Insight Presentation - Anil Kaul, AbsolutData

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A presentation by Anil Kaul, CEO and Co-Founder of AbsolutData

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Insight Presentation - Anil Kaul, AbsolutData

  1. 1. Presenter – Anil Kaul, AbsolutData12 November 2012 Marketing Research 225+ employees Operations in San Francisco and Advanced Analytics and Indiawww.absolutdata.com AbsolutData Proprietary & Confidential
  2. 2. Introduction Anil Kaul  Co-founder and CEO AbsolutData PhD in Marketing from Cornell  Past experience at McKinsey & Co. and Personify AbsolutData Market-Defining Analytics and Research Services Provider 300+ employees in San Francisco and New Delhi, Singapore, London, Dubai, Chicago and New York Backed by $20MM investment from Fidelity Growth Partners AbsolutData Proprietary & Confidential 2
  3. 3. Web Data SmartphonesVoice Location Mobile Data BIG DATA is the news of today 90% of the data that exists today was created in last 2 years – IBM Apps Video Tweets Social Media Data Posts AbsolutData Proprietary & Confidential 3
  4. 4. All this news is making Market Researchers Nervous, Anxious andApprehensive “Big Data” is anticipated to comprise/transform 50% of current marketing research revenue (ESOMAR Global Market Research report 2010) “……having enough data will remove the need for market research all together” “Most importantly market researchers need to find ways to integrate data from different sources (unstructured data from social media, mobile devices, text analytics, etc.) as a part of their strategic insight delivery” AbsolutData Proprietary & Confidential 4
  5. 5. ING DIRECT CASE STUDY2006 – Data Warehousing team taken out of IT department and merged with the analytics team to form BI division2011 – BI combined with marketing intelligence and sits in the customer insights department. The team is now responsible for  Reporting and Analytics  Market Research  Targeted Marketing AbsolutData Proprietary & Confidential 5
  6. 6. It is tough to make predictions, especially about the future – Yogi Berra Is the future going to look like MARKETING BIG DATA this? RESEARCH “It is tough to make predictions, especially about the future” – Yogi Berra AbsolutData Proprietary & Confidential 6
  7. 7. Volume the world Velocity =The way+ Variety + should be Data Fog The way the BIG DATA world The way the BIG DATA should be world is Volume Volume + + Variety Variety + + Velocity Velocity Value Data Fog AbsolutData Proprietary & Confidential 7
  8. 8. Volume the world Velocity =The way+ Variety + should be Data Fog Developing Case Study AbsolutData Proprietary & Confidential 8
  9. 9. Volume the world Velocity =The way+ Variety + should be Data Fog A large hospitality chain is using social media listening tools to  Uncover and fix product, pricing and value issues  Measure service effectiveness and identify training opportunities  Pinpoint trouble spots with equipment, suppliers, internal processes and delivery  Connect directly with reviewers to increase customer loyalty AbsolutData Proprietary & Confidential 9
  10. 10. Volume the world Velocity =The way+ Variety + should be Data FogChallengeAs data comes in real time – Is this a customer service issue? Or a strategic issue to action across the chain Are these issues affecting a small number of customers or many more we don’t hear from? Is frequency of an issue a good indicator of how critical the issue is? AbsolutData Proprietary & Confidential 10
  11. 11. Volume the world Velocity =The way+ Variety + should be Data FogA solution is being developed that combines Social Medialistening with “Rapid Research”1. Social media analysis identifies top 5 issues on a daily basis2. Relevant questions are included in customer satisfaction surveys being sent out that day3. Data is analyzed after a week overnight in India4. Insights and action items shared with the relevant teams in 1 day5. Teams take action within 1-2 daysPilot to be run for a quarter Impact and ROI will be calculated to take a decision about full roll-out at the end of the quarter AbsolutData Proprietary & Confidential 11
  12. 12. Thank You Marketing Research 225+ employees Operations in San Francisco and Advanced Analytics and Indiawww.absolutdata.com AbsolutData Proprietary & Confidential

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