Alteryx & SAS

Part
01
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Part
01

Alteryx: Company Overview

In April 2019, Alteryx opened new offices in Japan and the United Arab Emirates to support its expansion into the Asia-Pacific and the Middle East and Africa markets respectively. The company has signed strategic partnership agreements with Thomson Reuters in March 2019 and PwC in February 2020. Alteryx appointed a new chief strategy officer in April 2019 (Sharmila Shahani-Mulligan) and a new chief marketing officer in August 2019 (Amy Heidersbach).

Where Alteryx Is Investing Its Resources

  • On April 4, 2019, Alteryx announced that it had acquired ClearStory Data, a company that provides intelligence analytics solutions for enterprises. The value of the deal was $19.6 million.
  • Alteryx opened a new office in Tokyo, Japan on April 16, 2019 to support its Japanese customers and the growing demand for its analytics and data science platform in the Asia-Pacific market.
  • The company opened a new office in Dubai, United Arab Emirates on April 18, 2019 to support its expansion into the Middle East and Africa markets.
  • On June 12, 2019, Alteryx launched the latest version of the Alteryx Platform (2019.2). Its new features include an interactive guide for creating machine learning models (Assisted Modeling), centralized data source connector, interactive results grid, and improvement in collaboration.
  • On October 4, 2019, the company announced that it had acquired Feature Labs, a company that provides feature engineering solutions for machine learning and artificial intelligence applications. The value of the deal was $37.7 million.

Major Partnerships

  • On March 29, 2019, Alteryx announced that it had signed a strategic partnership agreement with Thomson Reuters. The partnership will allow the companies to combine the capabilities of the Alteryx Platform and Thomson Reuters’ corporate tax technology platform ONESOURCE to streamline data analysis for tax professionals.
  • On November 15, 2019, Alteryx announced that it is working with Arizona State University to drive Smart City program development in the Phoenix Metro area through advanced analytic solutions. As part of the Alteryx for Good university program, Alteryx is also assisting Arizona State University to accelerate data literacy levels and development of the future workforce.
  • On February 3, 2020, Alteryx announced that it had signed a five-year strategic partnership agreement with PwC. The partnership will allow PwC to introduce automation, analytics, and digital transformation practices to its clients through the Alteryx Platform.

Leadership Changes and Appointments

Major Publications/White Papers

  • On March 29, 2019, Alteryx published a white paper called Predictive Analytics Made Practical: Three Keys to Putting Predictive to Work for You. The white paper provides readers with information such as how companies can leverage analytics to solve business challenges and how to become an AI-driven organization. The full report is only available for download after filling up a registration form on Alteryx’s website.
  • On May 21, 2019, Alteryx published The State of Data Science and Analytics, a global survey commissioned by the company and conducted by IDC. According to the report, data analysts are wasting a significant amount of time due to productivity-related challenges. The full report is only available for download after filling up a registration form on Alteryx’s website.
  • On July 13, 2019, the company published a white paper called A Brief Guide to Innovating Tax with Analytics. The white paper focuses on how Alteryx’s analytics solutions can help tax professionals accelerate their decision-making capabilities and improve accuracy. The full report is only available for download after filling up a registration form on Alteryx’s website.
  • On October 16, 2019, Alteryx published The 2019 Data and Digitization Report, a global survey commissioned by the company and conducted by Censuswide. The report provides the benefits of data analytics in digitization projects launched in countries such as the United Kingdom, France, Germany, United Arab Emirates, Japan, and Singapore. The full report can be accessed here.
  • On December 4, 2019, Alteryx published a white paper called Democratizing Data in Manufacturing. The white paper provides readers with information such as how to remove analytics roadblocks, where to focus on data science efforts, and how to provide employees with data analytics training. The full report is only available for download after filling up a registration form on Alteryx’s website.
Part
02
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Part
02

Alteryx: Leadership

Dean Stoecker is the CEO of Alteryx, Amy Heidersbach is the CMO, Derek Knudsen is the CTO, Scott Jones is the CRO, Libby Duane Adams is the CCO, and Alan Jacobson is the chief data and analytics officer at Alteryx.

