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Levi Strauss Manages Business Performance with Alteryx and Tableau

Wednesday, May 20, 2015

Michelle Londeree, Sr Manager of Global Business Analytics, Levi Strauss & Co.

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Agenda

• Corporate overview• Team responsibilities, key priorities • Challenges• Solutions• 3 use cases

• Future Plans

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• Founded in 1853, Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and global leader in jeanswear.

• 3 global headquarters: San Francisco, Brussels, Singapore

• 4 Brands: Levi’s, Dockers, Signature, and Denizen

• Our products are sold approximately 50,000 retail locations in more than 110 countries in a wide variety of retail formats.

Corporate Overview

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• Team of 4 • 2 Analysts, 1 Sr. Analyst, and 1 Sr. Manager

• Responsibility:• Global & Regional • Merchandising, Merchandise Planning, Finance

• Goal: Improve Reporting & Analytics• Improve delivery methods & efficiencies• Expanded actionable insights

Global Business Analytics team

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• 3 instances of SAP + non-SAP transactional systems in countries we did not implement SAP

• 5 – 7 data warehouses• BW, Teradata, SQL Server, and various other databases

The Challenge – part 1162 year old company

3 Regions

110 Countries

6 Business Models• Wholesale, Retail, ECOM• Retail: Owned & Operated, Franchise, Concession, Commissionaire

WHERE IS MY DATA?

WHAT DOES IT MEAN?

CAN I HAVE A 1-PAGER THAT SHOWS

HOW WERE DOING AS A COMPANY?

4 Brands

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• 1000’s of pages of static PDF reports

• Duplicate reports across regions & within regions

• Many, many versions of the same information

The Challenge – part 2

• Countless wasted hours creating, reconciling, and searching for data

• DATA NOT BEING USED

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• The business said they had “nothing”, no insight into their business

• IT had a roadmap that allowed for delivery in 6-18 months

• I sat in the middle

We all agreed that my team could create an interim solution to bridge the gap

True Story . . . a year agoMeeting with the business, IT, and myself

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TODAY

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• Point of Sale• Over the counter sales & store inventory

• Financial• Revenue, Gross Profit, Gross Margin

• Can’t Find My Size• Health of store inventory, lost sales opportunities

Solution: Alteryx Modules plus Tableau Dashboards3 global areas of focus for interim solution

AUDIENCEWorld Leadership Team members:• CEO + Brand, Supply Chain,

Finance, and Regional Leadership

And their teams:• Merchandising, Merch

Planning, Corp/Brand/Regional Finance, and Sales

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POS

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Need: take 85 million rows of data & make it actionable• Trial #1• Extracted the data, summarized it• Attached needed Master Data• Created the Tableau Data Extracts (TDEs)• Built a highly visual, highly interactive dashboard

Point of Sale: Trial #1

FAILE

D• Reasons for failure• Dashboard click speed too slow• All visuals, no data – scared business

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Need: take 85 million rows of data & make it actionable

• Modified dashboards to be combination of visuals & data (easy part)

• How to make the click speed faster?• ALTERYX, ALTERYX, ALTERYX

• Tableau findings:• It’s not just the amount of data, but set up of the data and the

manipulation of the data that slows down click speed

Point of Sale: Trial #2

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• Moved most calculations/manipulations from Tableau Dashboard into Alteryx• Data calculations: This Year & Last Year variations • COMP calculations Average Sales, Ave Inventory,

AUR• Time buckets: Month-to-Date, Season-to-Date, Year-to-

Date • Master Data manipulations: cleansing, dropdown value

list creation, flags• Calendar variations: LS&Co Fiscal, Retailer Fiscal,

‘Shifted’ calendars• Click speed improved from 90+ seconds to <5

seconds at all levels of the dashboards• Accuracy of data and calculations improved

Point of Sale: Alteryx to the Rescue!

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Point of Sale: Alteryx Module example

RAW DATA

MASTER DATA

CALCULATIONS SUMMATIONS

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Point of Sale: Tableau Dashboard example 1

PRODUCT

CHANNEL GEOGRAPHY

TIME SERIES

BEST SELLERS

Slice & Dice:• Dropdown filters• Drill-thru features• Click-on

functionality

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Point of Sale: Tableau Dashboard example 2Key Learning from Trial #1:• We’re all unique individuals• Adoption to change happens at

different paces• Not everyone converts to interactive

visuals at the same time• That’s okay, we have something for

everyone

Solution:• PRINT & GO dashboard

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Point of Sale: Tableau Dashboard example 3

TRENDS WITH DATA

TRENDS WITH VISUALS

Tooltips:

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Financials

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• Additional challenges• Essbase: very few people know how to use it or how it’s set up• High probability non-finance users will pull incorrect data• Ratio of financial analysts to users is very small

• Solution needs to • Simplify the data• Be interactive• Combination of the 2 will give users exactly what they need

Financial Data: Additional ChallengesQ: I pulled COGS from Essbase but it does not match report X. Why?A: Did you pull: COGS at Standard, Standard COGS, or standard COGS?

Q; I love Essbase, but I cannot find ‘Product Code’, can you tell me where that is? A: Oh sure, it’s under the Profit Center hierarchy.

