Abacus MA Capabilities Deck - MRO


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Abacus MA Capabilities Deck - MRO

  1. 1. Abacus Market Analytics(division of IMRB International – Kantar Group)
  2. 2. 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 Abacus PQR MSG/BS CSMM Brand Science M&P BIRD SRI Data Marketing Social & Qualitative Managing Advertising Media & B2B and Handling & Science Rural Research Stakeholders Testing Panel Group Technology Analysis Research 2
  3. 3. 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 3
  4. 4. …and Specialist Units by Industry Sector Research-based consultancy Social & Rural Research for B2B and Technology Markets Institute 4
  5. 5. Our Global Footprint Staff in 12 countries Worked in over 60 countries in the last year United Kingdom Japan South Korea Bangladesh Algeria Egypt Saudi Arabia UAE India Hong Kong Sri Lanka Malaysia 5
  6. 6. New Services and Standards created by IMRB India’s first and only Household Panel (1981) India’s first TV rating system (1986) Icube India’s first IT and Internet studies endorsed by industry Itops associations (1996) India’s first Radio Audience Measurement system (2007) Instrumental in setting up Market Research Society of India (MRSI) in 1988 SEC System Creation of Social Economic Classification (SEC) used by all MR companies in India (1989 & 2010) 6
  7. 7. Abacus Market Analytics OverviewAbacus MA is a full service research Abacus MA Fast Factsprovider catering to the global datacollection, survey programming, dataprocessing, advance analytics and Parent formed in 1971, Abacus in 2000reporting needs of companies in NorthAmerica, Europe and Asia Part of The Kantar Group/WPPWe are part of one of the largest and 300+ Full- time Analystsmost respected research agencies inIndia, with a team size of over 300 Clients across Asia Pac, Africa, UK, USAhighly qualified analysts based at ouroperations centers in India. Member of ESOMAR & MRA ISO 9001:2008 and ISO 27001 Research in 65 Languages 7
  8. 8. 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 8
  9. 9. Abacus Market Analytics Services Research & Analytics Value Chain Survey Design Primary Research Data Processing Data Analytics Reporting• Online & CATI • Global online & • Vast experience in • Data tabulation • PowerPoint survey scripting CATI data collection processing data templates • Advanced collected through• Programming & • Best in class F2F, statistical analysis • Charting & graphs various methods non-English CLT’s, Mall intercept • Commenting and like web surveys, • Modeling language overlays & qualitative Data insights CATI and PAPI interviews in India • Data mining• Online portals & • Top line, • Uniform processes automated survey • Vast experience in • Predictive analytics Preliminary and and standard tools for survey both B2B & B2C Final Reports with software platforms • Decision trees campaign segments across executive summary, management industry verticals • Data entry, data • Simulation advanced analysis, cleansing & coding techniques conclusions,• Quota management, • Language project management capabilities in more • Language • Clustering recommendations and study than 65 languages translations using • Dashboards completion support across continents localization specialistsTools: Dimensions (IOM) Tools: 2 CATI centers Tools: FoxPro, Tools: Quantum, Espri, Tools: E-Tabs with 60 interviewers and Quantum, Dimensions SPSS, Statistica Enterprise, VB.net 29 field offices across TOM, Quanvert, SPSS Dataminer based online apps India 9
  10. 10. Our Fieldwork Capabilities Face to Face Fieldwork Global CATI data Collection • 2 fully Equipped CATI Centers • Our own offices in 29 States across India • All major languages / countries covered by 60 + • Field Network across 29 states in India call associates • Stringent data security norms • Capability in 18 Indian languages • Over 300 full time staff across India for • Strong focus on training fieldwork Online/Panels • Over 5000 freelancers certified by MRSI • 18 Major Languages & 4 Mn Interviews in 2010 • Global panel partners provide access to millions of consumers, executives, physicians etc. • Ability to reach remote villages • Stringent screening criteria for partner panelists to ensure qualified respondents and quality data • Quality Control Norms - 3 layers of supervision • Proof of each panel partners credentials 10
  11. 11. The Largest Custom Research Field Network - India Senior Vice President and Senior Vice President and Head, Head, Abacus Business Operations Abacus Business Operations Head, 4 Regional Head, Training Head, Quality Head, CATI Business Field Directors & Support Control Centre Operations 15 Field Directors 266 Field Management Staff 24 Field 650 Team Leaders and Manager 3,750 Interviewing Professionals 157 Field Controllers 11
  12. 12. Field Quality Control Interviewers participate in briefing, mock interviews and accompanied interviews, based on the complexity of the study Back checks – At least 20% of the total sample size is back checked by the Team Leader, 10% of TL’s check will be re-checked by the Field Controller Quality Control & Assurance team does additional checks and reports directly to the Head of Abacus Abacus participates and adheres to ESOMAR and MRSI Interviewer Quality Assessment Program All questionnaires scrutinized by the Team Leader for completeness and logic Some of fieldwork done in the first two days checked by the researcher for feedback and de-briefing of interviewers 12
