2. Agenda
• Introduction
• Marketing Research and Analytics Services
• Advanced CRM Analytics Services
• Technology and Research Software Services
• Client Engagement/Methodology
• Quality Metrics
• Appendix
Case Studies
Testimonials
Infrastructure and Security
What makes us Different
2
3. Corporate Identity
WPP PLC
138,000 employees in over 107 countries
£ 38 billion in billings
The Kantar Group
Revenues of £ 2.3 billion, 26,500 staff in 80 countries
IMRB International
PQR CSMM BIRD QUANTI SRI MnP MSG/BS Abacus
3
4. Specialist Units by Research Method
Quantitative custom research units in Mumbai, Delhi,
Kolkata , Bangalore and Chennai
Probe Qualitative Research Partners in Managing
Stakeholder Relationships
The Marketing Sciences Group MindTech Systems & Software
Advertising testing and Brand tracking
Analytics & Data Processing House International Field & Tab
4
5. …and Specialist Units by Industry Sector
Research-based consultancy Social & Rural Research
for B2B and Technology Markets Institute
5
6. Abacus Market Analytics Overview
Abacus MA is a full service research Abacus MA Fast Facts
provider catering to the global data
collection, survey programming, data
processing, advance analytics and Parent formed in 1971, Abacus in 2000
reporting needs of companies in North
America, Europe and Asia Part of The Kantar Group/WPP
300+ Full- time Analysts
We are part of one of the largest and
most respected research agencies in
India, with a team size of over 300 highly Clients across Asia Pac, Africa, UK, USA
qualified analysts based at our operations
centers in India. Member of ESOMAR & MRA
ISO 9001:2008 and ISO 27001
Research in 65 Languages
6
7. Abacus MA – a Snapshot
Staff strength of 300, majority of whom are Masters in Statistics, Computer Applications,
Operations Research and Engineering
Tools/Software expertise – SPSS Dimensions, Quantum, Statistica, SPSS, Delphi,
Our clients are in UK, USA, South Africa, Japan, France, Australia and most of Asia
ISO 27001
ISO 9001
Certification for Moving to Six Certification for
Processes & Quality Information Security
Sigma level of
delivery capability:
automating tasks
and eliminating
non-value added
work
7
8. Agenda
• Introduction
• Marketing Research and Analytics Services
• Advanced CRM Analytics Services
• Technology and Research Software Services
• Client Engagement/Methodology
• Quality Metrics
• Appendix
Case Studies
Testimonials
Infrastructure and Security
What makes us Different
8
9. Market Research Solutions
Awareness/familiarity of your brand across various market segments
Brand Brand perception vis-à-vis competitor brands in the market
Management Performance on what parameters drive your brand’s perceptions?
Current positioning of your brand in the target segment’s mind
Determine right price for various types of product types
Pricing Research Determine overall price/value and specific price point sensitivities
Determine sensitivities to changes in product, pack size, price or distribution
Determine the perceived attractiveness of the product/service for the target segment
New Product/ Determine the ideal price and optimal design for the product/service
Concept Testing Identify possible matches/mismatches between unmet needs and new features
Predict off-take rates of alternative price-feature configurations
Are users aware of the full functionality of your product?
Usage & Attitude What is the usage pattern of different features of your product?
Measurement Which product features are the most difficult to use?
Are customers using your product over multiple locations?
