages Creatives
messaging to audiences CREATIVE PROCESS

AUTONOMY ACHIEVEMENT
N ike
Lego

ESTEEM
EMPOWERMENT Prevention-focused

+ +
T iffany
S am sung (risk-adverse)

COMPETENCE ENGAGEMENT
H om e D epot Promotion-focused Ikea
(risk-taking)

NURTURANCE
SECURITY G erber
N ew Y ork Life

SPEED BELONGING
H arley

DIGITAL OR EXPERIENCE MANAGERS

Next Day
Marketing Managers will be enabled with
RECONFIGURE THE DATA Configure
incredible speed to micro-target dynamic
Dynamic
audiences PIPELINE AS NEEDED Automation
Campaigns

MARKETING AUTOMATION

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A Digital Transformation that Supports your Strategy

Walt
13 Disney's corporate
Confidential strategy
│ ©2021 in 1957
Alteryx, Inc.

Applicability to many Industries
RETAIL INDUSTRY
DRIVE TRAFFIC TO THE STORE
Re-target your customers even if
you don’t have a loyalty
program
BANKING
INCREASE YOUR REACH
Supplement your app with
targeted social media messages
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THE ENTIRE UNIVERSE OF DEVICES ON PREM AND AROUND POIs
ALTERYX
PARKS
OPTIMIZE THE PHYSICAL JOURNEY
Enhance the park experience at
every step of the way.
Run real-time digital campaigns
Run look-alike campaigns
2
AD AGENCIES
ENABLE REAL-TIME CAMPAIGNS
Build and target audiences
in real time. Connect local
events to national
campaigns and run micro
campaigns at scale
+ KOCHAVA + SNOWFLAKE
SPORTS AND LIVE EVENTS
SPONSORSHIP ATTRIBUTION
Build OOH attribution & call to
action models as strong the
YOUR APP USERS digital world
REAL ESTATE DTC STREAMING
PROPERTY’S FOOT TRAFFIC DRIVE AUDIENCES TO CTV
Understanding the “reach” of a particular Extend the relevancy of your
piece of real estate and to what population promos to real-life moments
segments
Run look-alike campaigns
 2
Application in Retail Banking

1 2 3
CAMPAIGN PLANNING TARGET EXECUTION

Maria is planning to launch a new campaign to promote the new She works with the Office of Analytics to define the “mindstates” She then works with the Ad Agency to “prime” and appeal to the
Banorte-Tiffany credit card and the Business Loan program for targets. Together they identify a location and weather segmentation desired mindstates of the desired targets
small business

AUTONOMY ACHIEVEMENT
Lego Nike

Prevention- ESTEEM
EMPOWERMENT Tiffany
Samsung focused
(risk-adverse)

COMPETENCE Promotion- ENGAGEMENT

Lowe’s focused Ikea

Maria
(risk-taking)
NURTURANCE
SECURITY
Marketing New York Life
Gerber

Manager BELONGING
Harley

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 2
A New Way of Approaching Marketing Segmentation

1 2
INGESTING EVENTS AUTOMATICALLY GEO-FENCE AND RUN PREBUILT MESSAGES

Ingesting events at scale, allows a new way of thinking about Prebuilding messages based on events’ metadata will allow to automate
marketing segmentation. micro-campaigns at scale with cost limited only to device ids on premise

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 2
Jump-start your implementation: plug-and-play macros!
1. DEFINE VIRTUAL ISLAND 2. POPULATE ISLAND 3. SEGMENT POPULATION 4. DRIVE COMPELLING EVENTS 5. PRIVACY MACRO

CUSTOM GEO-FENCE POI(s)
• Select focal geo-point and radius
• Google Maps API returns nearby
commercial properties
• Customizable trade area definitions
CAPTURE GPS MOVEMENT
• Define time-range
• Intersect trade areas with mobility data
via optimized In-DB Snowflake query of 3
Trillion+ records in seconds
LEVERAGE 3rd PARTY DATA PUSH TO MARKETING APPS BEST PRACTICES
• Home Census Block Group approximate • A/B Test • Auto-Aggregation at census level
determination • Build look-alike models block
• Location affinity-based clustering • Informed by observed Interests &
• Weather based behavioral patterning Behaviors

