Post on 20-Aug-2015
Bio
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CEO & Co-Founder, AbsolutData Worked with McKinsey & Co.
PhD and M.S. in Marketing from Cornell University
Published articles in leading journals such as McKinsey Quarterly, Marketing Science, Journal of Marketing Research, and International Journal of Marketing
Invited speaker at conferences and premier business schools such as Cornell, Columbia, Dartmouth, NYU, and Yale
ANIL KAUL
Big Data and Analytics services provider
Founded in 2001
400+ Professionals
HQ’ed in San Francisco; Offices in London, New Delhi, Dubai, and Singapore
Backed by $20 million investment from Fidelity Growth Partners
AbsolutData Overview
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Service Offerings
Customer &
Marketing Analytics
Data Visualization
& Reporting
Market Research
Big DataAnalytics
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What Is Big Data?
Generating, Storing, Processing, Analyzing data that was previously ignored due to technological limitations
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Why Institutionalize Big Data Analytics?
Information & insight advantage is the new way to win
Jun-04 Jun-05 Jun-06 Jun-07 Jun-08 Jun-09 Jun-10 Jun-11 Jun-120%
50%
100%
150%
200%
250%
300%
350%
400%
450%Analytics Shakers S&P 500
Analytics Shakers* vs. S&P 500
* Based on Analysis of 31 companies with advanced analytical capabilities across BFSI, Telecom, Hi-Tech, CPG, Retail, E-Commerce, Pharma, Industrial Products, Logistics and Media/Entertainment sectorsSource: Web search, AbsolutData Analysis
Companies that invested heavily in advanced analytical capabilities outperformed the S&P 500 and recovered quicker from economic downturns
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Benefits Of Institutionalizing Big Data Analytics
Scope of Analytics
Analytics is implemented piecemeal across business units
Analytics coverage across all strategic functions & business units like Marketing, Finance, Recruitment, Supply Chain, Operations, Call Centres, Products etc.
Strategic Alignment
Localized analytics with no real strategic alignment
Embed analytics in the decision making fibre of the organization
Strong governance & change management
Source: AbsolutData Analysis
Today Institutionalized Analytics
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Benefits Of Institutionalizing Big Data Analytics
Source: AbsolutData Analysis
Business Impact
Limited ROI uplift Limited understanding in how
to utilize data for business decision making & impact
Strong commercial & business impact focus
Demonstrated capability in delivering high Return on Analytics Investment
Efficiency & Effectiveness
Low efficiency due to high localization
Low effectiveness due to lack of highly skilled domain + analytics experts
Cost effective with an engagement model to suit your needs (Onshore/Offshore/ hybrid)
Highly skilled workforce with a combination of analytics & industry expertise
Today Institutionalized Analytics
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What Does Institutionalizing Big Data Analytics Mean?
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Analytics Trigger New/Different Actions Across The Organization Long-Term Strategic Decisions Day-to-Day Operational
Decisions
Analytics are used by majority of decision makers Senior Levels Mid and Junior Levels
Analytics are used in a timely manner Before the decision is made not
after Accelerate Time-To-Answer
Analytics provide a complete view of the business
Comprehensive Integrated
Two Ways Big Data Is Used To Drive Actions
Big Data Information
InsightsUnderstanding
Enabled Intuition Actions
Big Data Information
InsightsActions
Enabling Direct Business Actions
Enabling Managerial Decision Making
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Building Blocks Of Institutionalizing Analytics
DataCustomer + Product + Transaction Data Mobile Data Primary and 3rd party
data
A
Technology Data Loading & Transformation Data Storage Tools &
TechniquesData / Insights Dissemination
B
People Capabilities People Model Training
E
Products Customer Analytics
Social Media Analytics
MIS + Ad-hoc Reporting
Market Research
D
Marketing Effectiveness
Data VisualizationWeb Analytics
Partnerships
People: Training Partners
Data: Demographics Industry Data
Technology: Big Data Tools
F
Method-ologies
Diagnostic framework
Analytics framework
Quality
G
Governance Program Management
Change Management
Knowledge Management
H
Engagement Model
FunctionsFinance Marketing SalesOperations
C
HR Products Supply ChainStrategy
Source: AbsolutData Insights Hub
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Case Study
Global Food
Multinational with
presence in more than
80 countries
Analytics well
entrenched in the US but
not outside of the US
Competition and Cost
Pressure driving need for
analytics
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People Challenges
Strong belief in gut instincts
Pre-assumption of analytics as “statistics; far from business reality”
Lack of understanding of the results & implications; can’t apply…
AbsolutData Response
Confidence Building in the Power of Analytics
Definition of project team; key roles
On-job training of process, with clear view of expected output
Engagement of teams at key milestones
collect inputs vs. give updates
Working with Business Teams as partners in the application of results that drive business impact
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Challenges & Response
Process Challenges
Limited budget and high expense
Complex, “black box “solutions
Standard, off the Shelf Solutions
Lack of standardized metrics for
comparisons
AbsolutData Response
Adaptable, Practical & Affordable Solutions
Transparency of process, tool & techniques.
