#inspire 15 Strategic Planning & Forecasting Using Alteryx and Tableau Aaron Cohen, General Manager, Strategic Planning & Analytics, Audi of America Alex Khvan, Senior Analyst, Strategic Planning & Forecasting, Audi of America Tuesday, May 19, 2015
Jul 30, 2015
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Strategic Planning & ForecastingUsing Alteryx and Tableau
Aaron Cohen, General Manager, Strategic Planning & Analytics, Audi of AmericaAlex Khvan, Senior Analyst, Strategic Planning & Forecasting, Audi of AmericaTuesday, May 19, 2015
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Progressive
Sophisticated
Sporty
Audi Brand Identity
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The Future of Audi of America
Strategy 2020 Planning Industry Planning Audi Volume Planning
Market Intelligence Trend Study Margin & Bonus Program
Strategic Planning & Analytics
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Audi Premium Competitors in U.S. MarketAudi Premium Competitors in U.S. Market
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2009 2010 2011 2012 2013 2014
83K
102K
118K
139K
158K
101K
120%Audi Sales VolumeGrowth in U.S.2009-2014
ConsecutiveMonthsRecord Sales52
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SustainableProfitableGrowth
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Audi BMW Mercedes
#2 Top Cross Shopped Premium Brand
#3
#7
#1
#3
#2
#1
Source: Strategic Vision NVES, 2013 Wave 3
#2 Top Cross Shopped Premium Brand
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2009 2010 2011 2012 2013
Audi BMW Mercedes
Growth in High End Models (C/D Mix %)
56%
20%
43%
55%
34%
40%
Source: Autodata (U.S. Market)
Growth in High End Models (C/D Mix %)
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2009 2010 2011 2012 2013
Audi BMW Mercedes
Low Retail Incentive Spend per Vehicle
$4,870
$3,390
$4,970
$3,800
$2,600
$3,710
Source: Autodata (U.S. Market)*Figures rounded to order of magnitude (10)
Low Retail Incentive Spend per Vehicle
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2009 2010 2011 2012 2013
Audi BMW Mercedes-Benz
Increased Pricing Power
Source: JD Power PIN (Customer Facing Transaction Price)*Figures rounded to order of magnitude (100)
$41,900
$45,300
$50,300
$47,000$47,600
$53,800
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2009 2010 2011 2012 2013
Audi BMW Mercedes
Healthy Lease Penetration
45%
40%
51% 51%
37%
52%
Source: IHS Automotive (U.S. Market)
Healthy Lease Penetration
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54
56
58
AgeAge
Audi customers…
Source: Maritz NVCS, IHS Automotive (U.S. Market, 2013)Premium Competitive Set: BMW, Mercedes, Lexus, Land Rover, Volvo, Jaguar, Acura, Infiniti, Porsche, Saab, MiniTier 1 Competitive Set: BMW, Mercedes, Lexus
95%
91%
90%
% Attend College
$193K
$165K $164K
HH Income (Median)
2.96
2.83
2.77
Vehicles per HH (mean)
Are Younger Are Better Educated Have Higher Income Own More Vehicles
Audi customers…
Growth in High End
Models
Low Retail Incentive
Spend
Increased Pricing Power
Healthy Lease Penetration
Strong Residual Values
Audi Sales VolumeGrowth in U.S.2009-2014
52ConsecutiveMonthsRecord Sales
120%
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A Clear Understanding of the
Market
Comprehensive Strategy
Dedication to Customer Delight
Marketing Excellence
Exciting Product
Committed Partners
Futuristic Vision
How
?
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7 Fundamental
Truths
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Data is being accumulated faster, in greater quantities and in more diverse types than ever before in history
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Business decision makers need data at their fingertips to be relevant and answer questions when they arise• Information is only relevant if it makes a difference in a decision• Relevant information either forecasts future events (predictive value), or
assesses prior expectations (feedback value)• Information must be available to decision makers before it loses its
capacity to influence their decisions (timeliness)
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3Current data analysis processes are inefficient and often ineffective• Data is scattered & fragmented, typically in many different
places• Analysts spend more time pulling data, transferring it into
excel and then graphing it in neatly formatted powerpoint slides than exploring the data and actually analyzing what it means
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To actually make progress toward creating value from Big Data, we must make sense of the chaos
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5
The first step in “Big Data” is seeing and understanding the data you already have
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6The human brain processes visuals 60,000 times faster than text and 90 percent of the information transmitted to the brain is visual
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There is a clear need for tools to empower data analysts, managers and executives - not IT - to explore and self-serve their own advanced data visualizations
