With a group legacy of over two decades, Ma Foi Analytics blends the best of data science, big data technology and a rare and diverse talent pool to help organisations of all stripes achieve the outcomes they seek.

1. Towards a customer centric organization
Ma Foi Analytics Offerings

2. 2
Contents
• Customer Centricity: Our Solutions Philosophy
• Our Solutions
• ASAaP: Analytics Services-As-a-Platform
• CAPstone
• Servesmart
• PreciseMetrics
• About Ma Foi Analytics

3. Customer Centricity
Our Solutions Philosophy

4. 4
Building customer centric strategies is critical to business growth, but are we equipped?
Customer-centric
strategy drives better
customer experience
and engagement
- Acxiom Perspective
Demographics Alone Are Not
Enough - Entrepreneur.com
Customers demand and expect a
consistent brand value proposition
- IBM CEO Study
the prominence of
customer centricity
what businesses
need to stay ahead
1. aggregation of structured & unstructured data
for insight generation & business action
2. recognizing the mutable elements of customer
dynamics, and build growth strategies with predictive
analytics
~50% of all marketers consider obtaining a
single customer view critical to their long-term
success - Tealium Report
3. being ahead of the curve in crafting pre-emptive
& corrective real time strategies, specially critical
with the shortening of customer decision cycle

5. 5
To us, recognizing the core and mutable dimensions of the customer is the first step
towards customer centricity
Activity &
Transactions
Referral
Loyalty
Customer Service
Product Utility
Speed & Ease
Touch point
Delivery
Customer Service
Pricing
Brand
perception
Product Features
Demographics
Lifestyle
Psychographics
Social Presence
Unified
Customer
View
Identity Expectations
Behavior Experience
a framework to capture, integrate and generate actionable insights
on all dimensions of customer elements

6. Feedback
Collection
Tools
On Field
Sales Tools
Trigger
Based Action
Tools
6
EPOChTM
Effective
Targeting
Models
Social
Media
Analytics
Engagement
Trigger Rules
Behavioral
Segmentation
Forecasting
Models
Propensity
Modeling
Behavioral
Scorecards
Activity &
Transactions
Referral
Loyalty
Customer Service
Product Utility
Speed & Ease
Touch point
Delivery
Customer Service
Pricing
Brand
perception
Product Features
Demographics
Lifestyle
Psychographics
Social Presence
We offer contextual customer centric solutions for effectiveness, efficiency & growth,
crafted on our proprietary Big Data platform

7. ASAaP Intelligence
Our Solutions
Airlines Wealth Management Retail Banking Property & Casualty Insurance
Industry Coverage

8. 8
ASAaP Intelligence: Analytics Services-As-a-Platform
Our unique enterprise-wide analytics solution that brings together the best of tailored traditional human intelligence based
insights processes, and the speed & scalability of Big Data technology, to go beyond intelligent insights alone, in creating
intelligent next business action widgets
Algorithms/Statistical Models
via Word/Powerpoint reports
Large Dedicated
Analysts Team
Structured Data
Conventional Retainer Model
Ma Foi’s ASAP Model
Cost Savings ~ 35% Time Savings ~ 25%
Fewer Data
Scientists
Structured
Data
Unstructured
Data
Epoch
Self -Service web/mobile
based user centric solutions
Traditional Data Analytics
Tools/Techniques
Advanced Big Data Analytics
Platform
Manual processes –
errors/rework
No real-time
business actions
Lower lifetime cost
Faster deployment
Real –time business
actions
Higher cost &
build time
Agility>>Real-time data visualization and
predictive algorithms deployment
Convenience>>Self-service web/mobile based
business centric solutions
Scalability>>Robust Big Data Platform enabling
fast scale up at fractional costs
Our “ASAaP Intelligence” solution provides:
(over conventional retainer model)
Accuracy>> Fully automated platform based
processes cut errors and re-work to zero
Tailored outcomes>>Your business specific
problems solved with your data (& other data)
by experienced data scientists