Dean Stoecker

  • Dean Stoecker is the co-founder and CEO of Alteryx. He has been working at the company since co-founding it in 1997.
  • He has previously held the position of director-enterprise solutions at Integration Technologies, Inc., principal at Donnelley Marketing Information Services, regional sales manager at Dun & Bradstreet, Inc., and vice president sales for Strategic Mapping, Inc.
  • Dean Stoecker has a Bachelor's Degree in International Business from the University of Colorado Boulder, and a Master's Degree from Pepperdine University, The George L. Graziadio School of Business Management.

Amy Heidersbach

  • Amy Heidersbach is the chief marketing and communication officer at the company. She has been working at the company for eight months, joining in July 2019.
  • Before joining Alteryx, she was the chief marketing officer at CareerBuilder from 2018 to 2019, vice president and head of marketing at Capital One from 2015 to 2018, chief marketing officer at Needle from 2014 to 2015.
  • Amy Heidersbach also held various positions while working at PayPal; she was the head of marketing and head of consumer platform/developer and internet marketing from 2009 to 2014. She also worked as a senior vice president at Visa Inc. from 2005 to 2008, vice president at Providian Financial in 2005, account manager at Integrated Marketing partners from 2003 to 2005, director of brand management at American Century Investments from 1994 to 2002, and an account executive at Valentine Radford Advertising from 1992 to 1994.
  • She has a Bachelor's Degree in Advertising and English from The University of Kansas.

Scott Jones

  • Scott Jones is the president and chief revenue officer at Alteryx. He has been working at the company for three years, joining in February 2017.
  • Scott Jones has been an advisory board member of Xero since 2018.
  • He has previously held the position of senior vice president at SAP North America from 2016 to 2017, senior vice president Tableau Americas market from 2013 to 2016.
  • He also worked at various capacities at SAP since joining at the group vice president of business analytics sales in 2009 to becoming the chief operating officer for SAP's Database and Technology Division from 2011 to 2013. Scott Jones also worked as the national vice president-business analytics sales at Business Objects in 2010, and sales director at Epiphany from 1992 to 2002.
  • Scott earned a Bachelor's Degree from California State University and received his MBA from Pepperdine Graziadio School of Business Management.

Libby Duane Adams

  • Libby Duane Adams currently holds the position of chief customer officer at Alteryx. She has been working at the company for 23 years since joining as an executive vice president of marketing and founding partners in 1997.
  • Before joining Alteryx, Libby Duane held the position of account manager at Strategic Mapping from 1993 to 1996, media account manager at Donnelley Marketing Information Services from 1990 to 1993. He was an account executive at IMS from 1985 to 1990.
  • Libby Duane has a Bachelor's Degree in Marketing from Castleton University.

Kevin Rubin

  • Kevin Rubin is the chief financial officer (CFO) of Alteryx. He has worked at the company for three years and 11 months, joining in April 2016.
  • Kevin Rubin served as the chief financial officer at MSC Software from 2011 to 2016, a chief financial officer at Pictage, Inc. from 2019 to 2011, a chief financial officer at DataDirect Networks, Inc. from 2007 to 2008.
  • He also served as the vice president of finance and chief financial officer of MRV communications from 2002 to 2007, and he was an audit manager at Arthur Andersen LLP from 1995 to 2002.
  • Kevin Rubin received his Bachelor of Arts in Business Economics from the University of California, Santa Barbara.

Derek Knudsen

Alan Jacobson


Part
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of twelve
Part
03

Alteryx: SWOT

Alteryx is a leader in the self-service data analytics movement with a platform that can discover, prep, and analyze data, then deploy and share analytics. The strengths, weaknesses, opportunities, and threats of Alteryx have been discussed below.

Strengths

  • Superb performance in new markets. Alteryx has an edge at entering new markets and making a success of them since it has built a pool of expertise. The expansion has enabled Alteryx to build a new revenue stream and diversify the economic cycle risk in the markets it operates.

