Having used Alteryx Analytics in her previous job and seen the value it brought to her prior employer, Sanchez worked to integrate Alteryx into Rent-A-Center’s processes upon her arrival.
“It was really a decision based on a knowledge of and experience with Alteryx,” Sanchez says. “At first, I used Alteryx only for data management and did all the GIS heavy lifting with GIS software. Then, I realized that I could transfer most of the routine mapping and a lot of the batch processes over to Alteryx. Finally, I realized that I could do all the drive-time generation, geocoding, customer demographics, and many of the spatial analyses in Alteryx as well.”
Today, Sanchez uses Alteryx for about 90 percent of her GIS work, and departments throughout the company access the data she collects through Alteryx in a single, central data warehouse. Employees can easily see all of the company’s store locations, drive-time calculations from different neighborhoods served by the store, and the demographic mix of each store’s trade area, thanks to Experian demographic and TomTom geospatial data integrated within Alteryx. The spatial and demographic data output accessed via the data warehouse has become instrumental in Rent-A-Center’s decision-making processes across the company, from HR to marketing and merchandising and even to international business.
“If I didn’t have Alteryx, I would probably have to export the demographic data summaries and email them to different departments. Then, there would be a scope creep, with each department wanting to customize the output to its needs—take out this field, rename this field,” Sanchez says. “When it goes straight to the data warehouse, it’s a standard table so people can modify field names and queries.”
Explaining how Rent-A-Center extends its use of Alteryx beyond real estate planning, Sanchez gives examples of the marketing and merchandising departments. “The marketing department is using the output I generate through Alteryx to better understand our customers by trade area and to adjust media mix and marketing promotions based on customer profiles.”
“What’s more, Alteryx demographic output may become instrumental in helping our merchandising department determine how to customize the merchandise mix in stores," Sanchez says. "With Alteryx we can cluster the stores using demographics and customer segmentation and optimize the merchandise mix based on local demand instead of having the same assortments in every store. The possibilities may be endless because this will impact what products they stock and what promotions they run in a particular area.”