2 2 3 2 1
• Facebook / Instagram Campaign

MACROS MACROS MACROS MACROS MACROS

INTEGRATION WITH FACEBOOK

INTEGRATION WITH FACEBOOK

PAY AS YOU GO

SUBSCRIPTION
INTEGRATION WITH
KOCHAVA AUDIENCE BUILDER
ENTERPRISE
INTEGRATION WITH
ADOBE AUDIENCE BUILDER

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 2
The Role of SI’s and Data Science Teams

1 2 3
HYPERTARGETED AUTOMATION

HYPERTARGETED AUTOMATION DATA SCIENCE WITH AGGREGATED DATA PRECISION DATA SCIENCE

SDK based location data can present a sparsity issue with Defining a “virtual island” of Points of Interest helps to reach Leveraging the on-premise WiFi can resolve the sparsity issue and
supervised learning applied to small areas reasonable levels of aggregation to run unsupervised learning enable both unsupervised learning in small areas and unlock near-
around the identified POI real time campaigns
DIGITAL ADS

ROI
18 $
Confidential │ ©2021 Alteryx, Inc. $$ $$$
 2
Clusters by Park Visits
2 UNSUPERVISED LEARNING

Park 1 2 3 4 5 6 7 8 9
Aquatica Orlando 0.7 4.2 0.3 0.2 0.4 0.7 6.2 0.2 0.1
Discovery Cove 1.0 4.3 0.6 0.8 0.2 2.1 9.0 0.2 0.3
Disney's Animal Kingdom 3.7 81.0 0.3 64.2 0.0 0.0 0.0 0.0 0.0
Disney's Blizzard Beach 0.3 5.4 0.0 3.4 1.9 0.4 0.2 1.1 0.9
Disney's Epcot 2.6 9.3 0.3 70.8 0.0 3.0 2.9 100.0 0.0
Disney's Hollywood Studios
Disney's Magic Kingdom
6.6
6.8
13.1
23.9
0.6
1.3
85.4
89.6
100.0
0.0
3.7
5.6
3.6
6.9
0.0
0.0
0.0
100.0
DISNEY OMNIVORES
Disney's Typhoon Lagoon 0.1 1.0 0.0 0.1 0.0 0.0 0.4 0.0 0.0
HIGHEST LTV
Fun Spot Kissimmee 0.8 0.1 41.0 0.1 0.9 0.4 0.8 0.6 0.9 (CALCULATED AS REPEAT VISITS)
Fun Spot Orlando 0.7 0.2 30.9 0.2 0.9 5.0 0.7 0.0 0.4
Icon Park 2.9 1.4 1.3 0.6 0.0 100.0 0.0 0.0 0.0 • HIGHER INCOME BRACKET
Island H20 Water Park 0.5 4.5 1.9 0.6 1.9 0.7 0.6 0.2 0.6
Magical Midway Thrill Park 0.2 0.7 0.6 0.0 0.0 1.5 0.1 0.0 0.1
• RETIRED GRANDPARENTS
Old Town 0.9 0.6 48.9 0.5 0.4 1.9 1.1 0.2 0.0
SeaWorld Orlando 3.1 3.3 1.3 2.3 0.0 11.8 100.0 0.0 0.0
Universal Studios Florida 81.7 4.5 1.6 9.7 3.7 6.7 3.5 4.3 6.3
Universal's Islands of Adventure 79.5 3.8 0.3 10.1 6.3 5.8 4.6 3.9 5.5
Universal's Volcano Bay 2.1 3.6 1.3 0.6 0.7 0.7 1.0 0.0 0.5
2.6K 1.3K 0.3K 3K 0.6K 0.5K 0.8K 0.5K 0.7K

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Addressing Privacy

AUTOMATIC AGGREGATION AT THE CENSUS BLOCK LEVEL

The solution includes an automatic option to aggregate data outside the

∑
areas geo-fenced, allowing to have detailed visibility on commercial areas or
public spaces while losing that level of granularity for residential areas

CROSS-WALKS

If organizations mandate that MAIDs or IP be either hashed or passed

through a crosswalk such as Experian or LiveRamp that is entirely possible -
and will be at their expense.

