Quantitative Marketing & CRM Enablement
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Alteryx
- Tableau
Tech Stack
- Alteryx
- Tableau
- Data Mart
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Data-as-a-Service
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Predictive Maintenance
Services
- Data Science Services
- System Integration
About The Customer
Sally Beauty is a global retailer with 3,673 stores worldwide. The company's top categories include hair color, hair care, and appliances. Its customers include professional stylists and retail consumers. The company has 12 million active loyalty members. The Marketing Database and Analytics Manager at Sally Beauty has been with the company for 4 years and has over 6 years of experience in the marketing industry. The majority of her experience is in channel (email, direct mail, and digital) marketing and customer insights.
The Challenge
Sally Beauty, a global retailer with 3,673 stores worldwide, was facing challenges with its customer relationship management (CRM) and marketing analytics. The company's reporting was done in Access and Excel, and the transactional and customer data was not in a central location. The sales/transactional data was pulled from an application that did not support ad hoc reports and was no longer supported by IT. The company relied on IT to pull flat files for customer level analysis, which took days to weeks. Campaign data was not stored for performance trends or historical view, and month-end reporting took 2-3 weeks to pull all data and analyze.
The Solution
Sally Beauty implemented Alteryx, a leading platform for self-service data analytics, and Tableau for data visualization. Alteryx was used for reusable monthly reporting workflows, demographic data, predictive tools, and complex ad hoc data analysis. 60% of monthly reports were built in Alteryx for reusable workflows, including customer migration reports, channel reports, and loyalty member metrics. Reporting time was cut in half and complicated ad hoc data questions could be answered in hours, not days. Tableau was used for dashboards, data visualization, and simple ad hoc questions. The dashboard gave the leadership team the ability to track results and customer groups easily. Visualization showed trends that weren't seen on a flat spreadsheet and allowed non-data people to answer their data questions.
Operational Impact
Quantitative Benefit
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