abacus ma presentation - non mr analytics

Abacus Market Analytics (division of IMRB International – Kantar Group)

1

• 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

Agenda

3

Corporate Identity

WPP PLC

138,000 employees in over 107 countries

£ 38 billion in billings

IMRB International

The Kantar Group

Revenues of £ 2.3 billion, 26,500 staff in 80 countries

BIRD QUANTI SRI MnP Abacus CSMM PQR MSG/BS

Probe Qualitative Research Partners in Managing

Stakeholder Relationships

The Marketing Sciences Group MindTech Systems & Software

Quantitative custom research units in Mumbai, Delhi,

Kolkata , Bangalore and Chennai

Analytics & Data Processing House International Field & Tab

Advertising testing and Brand tracking

Specialist Units by Research Method

4

Research-based consultancy

for B2B and Technology Markets Social & Rural Research

Institute

…and Specialist Units by Industry Sector

5

6

Abacus Market Analytics Overview

Abacus MA is a full service research

provider catering to the global data

collection, survey programming, data

processing, advance analytics and

reporting needs of companies in North

America, Europe and Asia

We are part of one of the largest and

most respected research agencies in

India, with a team size of over 300 highly

qualified analysts based at our operations

centers in India.

Abacus MA Fast Facts

Parent formed in 1971, Abacus in 2000

Part of The Kantar Group/WPP

300+ Full- time Analysts

ISO 9001:2008 and ISO 27001

Member of ESOMAR & MRA

Clients across Asia Pac, Africa, UK, USA

Research in 65 Languages

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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

Moving to Six

Sigma level of

delivery capability:

automating tasks

and eliminating

non-value added

work

ISO 9001

Certification for

Processes & Quality

ISO 27001

Certification for

Information Security

Abacus MA – a Snapshot

7

• Introduction





• Quality Metrics

• Appendix

Case Studies

Testimonials



8

Agenda

Brand

Management

New Product/

Concept Testing

Usage & Attitude

Measurement

Awareness/familiarity of your brand across various market segments

Brand perception vis-à-vis competitor brands in the market

Performance on what parameters drive your brand’s perceptions?

Current positioning of your brand in the target segment’s mind

Determine the perceived attractiveness of the product/service for the target segment

Determine the ideal price and optimal design for the product/service

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?

What is the usage pattern of different features of your product?

Which product features are the most difficult to use?

Are customers using your product over multiple locations?

Market Research Solutions

9

Pricing Research

Determine right price for various types of product types

Determine overall price/value and specific price point sensitivities

Determine sensitivities to changes in product, pack size, price or distribution

Advertising

Effectiveness

Employee

Satisfaction

Event Effectiveness

Evaluate overall effectiveness of your ad campaigns

Measure positive influences of the campaign on awareness, perception, intention to use

Evaluate effectiveness of your ad campaign in communicating intended message

Identify the best medium for advertising

Measure satisfaction and derive action-points to improve employee retention

Identify factors that employees consider when evaluating their experience with your firm

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

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

Market Research Solutions- Cont…

10

Customer

Satisfaction

Prioritize areas of product/service improvement

Segment customers on the basis of their satisfaction and loyalty

Incorporate customer satisfaction results into your marketing/communications strategy

Influence customer behavior in-line with your strategic objectives

Research & Analytics Value Chain

Data Processing and Analytics

• Online & CATI survey scripting

• Programming & non-English

language overlays

• Quota management, project

management and study completion

support

• Global online & CATI data collection

• Best in class F2F, CLT’s, mall

intercept & qualitative interviews in

India

• Language capabilities in more than

65 languages across continents

Tools: Dimensions, In- house

applications, 4 CATI centers with

150 interviewers

Survey Design and Primary

Research Reporting

• PowerPoint templates

• Charting & Graphs

• Commenting and Data insights

• Topline, Preliminary and Final

Reports with executive summary,

advanced analysis, conclusions and

recommendations

• Dashboards

Tools: E-Tabs Enterprise, VB.net

based online apps

• Uniform processes and standard

software platforms

• Data entry, data cleansing & coding

• Advanced statistical analysis

• Modeling

• Data mining

• Predictive analytics

• Decision trees

• Simulation techniques

• Clustering

Tools: FoxPro, Quantum, Pascal,

Quanvert, SPSS, Espri, SPSS,

Statistica, Dataminer

Market Research Services

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12

Programming for a Healthcare Research Agency

A leading global market research agency, specializing in healthcare and headquartered in Europe