Weaknesses

Opportunities

  • New technology. The new technology provides Alteryx with a chance to practices differentiated pricing strategy in the new market. It also enables the firm to maintain its loyal customers with great service and lure new customers through other value oriented propositions.
  • Online channel. Over the past few years, Alteryx has invested a vast sum of money into the online platform. The investment has opened a new sales channel for Alteryx. Over the next few years, the company can leverage this opportunity by knowing its customer better and serving their needs using big data analytics.
  • Decreased cost of transportation because of lower shipping prices. The decreased cost of transport has brought down the cost of Alteryx products, thus providing an opportunity for the company to either boost its profitability or pass on the benefits to the customers to gain market share.
  • Technological developments. Technology comes with numerous benefits among many departments, such as automation that leads to a reduction in costs. Technology also enables better data to be collected on customers and improved marketing efforts.
  • Population increase. The population has been growing and is expected to grow at a favorable rate in the coming years, which beneficial for Alteryx Inc as there will be an increase in the number of potential customers that it can target.

Threats

Part
04
of twelve
Part
04

SAS: Company Overview

SAS is primarily investing in product development and has made substantial investments for the same over the past year. The company has also entered into some major partnerships with Siemens, Red Hat, Octo Telematics, and NVIDIA among others over the past 6-12 months. Below we have presented a detailed overview of the company.

Major Investment Areas

  • The company has primarily invested in product development and technology over the past 12 months. In March 2019, the company announced an investment of $1 billion in AI over the next three years for software innovation, expert services, education, and more.
  • The company is investing in R&D innovation in all core areas of AI such as customer intelligence, data management, risk management, and fraud & security intelligence.
  • The company is also investing in customer education and development initiatives such as the 'SAS AI Accelerator Program', which aims to assist business organizations and professionals in AI implementation at all levels.
  • In July 2019, the company announced plans to co-invest with SEB Group, a Swedish financial group, to build an AI hub for Nordic industries. The same is aimed at providing specialized products and services across the Nordic industries and accelerate the pace of AI adoption in the region.
  • In April 2019, the company announced its plans to invest in the education and learning of the people behind the analytics. The company has launched several new programs and initiatives such as 'SAS Viya for Learners', 'Cortex' (a simulation game), and new certifications and badges among others to promote analytics education for all.
  • As per the data from Crunchbase, the company has not undertaken any major acquisition since 2012. Hence, it appears that the company management is not very keen on investing its resources to acquire companies.

Major Partnerships

  • In October 2019, SAS partnered with Red Hat, which operates as a leading provider of open source technologies. The partnership aimed at "creating a best-in-class hybrid cloud analytics solution" using Red Hat's platform called 'Red Hat OpenShift'.
  • In May 2019, the company entered into a partnership with Octo Telematics, which is a global leader in insurance IoT. The partnership allowed Octo to leverage the SAS’ analytics suite to improve its claims management process, risk pricing, and customer engagement.
  • In April 2019, SAS entered into a partnership with Siemens "to deliver AI-embedded IoT analytics for edge and cloud". The partnership allowed Siemens to embed SAS streaming analytics into its cloud-based, open IoT operating system called Siemens’ MindSphere, to create new AI solutions.
  • In April 2019, the company also partnered with Citi and EY for the NextGen project, which uses artificial intelligence (AI) to develop a risk analytics scoring engine. The project aimed to streamline manual processes used for reviewing global trade transactions and ensure better compliance with regulations.
  • In March 2019, the company partnered with NVIDIA, an American technology company. The partnership aimed to accelerate the adoption of AI in business organizations and help them realize the true potential of artificial intelligence.

Leadership Changes

  • There have been no leadership changes at the company over the past 6-12 months. Thorough research through the company's press releases and public media articles, over the past year, did not reveal any changes in leadership.
  • The last major leadership change was in November 2017, wherein, the company's Chief Technology Officer, Oliver Schabenberger, was promoted to take on the additional role of Chief Operating Officer (COO).

Major Publications/White Papers

  • In October 2019, the company sponsored a research publication by Futurum Research. The publication was titled 'Experience 2030: The Future of Customer Experience' and elaborated upon the role of technology in enhancing the customer experience.
  • In June 2019, the company published a white paper titled 'What is next-generation AML?'. The paper elaborated upon the next wave of AML technology and the progressive results derived from the same by the various financial institutions globally.
  • In July 2019, the company published another white paper titled 'Machine Learning Model Governance', which elaborated upon the usage of machine learning-enabled (ML) models in banks and the most efficient ways to implement the same.

