Abacus MA Presentation - Non MR Analytics
- 1. Abacus Market Analytics (division of IMRB International – Kantar Group) 1
- 2. Agenda • Introduction • Marketing Research and Analytics Services • Advanced CRM Analytics Services • Technology and Research Software Services • Client Engagement/Methodology • Quality Metrics • Appendix Case Studies Testimonials Infrastructure and Security What makes us Different 2
- 3. Corporate Identity WPP PLC 138,000 employees in over 107 countries £ 38 billion in billings The Kantar Group Revenues of £ 2.3 billion, 26,500 staff in 80 countries IMRB International PQR CSMM BIRD QUANTI SRI MnP MSG/BS Abacus 3
- 4. Specialist Units by Research Method Quantitative custom research units in Mumbai, Delhi, Kolkata , Bangalore and Chennai Probe Qualitative Research Partners in Managing Stakeholder Relationships The Marketing Sciences Group MindTech Systems & Software Advertising testing and Brand tracking Analytics & Data Processing House International Field & Tab 4
- 5. …and Specialist Units by Industry Sector Research-based consultancy Social & Rural Research for B2B and Technology Markets Institute 5
- 6. Abacus Market Analytics Overview Abacus MA is a full service research Abacus MA Fast Facts provider catering to the global data collection, survey programming, data processing, advance analytics and Parent formed in 1971, Abacus in 2000 reporting needs of companies in North America, Europe and Asia Part of The Kantar Group/WPP 300+ Full- time Analysts We are part of one of the largest and most respected research agencies in India, with a team size of over 300 highly Clients across Asia Pac, Africa, UK, USA qualified analysts based at our operations centers in India. Member of ESOMAR & MRA ISO 9001:2008 and ISO 27001 Research in 65 Languages 6
- 7. Abacus MA – a Snapshot Staff strength of 300, majority of whom are Masters in Statistics, Computer Applications, Operations Research and Engineering Tools/Software expertise – SPSS Dimensions, Quantum, Statistica, SPSS, Delphi, Our clients are in UK, USA, South Africa, Japan, France, Australia and most of Asia ISO 27001 ISO 9001 Certification for Moving to Six Certification for Processes & Quality Information Security Sigma level of delivery capability: automating tasks and eliminating non-value added work 7
- 8. Agenda • Introduction • Marketing Research and Analytics Services • Advanced CRM Analytics Services • Technology and Research Software Services • Client Engagement/Methodology • Quality Metrics • Appendix Case Studies Testimonials Infrastructure and Security What makes us Different 8
- 9. Market Research Solutions Awareness/familiarity of your brand across various market segments Brand Brand perception vis-à-vis competitor brands in the market Management Performance on what parameters drive your brand’s perceptions? Current positioning of your brand in the target segment’s mind Determine right price for various types of product types Pricing Research Determine overall price/value and specific price point sensitivities Determine sensitivities to changes in product, pack size, price or distribution Determine the perceived attractiveness of the product/service for the target segment New Product/ Determine the ideal price and optimal design for the product/service Concept Testing Identify possible matches/mismatches between unmet needs and new features Predict off-take rates of alternative price-feature configurations Are users aware of the full functionality of your product? Usage & Attitude What is the usage pattern of different features of your product? Measurement Which product features are the most difficult to use? Are customers using your product over multiple locations? 9
- 10. Market Research Solutions- Cont… Evaluate overall effectiveness of your ad campaigns Advertising Measure positive influences of the campaign on awareness, perception, intention to use Effectiveness Evaluate effectiveness of your ad campaign in communicating intended message Identify the best medium for advertising Prioritize areas of product/service improvement Customer Segment customers on the basis of their satisfaction and loyalty Satisfaction Incorporate customer satisfaction results into your marketing/communications strategy Influence customer behavior in-line with your strategic objectives Measure satisfaction and derive action-points to improve employee retention Employee Identify factors that employees consider when evaluating their experience with your firm Satisfaction Determine satisfaction on each of these factors Segment your employees to deliver focused training and implement retention programs Measure impact of event association on the customers’ image of your brand Event Effectiveness Assess impact of your association on industry analysts and competitors Evaluate the success of the event in communicating your intended message Measure impact on likelihood of purchase or recommendation 10