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• Data extracted out of Essbase to Teradata• Ragged, non-recursive parent child hierarchies• Raw data fields, nothing pre-calculated

• Alteryx modules• Create ‘real’ hierarchies for Product, Geography, Channel, Quality• Replicate 320 financial calculations• Create 54 Tableau Data Extracts (TDEs)• Some for speed• Some for Tableau data set-up requirements

Financial Data: Alteryx to the Rescue!

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Financial Data: Master Data- From Ragged to Rich

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Point of Sale: Alteryx Module - LOADER

RAW DATA

320 CALCULATIONS

RAW MASTERDATA

• Large raw data• 40 million rows• 90 columns

• Very large number of Calculations (320)

• 10-14 hour run time• Feeds 3 modules & 54 Tableau Data Extracts• Separate module is

to protect against having to rerun the ‘basic’ part of the logic versus the more complicated part

• We only went to hit Teradata 1 time!

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Point of Sale: Alteryx Module - CHURNERRAW DATA

FULL YEAR METRICS - 2 YEARS

HIGH AGGREGATION OF PRODUCT

EVERY METRIC – LTD TIME

2 RATES, 3 SCENARIOSCREATEMASTER

DATAHIERARCHIE

S

CHANGE DATE RANGES

LTD METRICS – ALL TIME3 RATES, 3 SCENARIOS

HISTORICAL ONLY – 2+ YEARS

ACTUALS AT PLAN RATELOW PRODUCT LEVEL

3 RATES:ACTUAL RATEPLAN RATEFCST RATE3 SCENARIOS:ACTUALPLANFCST9 COMBINATIONS

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Financials: Tableau Dashboard example 1

NET REV, GROSS PROFIT, GROSS MARGIN

BY CHANNEL/STORE TYPE

GEOGRAPHY

NET REV ∆ BY CHANNEL

ACCOUNT / STORE

3 RATES:ACTUAL RATEPLAN RATEFCST RATE3 SCENARIOS:ACTUALPLANFCST9 COMBINATIONS

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Financials: Tableau Dashboard example 2

NET REVENUE, GROSS PROFIT, GROSS MARGIN, STORE CONTRIBUTION

BY STORE

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Financials: Tableau Dashboard example 2continued. . . STORE

P & L

NET REV / STORE CONTRIBUTIONTIME SERIES (3 YEARS)

NET REVENUEBY

BRAND / CONSUMER SEGMENT

Old report:1300

pages!!!

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Can’t Find My Size

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Goal: Improve health of store inventory, increase net revenue $25M• Scope• LS&Co Stores as well as our Wholesale customers’ stores• Door/Size level of data – billions of records

• Logic• Find out-of-stocks by Customer/Product/Door/Size/Week• Calculate the amount of ‘Lost Sales’

• Output• Be able to share with LS&Co. sales teams and Wholesale buying

teams• Need to incorporate Wholesale store groups, product information in

order to speak their language

Can’t Find My Size: Opportunity Knocks

#1 Customer

Complaint:I can’t find

my size

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• Lost Sales Logic• Original lost sales logic in Alteryx, ½ billion records• IT project required logic move to Teradata

• Alteryx module • Blends all other data needed to present to sales / accounts• Account store numbers & store grades• Account product groups• On-Hand inventory

• Creates Tableau Data Extracts by Account / Brand / Gender

Financial Data: Alteryx to the Rescue!

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Can’t Find My Size: Alteryx Module . . . Part 1INVENTORY

RAW DATA

CUSTOMER STORE

NUMBERS

CUSTOMER STORE GRADESAND PRODUCT GROUPS

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Can’t Find My Size: Alteryx Module . . . Part 2

SUMMARIZE DATA AND

CREATE TABLEAU DATA EXTRACTS BY ACCOUNT /

BRAND / GENDER

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Can’t Find My Size: Tableau Dashboard example 1

STORE GRADES STORES

PRODUCTS SIZES

STATES STYLES

Bar Key:Short = Lost SalesTall = Total Sales

Circle/Square Key:Size = Lost SalesColor = % Lost Sales

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Can’t Find My Size: Tableau Dashboard example 2

LOST SALES BYDOOR / SKU QUADRANT

OUT OF STOCKSDOOR / SKU QUADRANT

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Can’t Find My Size: Tableau Dashboard example 3

ACTIONABLEEXPORT

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Next Steps

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• Global Business Analytics is now part of a bigger reporting team• We’re expanding our knowledge of Alteryx & Tableau to more team

members• More requests coming in than we can handle, but we’ll get thru it!• Sell-In vs Sell-Thru• Comparison of what we sell to our Customers vs what they sell to

the end Consumers• Excess & Obsolete Inventory• Warehouse Inventory health versus Orders/Forecast

• Sales Order Tracking• Order tracking thru various stages versus Forecast & Plan

• Season Costing IGM

On the horizon . . .

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• Simplify!• 1 source / 1 truth• Replace static reports with flexible tools• Expand actionable insights• Allow business teams to focus on product, not reporting

Critical Results

THANK YOU!#inspire

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