Research Strategy

The research team began with searching through the company website, blogs, annual reports, company presentations, and press releases over the past 12 months in order to compile the required information. The team also scoured through external media sources such as Forbes, Bloomberg, PR Newswire, Reuters, Live Mint, etc to make sure that comprehensive information across the various required parameters is captured. The team also searched through the various company databases such as Crunchbase, Hoovers, Craft, Zoominfo, etc to garner the relevant information. Lastly, the research team leveraged the various third-party analyst reports over the past 12 months to make the research findings robust and exhaustive.

After scouring through the above-mentioned sources, there was no evidence found for any leadership change at the company over the past 12 months. Hence, the research team concluded that the company has not undertaken any management change over the past year.
Part
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Part
05

SAS: Leadership

Jim Goodnight is the co-founder and CEO of SAS, Randy Guard is the EVP and CMO, Paula Henderson is the SVP, SAS US commercial and public sector, Jennifer Chase is SVP and head of marketing, Bob Messier is the SVP of marketing and consumer engagement, and John Weisz is the SVP of sales and marketing at SAS JMP business unit.

Jim Goodnight

  • Jim Goodnight is the chief executive officer and co-founder of SAS. He has worked at the company for 44 years; that is since 1976.
  • Before co-founding SAS, he co-founded Cary Academy.
  • Jim Goodnight got his bachelor degree in applied mathematics, masters degree in experimental statistics, and Ph.D in statistics from North Carolina State University.

Randy Guard

  • Randy Guard is the executive vice president and chief marketing officer at SAS. He has been with the company for 19 years and ten months since joining at VP, products, marketing and enablement in May 2000.
  • His previous work experience includes working as an eBusiness solution manager at BuildNet in 2000, regional director at Financial Dynamics from 1994 to 1999, and manager at Andersen Consulting from 1988 to 1994.
  • Randy Guard has a Bachelor of Science in Electrical Engineering from Duke University.

Jennifer Chase

  • Jennifer Chase is the senior vice president and head of marketing at SAS. She has been an employee of the company for 16 years and 10 months. She has worked in various capacities such as SVP, global marketing, vice president of US marketing, marketing services director, and senior marketing manager since joining the company in 2008.
  • Chase served as an analyst relations manager at SAS Institute from 1999 to 2004, senior account manager at Socket Public Relations from 1997 to 1999, program manager at Sandler & Recht Communications from 1996 to 1997, and an account executive at Buck & Pulleyn from 1995 to 1996.
  • Jennifer Chase holds a Bachelor's Degree in Communication/Journalism Marketing from St. John Fisher College.

Bob Messier

  • Bob Messier is the senior vice president of marketing and customer engagement and vice president of global technology and industry practices. He has been with the company for 23 years, working at various capacities such as senior systems engineer, senior manager of SAS Financial Intelligence Solutions, director of Platform Technologies, senior director of global customer support since joining the company in 1997.
  • He was formerly the lead financial analyst at United Technologies from 1994 to 1996, and a senior accountant at Ernst & Young from 1990 to 1994.
  • Bob Messier holds a Bachelor's Degree in Accounting from Providence College and an MBA from Rensselaer Polytechnic Institute at Hartford.

John Weisz

  • John Weisz is the senior vice president of sales and marketing at SAS's JMP division. He has been with the company for 20 years and 11 months working in various capacities such as marketing director, vice president of JMP sales and marketing, development manager at SAS, and a developer since joining the company in May 1999 first at SAS and later moved to the JMP division in 2005.
  • Before working at SAS, he worked at Allegro Microsystems as a manager of statistical methods from 1996 to 1999.
  • John Weisz holds a Bachelor's Degree in Mathematics from the Eastern Michigan University, a Master's Degree in Biostatistics from the University of Michigan.
  • He also completed a General Management Program (GMP5) at Harvard Business School.

Paula Henderson

Part
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Part
06

SAS: SWOT

A SWOT analysis of SAS Institute reveal strengths such as continuing to be a leader in deep data exploration and handling diverse data sets, having a strong customer service and a thriving happy workplace and employee base, and staying ahead of the competition in their R&D funding and developments. Some weaknesses revealed are the fact that it is not open source, has a high price point, and is slow to start up and function, among others, while opportunities include the growth of the global market in general, and new ways to utilize their technology with global events such as the Corona virus. Threats continue to be the advancements and progress of major competitors, and the rapid gaining of market shares by other industry leaders.