Project Description

12 Countries, 8 Languages

TG: Surgeons and General Physicians

2 Screener Sections, 4 General Sections

Programming in SPSS Dimensions

Abacus MA Deliverables

Customization of the questionnaire for online research

Designing the layout of the interface

Programming the online survey in English

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

13

Primary Research for a Leading Commercial Bank

Project Description

Formulate go to market strategies

TG: Retail banking customers

N=1500, Japan and China

Programming in SPSS Dimensions

Abacus MA Deliverables

Finalize the recruitment and survey questionnaire

1,500 surveys to be completed across China and Japan

3D Quota with multiple skip patterns

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

Online Data Collection for a leading commercial bank based in China and Japan

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

14

Advanced Survey Analytics

• Cluster analysis

• Multidimensional Scaling

• Correspondence Analysis

• Factor Analysis

• Decision Trees/Segmentation

• MARSpline

• Market Basket Analysis

• Multiple Regression Analysis

• Discriminant Analysis

• Logistic Regression

• Conjoint Analysis

• Canonical Correlation Analysis

• Path Analysis

• Z-Test

• T-Test

• ANOVA

• Chi-Square Test

Hypotheses Testing

Dependence Techniques

Interdependence Techniques

Data Mining Techniques

15

Churn Prediction for a Telecom Client

Gather customer requirements including

churn definition, variable information

etc

Run Various Descriptive

Analyses and transform variables

Using Data Mining Techniques, Build

Models

Evaluate results and select the best models

Descriptive Analysis

Boosting Trees

Random Forests

Support Vector Machine

Lift Chart - Lift value

Cumulative; Category: 1

Analysis sample;Number of trees: 1377

Baseline

Model0 10 20 30 40 50 60 70 80 90 100 110

Percentile

0.8

1.0

1.2

1.4

1.6

1.8

2.0

2.2

2.4

2.6

2.8

3.0

3.2

3.4

3.6

3.8

4.0

Lift v

alu

e

Lift Chart - Lift value

Cumulative; Category: 1

Test set sample;Number of trees: 1377

Baseline

Model0 10 20 30 40 50 60 70 80 90 100 110

Percentile

0.9

1.0

1.1

1.2

1.3

1.4

1.5

1.6

1.7

1.8

1.9

2.0

2.1

2.2

2.3

2.4

2.5

2.6

2.7

2.8

2.9

3.0

Lift v

alu

e

Data selection

Data transformation

Binning and Sampling

Use of modeling technique

Results using Lift Charts

Data Mining Techniques

Detailed Steps

Outputs- Best Result Lift Values and Graphical Pane

16

Segmentation for a Telecom Client

Graph of means for continuous variables

Number of clusters: 4

Cluster 1

Cluster 2

Cluster 3

Cluster 4SMS

Outgoing Calls

Incoming Calls

Roaming

STD0.0

0.1

0.2

0.3

0.4

0.5

Norm

alize

d mea

ns

Identify rules for needs based segmentation at macro level

Test the goodness of fit of this sample for the entire user base of Client

Replicate segments across the user database

Gain customer insights for better campaign management

Create Segments

Identify Most Important Variables

Run Cluster Algorithms

Run Cluster Algorithms multiple times

K-Means Clustering

EM Clustering

Random Forests

Boosting Trees

Identify Key Drivers

Objectives of the Study Methodology

Statistical Techniques

17

Path Analysis

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.91

.87

.11

.16

.41

.69

.45

.10

.58

.69

.69

Customer Care Experience

Recharge experience

Network Quality

Accuracy of balance reduction

Tariff plan

Overall Quality of

service

Value for Money

Cost

Intention to

Continue

A Model relating customer satisfaction to real business out-comes

• Introduction





• Quality Metrics

• Appendix

Case Studies

Testimonials



18

Agenda

19

Acquire New

Customers

Retain Existing

Customers

Increase Wallet-Share

in existing customers

Special tools used by the team :

Random Forests

Support vector machine

Multivariate Adaptive Regression Splines (MARS)

