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A Customized View of Your Market at Your Fingertips

Chris Cleckner and Mark SuttonCustomer AnalyticsBelk, Inc.

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Belk Background

• Nation’s largest privately owned mainline department store• More than 300 stores across 16 states in the Southeast United States• Founded in 1888 in Monroe, North Carolina• Currently headquartered in Charlotte, North Carolina• Total revenue in Fiscal 2014 - $4.1B

Modern. Southern. Style.

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Chris Cleckner

Our Background

• Sr. Analyst, Customer Strategy• Been with Belk 3 years• Alteryx User for 3 years

• B.S. in Business Administration from UNC Charlotte

Mark Sutton• Manager, Customer Analytics• Been with Belk 9 months• Alteryx User for 9 months

• B.S. in Applied Mathematics and Statistics from NC State University• Pursuing M.S. in Predictive Analytics from Northwestern University

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How are we doing relative to the market?

Business Issue

• What’s the outlook for markets in our footprint?• Does Belk lead in share where it has stores present?• Are there markets within our footprint that have opportunities that we

haven’t considered?• How does competitive presence impact our market performance?

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…we realized this could go a lot of ways.

As we got into the weeds…

• How do we align our customers to the right geography?• By where they shop?• By where they live?

• What is the right geographical level to view this information?• How do we calculate share?• How do we get consistent location data for competitors?• How do we quantify disruptive Market Influences?• Household migration or movement• Growth due to movement as opposed to growth due to births

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Data Solutions within Alteryx

• How do we align our customers to the right geography?• Spatial Match Tool, allocated Sales to where they live, or

potentially would shop

• What is the right geographical level to view this information?• County – allows ability to see markets where we don’t have

stores while also allowing for competitive/cannibalization views

• How do we calculate share?• Belk Sales divided by Consumer Expenditure (Core Datasets)

• How do we get consistent location data for competitors?• Core Datasets, Dunn and Bradstreet

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Data Solutions outside of Alteryx

• How do we track household migration?

• Internal Revenue Service data on tax filings (3rd party, free)

• How do we capture growth due to movement as opposed to growth due to births?

• American Community Survey (3rd party, free)

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To the maps!

So what did we get?

• County Share• Includes Competitive Overlay

• County Population Trends• County Income

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“Jack of all trades”

How Alteryx helped us…

• Needed to blend data from multiple sources• Unstructured data files downloaded from the internet• Internal customer location and sales data• Alteryx core dataset Experian data

• Needed to find a common geographical level for comparison• IRS and ACS at county level• Household data at street address level• Core datasets flexible to any geographical level we needed

• Needed to present our findings in a way that was easily consumable by our internal stakeholders• Maps for consumer expenditure, income, and population trends were easily customized for

our business partners• Unprecedented access to the up to date geographical locations of our competitors

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Additional Analysis, Communication and Activation

What’s next?

• Additional Analysis• Market Sizing• Own Store Cannibalization

• Internal Communication• Market Health has already been shared internally• Need to confirm face validity of Share and Income assessments outside of our department• Need to partner with Stores teams on the results

• Activation• Potential Targeting of weaker markets• Incorporate in future real estate investment decisions• Evaluate “opportunity” markets further

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THANK YOU!