Alteryx > Case Studies > Room & Board Enhances Marketing Analytics with Alteryx & Adobe

Room & Board Enhances Marketing Analytics with Alteryx & Adobe

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Technology Category
  • Analytics & Modeling - Big Data Analytics
  • Cybersecurity & Privacy - Intrusion Detection
Applicable Industries
  • Retail
Applicable Functions
  • Product Research & Development
  • Sales & Marketing
Use Cases
  • Behavior & Emotion Tracking
  • Retail Store Automation
  • System Integration
About The Customer
Room & Board is a privately held, American retailer of modern home furnishings based in Minneapolis, Minnesota. The company operates locations across the US and uses data to understand customers better, improve the customer experience, and raise brand awareness. They aim to blend Adobe data with, social, and other data for a more personalized and effective approach, and speed up analytics to optimize marketing across channels and products. The company's marketing department faces challenges with the volume of data from different systems, the need for real-time data streaming, and cross-departmental collaboration.
The Challenge
Room & Board, a privately held, American retailer of modern home furnishings, faced challenges with data in marketing. The primary issue was the volume of data coming from different systems, which sometimes required real-time data streaming to feed decision management systems. Additionally, working across different departments and teams to get the necessary data and answers was a significant challenge. The shift towards digital analytics in the marketing department, due to the lack of in-person activities, made personalized email campaigns more important and relevant than ever. The company needed a solution that could blend data from different sources for a more personalized and effective approach, and speed up analytics to optimize marketing across channels and products.
The Solution
Room & Board used Alteryx and the Adobe Analytics connector for various purposes like ad-hoc reporting, web-based score cards, and dashboards for store location. The Adobe connector provided seamless integration with the Alteryx APA platform and self-service data analytics, driving faster insights with repeatable analytics processes. The solution automated data-driven processes, avoiding manual hand-offs and resulting in faster analytic cycle times. The company implemented daily automated data feeds for tracking in-store engagements, understanding customer browsing behavior, and integrating customer information with CRM systems. They also implemented weekly data feeds for the Browse Behavior / In-Store Direct Mail Campaign. The Adobe connector allowed them to pull data into a daily data feed used for an in-store abandoned cart email campaign, and to score all the segmented content viewed by customers to predict their product interests.
Operational Impact
  • The use of Alteryx and the Adobe Connector simplified Room & Board's process, providing transparency and visibility into their data and the opportunity to modify and optimize the performance of their campaigns. The solution eliminated the need to export raw data from Adobe Data Warehouse and bring it to the Alteryx workflow, as data could be brought directly to the workflow. The entire process was streamlined and scaled, making the work easier and more enjoyable for the team. The solution also allowed the company to create more personalized and effective marketing campaigns, improving the customer experience and raising brand awareness.
Quantitative Benefit
  • Automated data-driven processes, avoiding manual hand-offs
  • Faster analytic cycle times due to automation
  • Workflows run in 30-minutes, compared to 2-days without Alteryx

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