American Dairy Queen
The Situation
Limited market analytics were available, using traditional spreadsheet and database approaches to plan for franchise development and expansion into new growth areas in the country. The use of mapping or GIS technology to analyze market data spatially was in the early stages of implementation. However, the sheer volume of internal and external data, both spatial and non-spatial, needing to be analyzed for the more than 6,000 Quick Service Restaurant locations presented a formidable challenge.
The Solution
Alteryx was evaluated and selected primarily as a spatial data processing tool for the franchise development team. Population, demographic, competitor, and consumer data that had proven difficult to analyze without routinely causing systems to run out of memory, or requiring days or weeks to complete market queries, was all imported into a single Alteryx analytics application. Within the Alteryx workflow environment, a market model was developed to apply the company's best-practice insights for each of the 6,000 plus locations, and then that validated model was used to evaluate thousands of potential markets.
Alteryx allows us to expand what we want to do with the company and what we can do in our franchise development department.
- Kara Mills, Manager of Market Planning and Development at American Dairy Queen
The Result
What had taken 4 people more than 6-months to construct, and then weeks to run, compile, and verify reported results, was created in a little over a month by a single, novice Alteryx user. The resulting, fully automated, and integrated Alteryx analytics application completes, processing the latest data for the entire country, in less than four hours. In addition, the transparency and consistency in the data integration, the processing, and the analytic results have moved Alteryx into serving a broader role within the company, positively impacting finance, marketing, and operations with rapid, ad hoc insights into all types of business and market data previously too cumbersome and time-consuming to analyze.