SWOT Analysis of SAS Institute

Strengths

  • SAS has made its name as a result of advanced analytics, as the tool that can ingest data from diverse data sources and handle complex models. SAS analytics is excellent for modeling data, along with deep data exploration, utilizing a variety of modeling techniques and producing robust reports on the model being created.
  • Some strengths recognized in the company include quality customer assistance, the potential of the software to deal with extensive database of information, it's simplicity to learn and debug, and its deeply analyzed algorithms.
  • SAS has been a predominant leader in the business analytics space with their solid graphical user interface alongside vast statistical and data research capacities. The company provides great technical assistance, and their software is compatible to interface with Python and R, among others.
  • SAS is recognized annually as one of Fortune's Great Places to Work in the U.S. and a World's Best Workplace. The Best Employers for Diversity 2020 were recently named and SAS received distinctions for diversity and inclusion from organizations such as the United Nations Women of North Carolina, and the National Association of Colleges and Employers.
  • SAS has been named a category leader in the Chartis RiskTech Quadrant® for Credit Risk Solutions (Banking Book). SAS's risk management solutions aid banks in app aspects of operations, including comprehensively analyzing risk at all levels, modeling risk management, and visualizing a summary of tangible results for decision making.
  • SAS reinvests into R&D more than twice the average for major technology firms. In 2018, SAS devoted 26% of its overall revenue into developing analytics software, artificial intelligence (AI), data management, and IoT.

Weaknesses

  • SAS not being open source, does not renew with new features as fast as software such as Python or R, yet the new upgrades are fully tested before being put in place. Customers may not be able to get the latest upgrades and innovations as other open source programs, but they can be certain those given will work.
  • Customer reviews of the software and company weaknesses reveal that the program cannot be utilized to make complex graphical plots and representations without a great deal of effort and exertion. According to reviews, coding for special tasks is difficult and lengthy.
  • Programs such as R, being open source, have more access to cutting-edge graphics, with designs that are much more striking and perfected than SAS. This follows complaints of reviewers of needs for better visualization and color schemes.
  • These open source programs such as R can have more detailed plots, diagrams, and charts, and even though not open source, SAS still has a greater number of lines of codes than R. Advancements like statistical and machine learning are immediately implemented in R rather than a long process in SAS, and numerous packages that are free in R but are paid for in SAS, such as text mining, time series forecasting (SAS/ETS), and others.
  • A constant weakness in the software found throughout customer reviews and review journals was a price point that was too high for customers. Also, although it is very simple to learn for many, it was recommended that more comprehensive training may be provided to allow the use of the software to be even easier, as it may be generally easier than other tools, but still not perfect.
  • Another consistent complaint was the fact that the software takes a while and is slow to startup and begin functioning. Customers said that SAS could work to improve the startup process.
  • Other reviews verified that certain tools such as query builders in SAS have less functionality compared to other programs like Alteryx.

Opportunities

  • The rise of big data, cloud, AI, and machine learning is increasing organization's needs to transform digitally in order to thrive.
  • SAS has great opportunities in continued investment in Cloud, AI, and Advanced Analytics. SAS has committed to invest $1 billion for the innovation and progress in AI alone over the next three years.
  • Outbreaks such as that of the Corona Virus globally offer great opportunity for advanced analytic companies to utilize their software and technology for innovative uses. Public health officials around the world today are using an array of data analytic tools to battle this new outbreak, including tracking where the virus has already spread, how it could possible be spreading, and forecasting where it may go next.
  • Advancements in business intelligence and analytics solutions such as the integration of AI, natural language processing, machine learning, and others, are boosting the growth of the advanced analytics market in general. There is increasing adoption by a number of different industries such as financial services providers that are using advanced analytics technology to deal with internal and external fraud. Market Analyst at AMA reports that the Global Advanced Analytics market may see a growth rate of 22.5% by 2024.
  • It is estimated that the global analytics and BI applications market will reach $16.5 billion by 2023, being only $13.9 billion in 2018.

Threats

  • Rise in competition from companies gaining significant share of the market including SAP, IBM, Oracle, Microsoft Tableau Software, Terradata Corporation, remains a threat to SAS.
  • The number one predictive analysis software that 66% of users choose it as an alternative to SAS Advanced Analytics was Sisense. Other companies that received high scores with their software are listed here.
  • The constant innovations and technological advances made by competitors will remain a constant threat. The increased revenues and growth of these competitors will force SAS to find innovative ways to remain ahead in the industry.

