5 Critical Analytics

for Marketers
with Alteryx & Tableau
Gaining As a marketing analyst, you need consistent analytics to spot
trends and judge performance. Beyond that, you need deeper
a Deeper analytics to understand who your customers are, what their
potential value is, and how to maximize their value.
Understanding The process involves:

of Your • Getting the right data

Customers • Placing it into the right format

• Presenting it in an easily understandable way that encourages
deeper investigation
• Keeping it up to date

How can you automate this process to make the data accessible to
your marketing decision makers?

5 Critical Analytics for Marketers with Alteryx & Tableau

Download the Alteryx Starter Kit for Tableau
Alteryx and Tableau for Critical Analytics
Over 500 companies are using Alteryx and Tableau to provide their marketing
teams with the data needed to achieve deeper insights, faster. With Alteryx and
Tableau, customer interactions can be pulled together from various data sources,
in order to:

• Examine which programs are driving customer acquisition

• Discover which programs are delivering the highest value for the organization
• Optimize your messaging for each of these programs

Alteryx and Tableau can be mastered quickly, enabling you to run critical
analytics, then display the results visually. Most analysts realize new insights in
just hours, not the weeks required of other tools.

5 Critical Analytics for Marketers with Alteryx & Tableau

Download the Alteryx Starter Kit for Tableau
5 Critical To drive these insights, marketers hone in on these
5 critical analytics:
Analytics for • Customer Acquisition

Marketers • Customer Segmentation

• Customer Sentiment
• Lifetime ROI
• Offer Responsiveness

With Alteryx and Tableau, you can run these analytics in an easy-
to-use, drag-and-drop interface, with no coding required, and then
visualize your results to get new insights quickly.

5 Critical Analytics for Marketers with Alteryx & Tableau

Download the Alteryx Starter Kit for Tableau
Critical Analytic #1: Customer Acquisition

Understanding which programs are driving customer

acquisition is a critical marketing analytics. The
challenge: bringing together data from different
systems with different data structures, and then
keeping that data fresh.

With Alteryx and Tableau, you can:

• Easily select and join different data sources
• Update the results automatically in a Tableau dashboard
• Give your team a holistic look at your customer analytics,
to see which marketing channels are driving the best
customer acquisition
Gather all of your customer data—from store sales to customer
demographics to website interactions—in a discoverable Tableau
dashboard that encourages users to interact with the data,
ask questions and ultimately drive deeper insights. And, using
easily incorporated predictive analytics in Alteryx, optimize your
marketing channels.

5 Critical Analytics for Marketers with Alteryx & Tableau

Download the Alteryx Starter Kit for Tableau
Critical Analytic #2: Customer Segmentation

As you analyze your customers, you’ll want to

group them by demographics and behaviors. Many
organizations use their own internal segmentation
or third-party data to segment their customers into
demographic and behavioral groups.

With Alteryx and Tableau, you can:

• Add segment information to your customer dataset
• Visualize these segments by size or income
• See which customer segments are buying your
Blend your segmentation data with your customer data in Alteryx,
product so you can optimize for those segments and then visualize your customer segments by size, location,
income and spend in Tableau.

5 Critical Analytics for Marketers with Alteryx & Tableau

Download the Alteryx Starter Kit for Tableau
Critical Analytic #3: Customer Sentiment

Next, you’ll want to understand the reasons behind your customers’

purchases, as well as their attitudes toward your products.

Preparing survey data typically takes analysts up to 10 hours

manually. Alteryx can gather and reshape data, transposing it and
tie it to your demographic and acquisition data to each response,
and then launch Tableau, in a matter of seconds.

With Alteryx and Tableau, you can:

• Immediately extract insights about your customers’ attitudes
toward your products and services
• View those attitudes based on customer segments and the
acquisition programs that drove them to your brand
• Use these insights to better target programs and messaging,
and even uncover new markets and opportunities
Combine survey data with your customer data and
demographics to visualize survey data, and then revisualize it
based on customer segments and acquisition programs. With
Alteryx and Tableau you can also combine and visualize other
sources of sentiment data, such as social media.
5 Critical Analytics for Marketers with Alteryx & Tableau
Download the Alteryx Starter Kit for Tableau
Critical Analytic #4: Lifetime Value

Now that you understand the attitudes and sentiments of each

customer segment, how do you determine which of these
attitudes, segments and channels are most important?

With Alteryx you can blend historical data and correlate it to

specific attitudes, segments and channels, and then look at the
historical value of those customers.

With Alteryx and Tableau, you can:

• Drag-and-drop to build predictive analytics to determine
highest lifetime-value customers
• Focus your high-value services and upsell programs on
those customers
• Design new programs to drive more customers who
match that profile
Identify the key channels, segments and attitudes that define a
high-lifetime-value customer. Use Alteryx to incorporate predictive
analytics with no coding required, and visualize the results in
Tableau for fast insights.
5 Critical Analytics for Marketers with Alteryx & Tableau
Download the Alteryx Starter Kit for Tableau
Critical Analytic #5: Offer Responsiveness

Testing messages and offers to see which ones drive

customer spending is a staple marketing practice. Now,
using drag-and-drop predictive analytics in Alteryx, you
can run virtual A/B tests in minutes—not the weeks it
takes to run actual tests.

