Test and Control: Solution Development
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Alteryx
Tech Stack
- Alteryx
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Cost Savings
- Productivity Improvements
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Predictive Replenishment
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
Delhaize America is part of the Delhaize Group, which operates food supermarkets in six countries. Delhaize America itself consists of three banners with over 1,500 food supermarkets. The company's Consumer Insights team is tasked with delivering and driving the voice of the consumer throughout the organization by providing actionable insights. The Shopper Insights sub-team delivers insights based on transaction and customer level data, supporting the analytical needs of various departments including strategy, marketing, pricing, category management, merchandising, finance, and legal.
The Challenge
Delhaize America, a part of Delhaize Group with food supermarkets in 6 countries, was spending $1.5M/week on Sunday flyers. The company wanted to test the effectiveness of these flyers and determine whether they were providing a return on investment. The challenge was to conduct a test in a market representative of all Food Lion stores, where the test market would not receive a Sunday flyer. The company needed to understand the business reasons for the test, define criteria for success and failure, align on dates, stores, products that are involved, and identify blackout periods and other business initiatives that could potentially impact the test or control results.
The Solution
The company decided to use Alteryx to create a comprehensive test and control environment. The process involved meeting with business owners to understand the reasons for the test and define criteria for success and failure. Stores to be excluded from the test were identified, such as those with high sales volatility or competitive events. Test and control stores were matched based on a number of metrics, with the goal of having test and control stores close to each other. The test was then performed and the results evaluated. Alteryx was used to generate individual reports for each metric analyzed, and some control stores required additional inspection. The results were then presented to the business owners.
Operational Impact
Quantitative Benefit
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