- 11. Market Research Services Research & Analytics Value Chain Survey Design and Primary Data Processing and Analytics Reporting Research • Online & CATI survey scripting • PowerPoint templates • Uniform processes and standard • Programming & non-English software platforms • Charting & Graphs language overlays • Data entry, data cleansing & coding • Commenting and Data insights • Quota management, project • Topline, Preliminary and Final • Advanced statistical analysis Reports with executive summary, management and study completion support • Modeling advanced analysis, conclusions and recommendations • Data mining • Global online & CATI data collection • Dashboards • Predictive analytics • Best in class F2F, CLT’s, mall • Decision trees intercept & qualitative interviews in India • Simulation techniques • Clustering • Language capabilities in more than Tools: E-Tabs Enterprise, VB.net 65 languages across continents based online apps Tools: FoxPro, Quantum, Pascal, Tools: Dimensions, In- house Quanvert, SPSS, Espri, SPSS, applications, 4 CATI centers with Statistica, Dataminer 150 interviewers 11
- 12. Programming for a Healthcare Research Agency A leading global market research agency, specializing in healthcare and headquartered in Europe Project Description Abacus MA Deliverables 12 Countries, 8 Languages Customization of the questionnaire for online research TG: Surgeons and General Physicians Designing the layout of the interface 2 Screener Sections, 4 General Sections Programming the online survey in English Programming in SPSS Dimensions Translating the online survey into eight languages Hosting the survey and monitoring the fieldwork Real time reporting on data collected during fieldwork Data validation and delivery of clean data 12
- 13. Primary Research for a Leading Commercial Bank Online Data Collection for a leading commercial bank based in China and Japan Project Description Abacus MA Deliverables Formulate go to market strategies Finalize the recruitment and survey questionnaire TG: Retail banking customers 1,500 surveys to be completed across China and Japan N=1500, Japan and China 3D Quota with multiple skip patterns Programming in SPSS Dimensions Voice based recruitment and phone/Web completion Questionnaire translation and localization Programming, hosting and management of Web survey Survey Coding/Design of data reporting files in SPSS Real time reporting on data collected during fieldwork Final presentation with study findings Efficient and effective management of the entire program involving secondary research, questionnaire design, sample allocation, recruitment, surveys and reporting/presentation with recommendations/findings Met the stringent timeline of 14 weeks of the client Multi channel-recruitment by phone, and survey completion on 13
- 14. Advanced Survey Analytics • Z-Test • Multiple Regression Analysis • T-Test • Discriminant Analysis • ANOVA • Logistic Regression • Chi-Square Test • Conjoint Analysis • Canonical Correlation Analysis • Path Analysis Hypotheses Dependence Testing Techniques Data Mining Interdependence Techniques Techniques • Cluster analysis • Decision Trees/Segmentation • Multidimensional Scaling • MARSpline • Correspondence Analysis • Market Basket Analysis • Factor Analysis 14
- 15. Churn Prediction for a Telecom Client Gather customer Run Various requirements including Descriptive Using Data Mining Evaluate results churn definition, Analyses and Techniques, Build and select the variable information transform Models best models etc variables Data Mining Techniques Outputs- Best Result Lift Values and Graphical Pane Descriptive Analysis Lift Chart - Lift value Cumulative; Category: 1 Analysis sample;Number of trees: 1377 Lift Chart - Lift value Cumulative; Category: 1 Test set sample;Number of trees: 1377 4.0 3.0 3.8 2.9 2.8 3.6 Boosting Trees 3.4 3.2 2.7 2.6 2.5 2.4 3.0 2.3 2.8 2.2 Random Forests 2.6 2.4 2.1 2.0 1.9 2.2 1.8 Lift value Lift value 2.0 1.7 1.8 1.6 Support Vector Machine 1.6 1.4 1.5 1.4 1.3 1.2 1.2 1.0 1.1 1.0 0.8 0.9 Baseline 0 10 20 30 40 50 60 70 80 90 100 110 Baseline Detailed Steps Model 0 10 20 30 40 50 60 70 80 90 100 110 Model Percentile Percentile Data selection Data transformation Binning and Sampling Use of modeling technique Results using Lift Charts 15