With Alteryx and Tableau, you can:

• Quickly test in-store displays, web offers and more
• Combine A/B testing with other findings such as
segmentation to see how different groups respond
• Determine which messaging will best drive revenue
and profitability
Using drag-and-drop predictive analytics, you can quickly
create a data model in Alteryx, and then visualize the results
in Tableau, to instantly see which offers are driving the best
response.
5 Critical Analytics for Marketers with Alteryx & Tableau
Download the Alteryx Starter Kit for Tableau
Case Study: A U.S. retail chain of over 300 mid-range and upscale department
stores was struggling to leverage the vast amount of customer
RETAILER INCREASES data collected across multiple channels. With Alteryx and Tableau,
MARGINS VIA the company now:
CUSTOMER • Pulls together data from 13 disparate databases and uses the
ACQUISITION insights to improve marketing reach and customer experience
ANALYTICS • Has doubled its number of multi-channel customers, by analyzing
the attributes of consumers shopping via multiple channels
• Has adjusted its media mix to optimize marketing spend, by
monitoring customers’ path to purchase and identifying their
channel preferences

Result: Net 20% increase in new customers; 10% growth in diverse

spend; higher overall margins.
5 Critical Analytics for Marketers with Alteryx & Tableau
Download the Alteryx Starter Kit for Tableau
Case Study: Room & Board, a nationwide home furnishings retailer, wanted
to increase market share by strengthening a loyal customer base,
ROOM & BOARD acquiring new customers, and improving short—and long-term
GROWS FASTER productivity. Using Alteryx and Tableau, the company:
THROUGH • Blended and analyzed its customer data to determine ideal
SEGMENTATION segments for growth
• Targeted 10 key market segments that collectively represent
over half of all customers
• Layered segment identifier information onto a promotional
offer targeted to top prospects

Result: Through its targeted segmenting campaign, Room & Board

generated more revenue within the first six weeks than was realized
in four months from a similar prospecting campaign.
5 Critical Analytics for Marketers with Alteryx & Tableau
Download the Alteryx Starter Kit for Tableau
Case Study: International luxury automaker Audi used Alteryx to reshape and
convert its wide variety of customer survey data to publish to
AUDI PULLS AHEAD Tableau. This enabled Audi’s Strategic Planning team to:
BY UNDERSTANDING
• Easily explore and visualize its massive collection of data
CUSTOMER
• Improve competitive benchmarking and discover high-impact
SENTIMENT
customer trends across segments in variables like pricing,
purchase motivations, sale type and geography
• Directly pass along key insights to relevant business units,
guiding their strategic decisions on resource allocation

Result: Audi’s Strategic Planning team has begun to realize a vision

of lightning-quick and accurate forecasting and analytics, based on a
culture of rapid visual data discovery. This fuels Audi’s mission to inspire
customer delight and become the #1 premium automotive brand.
5 Critical Analytics for Marketers with Alteryx & Tableau
Download the Alteryx Starter Kit for Tableau
Bring It All Together With Alteryx and Tableau
By using Alteryx and Tableau, you can:

Quickly blend all of your
customer data and create
powerful analytics with an
easy drag-and-drop interface,
no coding required
Deliver the results to your Empower your team to dig
marketing team in easy- for deeper insights that
to-use visualizations optimize your marketing
programs—and drive the
strongest possible ROI

5 Critical Analytics for Marketers with Alteryx & Tableau

Download the Alteryx Starter Kit for Tableau
Next Steps
It’s easy to get started with Alteryx and Tableau.

Download the Alteryx and Tableau Marketing Starter Kit,

which provides the sample analytics workflows and visualizations
shown in this report. You can then connect your own data and be
on your way to generating deeper insights, faster.

5 Critical Analytics for Marketers with Alteryx & Tableau

Download the Alteryx Starter Kit for Tableau
About Alteryx and Tableau
Alteryx is the leader in self-service data analytics. Alteryx Analytics provides analysts with
the unique ability to easily prep, blend and analyze data using a repeatable workflow, then
deploy and share analytics at scale for deeper insights in hours, not weeks. Analysts love the
Alteryx Analytics platform because it enables them to connect to and cleanse data from data
warehouses, cloud applications, spreadsheets and other sources; easily join this data together;
then perform analytics—predictive, statistical and spatial—using the same intuitive user
interface, without writing any code. Thousands of companies and data analysts worldwide
rely on Alteryx daily. Visit alteryx.com or call 888-836-4274.

Tableau Software (NYSE: DATA) helps people see and understand data. Tableau helps anyone
quickly analyze, visualize and share information. More than 35,000 customer accounts get
rapid results with Tableau in the office and on the go. And tens of thousands of people use
Tableau Public to share data in their blogs and websites. Download a free trial of Tableau.

5 Critical Analytics for Marketers with Alteryx & Tableau

Download the Alteryx Starter Kit for Tableau