9
10. Market Research Solutions- Cont…
Evaluate overall effectiveness of your ad campaigns
Advertising Measure positive influences of the campaign on awareness, perception, intention to use
Effectiveness Evaluate effectiveness of your ad campaign in communicating intended message
Identify the best medium for advertising
Prioritize areas of product/service improvement
Customer Segment customers on the basis of their satisfaction and loyalty
Satisfaction Incorporate customer satisfaction results into your marketing/communications strategy
Influence customer behavior in-line with your strategic objectives
Measure satisfaction and derive action-points to improve employee retention
Employee Identify factors that employees consider when evaluating their experience with your firm
Satisfaction Determine satisfaction on each of these factors
Segment your employees to deliver focused training and implement retention programs
Measure impact of event association on the customers’ image of your brand
Event Effectiveness Assess impact of your association on industry analysts and competitors
Evaluate the success of the event in communicating your intended message
Measure impact on likelihood of purchase or recommendation
10
11. Market Research Services
Research & Analytics Value Chain
Survey Design and Primary
Data Processing and Analytics Reporting
Research
• Online & CATI survey scripting • PowerPoint templates
• Uniform processes and standard
• Programming & non-English software platforms • Charting & Graphs
language overlays
• Data entry, data cleansing & coding • Commenting and Data insights
• Quota management, project • Topline, Preliminary and Final
• Advanced statistical analysis Reports with executive summary,
management and study completion
support • Modeling advanced analysis, conclusions and
recommendations
• Data mining
• Global online & CATI data collection • Dashboards
• Predictive analytics
• Best in class F2F, CLT’s, mall
• Decision trees
intercept & qualitative interviews in
India • Simulation techniques
• Clustering
• Language capabilities in more than Tools: E-Tabs Enterprise, VB.net
65 languages across continents based online apps
Tools: FoxPro, Quantum, Pascal,
Tools: Dimensions, In- house Quanvert, SPSS, Espri, SPSS,
applications, 4 CATI centers with Statistica, Dataminer
150 interviewers
11
12. Programming for a Healthcare Research Agency
A leading global market research agency, specializing in healthcare and headquartered in Europe
Project Description Abacus MA Deliverables
12 Countries, 8 Languages Customization of the questionnaire for online research
TG: Surgeons and General Physicians Designing the layout of the interface
2 Screener Sections, 4 General Sections Programming the online survey in English
Programming in SPSS Dimensions Translating the online survey into eight languages
Hosting the survey and monitoring the fieldwork
Real time reporting on data collected during fieldwork
Data validation and delivery of clean data
12
13. Primary Research for a Leading Commercial Bank
Online Data Collection for a leading commercial bank based in China and Japan
Project Description Abacus MA Deliverables
Formulate go to market strategies Finalize the recruitment and survey questionnaire
TG: Retail banking customers 1,500 surveys to be completed across China and Japan
N=1500, Japan and China 3D Quota with multiple skip patterns
Programming in SPSS Dimensions Voice based recruitment and phone/Web completion
Questionnaire translation and localization
Programming, hosting and management of Web survey
Survey Coding/Design of data reporting files in SPSS
Real time reporting on data collected during fieldwork
Final presentation with study findings
Efficient and effective management of the entire program involving secondary research, questionnaire design, sample
allocation, recruitment, surveys and reporting/presentation with recommendations/findings
Met the stringent timeline of 14 weeks of the client
Multi channel-recruitment by phone, and survey completion on
13
15. Churn Prediction for a Telecom Client
Gather customer Run Various
requirements including Descriptive Using Data Mining Evaluate results
churn definition, Analyses and Techniques, Build and select the
variable information transform Models best models
etc variables
Data Mining Techniques Outputs- Best Result Lift Values and Graphical Pane
Descriptive Analysis Lift Chart - Lift value
Cumulative; Category: 1
Analysis sample;Number of trees: 1377
Lift Chart - Lift value
Cumulative; Category: 1
Test set sample;Number of trees: 1377
4.0 3.0
3.8 2.9
2.8
3.6
Boosting Trees 3.4
3.2
2.7