- 16. Segmentation for a Telecom Client Objectives of the Study Methodology Identify rules for needs based segmentation at macro level Create Segments Test the goodness of fit of this sample for the entire user base of Client Identify Key Drivers Replicate segments across the user database Identify Most Important Variables Gain customer insights for better campaign management Run Cluster Algorithms Run Cluster Algorithms multiple times Statistical Techniques K-Means Clustering Graph of means for c ontinuous variables EM Clustering Num ber of c lus ters : 4 0.5 Random Forests 0.4 Boosting Trees Normalized means 0.3 0.2 0.1 Clus ter 1 Clus ter 2 0.0 Clus ter 3 S MS Inc oming Calls S TD Clus ter 4 Outgoing Calls Roaming 16
- 17. Path Analysis A Model relating customer satisfaction to real business out-comes Network Quality .41 .51 .16 Overall Quality of Customer Care Experience service .11 .58 Recharge experience Value for Money .69 .87 .69 Intention to Continue Tariff plan .69 .91 .10 .45 Cost Accuracy of balance reduction 17
- 18. Agenda • Introduction • Marketing Research and Analytics Services • Advanced CRM Analytics Services • Technology and Research Software Services • Client Engagement/Methodology • Quality Metrics • Appendix Case Studies Testimonials Infrastructure and Security What makes us Different 18
- 19. Advanced Analytics Solutions Core Objectives Analytics Solutions Behavioral Segmentation Customer behavior analysis Demographic Segmentation Psychographic Segmentation Acquire New Customers Customer Acquisition Response Modeling Improve Efficiency of Acquisition Offer Testing Campaigns Increase Wallet-Share Grow Customers Modeling in existing customers Improve Efficiency of Cross-Sell / Cross-sell/up-sell model Up-sell Campaigns Marketing Effectiveness Understand Effect of Different Market Mix Modeling Retain Existing Marketing Drivers Customers Customer Retention Churn modeling Reduce Customer Attrition Survival Analysis Special tools used by the team : Random Forests Support vector machine Multivariate Adaptive Regression Splines (MARS) Boosted Trees Memory based reasoning 19
- 20. Data Analytics Methodology & Processes (CRISP) Abacus follows the industry accepted CRISP methodology Business Data Data Analysis & Reporting & objectives Evaluation study preparation modeling deployment • Evaluate • Identify data • Standard • Select • Compare • Deployment business needs operating modeling with desired planning objectives procedures technique outcomes • Map data on data • Resource • Decide on needs to • Build model • Evaluate allocation the planning sources • Data results horizon cleaning • Generate • Periodic • Identify data test design • Review & screening & • Determine gaps & • Data qc for revisit model scrutiny of data mining mismatch missing • Test run on model goals fields, sample data • Client • Evaluate values, feedback and • Reporting as data sources mismatch • Assess domain based on model application client • Suggest data • Transition to requirements sources standard templates • Explore data type and • Data quantity formatting 20
- 21. Consumer Panel Analytics Market Market Mix Structure Modeling • Identify the most • Likely to buy • Impact of profitable • Identify the which brand Advertising segment interaction with Promotion, other categories Distribution Price Usage Predicting Segmentation Market Basket Cox Regression Pooled Fixed or Cluster Analysis Analysis random effects model 21
- 22. Agenda • Introduction • Marketing Research and Analytics Services • Advanced CRM Analytics Services • Technology and Research Software Services • Client Engagement/Methodology • Quality Metrics • Appendix Case Studies Testimonials Infrastructure and Security What makes us Different 22
- 23. Technology and Research Software Solutions • Customized Graphics tool • Template Designing • Better Insights • Query Filtering • Excel Based • Migrating daily data • Flash Based • User friendly GUI • Windows Based • Web Based interface • Web Based Dashboards OLAPs Automated Marketing Tools •Choice based conjoint tool •Media measurement tools •Pricing Research tools 23
- 24. Dashboard- Example (Web Based) 24
