AbsolutData Proprietary & Confidentialwww.absolutdata.com

225+ employees Operations in San Francisco and India

Marketing Research and Advanced Analytics

April 8, 2023

Presenter – Anil Kaul, AbsolutData

AbsolutData Proprietary & Confidential

Introduction

AbsolutDataMarket-Defining Analytics and Research

Services Provider300+ 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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Anil Kaul Co-founder and CEO AbsolutData PhD in Marketing from Cornell Past experience at McKinsey & Co. and

Personify

AbsolutData Proprietary & Confidential

BIG DATA is the news of today

90% of the data that exists today was created

in last 2 years – IBM

Web Data

Social Media Data

Mobile Data

PostsVideo

Voice LocationSmartphones

Apps Tweets

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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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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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AbsolutData Proprietary & Confidential

Is the future

going

to look like

this?BIG DATA MARKETING

RESEARCH

It is tough to make predictions, especially about the future – Yogi Berra It is tough to make predictions, especially about the future – Yogi Berra It is tough to make predictions, especially about the future – Yogi Berra

“It is tough to make predictions, especially about the future” – Yogi Berra

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Value

The way the world should be

The way the BIG DATA world should be

Volume + Variety + Velocity = Data Fog

Volume+

Variety+

Velocity

The way the BIG DATA world is

Data Fog

Volume+

Variety+

Velocity

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The way the world should beVolume + Variety + Velocity = Data Fog

Developing Case Study

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AbsolutData Proprietary & Confidential

The way the world should beVolume + Variety + Velocity = 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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AbsolutData Proprietary & Confidential

The way the world should beVolume + Variety + Velocity = 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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AbsolutData Proprietary & Confidential

The way the world should beVolume + Variety + Velocity = 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 quarterImpact and ROI will be calculated to take a decision about full roll-out at the end of the quarter

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AbsolutData Proprietary & Confidentialwww.absolutdata.com

225+ employees Operations in San Francisco and India

Marketing Research and Advanced Analytics

Thank You