Research Strategy

Although in general not much could be uncovered on the marketing strategy of SAS Institute besides their web page itself, and their social media, a SWOT analysis of the company in general provides many overall insights into the needs and direction of the company in itself, and in relation to the industry and market. Through analysis of industry websites, journals, and review websites, this overall view of SAS was compiled and presented.
Part
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Part
07

Alteryx and SAS: Website Analysis

The United States is the largest source of SAS and Alteryx website traffic, and Google Display Network is the top ad network driving traffic for the companies websites. Both companies provide resources, and communities to engage with its users.

Alteryx Website Traffic

  • Alteryx website traffic is ranked 72,229 in the world and 22,693 in the United States.
  • In the last six months, SAS website has a total of 538,030 visitors and an average of 5.78 webpage view per visit. Visitors spent an average of 5 minutes on the site.
  • 46.46% of the site is visited by people in the United States, which is the holds the highest percentage of its total visitors. The United Kingdom follows with 7.97%, India with 7.52%, Canada with 3.15%, and Germany with 2.70%.
  • 62.7% of its website traffic is from search, 30.17% from direct visits, 2.17% from referrals, 0.82% from social media, 1.05% from mail, and 3.09% from display ads.
  • 33.83% of its social media traffic is from LinkedIn, while 18.65% of traffic is from Facebook.
  • YouTube.com, Home-dzine.co.za, publimetro.co, airport-data.com, and elnacional.com are the top publishers by display advertising traffic. Google Display Network is the top ad network.

Alteryx Website Overview

  • The header and footer of the company contain links to its products, solutions, partners, resources, community, and company overview pages.
  • The main body highlights the company's differentiating factors, its clients and links to its latest press releases and blog posts.
  • The "Resources" page contains a library of the company's ebooks, webinars, training programs and certifications, and the product support center. The page also features customizable search buttons for contents by industry, departments, and type of content.
  • Alteryx "Community" page contains links to its blog posts, podcasts, events and webinars, customer stories and lists of customers by geographic locations and a customizable search button for the industries and name of the clients.
  • "Partners" page contains partner application link and lists of the company's partners categorized into "Alliance Partners" and "Value Added Resellers and Solution Providers".
  • The "Company" page features links to the leadership, press, awards, blogs, careers, and investor relations pages.

SAS Website Traffic

  • SAS website in terms of traffic is ranked 15,829 in the world, and 5,537 in the United States.
  • In the last six months, the website had a total of 3.26 million visits, with an average of 4.83 webpage view per visit and an average stay of 6 minutes per visit.
  • The United States accounts for the highest website traffic, representing 48.92% of the total traffic. India follows with 6.06%, Canada with 3.99%, China with 3.39%, and the United Kingdom with 3.03%.
  • 59.44% of its website traffic is from search, 32.12% from direct visits, 4.17% from referrals, 2.02% from social media, 1.31% from mail, and 0.94% from display ads.
  • Facebook is its largest source of social media traffic, representing 44.79% of the total traffic and closely followed by YouTube with 25.10%.
  • Google Display Network is SAS's largest ad network contributor to website traffic by display ads and baidu.com, YouTube, Reddit, hbr.org, and retailmenot.com are the top publishers by display advertising.

SAS Website Overview

  • The footer contains navigation links to solutions, community, partners, documentation, events, and about pages of the website.
  • On the main body, the company highlights its value proposition, links to thought leadership articles, and its products/solutions offerings.
  • The footer contains navigation links to contact information, customer support, social media accounts, thought leadership articles and the company overview.
  • SAS "Academics" page contains resources for students and educations. The resources are teaching and learning materials, software, discount offers, and clients using the resources.
  • There's a "community" page for different professionals. The page features Q&A platform, library, and sign up link for new members.
  • SAS also provides a "documentation" and "support" pages which contains product supports, knowledgebase, whitepapers, and software downloads.
  • The "learning" page contains training materials, webinars, certifications, video tutorials, books, and academic programs for learning SAS.
  • The "About" page contains information on the company's leadership team, annual reports, press releases, careers, and blog posts.