9. 9
Data Treatment
(One time)
How it works?
ConventionalRetainer
Model
Understand
Business
Requirements
Develop
Transition
Plan
Hire
Analytics
Talent
Test Technology/
Data Environment
MaFoi’sPlatform
basedModel
Define project
scope
Model
Development
(One-Time Build)
Develop
Analysis Plan
Data Treatment
Periodic New Data
Pulls & Refresh
Model Deployment
Model
Update/Tweaks
Prepare
Reports
Socialize
Findings
Address
Feedback/
Standardize
Process
1
2
3
4
56
7
Understand
Business
Requirements
Define project
scope
Real Time
Deployment/
Refresh
Develop Analysis Plan
Model Deployment
through EPOCh
1
2
3
5
6
Platform-based self
service widgets
On the go self
web/mobile self-
service tools
• Low Training cost
• Reduced FTE cost
• Hiring
• Technology infrastructure setup
Assessment Engagement Delivery
• Reduced run/refresh time
• Greater reliability through automation
& standardized protocols
• One time platform based setup
• Iterative manual exercises
Model
Development
(One-Time
Build)
4
• Manual reporting
• Time lag
• Self service
• Shorter time to action
• Greater end user engagement &
adoption

10. 10
How does it add to your business?
Shorter time to action
Through real time, auto
push E-mail alerts
Better Adoption
through user specific
insights & self service
capabilities
PerformancePulse Improved Reliability
through standardized
data treatment
protocols and
automation
Intelligent Business
Action
through predictive
analytics
Cost Savings ~ 35% Time Savings ~ 25%
(over conventional retainer model)

11. 11
Bridge portability between
legacy & new age systems
using ready to use adapters
Adopt data aggregation
framework to consolidate
data across functions
Apply in-built advanced
algorithms such as regression,
forecasting & segmentation
Test strategy scenarios using in
built simulation features pre-
rollout of strategy
3. Integrate Intelligent
Analytics Layer
2. Capture &
Consolidate Data
4. Apply actionable
insights in operations
Operationalize insights through
custom UIs for real time
decision making
Run & modify business
initiatives using trigger alerts &
dynamic data analysis
Sales Spend by Channel
View Returns
Campaign Analysis
ASAaP @ Work – An Illustration
Assessment Engagement Delivery
Review existing systems and
estimate efforts to bring in
interoperability
1. Scope out Business
Requirements
Assess business objectives
and draft a contextual
solution offerings set

12. CAPstone
Our Solutions
Airlines Wealth Management Retail Banking
Industry Coverage
http://mafoianalytics.com/capstone

13. 13
Rapidly evolving market environment necessitates effective measurement of
customer experience and identification of resultant customer behaviour
An approach to link experiential drivers to behaviour
Redefining customer experience
measurement mechanisms….
Our
Philosophy
Customer
Experience Data:
C -Sat Survey
Customer
Behaviour Data:
Purchase Value,
Purchase
Frequency , Loyalty
Metrics
f(Customer
behaviour) = (X1,…,Xn)y
Key experiential drivers of behaviour
For e.g. X1= service quality
For e.g. Xn=Time lag
between experience
and its translation to
behaviour
CAPstone
Our Approach Explore Discover Deploy Manage
• Detailed evaluation of
“as is” customer
satisfaction capturing
tools and techniques
• Evaluation of existing
reporting mechanism
• Need gap analysis
• Establishment of
customer behaviour
metrics
• Test
hypothesis on
behaviour
metrics
• Build and deploy survey
instrument
• Survey analysis and
model development
• Measure customer
experience
• Link customer
experience to
behaviour
• Develop cloud based
scorecards to manage
and monitor
performance on
continuous basis
1 2 3 4

14. 14
CASE STUDY: AN ENGAGEMENT & RETENTION TOOL
Business Context CAPstone Delivery Framework Business Impact
•The client, a leading
healthcare intermediary
based in US, was looking to
drive revenue through better
engagement and retention
among its existing
customers, which were
hospitals
•The client already had
completed a exhaustive
segmentation exercise and
was conducting regular
customer satisfaction surveys
•Established link between
stated customer experience
and actual behaviour to
identify the experiential
drivers of customer behaviour
•Deployed performance
scorecards and an alert system
to provide timely &
account/segment specific
insights

