This Deck was presented by Mr. Guha Athreya, Senior Manager, Customer Analytics in PAW Boston on 30th September, 2013. AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools. Visit us here : www.absolutdata.com

1. © Absolutdata 2014 Proprietary and Confidential
Chicago New York London Dubai New Delhi Bangalore SingaporeSan Francisco
www.absolutdata.com
April 29, 2014
Using Big Data & Analytics To Enhance
Marketing ROI & Drive Revenue Growth

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Absolutdata snapshot
2
 To empower forward-looking organizations to reach new heights of business performance
through the optimal use of data
 Deliver consulting-oriented advanced analytics services to a global client base
Services Provided
CRM
Analytics
Marketing
Effectiveness
Analytics
Data Visualization
& Reporting
Market Research Big Data

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…today, adding the “claimed impact” across on-line and off-line channels results in a number
greater than the revenue of the enterprise
The challenge in driving marketing ROI and enhancing revenue
growth
30% 45% 60% 20%
100% ???
We can only improve what we can measure…

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Prediction
Media
 On-line
 Offline
External
 Competition
 Technology
 Macro economics
Revenue
History
Revenue is impacted by many drivers beyond just
Media Investments
Media channels work together, but each channel
reports all of the synergies
Other Marketing
 CRM
 Pricing
 Distribution
Operations
 Supply
 CSAT
Misguided modeling efforts result in over-fitting History but miss Prediction Accuracy
The root causes….

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A holistic approach to revenue attribution
Enterprise Revenue
Strategic Business Units
Brands / Regions / Channels
Other Drivers
Services, Capacity, Quality
etc.
Marketing
On-Line Off-Line One to One
Search
Social
Media
Loyalty OthersTV Radio Print

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Two pre-requisites for revenue attribution using big data
 Transactions
 On-line behavior
 Sales and channels
 Media spend and impressions
 Social media and sentiment
 3rd Party
 Competition
 Customer satisfaction
 Brand equity
 Other primary & secondary research
 Loyalty program
 Direct Marketing
 Macro economics
Organized integration of disparate
data sources
 Ensemble models and a hierarchical
approach work best
 Modeling methodologies including OLS, HB
reg, Pathway Analysis and Discrete Choice
Models
 Tools and Platforms include R, Excel VBA,
Java etc
Data should determine choice of tools and
techniques (not vice versa)

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Point of arrival – A dashboard with scenario planning & simulation
capabilities enables optimization
On-line Application Model Validation & Updating
Volume Drivers What – if Simulation

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Building a global knowledge base across regions & industry
verticals
…Consumer Durables…Telecom…Electronics….Retail…CPG…Banking…E-Commerce…

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