Part
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Part
08

Alteryx & SAS: Competitors

Some of the closest competitors of Alteryx and SAS include IBM, Microsoft, SAP, Teradata, Oracle, and RapidMiner. The requested details of each competitor have been populated in the attached spreadsheet.

IBM

Microsoft

  • Microsoft develops, licenses, and supports a wide range of products and services. For instance, it offers cloud-based solutions that provide customers with software, services, platforms, and content, as well as provides solution support and consulting services. Azure Machine Learning is one of the core products that made the company qualify for the Magic Quadrant for Data Science and Machine Learning Platforms report.

SAP

Teradata

  • Teradata aims at delivering real-time and intelligent answers by taking advantage of relevant data regardless of the scale or volume of a query. Other than empowering users to perform both predictive and prescriptive analytics, the company also facilitates a unified view of enterprise data and machine learning.

Oracle

  • Oracle is a global provider of enterprise cloud computing. It also offers Oracle Machine Learning and a variety of data and analytics products that support data preparation, augmented analytics, model development and deployment among other tasks.

RapidMiner

  • RapidMiner has a software platform that is mostly meant for analytic teams that unite data prep, machine learning, and predictive model deployment.
  • Since it was founded, the company has received a total of $36 million in funding so far.

Research Strategy

All the competitors that were identified compete with both SAS and Alteryx because they are all vendors of data science and machine learning (DSML) platforms. Moreover, they have all been included in the Magic Quadrant for Data Science and Machine Learning Platforms as either challengers, leaders, niche players, visionaries, or notable vendors.
To identify the closest competitors to Alteryx and SAS, we started by looking for pre-compiled lists that directly and credibly provided some competitors to the two. Through this strategy, we were able to find lists from sources such as Gartner Peer Insights and CraftCo. In an attempt to shorten the lists and find the closest competitors, we then conducted exhaustive research using market reports such as the Gardner magic quadrant on Data Science and Machine Learning platforms, trusted media articles, and the listed competitors' websites to find which companies had comparable products and services to Alteryx and SAS. Leveraging information from these sources helped us to identify six of the closest competitors to Alteryx and SAS.

We were able to provide the most recent revenue figures for all of the identified competitors except RapidMiner even after searching through sources such as CraftCo, Crunchbase, D&B Hoovers, and Macrotrends among others. RapidMiner is a private entity and this could be the reason why its revenue is not publicly available. However, in an attempt to find its revenue we encountered a figure on the total amount of funding it has received to date and we included it in our findings.

Part
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Part
09

Alteryx & SAS: Competitive Landscape, Part 1

Alteryx and SAS are both software companies that provide analytics to customers in hopes of having the data help drive relevant change. While Alteryx's platform is mainly for data scientist and analysts, SAS has targeted all users from the medical field to environmentalists. Details on both of these companies and how they compare have been provided in the attached spreadsheet, as well as below.

Alteryx

  • Alteryx is a computer software company that implements end-to-end analytics platform for data scientists and analysts.
  • The software provides advanced analytics that can discover, prepare and analyze data for workers to gain a deeper insight into a company.
  • Alteryx provides a code-free intuitive interface, supports almost every data source and visualization tool, allows users to deploy and manage analytic models, and also scales analytics for companies to have improved performance, security, collaboration, and governance.

Competitive advantage

Company's messaging

  • Alteryx identifies its platform as “award-winning,” one that is empowering all data workers to become problem solvers, and a software used by some of the best-known brands like Audi, Vodafone, and Unilever.
  • The company states that it is “revolutionizing business through data science and analytics” because its platform is unifying “the analytic experience” that enables companies “to break data barriers.”
  • “The Alteryx Platform provides the analytic flexibility that business analysts, data scientists, and IT need to discover, prep, analyze, and operationalize analytic models through a collaborative and governed platform.”
  • Alteryx spreads its message through marketing.

SAS

  • SAS is an analytics software company that empowers customers to transform data into intelligence that can drive relevant change.
  • SAS provides data that helps customers figure out what is working and discover solutions to fix issues.
  • The platform has prevented millions of people “from falling victim to fraud,” protected endangered animals, accelerated science and medicine solutions, and has helped build smarter and technologically savvy cities.

Competitive advantage

  • SAS said its experience, technology, and innovation has set the company “apart as a leader in analytics and AI.”
  • It further explained that its user-friendly interfaces accommodates different skill sets, allowing everyone to understand analytics and drive productivity.