  13. 13. Survey Programming and DesignAbacus programming and scripting capabilities include:• Experienced team of 15 members trained by Kantar UK• Tool used: Dimensions (IOM)• Handle branching, logical routing, piping, embedded quotas, randomization, rotation along with Embed images, URLs, audio, video clips in web surveys• All major languages supported• Ability to program and host online surveys• Real-time reporting to check project progress and customized online reports Benefits of Dimensions• Translation capabilities • Common data storage format/interface• Open architecture • Powerful interviewing engine• Scriptable • Web-based user interface• Write the survey once • Works with (some) party applications• Easy to program • Integrates well with SPSS, Excel. etc 13
  14. 14. Data Processing & Tabulations Raw Data in Excel, ASCII, SPSS Data Coding (Manual & web-enabled) Checking Internal Consistency of Data Data Validation Excel, Quantum Programming Checking Consistency with known Market Facts Data Tabulations Frequencies and cross-tabs – Easily readable data summaries Choice of Output Format totals, boxed percentages with basic statistical tests (PDF, PPT, DOC, EXCEL, HTML) 14
  15. 15. Data Analysis A strong analytics team trained in various statistical/data-mining tools and techniques andbacked by the knowledge and methodological expertise of the Marketing Science Group (MSG) Solutions Technical Capabilities • Usage and Attitude Studies • Full range of multivariate statistical techniques • Brand Strength and Brand Tracking • Data Mining suite for KDD (knowledge discovery from databases) • Corporate Reputation • Advertising Effectiveness • Specialized advanced tools for certain techniques like : • Event Effectiveness • Latent Cluster Analysis • Discrete Choice Models • Pricing Research • Technology enabled real-time web • Product Design/Bundle Configuration reporting for management dashboards/cockpits • Customer Satisfaction Research 15
  16. 16. Charting and ReportingStrong Charting and Reporting teams ensure that actionable results are extracted andpresented with an eye to formatting details Charting Team Research & Reporting Team • Specialized team of 50 analysts and • 10 Market Research methodologists managers working on analytical outputs working on questionnaire design, received from the reporting team sampling and methodological decisions • Analysts trained in quick generation of • Complete understanding of analytical PowerPoint slides manually and using techniques software like E-Tabs • Close attention to formatting, look and • Ability to translate technical output to feel of slides research answers • Can use proprietary client templates, • Ability to derive actionable results and IMRB template or create customized recommendations from analytical templates output 16
  17. 17. Charting - Sample Brand Maps Follow Me Are suitable for the whole family Lavenus Always doing new things Head & Shoulders Sifone Nice fragrance Moisturises your hair Are mild/gentle on your hair Soft and smooth Understands you Actively care for your hair Right variant Black and shiny Atractive packaging Axis 1 Rejoice Sunsilk 40.8% Pantene Beautiful hair Organics Trusted brand Healthy hair Feel feminine Modern Understand moisturisation Clairol Herbal Essence Experts in haircare Dove Natural ingredients Classy/refined/sophisticated Honest & believable Vidal Sassoon Gives you the look you want Products that meet all your haircare needs = Correlation < 0.50 Axis 2 24.3%Shampoo (All Correlations) Base : All Aware of Brands 17
  18. 18. Decision Tree- Example 18
  19. 19. CHAID Analysis- Example- Classification Matrix Training Sample Misclassification Matrix Actual Category Not endorsed Endorsed Total The entire sample Not endorsed 3693 2134 5827Predicted Category Endorsed 3598 5200 8798 was divided into 2 Total 7291 7334 14625 datasets of 80:20 ratio. Risk Statistics Risk Estimate 0.391932 The model was SE of Risk Estimate 0.00403676 trained on 80% sample and tested Training Accuracy 61% on the 20% sample. Test Sample Misclassification Matrix 61% accuracy Actual Category achieved in Training Not endorsed Endorsed Total Not endorsed 862 470 1332 and TestingPredicted Category Endorsed 847 1196 2043 Total 1709 1666 3375 Risk Statistics Risk Estimate 0.390222 SE of Risk Estimate 0.00839663 Test Accuracy 61% 19
  20. 20. Regression Based Simulator- Example • Regression based simulator helps in understanding the changes on relational outcomes by experiences of process areas • This simulator is based on study conducted for a cell phone maker • It allows users to specify the values to build ‘what if’ scenarios to see how relational outcomes will get impacted by changing the customer experiences 20
  21. 21. KPI Dashboard ( Online ) 21
  22. 22. E-Tabs Vs Manual ChartingBenefits of E-Tabs• Faster turnaround time• Accuracy of data• Can automate decks with all standard charts and even a few non-standards ones• Very useful when we have a standard requirement to be generated month after month• Integration of data from multiple sources• Substantial cost savingsTurnaround time• A fully automated deck reduces effort by around 50% to 60%, on average "Compared to the manual production estimate of 300 hours, Abacus MA cut production time by 80%...One analyst with E-tabs was able to accomplish the same work as five analysts creating reports manually" - Client 22
  23. 23. Some of the Most Loyal Client Relationships § 5 of our clients have been with us for the last 12 years, or ever since they set up business in India § Overall, more than 80% of our business is from repeat clients 23
  24. 24. 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, rigor and discipline. An excellentlevel 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 andpresentations. They are constantly involved in the work. They feel like a version ofour own office” 24
  25. 25. So What Makes us DIFFERENT?? Loyal Client relationships WHAT’S DIFFERENT? Multi-country research capability 25
  26. 26. Thank YouFor business queries please contact:Surya Kiran (Head, Client Relations and Sales)Email: surya.kiran@imrbint.comOffice Line: +91 11 40893238Mobile: +91-9873336087