Site selection made easy with Alteryx and TomTom

Kenneth Clay
Fri Sep 04 2020
Maps

Site selection made easy with Alteryx and TomTom

Kenneth Clay
Senior Marketing Manager Enterprise
Fri Sep 04 20208 min read
Site selection made easy with Alteryx and TomTom
Location is everything – especially when it comes to driving critical business decisions, like where to open your first – or next – store.
Alteryx is a leader in analytic process automation (APA). The Alteryx APA platform™ unifies analytics, data science and business process automation in one, end-to-end platform to accelerate digital transformation. TomTom is the leading location technology specialist. Together with TomTom, Alteryx is at the forefront of enabling enhanced business decision making using analytics.

Location is important for several analysis tasks and for creating comprehensive and visually attractive reports. To help drive the functionalities for Spatial Analysis and Demographic Analysis and Reporting, Alteryx relies on TomTom mapping data and Maps APIs. Using TomTom data, users can add location context to critical data to deliver important business insights. They can also compare competitor locations to their own and perform drive-time analysis for desired demographic segments before determining the location of retail stores.

Together with TomTom location technology, Alteryx can provide customers with a platform to run analytics models and view the results on a map to optimize the decision process.



Market analysis and site selection

Let’s imagine you’re a consultant who’s been tasked by a major grocery brand management team to perform a market or site selection study to determine an optimal new location for a grocery store in a midsized metropolitan area. You have data for the existing stores and their customer transactions. A first instinct might be to analyze the customer spend per store to identify the top performing stores and to build out a customer profile that yields the best results. Of course, you’ll want to map out the locations and the surrounding areas to see how well the existing stores are positioned relative to each other and your target customers.

To get your analysis started, you need to create a spatially enabled data model, so that an analyst can deliver viable options for new locations with any data set, at any time.



Creating a data model

Creating an easy-to-explain comprehensive data model (complete with data transformation steps and map visuals) would normally be complicated, but Alteryx greatly simplifies this task. Their drag and drop interface allows you to blend, prepare, transform and map your data. Together with TomTom location technology, Alteryx provides easy-to-use building blocks for spatial analysis and demographic analysis, and reporting that result in more informed decisions, faster.

TomTom is the leading location technology specialist. Those involved in geomarketing, GIS and analytics know that it’s all about the data. Powerful analytics platforms demand access to global map coverage with a level of detail fit for geospatial analysis and geocoding. TomTom’s location intelligence suite meets this business need.

TomTom mapping data and Maps APIs allow you to add location context to critical data and deliver important business insights. Alteryx relies on TomTom to provide its customers with a comprehensive view of the results with a highly detailed and visual map.
"As part our mission of unifying analytics, data science, and business process automation in our end-to-end platform, we rely on TomTom to upskill our users with powerful spatial tools and maps to develop comprehensive models that make this a reality."

Russell Duncan
Senior Manager, Product Marketing at Alteryx



The challenge – leveraging APA for better results

Now that you have data for the existing stores and their customer transactions, you want to map out the locations and the surrounding areas to see how well the existing stores are positioned relative to each other and your target customers.

By leveraging Analytic Process Automation, including the ability to spatially enable and enhance an organization’s data, an analyst can deliver viable options for new locations with any data set, at any time. By automating the process of cleansing, transforming, and blending the input data, the analyst can seamlessly apply TomTom’s spatial tools downstream of these processes within the same model.

In the examples shown below, three data sets are taken through a series of preparation and blending steps before the analyst spatially enables the data so that more advanced spatial operations can be applied. In doing so, the data is not only enriched with new insights that create better outcomes, but also provides opportunities to upskill the site analyst through powerful advanced spatial and analytic automation.
Alteryx spatial enrichment
Spatial enrichment not only helps the decision-making process by revealing key location insights, it also sets the data up for more advanced analytics. Here, we see how the combination of TomTom Maps APIs and Alteryx predictive tools extends the analysis well beyond the status quo approach.

In this example, the site analyst employs a regression model and configures it to evaluate predictor values such as number of transactions, total spend by customer, and distance in miles against the following variables — whether or not they’ve responded to advertisements and made subsequent purchases. Leveraging those results, they then add a score model to highlight the likelihood of customers in that area who would shop at the store.
Predictive analytics



The final result – better decision making

Running the model and rendering a map to help visualize results, Alteryx, with the power of TomTom location technology, enables the site analyst to help decision makers pick the best new location and explain how they came up with their recommendations.
Better decision making

In today’s dynamic climate, demonstrating business value through analytic insights is critical. The Alteryx APA platform™ unifies analytics, data science and business process automation in one, end-to-end platform to accelerate digital transformation. Alteryx partners with location technology leader TomTom for access to global map coverage with a level of detail needed for comprehensive modeling. TomTom’s location intelligence suite meets this business need.

Alteryx believes that, by working with trusted partner TomTom, its innovative analytics platform will maximize operational cost savings and improve customer satisfaction for businesses around the world.

Want to learn more?

Contact us today to learn more about how TomTom location technology can improve your business decision-making using analytics!

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