Boosted Trees

Memory based reasoning

Customer behavior analysis

Behavioral Segmentation

Demographic Segmentation

Psychographic Segmentation

Customer Acquisition

Improve Efficiency of Acquisition

Campaigns

Response Modeling

Offer Testing

Grow Customers

Improve Efficiency of Cross-Sell /

Up-sell Campaigns

Modeling

Cross-sell/up-sell model

Marketing Effectiveness

Understand Effect of Different

Marketing Drivers

Market Mix Modeling

Customer Retention

Reduce Customer Attrition

Churn modeling

Survival Analysis

Advanced Analytics Solutions

Core Objectives Analytics Solutions

Business

objectives Data

study

Data

preparation

Analysis &

modeling Evaluation

Reporting &

deployment

Abacus follows the industry accepted CRISP methodology

• Evaluate

business

objectives

• Decide on

the planning

horizon

• Determine

data mining

goals

• Identify data

needs

• Map data

needs to

sources

• Identify data

gaps &

mismatch

• Evaluate

data sources

• Suggest data

sources

• Explore data

type and

quantity

• Standard

operating

procedures

on data

• Data

cleaning

• Data qc for

missing

fields,

values,

mismatch

• Transition to

standard

templates

• Data

formatting

• Select

modeling

technique

• Build model

• Generate

test design

• Test run on

sample data

• Assess

model

• Compare

with desired

outcomes

• Evaluate

results

• Review &

revisit model

• Client

feedback and

domain

application

• Deployment

planning

• Resource

allocation

• Periodic

screening &

scrutiny of

model

• Reporting as

based on

client

requirements

Data Analytics Methodology & Processes (CRISP)

20

21

• Identify the most profitable segment

Usage Segmentation

• Identify the interaction with other categories

Market Structure

• Likely to buy which brand

Predicting

• Impact of Advertising Promotion,

Distribution Price

Market Mix Modeling

Pooled Fixed or

random effects model

Consumer Panel Analytics

Cox Regression

Market Basket

Analysis

Cluster Analysis

• Introduction





• Quality Metrics

• Appendix

Case Studies

Testimonials



22

Agenda

•Choice based conjoint tool

•Media measurement tools

•Pricing Research tools

• Template Designing

• Query Filtering

• Migrating daily data

• User friendly GUI

• Web Based interface

• Customized Graphics tool

• Better Insights

• Excel Based

• Flash Based

• Windows Based

• Web Based

OLAPs

Automated Marketing Tools

Dashboards

23

Technology and Research Software Solutions

Dashboard- Example (Web Based)

24

25

Normative Database

Merged Data for Different CRA Studies conducted for Multiple industries

Master File Creation

Unique Code for each Variable

Restructuring for Data Merging

Specific Format using Visual Basic

Data of Multiple Studies

User can select specific data type

Scores are averages of studies

Multiple data at one place

Data Analyzing Module Data Uploading Module

26

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

Using Data Fusion to measure ROI

• Introduction





• Quality Metrics

• Appendix

Case Studies

Testimonials



27

Agenda

Ad-hoc and On Demand

Blended Model

Dedicated Research Center

28

Client Engagement

Client Engagement

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

• Introduction





• Quality Metrics

• Appendix

Case Studies

Testimonials



29

Agenda

30

Customized Quality Metrics for each client

Separate ‘Quality Certification & Audit’ cell

Member of ESOMAR and MRA

ISO 9001:2008 and ISO 27001 certified

Exhaustive Training Program for each Analyst

Regular updated training modules

Live Monitoring by Quality Team members

One to One feedback with Analysts

Individual exhaustive development plans

Quality Norms

Training

Feedback

ISO 9001

Certification for

Processes & Quality

Quality Metrics

• Introduction





• Quality Metrics

• Appendix

Testimonials



31

Agenda

“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”

“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”

Client Testimonials

“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”

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• Delivery centers in New Delhi, Mumbai,

Bangalore, Pune and Kolkata

• Technology and network infrastructure to

ensure data secure environments

• Client connectivity infrastructure includes VPN

(Virtual Private Network) links between IMRB

and Client networks

• Constantly enhance our infrastructure based

on our own and Client's business requirements

Infrastructure Security

• General security/ Physical security/ Employees/

Third-parties

• Secure cabinets for data storage

• Data kept with only designated individuals

• Data is processed only in a physically secure

area

• Machines/ files are password protected

• Employee Training on Information Security

every 3 months

• Manual data is shredded when deemed not

required

• Personnel required to sign appropriate non-

disclosure agreements

• Restricted Swipe Card access to production

areas

• Writeable media banned from production areas

ISO 27001

Certification for

Information Security

Loyal Client

relationships

Multi-country

research

capability

WHAT’S

DIFFERENT?

So what makes us DIFFERENT??

34

Thank You

For business queries please contact:

Surya Kiran (Manager - Business Development)

Email: [email protected]

Office Line: +91 11 40893238

Mobile: +91-9873336087

Or Bart Zehren

Email: [email protected]

Phone: +1 847-864-7159 35

abacus ma presentation - non mr analytics

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