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Data Consolidation with Alteryx
Single Data Repository
SalesSource of SalesMarketing Transactional Data Geographical
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Alteryx is a Key Enabler of Data Consolidation
• 10 independently developed spreadsheets with key data• Over 3 million rows of data
1gb of storage• Using excel to store
and analyze the data
Before After
• Single .tde file with alteryx database .yxdb as backup
• Over 3 million rows of data storage, now reduced from 1gb to 4mb
• Result is much faster processing times in Tableau
• All data current and historical is available at the finger tipsROI:
Significant Productivity GainsTime Savings
Easy Data Discovery
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Alteryx as a Data Cleanser and Shaper
• Data cleansing and shaping used in repetitively and in many instances
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Example of a Use Case in a Month-End Sales Report
Jan-
14
Mar
-14
May
-14
Jul-1
4
Sep-
14
Nov-1
4
Jan-
15
Mar
-15
0
200
400
600
800
1000
1200
1400
400
300
500400
400
10001000
1200
800
1000
700
1100
900
• In the automotive world, many decision makers rely on sales reports to guide their decisions
• In example on the left, it would seem that soon after the product introduction, sales have gained a lot of traction and it is successful
• A costly decision could take place to invest into a product that would directly compete with Competitor A
Competitor A New Carline
Sale
s
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Tableau as a Visual and Analytical Layer
Single Data Repository
Beyond Sales Analysis:
• Reported Sales• Registrations• Pricing• Incentive Spend• Monthly
Payments• Lease Rates• Customer Loyalty• Competitive
Strategies• Internal KPI’s
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Sale
s
Month-End Sales Reports
Jan-
14
Mar
-14
May
-14
Jul-1
4
Sep-
14
Nov-1
4
Jan-
15
Mar
-15
0
200
400
600
800
1000
1200
1400
400
300
500400
400
10001000
1200
800
1000
700
1100
900
• With all relevant data sitting in one database, other important variables become obvious
Lease Rate: 30%
-> 80%
Transaction Price:
$50K -> $40K
Inventory: 30 -> 90
Days
• High inventory, decreasing transaction prices and high lease penetration would indicate, that the product is not very successful, contrary to what sales report may suggest…
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View of the Premium Market (2014 Sales)
BMW Mercedes-Benz Lexus Audi Acura Infiniti Volvo Mini Land Rover Porsche Jaguar0K
20K
40K
60K
80K
100K
120K
140K
160K
180K
200K
220K
240K
260K
280K
300K
320K
340K
Volume
GLE-Class (ML)
QX80(QX56)
GLK-Class
CLA-Class
QX60(JX)
Rg Rover
RR Sport
GL-Class
Cayenne
4-Series
5-Series
3-Series
Q40 (G)
Q50 (G)
EvoqueC-Class
S-Class
E-Class
Cooper
XC60MDX
RDX
S60
TLX
ILX
GX
Q7
Q5
A4RX
A6
GS
A3
A5
X3
X5
X1
ES
CT
IS
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View of the Premium Market (2014 Sales)
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View of the Premium Market (2014 Sales)Segment Sedan SUV Cabrio/Roadster Coupe Wagon Hatchback
Premium A0
Premium A
Premium B
Premium C
Premium D
3K1K5K25K
103K
121K 110K
23K
35K
27K
21K
18K
12K
23K
23K37K
42K
19K 45K
15K
18K
20K
68K
52K
34K35K
11K
10K
57K
22K53K
32K
16K
47K
23K
23K
36K51K
19K
66K
13K24K
15K 30K
13K
7K
8K 4K
5K
2K
6K
7K
6K
4K4K
3K
0K
1K
0K
7K
1K
8K
2K 2K2K
6K
5K
9K
3K
6K
7K
4K
6K
3K
5K1K
2K
7K 2K
1K
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Premium Market YoY Change (2014 vs 2013)
A SedanC SUVB SUVA SUV
B SedanB CoupeD SedanB WagonA CoupeD Coupe
A0
HatchbackC Coupe
A Hatchback
C WagonA0 SUV
C Cabrio/ Roadster E CoupeB Cabrio/ Roadster A0 Coupe A Cabrio/ RoadsterA0 Cabrio/
RoadsterA0 Wagon
D SUVD Cabrio/ Roadster C Sedan
-10K
0K
10K
20K
30K
Difference in Volume
-50%
0%
50%
100%
% Difference in Volume
32K29K
25K
-1K -2K -2K -2K -3K -3K -4K
-9K
7K 7K 6K 6K 5K3K
2K 2K 2K 1K 0K 0K 0K
0K
-26%
-62% -63%
-32%
-49%
-23%
92%
11%
24%12% 10%
38%
92%
21%28%
-3% -5% -5%
9%2%
7% 7% 8%1% 1%
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Potential Future Use Cases
• Statistical analyses and forecasting• Geographic and demographic analyses• Web scrubbing and social media analytics• Fuzzy match to cut down time to map models to one another• Convert survey data from SPSS into visual friendly format, for
enhanced data discovery• Reporting and automation of recurring information• Consistent upgrade of our data arsenal
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Cultural Shift
• Audi’s Strategic Planning team, has rapidly adopted and shifted its approach to data analysis, in order to achieve breakthrough insights and maximize the value from its vast array of existing resources.
• With these new tools, Audi has begun to realize a vision of lightning quick and accurate forecasting and analytics.
• Perhaps more importantly, the team has initiated a cultural shift toward rapid visual data discovery.
• Ultimately, these new capabilities will directly support Audi’s mission to inspire customer delight and become the #1 Premium brand.
THANK YOU!
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