1 Segmentation: Leverage existing client member segmentation data
2
Experience Measurement: Leverage existing customer survey data in
conjunction with segmentation data
3
Analysis: Identify experiential drivers of behavior and establish a link
between experience and behavioral parameters
4
Management: Design dynamic cloud based Scorecards that capture
changes in member behavior to enable strategic and tactical
interventions at each member/facility level

CAPstone @ Work

15. ServeSmart
Our Solutions
Airlines Property & Casualty Insurance Retail Banking
Industry Coverage
http://www.mafoianalytics.com/servesmart

16. 16
ServeSmart- A Comprehensive Customer Feedback Management Solution
Design
Design customized feedback
forms to capture guests’
feedback on key parameters
Capture
Deploy forms on iPads to
capture feedback from multiple
customer across locations
Monitor Act
View integrated feedback via
interactive dashboards
Review feedback, identify
problem areas and prioritize
action
ServeSmart offers a comprehensive customer feedback management solution that helps to capture, analyze and review feedback to
ensure enhanced engagement at customer level and effective monitoring at management level. It comprises an engaging tablet based
customer interaction application in the front end and an interactive web based dashboard at the backend making customer experience
management intuitive, interactive & insightful.
ServeSmart Solution Framework

17. 17
Retail Banking – Nurturing relationship beyond transactions
“Know exactly what your customers’
value”
“Resolve issues as soon as
they arise”
“Slice and dice data to read in
between the lines”
“Generate simple
performance reports”
“Capture feedback in a fun and
engaging way”
Design Capture Monitor Act
ServeSmart Customer Feedback Application
Customizable templates for better engagement
Simple rating based questions on banking
services related experience
Instant alert generation via sms/email for
delay in service
Additional Information on customer for
potential upsell/cross sell opportunities
Hotel
Restaurant
Insights
Comprehensive view of customer feedback
across branches
Drill down analysis to understand, prioritize,
assign and resolve issues
Export data in excel format for report generation
Analyze individual verbatim responses from
customers to improve branch performance
ServeSmart Dashboard Application
Servesmart @ Work

18. PreciseMetrics
Our Solutions
Airlines Property & Casualty Insurance Retail Banking
Industry Coverage
www.mafoianalytics.com/precisemetrics

19. 19
PreciseMetrics – A Complete Marketing Analytics Suite
A comprehensive customer analytics solution providing
intuitive visualization & actionable insights
1 2 3 4
PreciseMetrics Solution Framework

20. 20
Apply contextual
in-built advanced
analytics algorithms
Customer
Demographics
Travel
Patterns
In Flight
Activity
Data across different
stages of customer
journey are stored in
different platforms
Aggregate Data
Online
Activity
Generate Insights
Initiate & modify
timely marketing
initiatives using
trigger alerts
KPI
Forecasting
Predictive
Modeling
Lifetime Value
Estimation
Customer
Segmentation
Take instant
business action
PreciseMetrics @ Work Insights generation for customer centricity for Airlines

21. About Ma Foi Analytics

22. 22
Organization Overview
Data Agnostic. Method Agnostic. Outcome Driven.
Owns a Proprietary in-house Big Data
platform for creating customized apps and
analytically powered solutions
Ma Foi Analytics is a data centric insights advisory firm, which is looking to build outcome oriented business
solutions by combining capabilities in data sciences (analytics, research) & Big Data Technology ,to help
organizations build good strategies , and execute them better.
Promoted by serial entrepreneurs Mr. K Pandiarajan, Mrs. Latha Rajan, it is a part of the Ma Foi Group which
has a stellar legacy of over 20 years of servicing the management arena.
Co-promoted by Satyakam Mohanty, a career analytics professional, Ma Foi Analytics & Business Services Pvt
Ltd was founded in 2012 with its headquarters in Bangalore and offices in Chennai & New Delhi.
Tripod of services- The Ma Foi
Advantage
• Double Digit Employees
• Launch of first product
• First Indian Client
• Acquisition of
PebblePath
Q2’ 2012
• Inception in
Bangalore
• First employee
Q4’ 2012 Q2’ 2013 Q4’ 2013
OUR PROGRESSION
• Hosted First Marketing
Event
• Launched Capstone &
PreciseMetrics
People credentials include previous stints in
premier organizations such as GE, Genpact,
HSBC, HP , Barclays,Infosys, IBM etc
Has 20+ clients ranging across mid-sized
organizations to SMEs in US, Middle-East &
India
Q2’ 2014
• Initiated IOT capability
development
• Filed IP patent for
“Epoch”