- 25. Normative Database Merged Data for Different CRA Studies conducted for Multiple industries Data Uploading Module Data Analyzing Module Master File Creation Data of Multiple Studies Unique Code for each Variable User can select specific data type Restructuring for Data Merging Scores are averages of studies Specific Format using Visual Basic Multiple data at one place 25
- 26. Using Data Fusion to measure ROI Two way fusion of housewife TV viewership from TAM and her purchases of FMCG from the Household purchase panel Helps in identifying the Return on Investment of advertising User friendly software - IMRB MagicBox to analyze advertising impact on purchases 26
- 27. Agenda • Introduction • Marketing Research and Analytics Services • Advanced CRM Analytics Services • Technology and Research Software Services • Client Engagement/Methodology • Quality Metrics • Appendix Case Studies Testimonials Infrastructure and Security What makes us Different 27
- 28. Client Engagement Ad-hoc and On Demand Client Engagement Blended Model Dedicated Research Center Features and Benefits • One off projects to handle client peak loads • Quick project initiation and turn around time • Dedicated project managers and single point of contact • Scale up depending on client requirements 28
- 29. Agenda • Introduction • Marketing Research and Analytics Services • Advanced CRM Analytics Services • Technology and Research Software Services • Client Engagement/Methodology • Quality Metrics • Appendix Case Studies Testimonials Infrastructure and Security What makes us Different 29
- 30. Quality Metrics Customized Quality Metrics for each client Separate ‘Quality Certification & Audit’ cell Member of ESOMAR and MRA ISO 9001 Certification for ISO 9001:2008 and ISO 27001 certified Processes & Quality Quality Norms Exhaustive Training Program for each Analyst Regular updated training modules Training Live Monitoring by Quality Team members One to One feedback with Analysts Individual exhaustive development plans Feedback 30
- 31. Agenda • Introduction • Marketing Research and Analytics Services • Advanced CRM Analytics Services • Technology and Research Software Services • Client Engagement/Methodology • Quality Metrics • Appendix Testimonials Infrastructure and Security What makes us Different 31
- 32. Client Testimonials “The research team does not act on the research brief as is, they think of the problem in depth and challenge the thinking, and usually come up with innovative methodologies that best achieve the objectives” “Superb planning and teamwork, ensuring high quality data collection in almost clockwork fashion. I am absolutely delighted by the business relevance of the findings in helping us take an important business decision” “IMRB showed a high degree of professionalism, rigour and discipline. An excellent level of Client servicing and need fulfillment, pro-activeness and analytical focus” “Thank you for your quick and valuable inputs during the study. You have proved yet again that we can depend on you” “As a team they produce thoughtful proposals, excellent fieldwork and presentations. They are constantly involved in the work. They feel like a version of our own office” 32
- 33. Infrastructure and Security Infrastructure Security • Delivery centers in New Delhi, Mumbai, • General security/ Physical security/ Employees/ Bangalore, Pune and Kolkata Third-parties • Secure cabinets for data storage • Technology and network infrastructure to • Data kept with only designated individuals ensure data secure environments • Data is processed only in a physically secure area • Client connectivity infrastructure includes VPN • Machines/ files are password protected (Virtual Private Network) links between IMRB • Employee Training on Information Security and Client networks every 3 months • Manual data is shredded when deemed not • Constantly enhance our infrastructure based required on our own and Client's business requirements • Personnel required to sign appropriate non- ISO 27001 disclosure agreements Certification for • Restricted Swipe Card access to production Information Security areas • Writeable media banned from production areas 33
- 34. So what makes us DIFFERENT?? Loyal Client relationships WHAT’S DIFFERENT? Multi-country research capability 34
- 35. Thank You For business queries please contact: Surya Kiran (Manager - Business Development) Email: surya.kiran@imrbint.com Office Line: +91 11 40893238 Mobile: +91-9873336087 Or Bart Zehren Email: bz@your-research-resource.com Phone: +1 847-864-7159 35