“Learn & Teach” not “Teach & Learn ”
Customizing of solution: “No two countries are same & no two brands are same”
Innovative, cost effective Excel and/or web-based tools that evolve with users
Standard Global Benchmark database to capture key outputs
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Challenges & Response
Challenges & Response
Data Challenges
Unstructured Capture &
Measurement of data
Imperfect & missing data
Lack of Faith in data
Constantly Changing Environment,
Dynamic Markets
AbsolutData Response
Building of Data & Causal factors
Alignment of different data streams (Shipment / Retail Audit/ etc.) to arrive at best representation of “Market Reality”
Break down of Aggregate data into weighted weekly data
Discussion-led creation of data flags to capture events and key spending time-periods
Creative application of surrogate variables
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Other Learnings
Support from Corporate/Regional managers is critical
Work sessions with simulation tools engage all players and lead to effective and efficient decision making
Flexible working arrangements support region and country needs - Onsite , Offshore & Hybrid engagement models
Ongoing dialogue leads to fast turnaround on projects andaccelerates forward movement
Ownership, learning and decision making Weekly meetings to check in and review priorities,
timelines, next steps
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Key Changes Lead To Higher Quality Deliverables
Dedicated ongoing teams : Senior Delivery Manager Internal team alignment towards building a regional focus
Scaling up of Management and Delivery Teams Increase in Delivery Team size Ad hoc resources available for ad hoc needs
Creation of a Process Book: A detailed user guide-line with extensive details/checklist across every stage of the project
Implementation of “Know your Brand/Category” initiative – Developing overviews on brands before project kick-start call
Development of client focused Feedback Form for ongoing project improvement
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How Did Our Client Gain?
In 2012
Top-line/bottom-line impact due to our projects – Increase in revenue by $50 MM in just 5 countries
Large-scale strategic business decisions based on our presentations to the Board / CXO level executives
More than 20% increase in client’s internal analytics team size
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Achievements
“Biggest Growth Impact” Award in 2011
Two 2012 Amazing Analytics Awards
Success Stories:
Identified opportunities to grow margin by $50 Million without any additional investment”
- Central Insights Director, Global
We finally ended up at +1.1% vs. previous year!
- Marketing Director, Poland
AbsolutData has won numerous Client awards, including:
‘the richest analysis I have ever seen at our company ’, Director, Analytics & Foresights Western Europe
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If you need help with Analytics or Research, please write to us:americas.sales@absolutdata.comeurope.sales@absolutdata.comasia.sales@absolutdata.com
For Media related queries -media.relations@absolutdata.com
For all other queries -info@absolutdata.com
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San Francisco Headquarters,1320 Harbor Bay Parkway,Suite 175, Alameda, CA 94502
Phone : +1.510.748.9922Fax : +1.510.217.2387
HEAD OFFICE
314 Marble Arch Tower,55 Bryanston Street,London W1H 7AA
Phone : + 44 207 868 2240
UK OFFICE
DLF Cyber City SEZ,Building#14, 4th Floor, Tower B,DLF Phase-III, Sector 24 & 25A, Gurgaon-122002,
Phone: +91.124.4953.400
INDIA OFFICE
AbsolutData AnalyticsMiddle East JLTOffice 1604, Tower BB1Mazaya Business AvenueJumeirah Lake Towers
Phone: +97150-1577257
DUBAI OFFICE