2.6
2.5
2.4
3.0
2.3
2.8 2.2
Random Forests 2.6
2.4
2.1
2.0
1.9
2.2
1.8
Lift value
Lift value
2.0 1.7
1.8 1.6
Support Vector Machine 1.6
1.4
1.5
1.4
1.3
1.2 1.2
1.0 1.1
1.0
0.8 0.9
Baseline
0 10 20 30 40 50 60 70 80 90 100 110 Baseline
Detailed Steps Model 0 10 20 30 40 50 60 70 80 90 100 110
Model
Percentile
Percentile
Data selection
Data transformation
Binning and Sampling
Use of modeling technique
Results using Lift Charts
15
16. Segmentation for a Telecom Client
Objectives of the Study Methodology
Identify rules for needs based segmentation at macro level Create Segments
Test the goodness of fit of this sample for the entire user base of Client Identify Key Drivers
Replicate segments across the user database Identify Most Important Variables
Gain customer insights for better campaign management Run Cluster Algorithms
Run Cluster Algorithms multiple times
Statistical Techniques
K-Means Clustering
Graph of means for c ontinuous variables
EM Clustering
Num ber of c lus ters : 4
0.5
Random Forests
0.4
Boosting Trees
Normalized means
0.3
0.2
0.1
Clus ter 1
Clus ter 2
0.0 Clus ter 3
S MS Inc oming Calls S TD Clus ter 4
Outgoing Calls Roaming
16
17. Path Analysis
A Model relating customer satisfaction to real business out-comes
Network Quality .41
.51
.16 Overall Quality of
Customer Care Experience
service
.11 .58
Recharge experience
Value for Money .69
.87
.69 Intention to
Continue
Tariff plan .69 .91
.10
.45 Cost
Accuracy of balance reduction
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18. Agenda
• Introduction
• Marketing Research and Analytics Services
• Advanced CRM Analytics Services
• Technology and Research Software Services
• Client Engagement/Methodology
• Quality Metrics
• Appendix
Case Studies
Testimonials
Infrastructure and Security
What makes us Different
18
19. Advanced Analytics Solutions
Core Objectives Analytics Solutions
Behavioral Segmentation
Customer behavior analysis Demographic Segmentation
Psychographic Segmentation
Acquire New
Customers
Customer Acquisition
Response Modeling
Improve Efficiency of Acquisition
Offer Testing
Campaigns
Increase Wallet-Share Grow Customers
Modeling
in existing customers Improve Efficiency of Cross-Sell /
Cross-sell/up-sell model
Up-sell Campaigns
Marketing Effectiveness
Understand Effect of Different Market Mix Modeling
Retain Existing Marketing Drivers
Customers
Customer Retention Churn modeling
Reduce Customer Attrition Survival Analysis
Special tools used by the team :
Random Forests
Support vector machine
Multivariate Adaptive Regression Splines (MARS)
Boosted Trees
Memory based reasoning
19
20. Data Analytics Methodology & Processes (CRISP)
Abacus follows the industry accepted CRISP methodology
Business Data Data Analysis & Reporting &
objectives Evaluation
study preparation modeling deployment
• Evaluate • Identify data • Standard • Select • Compare • Deployment
business needs operating modeling with desired planning
objectives procedures technique outcomes
• Map data on data • Resource
• Decide on needs to • Build model • Evaluate allocation
the planning sources • Data results
horizon cleaning • Generate • Periodic
• Identify data test design • Review & screening &
• Determine gaps & • Data qc for revisit model scrutiny of
data mining mismatch missing • Test run on model
goals fields, sample data • Client
• Evaluate values, feedback and • Reporting as
data sources mismatch • Assess domain based on
model application client
• Suggest data • Transition to requirements
sources standard
templates
• Explore data
type and • Data
quantity formatting
20
21. Consumer Panel Analytics
Market Market Mix
Structure Modeling
• Identify the most
• Likely to buy • Impact of
profitable
• Identify the which brand Advertising
segment
interaction with Promotion,
other categories Distribution Price
Usage
Predicting
Segmentation
Market Basket Cox Regression Pooled Fixed or
Cluster Analysis
Analysis random effects model
21
22. Agenda
• Introduction
• Marketing Research and Analytics Services
• Advanced CRM Analytics Services
• Technology and Research Software Services
• Client Engagement/Methodology
• Quality Metrics
• Appendix
Case Studies
Testimonials
Infrastructure and Security
What makes us Different
22
23. Technology and Research Software Solutions
• Customized Graphics tool • Template Designing
• Better Insights • Query Filtering
• Excel Based • Migrating daily data
• Flash Based • User friendly GUI
• Windows Based • Web Based interface
• Web Based
Dashboards OLAPs
Automated
Marketing Tools
•Choice based conjoint tool
•Media measurement tools
•Pricing Research tools
23
25. Normative Database
