SNOWFLAKE

RETAIL/CPG
FORUM

FABIO ITALIANO
JAMES SMITH
© 2021 Snowflake Inc. All Rights Reserved
Fabio Italiano James Smith
Head of Applied Innovation Alteryx Co-Founder and CEO Demand Data
18+ years of experience in growth strategies, James has 15 years of experience in supply chain
innovation, design thinking, behavioral science, logistics for global pharmaceutical companies
applied AI. Fabio split his career between including Teva and Aspen. His past work has
management consulting and Corporate America involved overseeing large factory acquisitions
always working in customer transformation and and integrations, including many in Eastern
analytics Europe and LATAM

Alteryx and Snowflake put the domain experts in the driver seat, unlocking
opportunities to solve long-standing industry issues and to creatively address top-line
revenue growth. In this breakout you’ll see Alteryx and Snowflake in action for inventory
and merchandising optimization, sku-level forecasting, digital marketing
 AGENDA

1 Introduction to Alteryx and Snowflake Retail Solutions

2 Merchandising and Inventory Optimization

3 Dynamic Forecasting

4 Location-based Marketing

© 2021 Snowflake Inc. All Rights Reserved

 INTRODUCTION TO ALTERYX AND
RETAIL SOLUTIONS

4 Confidential │ ©2021 Alteryx, Inc.

 ABOUT ALTERYX

$418M 2017IPO
FY 2019 revenue NYSE TICKER: AYX

7,000+ 500+
customers and channel &
38% of G2000 SI partners

90 16,000+
countries with unique solutions
customers in 150k-member
community

© 2021 Snowflake Inc. All Rights Reserved

 ALTERYX AND SNOWFLAKE
UNLOCKING THE VALUE OF GOVERNED ENTERPRISE DATA TO BUSINESS USERS WITH IN-DB

300+ Automation Building Blocks

In-Database Processing Low Code/No Code Alteryx Bulk Loader
Data Data Prep & Business Predictive Data Science & Visual
Platforms Blending Insights Analytics ML Dashboard

Docs Files

Input Process Output

Automation
Cloud RPA Bots
Sources
Data Asset Deployment
Mgmt. & Monitoring
Apps & RPA Apps

Diagnostic Location Forecasting &

Reporting Insights What-If Analysis
Unified Analytics & Governance Faster Business Outcomes

6 Confidential │ ©2021 Alteryx, Inc.

 ALTERYX-SNOWFLAKE RETAIL SOLUTIONS
EXTERNAL PUBLIC DATA WORKING SOLUTIONS
BUILD A PIPELINE IN HOURS NOT IN MONTHS WIH
WEATHER COVID CASES OUR PRE-BUILT PIPELINE AUTOMATION MERCHANDISING COMPETITIVE ANALYSIS
Live forecast and History for Live case load and current Leverage large data to optimize Country Risk Analysis and
200,000 datapoints restrictions by US County in-store merchandise and Competitive Analysis
manager inventory
MOBILITY SCHOOL STATUS
DYNAMIC FORECASTING LOGISTICS
Mobility indexes for movement Current school status by US
SKU level forecasting Route optimization
across all US counties and most school board, Country in EU
international subregions

DEMOGRAPHICS RETAIL LOCATIONS HYPERTARGETING $ PRICING OPTIMIZATION

Store locations for the top 50 Hyper-targeted, relevant
Census Area (40 households) Scenario Planning
global chains (including campaigns with higher
level data on demographics and FROM TRILLIONS TO PINPOINTED ACTIONS conversion ratios
Price Elasticity
geocoordinates) Pricing Optimization
ACS surveys – available for US,
OF DATA IN SECONDS

x
Canada and Most EU Countries

+ = ROI
CATEGORY MGMT
KOCHAVA COLLECTIVE PAID DATA Hyper-targeted, relevant
campaigns with higher
conversion ratios
PRECISION GEO
Minute by minute geolocations
Data Scientist New Business Analyst
of over 2Bn devices (AKA Resident Data Scientist)

APP GRAPH INNOVATION

App profile of above devices

including activity
BLOCKCHAIN T&T
Resolve the pain points in a
EMAIL HASHING multi-tier supplier environment.
Email hashes of above devices Prevent and Improve product
recalls. Reduce Expenses

WEB COOKIES
Linking of browsing history to
BEHAVIORAL SCIENCE
devices Streamline creative message
and tailor at the individual level
© 2021 Snowflake Inc. All Rights Reserved
 MERCHANDISING AND
INVENTORY OPTIMIZATION

8 Confidential │ ©2021 Alteryx, Inc.

 MERCHANDISING OPTIMIZATION

Dynamically Determine Display pdf

filter product Join to all report and
Retrieve full List of Sales Create
data (6M other items Retrieve details to
POS data items) (dockets) summary of business
containing sold on product
(2Bn+) based on those baskets in users
Records target common images
desired dockets across the
products
target organization

© 2021 Snowflake Inc. All Rights Reserved

 INVENTORY OPTIMIZATION

Get latest Display

Retrieve Retrieve Filter by Create Automate
full stock full history receipt pdf report
data (all of all date and stock inventory delivery and
current values exception to every details to
items in good stock on and age report store Category
all stores) transfers hand Manager

