Alteryx - Target Marketing With Predictive and Geo-spatial Analytics

8/11/2019 Alteryx - Target Marketing With Predictive and Geo-spatial Analytics

http://slidepdf.com/reader/full/alteryx-target-marketing-with-predictive-and-geo-spatial-analytics 1/24

#inspire14

Target Marketing with Predictiveand Geo-spatial Analytics

Daniel Mathieux

Director, Marketing Insights & E-Business

American Automobile Association



#inspire14

#inspire14

A

g e n d a

AAA and Geo Spatial Analysi

Types of Analysis

Retail Trade Area Enhancemen

2



#inspire14

#inspire14

Types of Requests for Geo Spatial Analysis

AAA and Geo Spatial Analysis

• Investigation of specific target locations for Club stores

• Sites for AAA Car Care, Travel or Insurance Center

• Membership Sales and/or Opportunity

•

Business Line Sales and/or Opportunity• Opportunities for AAA Partner Product/Service Usage

3



#inspire14

#inspire14

Typical Items included in a AAA Geo Spatial Analysis

AAA and Geo Spatial Analysis

1. Convenience and ease of access2. Proximity to member population

3. Member DriveTime and Distance

4. Population by time of day

5. Membership penetration and growth opportunity

6. Business line usage and opportunity for growth

7. The Executive Summary addresses findings pertinent to

purpose

4



#inspire14#inspire14

1. Convenience and Ease of Access

Geo Spatial Analysis of Multiple Locations

• Define and establish the area of

study for an accurate visualization

• Locations may be existing or

potential

• Display locations with road

structures and natural boundaries

to see the impact on access

• Observe how close stores are to

one another

5




2. Proximity to Member Population


• Member data has been

geocoded

• A pinpoint map is used to

picture where members live in

relation to the stores

•

Members are highlyconcentrated around Store 1.

• Members are less concentrated

around Store 2.

6




3. Member DriveTime and Distance


• Grid analysis shows a high

concentration of members nearStore 1.

• Member concentration is less

around Store 2.

• Most members are within a 10

miles or a 20-minute DriveTime(purple squiggly line).

• Store 2 is within the 20-minute

DriveTime from Store 1.

7




4. Population by Time of Day


• Census data (Employee count) is

added to review the Daytimepopulation.

• The grid map shows the area

around Store 2 is more densely

populated during the day.

• The shift in population, theDaytime (Employee) population,

exhibits the increased opportunity

for store use.

8




5. & 6. Membership and Business Line Needs

Single Purpose Centers, Sales & Opportunity A

•

Census and AAA data are used to forecast sales and opport• We define current AAA customers for each business line.

• Income, household count and other Census data are used t

customers and potential customers in the surrounding area

• Data is imported from AAA sources, such as travel, ERS, auinsurance, vehicle repairs.

• The opportunity for sales or usage among members and no

is calculated.

9




AOS Branch

AAA

Member

HH

AAA

Member

Population

Experian

Consumer

HH

Experian

Consumer

Pop

Employee

(Daytime)

2013

Census

HH

201

Cens

Pop

Study Branch 1 36,050 66,624 114,129 195,152 212,814 166,841 411,

Study Branch 2 35,185 64,898 115,338 197,605 214,097 167,454 410,

Study Branch 3 57,420 129,886 205,752 350,386 331,357 243,425 614,


7. Executive Summary and Reporting

• After reviewing the Study area’s 15-mile radius, the results are

totaled and provided in an Executive Summary .• The Club has the largest opportunity for membership growth and

Daytime customers in Study Branch 3.

10




• A pinpoint map gives a close look

at the road layers, naturalboundaries (water, park)

or club territory boundary.

• The grid map visualizes

the population groups.

• The display methoddepends on the data and

features to be shown.

Displaying The Details

Geo Spatial Analysis of AAA Locations

11




• Ohio is served by multiple

AAA clubs.

•

The club headquartered incentral Ohio has 31 stores.

• The store service areas

overlap at 15-mile radius,

20-minute Drive Time.

• Overlap occurs even at 5miles and crosses club

territory lines.

Enhancing Store Analysis with Retail Trade A

12




Project Requirements

Retail Trade Area Project

• Use the industry method that best meets club needs.

• Associate each member with only one Trade Area.

• Maintain member-to-trade area relationship automatica promptly.

• Identify trade area population segments and delineate t

mix by segment.

14




Industry Methods


• Deterministic – The boundary is the time or distance motravel to the store used. Trade areas are likely to overla

• Proximal - Assign area closest to a store. This may exclu

customers.

• Probabilistic – Travel distance or time is combined in a mstore attractiveness, availability of competitors, rural o

setting, population density, traffic volume and patterns.

15




AAA Methodology


• The proximal method is the basis for AAA Retail Trade Area

• Member address data was used to identify the closest AAA

• Each household and member is assigned to the closest (Ho

• Transaction data was used to identify members with store

• Trade area boundary is the average distance traveled by m

their Home Store, the closest store, plus two standard dev

16




Customer Mix by Member Segment

75.2

23.51.3

Home

ForeignOut of Territor

• Home = Home Store members

• Foreign = Club Members from another Home Store, commuting

• Out-of-Territory = Members from another club

17




A Trade Area tool is developed in the club marketing data


•

The Retail Trade Area boundary for each store is recalculated autmore members use their Home Store.

• The 2-year look-back for transactions is automated and reflected

Trade Area tool.

• Changes in the data are reflected immediately, i.e. new member

with a change of address, new non-members in the trade area areassociated with the corresponding store.

18




Trade Areas Displayed in a PinPoint Map

• A pinpoint map shows

member households in

each store trade area.• Trade areas with similar

household counts are

the same color.

• Size differences reflect

the difference inaverage customer

driving distance.

19




Map Shows Members Out-of-Network

• Member households

outside the storenetwork are shown in

bright pink.

• For these members,

travel to their Home

Store exceeds the

distance current

customers travel.

20




New Capabilities Useful for Store Management

Benefits for Club Operations

• Measure store performance and profitability

• Set realistic goals by store

• Monitor the trade area population size and demographi

changes indicating a need to relocate or add a store

• Improve access and options for members out of the stor

• Predict sales and activity for new or relocated stores

21

B fi f M k i




Abilities to enhance service and communication

Benefits for Marketing

•

Identify business line opportunities by store

• Customize service delivery to trade area

• Develop marketing tactics to meet

the store business objectives

• Use consumer and member data topersonalize communication relevant

to the market segments.

22

Populati

S d C l i




Summary and Conclusions

• Visualization tools show detail that is especially useful f

evaluation.

• AAA uses geo spatial analysis to evaluate and select siteand specialty service based on physical and projected op

analysis.

• Retail Trade Area delivers enhanced capabilities for stor

and customized marketing.

Daniel [email protected] 407-444-852

23

mailto:[email protected]

mailto:[email protected]



#inspire14

THANK YOU

Alteryx - Target Marketing With Predictive and Geo-spatial Analytics

Documents

Transcript of Alteryx - Target Marketing With Predictive and Geo-spatial Analytics