Company's messaging

Company's high level business goals

  • SAS’ mission is for people to use powerful analytics daily and to provide people with data that will drive progress in the community.
  • It is trying to meet its mission by helping customers break down data barriers.
  • SAS is using analytics to drive sustainability for customers and its company.
  • Jim Goodnight, CEO of SAS, said the company is committed to reducing its global greenhouse emissions by 25 percent, improving energy efficiency by 40 percent, and emissions efficiency by 50 percent at all of its buildings by 2025.
  • SAS wants to close the analytics skills gap by educating youth about computer science concepts.
  • The company is doing this by offering free online learning resources.
Part
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Part
10

Alteryx & SAS: Competitive Landscape, Part 2

Following extensive research on Alteryx & SAS competitors, Microsoft and IBM, we were able to discover information on their products and services, tag lines, competitive advantages, business goals, messaging, and recent marketing initiatives. Details of the research can be found here.

IBM

  • IBM has 268 products in technology analytics, 60 in artificial intelligence technologies, 4 blockchain technology products, 15 cloud database technology products, 25 backup technology products, 40 application life cycle management products, 2 mobile technology products, 10 application security products, 64 application performance management products, 15 business automation products, 2 collaborative business products, 3 products for commerce, 16 content management system products, 4 customer and CRM products, 1 business finance product, 2 human resource products, 5 campaign management products, and 22 supply chain management products.
  • Services that IBM offers include 3 application services, 22 business processes services, 6 business resiliency services, cloud services, 2 digital workplace services, 8 multi-vendor support services, 3 network services, 3 technology support services, and 2 technology consulting services.
  • IBM's strategic advantage involves the combination of global expansion and increased outsourcing.
  • According to the CEO of IBM, the company is heavily investing in artificial intelligence, automation, and analytics to develop initiatives that will train the American workforce for the future and close the skills gaps in the USA.

Microsoft

  • Microsoft offers over 70 products and services, including 19 Android applications and 7 devices.
  • Microsoft's resolution for 2020 aims at empowering technology intensity in its clients and partners. It seeks to help its customers leverage data to gain better business insights and ultimately give it a competitive advantage.
  • For the year 2020, the company will focus on 4 main priorities, which are accelerating usage of its products, customer additions across solution areas, retention of customers, and facilitation of growth.
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Part
11

Alteryx & SAS: Competitive Landscape, Part 3

SAP is a market leader in end-to-end enterprise application software, database, analytics, intelligent technologies, and experience management. On the other hand, Teradata is the only company with the expertise, products and services required to deliver pervasive data intelligence. A comparison of these two competitors to Alteryx & SAS has been provided below and in the attached spreadsheet.

SAP

Teradata

Part
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Part
12

Alteryx & SAS: Competitive Landscape, Part 4

Details on Oracle and RapidMiner have been added to the attached spreadsheet as part of the competitive landscape with Alteryx and SAS.

Key Findings

  • Oracle has an annual revenue of $39.5 billion; RapidMiner does not disclose its revenue.
  • RapidMiner's products and services focus on an end-to-end data science platform. Oracle, on the other hand, offers a full suite of products in AI, cloud computing, and more.
  • Oracle's tagline: "Our mission is to help people see data in new ways, discover insights, unlock endless possibilities."
  • RapidMiner's tagline: "Lightning Fast business impact with AI"

Research Strategy

To find the requested data, your research team searched company websites, reports and publications; press releases; social media; press and media coverage; and other third-party sources. Despite extensive searching, we were not able to find RapidMiner's revenue, nor the company's business goals. RapidMiner is privately-held, so the company does not issue annual reports or financial statements, which typically provide this data. After searching for these reports and finding no results, we attempted to search for the information in company press releases or on the company website, but did not find any relevant statements or webpages. Finally, we searched for media coverage or third-party reporting that might provide such information, such as journal articles or interviews with company executives. Unfortunately, we did not find any such reports that included this data.
Sources
Sources

From Part 01
From Part 03
Quotes
  • "The source gives information about the SWOT analysis of Alteryx."
Quotes
  • "The source gives information about the SWOT analysis of Alteryx."
From Part 06
From Part 09
From Part 10