10 key ways analytics can help advance omnichannel

© 2014 Alteryx, Inc. | Confidential

10 Ways Analytics Help Advance Omnichannel An Excerpt from Alteryx and Retailwire m-Paper

“True” Omnichannel: Aligning Marketing and Merchandising Through Analytics


Omnichannel Is A Reality

2013 holiday season statistics like 69% American web-rooming and 16.5% surge in online sales on Christmas day alone clearly showed that omnichannel is here to stay!

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http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=x7S0Y6xEp8R5VM&tbnid=wE1W6ShMirk1UM:&ved=0CAUQjRw&url=http://www.socialbeta.com/articles/gap-social-media-marketing-cases-2013.html&ei=x3i8UoTAL8TjsAT9vIKACQ&bvm=bv.58187178,d.eW0&psig=AFQjCNEufkdffSXK1V929G-0nqYonLq-mA&ust=1388169168248168


Over 80% of retailers see themselves “behind the curve” when it comes to technological or organizational readiness for omnichannel

Source: RIS Omnichannel Readiness, Oct 2013

Are Retailers Ready?


Omnichannel can only truly succeed if “buy” and “sell” sides align but even for the retailers that have made an effort, most work is limited to the marketing side

“True” Omnichannel Remains Elusive!

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Data blending and advanced analytics can help retailers gain cross-channel, cross- system visibility to their customer, order status, and inventory data required for omnichannel success

Data Analytics As The Linchpin

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Ten Key Ways Data Analytics Can Advance “True” Omnichannel


Easy-to-use data analytics can help business analysts combine all relevant customer data, with cross-channel order mgmt., & inventory systems data -- for one single view -- without any IT intervention!

#1:Get One Comprehensive Cross-Channel View of Data

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=rCZgTT02on1SIM&tbnid=wu7W_1ziqTLgwM:&ved=0CAUQjRw&url=http://qcnp.com/services.html&ei=XZk0U_3vB8bLsQSly4KICA&bvm=bv.63808443,d.dmQ&psig=AFQjCNFGHK0aEsZHS2GE8Tyuqi5IbfLdog&ust=1396042436740920


#2: Personalize Messaging & Promotions

Customers expect personalized messages & promotions, via their preferred channels. With analytics, retailers can gain deeper insights on customers’ preferences to align promotions & delivery channels


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Analyzing customer data can help isolate the key identifiers of cross-channel customers. Retailers can use these attributes to establish profile of choice customers and target “like” candidates!

#3: Target “Like” Customers


#4: Optimize The Media Mix

Insights into customers' path-to-purchase, social group affinities, etc., can help retailers determine their preferred communication channels. This can be used to align media/ channel buys with target segments


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Analysis of POS data, inventory movement, & path-to-purchase can help retailers understand customer-channel & product-channel affinities. Use this info to optimize product assortments by channel

#5: Align Product Assortments By Channel


#6: Monitor/ Plan Demand Using Social Media

Social Media is integral to most retailers’ omnichannel Strategy. Monitor consumer sentiment & score the influence of a tweet or online product review with analytics, to better respond to unexpected demand changes


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Traditionally, DCs are designed to fulfill store demand, online is an after-thought. With analytics, retailers can gain real-time visibility to cross-channel product availability, to fulfill demand seamlessly

#7: Stock The Right Inventory

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#8: Track Order Status Across Channels

Combine data from disparate channel-specific order mgmt. systems for a complete view of order pipeline to synchronize demand with promotions and available inventory


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=twLBSRfwOk1a9M&tbnid=Puz3N9ZG1NnKRM:&ved=0CAUQjRw&url=http://www.thesearchagents.com/2013/03/hpaid-optimizing-your-cross-channel-paid-media-campaigns/&ei=XNg1U7eKNs6-sQTCw4DYCg&bvm=bv.63808443,d.dmQ&psig=AFQjCNGr-JUgJl5fGwDGZ2SUWp9RPxda2Q&ust=1396124042581682


An analysis of operating expenses — cost of floor space, labor, DCs, transportation, etc.— can help retailers determine the true margins of selling a product through a channel, and optimize decisions on additional discounts, services to offer

#9: Assess Cost of Sale


#10: Align Pricing Strategies

Retailers know well that the “lowest” price is not necessarily the “best” price. Use analytics to calculate optimal pricing based on cost of goods, carrying costs, margin and throughput targets



For More Details

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Or Visit www.Alteryx.com

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© 2014 Alteryx, Inc. | Confidential 18

Key Terms

• Retail Analytics• Customer Analytics• Omnichannel• Customer Loyalty• Merchandising Planning• Demographic Analysis• Customer Data• Customer Scorecards• Multichannel Analysis• Big Data Analytics• Big Data Analysis• Predictive Analytics

• Alteryx• Alteryx Analytics Gallery• Data Blending• Advanced Analytics• Data Artisan• Data Analyst

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10 key ways analytics can help advance omnichannel