Identifying Growth Opportunities
With Alteryx, Mathur put in place a multi-phased project to gain deeper insight about the company’s performance. In the first phase their goal was to assess overall market share. For example, what percentage of tickets sold are purchased through BookMyShow? From that, they gained insight into what kind of movie gave BookMyShow high penetration vs. low penetration. Then, he moved on to understand the theater metadata. For example, does a western Bombay theater differ from an eastern Bombay theater? Or does the New Delhi theater business differ from that of Bombay? Finally, his team added another layer of geographical data to understand the effect of proximity of the theaters in a geography. Alteryx allows Mathur to take all of this data and run statistical models to understand how variables affect each other. For example, how do occupancy and the BookMyShow penetration correlate with each other?
Time Savings Mathur has realized huge time savings with Alteryx. He recalls queries that used to take a full day or two. He had to constantly supervise them because he had to run a code, wait for it to process, then run the next code, etc. With Alteryx he finishes these same queries in a couple of hours — without constant supervision. He can create a workflow, validate it, and run it in the background while he works on other projects, rather than having to wait for sections of the code to run.
Creating Consultative Analytics for Clients Apart from running price-optimization models with predictive tools in Alteryx, Mathur has been able to analyze which sections of a stadium could sell better to optimize revenue. Mathur says, “We actually recommended changes in the layout of one of the stadiums because it supported better pricing. Because our recommendation was something different than what the layout allowed, the client made some changes by creating a new section out of an existing section.” They made the recommendation based on data, and the new layout and mix of seating generated more revenue for the client.
More Effective Marketing One of Mathur’s key accomplishments using Alteryx has been creating a workflow that helps his team guide marketing and strategic initiatives. Mathur says, “It helps us understand where the revenue potential is, where to target, where to channel our spending, our marketing activities, and business development guides. Some of the analysis done has become a part of our branding strategy.”
With Alteryx, BookMyShow now has a clearer picture of its overall market share and a better view into data at the customer level. Mathur has been able to create next-level data analytics to evaluate how various marketing efforts change customer behavior.
Mathur uses the predictive tools in Alteryx to better understand his customers by comparing that behavior to similar consumers. He then uses that analysis to target the customer base. Target marketing has increased the conversion rate for emailers and online notifications. Mathur says, “There are a lot of projects that we have done and I need to give credit to Alteryx because I don’t think we would have been able to do it in our normal scripting or some other coding language.”
The simple Alteryx interface allows Mathur’s team to run analyses that they would not have tried with SQL or coding. They have been able to do exploratory analysis, which has led to product innovation at the company.
Mathur successfully implemented several product launches, including referral programs and targeted coupons, using Alteryx and will continue to do even more. Mathur is excited about applying Alteryx to data for future growth. “I think personally that we are using Alteryx to about the 60% mark right now.” He comments that there is still room for growth that his team hasn’t explored yet and Mathur is eager to learn more and use Alteryx to its full potential.