© 2021 Snowflake Inc. All Rights Reserved

CONFIDENTIAL AND PROPRIETARY
 DYNAMIC FORECASTING

11 Confidential │ ©2021 Alteryx, Inc.

 DYNAMIC SKU-LEVEL FORECASTING

3 Years of Sales Data

2 Departments, 400 stores, and 16,000 SKU

Detail at the SKU Level

Weather Advisories from NWS

Historical Holiday Dates

Hourly Weather Data from Nov-2018

Current 10-day forecast
Forecasts and Historical Forecasts are available
© 2021 Snowflake Inc. All Rights Reserved
 DEMO

13 Confidential │ ©2021 Alteryx, Inc.

 LOCATION-BASED MARKETING

14 Confidential │ ©2021 Alteryx, Inc.

 MOBILITY DATA PIPELINE SOCIAL MEDIA & ADVERTISING PLATFORMS
DSP | SSP | DMP | AD EXCHANGE | AD NETWORKS
Numerous ways to reach audiences
using Device-Id

KOCHAVA SNOWFLAKE PROGRAMMATIC ADS TWILIO

Mobility Easily Build Data Pipelines Device Id Campaigns Geo-fenced Activations
+ +
AppGraph Look-alike Models

Device Id

ALTERYX ALTERYX ALTERYX

Minimize the Data Engineerin Cluster Analysis, CLTV Footfall Prediction Models
g Workload +
Census Block
OTHER EXTERNAL DATA
Weather
Google POI
COVID
Traffic

© 2021 Snowflake Inc. All Rights Reserved

 LOCATION-BASED MARKETING
1 HYPER RELEVANT DIGITAL MARKETING
Distribution Channel Geo-fencing / Geo-awareness
Footfall prediction models
Optimization activation

Mobility LOCATION-BASED MARKETING

Device ID
List of Marketing
Device IDs INDUSTRY: PERSONAS:
2 FOOTFALL PREDICTIONS WITH LOCAL ACTIVATIONS CPG Marketing
Distribution Channel Geo-fencing / Geo-awareness Retail o Sponsorship Manager
Footfall prediction models
Optimization activation
Sports o Customer Experience Manager
Mobility
SMS, WhatsApp
Entertainment o Digital Marketing Manager
Prediction Network Messenger o Field Marketing Manager
Models Analysis
o Sales Operation Manager
3 CLUSTER ANALYSIS, CLTV, CENSUS BLOCK ENRINCHMENT
Supply Chain
Cluster Analysis CLTV Census Block Enrichment
o Network Manager
o Location Manager
• High Income
YoY Visits • Young Couples Finance
Cluster Analysis:
• Retired
Disney Omnivores o FP&A Manager
4 CROSS-INDUSTRY COLLABORATION >> STADIUM’S IMPACT >> AUDIENCE MONETIZATION

Cluster Analysis Joint Field Marketing Direct To Consumer

• App Graph
• App Acquisition
Cluster Analysis: Campaigns
Network
© 2021 Snowflake Inc. All Rights Reserved
Sports Fans Activities Activations • Joint 1st Party
Analysis
Audiences
 DIGITAL AND FIELD MARKETING
FROM ANONYMOUS AUDIENCES TO FIRST PARTY DATA
FIND AUDIENCES FIELD MARKETING STRATEGIC MARKETING DIGITAL MARKETING
A G Run SMS, Messenger, L
Geo- Geo- WhatsApp campaigns with Use collaborative filtering in
Use Alteryx to locate Twilio supported by Direct Affinity Alteryx to build
fence geographic areas of interest
fenced
Marketing Agencies such as Models recommendation engines
locations Marketing
DBM Group

B F M Associate POIs to elements of

K Use advanced clustering dynamic creatives leveraging
Wheatear Bring Wheatear data stored in Leverage digital and local Dynamic
Auto- based on collaborative filtering a behavioral science
History Snowflake using a plug-and- Onboard marketing to onboard people
in Alteryx to discover new Digital frameworks, tagging POIs to
to receive push notifications Segments
Forecast play subscription Alteryx macro marketing segments Assets Digital Assets on the Ad
Server

C Bring Mobility data around the E Pull additional points of

J Integration into Kochava
geographic areas of interest interest via an Alteryx N
Use Alteryx to Optimize the Audience Builder for
Mobility provided by Kochava, stored in Event Points of subscription macro that uses Program-
planning of local events on the immediate connectivity to a
Snowflake using a plug-and- Google API for a multi-faceted
Data Planning territory based on foot traffic Interest matic Ads wide range of Social Media,
play subscription Alteryx macro view of audiences in the
predictions DSP, SSP, Exchanges
that allow to pay for Data and physical world (repeat points
platforms
Cloud Computing B-H)
Forecast foot traffic by Day and
H D Daypart with an InstantML time
I O
App series model provided by
Foot TangentWorks, using a plug- Email Pull Email matching on 1st Extend Build look-alike models in the
Usage party data provided by Ad Platform of choice
Traffic and-play subscription Alteryx Matching Audience
Data Pull Mobile Apps usage provided macro that allows to pay for Kochava, stored in
by Kochava, stored in Model Runs and Cloud Snowflake using a plug-and-
Snowflake using a plug-and- Computing play subscription Alteryx
play subscription Alteryx macro macro that allow to pay for
that allow to pay for Data and Data and Snowflake Cloud
Cloud Computing Computing

© 2021 Snowflake Inc. All Rights Reserved

 DEMO

18 Confidential │ ©2021 Alteryx, Inc.

 THANK YOU

Fabio Italiano
[email protected]
https://www.linkedin.com/in/fabio-italiano/
+1 (347) 224-4154

James Smith
[email protected]
https://www.linkedin.com/in/james-smith-demanddata/
© 2021 Snowflake Inc. All Rights Reserved
+44 (798) 525-4053