The notion of a “household” can be established based on the resting location

of a MAID without associating a postal address to it.

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Addressing Privacy

KOCHAVA CONSENT MANAGEMENT EXAMPLE

Kochava’s SDK is embedded in many mobile apps. Kochava provides

anonymized device Ids

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The Art-of-Possible. What Else Are We Working On?
BUILD A PIPELINE IN HOURS NOT IN MONTHS WIH
OUR PRE-BUILT PIPELINE AUTOMATION

VIDEO PROCESSING
Partnership with Veritone to process on-site video feeds

FROM TRILLIONS TO PINPOINTED ACTIONS

BLOCKCHAIN OF DATA IN SECONDS

x
Resolve the pain points in a multi-tier supplier environment.
Prevent and Improve product recalls. Reduce expenses and
presents marketing opportunities to build customer intimacy
+ = ROI
Data Scientist New Business Analyst
(AKA Resident Data Scientist)

IoT
Preventive Maintenance and Opportunity to
extend marketing channels

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Solutions for the Retail Industry
EXTERNAL PUBLIC DATA
WEATHER
Live forecast and History for
200,000 datapoints
MOBILITY
Mobility indexes for movement
across all US counties and most
international subregions
DEMOGRAPHICS
Census Area (40 households)
level data on demographics and
ACS surveys – available for US,
Canada and Most EU Countries
KOCHAVA COLLECTIVE PAID DATA
PRECISION GEO
Minute by minute geolocations
of over 2Bn devices
APP GRAPH
App profile of above devices
including activity
EMAIL HASHING
Email hashes of above devices
WEB COOKIES
Linking of browsing history to
devices
23 Confidential │ ©2021 Alteryx, Inc.
BUILD A PIPELINE IN HOURS NOT IN MONTHS WIH
COVID CASES
Live case load and current
restrictions by US County
SCHOOL STATUS
Current school status by US
school board, Country in EU
RETAIL LOCATIONS
Store locations for the top 50
global chains (including
geocoordinates)
Data Scientist
OUR PRE-BUILT PIPELINE AUTOMATION
TO PINPOINTED ACTIONS
FROM TRILLIONS
OF DATA IN SECONDS
x
+ = ROI
New Business Analyst
(AKA Resident Data Scientist)
WORKING SOLUTIONS
HYPERTARGETING
Hyper-targeted, relevant
campaigns with higher
conversion ratios
MERCHANDISING
Leverage large data to optimize
in-store merchandise
DYNAMIC FORECASTING
SKU level forecasting
This is HUGE
THOUGHT LEADERSHIP
BEHAVIORAL SCIENCE
Streamline creative message
and tailor at the individual level
5
COMPETITIVE ANALYSIS
Country Risk Analysis and
Competitive Analysis
LOGISTICS
Route optimization
$ PRICING
Scenario Planning
Price Elasticity
Pricing Optimization
BLOCKCHAIN T&T
Resolve the pain points in a
multi-tier supplier environment.
Prevent and Improve product
recalls. Reduce Expenses
Summary

3 Takeaways :

1. A Novel Approach to Digital Advertising

2. A Cross-Industry Use Case with External Data
3. Where the solution fits in our Retail Industry toolset

The Alteryx APA message is around the integration of Analytics, Processes, Automation
Confidential │ ©2021 Alteryx, Inc.
 THANK YOU

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Fabio Italiano
fabio.italiano@alteryx.com
https://www.linkedin.com/in/fabio-italiano/
(347) 224-4154