Before long, GWA was using Alteryx to inform its data-driven decision making, expand its capabilities and take client sales and marketing efforts up a notch. The team refined consumer targeting and media tactics, reaching viable customers through an iterative process. This allowed GWA to enhance ROI for all parties, from manufacturers to individual retailers. They did this almost entirely within Alteryx, in some cases pushing data out to dashboard visualizations made in Tableau. And they did it in four distinct steps.
Step 1: Identifying the ideal target customer
The first thing GWA did for clients was to help understand who their existing customers were. They began by using consumer and business data feeds (from Experian, D&B, etc.) to enrich existing sales and lead data. Then they used segmentation analysis to determine which groups had the highest propensity for interacting with or purchasing from the brand. This helped GWA tailor messaging and target strategies around the most common customer needs.
Step 2: Finding more like-minded customers
You can’t grow a business without acquiring new customers. With that in mind, GWA helped their clients find more like-minded customers to sell to. How? By determining which markets over index in those key customer segments that showed a natural propensity to buy. This allowed GWA’s clients to efficiently plan and allocate their funds with confidence.
Step 3: Understanding how certain groups consume media
Having refined targeting and identified markets rich in potential customers, GWA then segmented consumers into demographic and psychographic clusters and paired these groups with generalized behaviors. This provided insight into media consumption, informing messaging strategies and delivery tactics for targeting at each stage of the customer journey.
Step 4: Determining how to effectively reach people
GWA used Alteryx to answer a critical question: Where are target consumers located in proximity to retail locations or distribution areas and how can we best reach them? First, they pulled in industry datasets like Nielsen, FCC, AAM and Geopath. Then they enriched them with consumer and geographic data.
GWA built numerous apps to ingest and clean up the different media audit sources, combining them in Alteryx to create a more valuable dataset. Finally, they performed geospatial analytics to determine which media properties would reach their clients’ target customers within their serviceable trade areas most effectively and without wasting excess media impressions.
Using computer vision capabilities in the Alteryx Intelligence Suite, GWA is able to automate the process of ingesting PDF media invoices, pulling in data, verifying against what was scheduled to run, and then renaming for cataloging purposes.
The time-consuming, tedious process was reduced to seconds with just the click of a button using Alteryx, creating an estimated time savings of 270+ labor hours in one year.