Anil Kaul is the CEO and co-founder of AbsolutData, a market research and analytics firm with over 300 employees across multiple global offices. AbsolutData helps clients integrate diverse data sources like social media, mobile, and text to provide strategic insights. One case study described how a hospitality chain used social listening tools to identify and address customer service issues in real-time. AbsolutData is developing a solution combining social media analysis with rapid customer surveys to help clients quickly understand critical issues affecting customers and take appropriate actions.

1. Presenter – Anil Kaul, AbsolutData
12 November 2012
Marketing Research 225+ employees Operations in San Francisco
and Advanced Analytics and India
www.absolutdata.com AbsolutData Proprietary & Confidential

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
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3. Web Data Smartphones
Voice 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
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4. All this news is making Market Researchers Nervous, Anxious and
Apprehensive
 “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”
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5. ING DIRECT CASE STUDY
2006 – Data Warehousing team taken out of IT department and
merged with the analytics team to form BI division
2011 – 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
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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
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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
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8. Volume the world Velocity =
The way+ Variety + should be Data Fog
Developing Case Study
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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
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10. Volume the world Velocity =
The way+ Variety + should be Data Fog
Challenge
As 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?
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11. Volume the world Velocity =
The way+ Variety + should be Data Fog
A solution is being developed that combines Social Media
listening with “Rapid Research”
1. Social media analysis identifies top 5 issues on a daily basis
2. Relevant questions are included in customer satisfaction surveys being sent
out that day
3. Data is analyzed after a week overnight in India
4. Insights and action items shared with the relevant teams in 1 day
5. Teams take action within 1-2 days
Pilot 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
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12. Thank You
Marketing Research 225+ employees Operations in San Francisco
and Advanced Analytics and India
www.absolutdata.com AbsolutData Proprietary & Confidential