Merged Data for Different CRA Studies conducted for Multiple industries
Data Uploading Module Data Analyzing Module
Master File Creation Data of Multiple Studies
Unique Code for each Variable User can select specific data type
Restructuring for Data Merging Scores are averages of studies
Specific Format using Visual Basic Multiple data at one place
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26. Using Data Fusion to measure ROI
Two way fusion of housewife TV viewership from TAM and her
purchases of FMCG from the Household purchase panel
Helps in identifying the Return on Investment of advertising
User friendly software - IMRB MagicBox to analyze advertising
impact on purchases
26
27. Agenda
• Introduction
• Marketing Research and Analytics Services
• Advanced CRM Analytics Services
• Technology and Research Software Services
• Client Engagement/Methodology
• Quality Metrics
• Appendix
Case Studies
Testimonials
Infrastructure and Security
What makes us Different
27
28. Client Engagement
Ad-hoc and On Demand
Client Engagement Blended Model
Dedicated Research Center
Features and Benefits
• One off projects to handle client peak loads
• Quick project initiation and turn around time
• Dedicated project managers and single point of contact
• Scale up depending on client requirements
28
29. Agenda
• Introduction
• Marketing Research and Analytics Services
• Advanced CRM Analytics Services
• Technology and Research Software Services
• Client Engagement/Methodology
• Quality Metrics
• Appendix
Case Studies
Testimonials
Infrastructure and Security
What makes us Different
29
30. Quality Metrics
Customized Quality Metrics for each client
Separate ‘Quality Certification & Audit’ cell
Member of ESOMAR and MRA ISO 9001
Certification for
ISO 9001:2008 and ISO 27001 certified Processes & Quality
Quality Norms
Exhaustive Training Program for each Analyst
Regular updated training modules
Training
Live Monitoring by Quality Team members
One to One feedback with Analysts
Individual exhaustive development plans
Feedback
30
31. Agenda
• Introduction
• Marketing Research and Analytics Services
• Advanced CRM Analytics Services
• Technology and Research Software Services
• Client Engagement/Methodology
• Quality Metrics
• Appendix
Testimonials
Infrastructure and Security
What makes us Different
31
32. Client Testimonials
“The research team does not act on the research brief as is, they think of the problem
in depth and challenge the thinking, and usually come up with innovative
methodologies that best achieve the objectives”
“Superb planning and teamwork, ensuring high quality data collection in almost
clockwork fashion. I am absolutely delighted by the business relevance of the
findings in helping us take an important business decision”
“IMRB showed a high degree of professionalism, rigour and discipline. An excellent
level of Client servicing and need fulfillment, pro-activeness and analytical focus”
“Thank you for your quick and valuable inputs during the study. You have proved
yet again that we can depend on you”
“As a team they produce thoughtful proposals, excellent fieldwork and
presentations. They are constantly involved in the work. They feel like a version of
our own office”
32
33. Infrastructure and Security
Infrastructure Security
• Delivery centers in New Delhi, Mumbai, • General security/ Physical security/ Employees/
Bangalore, Pune and Kolkata Third-parties
• Secure cabinets for data storage
• Technology and network infrastructure to • Data kept with only designated individuals
ensure data secure environments
• Data is processed only in a physically secure
area
• Client connectivity infrastructure includes VPN • Machines/ files are password protected
(Virtual Private Network) links between IMRB
• Employee Training on Information Security
and Client networks
every 3 months
• Manual data is shredded when deemed not
• Constantly enhance our infrastructure based required
on our own and Client's business requirements
• Personnel required to sign appropriate non-
ISO 27001 disclosure agreements
Certification for • Restricted Swipe Card access to production
Information Security
areas
• Writeable media banned from production areas
33
34. So what makes us DIFFERENT??
Loyal Client
relationships
WHAT’S
DIFFERENT?
Multi-country
research
capability
34
35. Thank You
For business queries please contact:
Surya Kiran (Manager - Business Development)
Email: surya.kiran@imrbint.com
Office Line: +91 11 40893238
Mobile: +91-9873336087
Or
Bart Zehren
Email: bz@your-research-resource.com
Phone: +1 847-864-7159
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