23. 23
Our Team (1/2)
Shobhit has over 11 years of experience in strategic research, sales & marketing enablement and consultative solution design. He has
setup and led research teams supporting initiatives such as Strategy Formulation, Market Assessment, Competitive Benchmarking, Market
Sizing among others. In the past he has worked with leading organizations such as IBM, Infosys & Genpact.
Shobhit holds an MBA in Marketing from International Management Institute, New Delhi.
Shobhit Bahadur
Head, Research
Ashish has 11 years of Marketing Analytics experience having worked across both B2C and B2B clients. He has proven experience in
banking analytics, providing consultation across the customer life cycle – covering acquisition, portfolio management and retention. In the
past Ashish has worked with GE and HSBC. In his tenure at HSBC, Ashish headed the marketing analytics team for US Private Label Credit
Cards Portfolio with receivables worth $16 billion.
Ashish holds a Masters in Market Research from Mudra Institute of Communications , Ahmedabad
Ashish Rishi
Head, Analytics
Saty spent a decade- first as a GE employee and then with Genpact after its spinoff from GE, working with a wide range of customers
globally, helping them create value in areas like sales & marketing analytics, and market research. He has worked extensively across Sales &
Marketing analytics for Pharma & Medical Devices organizations in the US, working in the US and India. In his last role, he built the Market
Research practice for Genpact, through organic and inorganic means to build up what would qualify on a standalone basis as a US top 50
research services provider during his last 3 yrs at the organisation.
He believes that Analytics-as-a-service is at an inflection point and he would like to be at the forefront of change in this area.
Satyakam Mohanty
Chief Executive
Tom has 15+ years of sales management experience having worked across healthcare value chain. Tom started his career with Pharma –
working with Bristol-Myers, Medeva Pharmaceuticals, Novartis, Millennium Pharma and then moved to institutional sales for Eisai Inc. &
Philips Healthcare. In his last role he was responsible for driving devices sales working for ICRco & Suntech Medical. Tom is a dynamic,
results-oriented sales management strategist with a exceptional record of achievement and demonstrated success driving sales growth in
hospitals, while providing award-winning sales leadership in highly competitive markets.
Tom holds a Masters in Business Administration from University of Houston, Texas
Thomas E. Camp,
VP, Sales

24. 24
Our Team (2/2)
Tuhin Das is a Senior Manager at Ma Foi.
Tuhin has more than 8 years of experience in Marketing and Risk Analytics in the BFSI domain. Being in HSBC for over 4 years, he has
established himself as an experienced professional in the BFSI domain, having worked on customer profitability and customer lifecycle
management - acquisition, portfolio management and retention. During his tenure with Barclays, Tuhin was involved in assessing customer risk
and building Basel II credit risk models.
He holds a Bachelor of Statistics degree from Indian Statistical Institute (ISI), Kolkata.
Vishal Sinha is a Senior Manager at Ma Foi.
Vishal has more than 8 years of experience in the BFSI domain, with global financial services institutions – Capital One & HSBC. Vishal has a
proven track record of delivering business value in the financial sector through data driven analytics solutions.
During his tenure with Capital one, Vishal supported merchant relationships with analytics solutions on Credit Cards, Retail Analytics, Marketing
Strategy & CRM.
He holds a Masters degree in Economics from Jawaharlal Nehru University (JNU), New Delhi.
Satish has around 14 years experience been building and scaling technology solutions targeting consumers and enterprises. Having
started his career at a silicon valley start up, he has spent years building offshore engineering teams attempting to bring the same
silicon valley vigour. A hands-on engineer always thinking about creating frameworks and tools that improves software engineer's
productivity.
Satish is passionate about helping businesses get the best out of their technology investments
Satish Ayyaswami
Vishal Sinha
Tuhin Das

25. Contact :
Satyakam Mohanty<satyakam@mafoianalytics.com>
Website:
http://www.mafoianalytics.com/