© 2015 Alteryx, Inc. | Confidential

The National Trust Improves Data Driven Decisions with Alteryx and TableauMatt Madden- Director of Product Marketing, AlteryxDustin Smith – Product Marketing Manager, TableauDean Jones- Head of Data Science, The National TrustStephen Lindsay- Senior Data Scientist, The National Trust

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Improving Data-DrivenDecisions with

Alteryx and Tableau

Dean JonesHead of Data Science

Stephen LindsaySenior Data Scientist

Agenda

1. Introduction to National Trust

2. Supporter Loyalty Platform

3. Analyses and Models

4. Alteryx and Tableau

Agenda

1. Introduction to National Trust

2. Supporter Loyalty Platform

3. Analyses and Models

4. Alteryx and Tableau

National Trust

• Independent charity founded in 1895

• Preserves and protects historic places and spaces – for ever, for everyone

• Annual income of £460 million

• Central office and regional consultancies

350+ historic buildings

247,000 hectares of land

5000+ tenanted properties

775 miles of coastline

400 factories and mines 

271 gardens

61 pubs and inns 

56 villages 

41 castles

12 lighthouses

4 million members 

2 million memberships

20 million PFE visits

60,000 volunteers

4 million hours volunteered

50,000 online shoppers

1 million web visitors / month

1 million app downloads

302,000 Facebook likes

324,000 Twitter followers

Agenda

1. Introduction to National Trust

2. Supporter Loyalty Platform

3. Analyses and Models

4. Alteryx and Tableau

Our Strategy

Systems SimplificationProgramme (SSP)

Tills Finance

Supporter Loyalty Digital

MI

Supporter Loyalty

Insight & Prediction

Relevance & Personalisation

DeeperEngagement

Behavioural Data

Insight & Prediction

Relevance & Personalisation

DeeperEngagement

Behavioural Data

Supporter Loyalty Platform

Single Supporter View

SSV

CRMOnline ShopMembers

Memberships

Visit Scans

Contact Permissions

Interactions

Donations

Legacy

Contact History

Holiday Cottages

Events

Raffle

Volunteering

Camping

DriveTime

MOSAIC

Supporter Loyalty Platform

extractpublish

Agenda

1. Introduction to National Trust

2. Supporter Loyalty Platform

3. Analyses and Models

4. Alteryx and Tableau

Analyses and Models

• Property Clustering• Post‐visit Thanks, No‐visit Nudge

• Churn Model• SAVE programme

• Engagement Score• KPI, campaign evaluation

• Cross‐sell Predictions

Agenda

1. Introduction to National Trust

2. Supporter Loyalty Platform

3. Analyses and Models

4. Alteryx and Tableau

Using Alteryx

• What I’ll cover:

• 2 problems solved with Alteryx• What the problem was• How Alteryx helped• The results

• The problems• Data in silos, causing conflicting MI reports

• Analytic model needed quickly to understand Membership churn

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Problem 1: Data in silosThe problem – Understanding channel attribution for Memberships joining via the web:

• Membership info on CRM• Online ‘channel’ info in digital data• Confusing picture of channel attribution• Change process to get info into CRM

• Other priorities now

• But… we need to understand breakdowns now:• The relationships between marketing campaigns 

and how people join• To understand performance and inform media 

planning

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Problem 1: Data in silosHow Alteryx helped:

• Enabled a repeatable step‐by‐step approach• To each data source• Then to blend them together• Quick, iterative development time

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Problem 1: Data in silosDetail – bring data in, explore and resolve issues:

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Problem 1: Data in silosThen, keep building the process flow:

• Explore further data (with business owner!)

• Resolve any issues

• Finally bring all of that data together

• Output is a distinct row for each membership

• As a CSV

• As a Tableau Data Extract

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Problem 1: Data in silosThe Result:

• Repeatable process, <10 secs to run

• Answers NOW to business questions

• Much better understanding of data:

• Identifying process issues

• To specify how to get data into SSV/CRM

• Ultimately, quick ability to understand the data…

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Using AlteryxBefore:

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Using AlteryxAfter:

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Problem 2: Churn modelThe problem – Quickly develop a membership churn model to drive targeted loyalty activity:

• A new team

• Mixed skill sets

• Needed a tool that could be learnt fast…

• … and at a low cost

• Looked at R/Python, steep learning curve, 

longer development time

• Colleagues wanting answers quickly

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Problem 2: Churn modelHow Alteryx helped:

• We could get up and running quickly

• Drag and drop, easy to learn

• Low entry cost, per seat worked for us

• Low cost, long term trial

• Functionality we needed, ability to refine

• Supported our approach: start simple, add 

complexity over time

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Problem 2: Churn modelThe Results:

• 3 models developed within the first week

• So quick we ran against larger data volumes

• Taking only 10 minutes to run each time

• Allowing more time for action:

• Comparing and refining models

• Profiling model outputs for targeting

• Planning use with the business

• Setting up monitoring for success

• Auditable, easier to explain than script27

Summary of Benefits

• Easy to use but very powerful

• Cost (very significant for a charity)

• Excellent integration

• Large datasets can be processed quickly

• Quickly share results across organisation

Thank You

Clare BirtWill BridgesDavid CrelleyJohn DavyRob FrecknallSarah HaywardChris Midwinter