Nuts & Bolts - Case Study: AAA South Makes, Models Analytics Efficiency
However, the models are already yielding insights. For instance, they show that members from Georgia and Tennessee travel to Disney during the summer, but Floridians go see Mickey year-round.
Rahn also says the affiliate has already gained efficiency. The 10 analysts trained on the analytics table can build predictive models in a third of the time it once took. Mostly, that's because the tool presents a user-friendly face to the modeler and does most of the complex work behind the scenes. Before, Rahn says analysts had to pull together data from more than 200 tables—instead of this new, single one—for each project. Now analysts still have the option of handling the details themselves, but only if they choose to do so.
Also, the analytics team isn't a bottleneck. Rahn says 50 non- analysts, from the affiliate's president to the marketing strategists, can already answer questions on their own when the analytics team sends data to them—in minutes, instead of the previous two-week turnaround. She also says another 100 executives, from regional office managers to marketing professionals, will soon have the self-service tool.
"It's like having another person on my team," Rahn says. "The time-savings has been a huge benefit to us ... We can produce more and it's all of better quality than what we used to produce."