Anil Kaul, CEO and Co-Founder, AbsolutData delivered a session on institutionalizing Big Data analytics for organizations, at the Big Data Innovation Summit, London on 1st May, 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

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Chicago New York London Dubai New Delhi Bangalore SingaporeSan Francisco
www.absolutdata.com
April 30, 2014
From “I Think” to “I Know”
Institutionalizing Big Data Analytics
Anil Kaul, CEO - Absolutdata

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Agenda
Speaker Intro
Absolutdata Overview
The Real Presentation
?

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Anil Bio
 CEO & Co-Founder, Absolutdata
 PhD and M.S. in Marketing from Cornell University
 Experience with McKinsey and Co. deeply involved in marketing research and
marketing science
areas
 Published articles on marketing 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
 Presents at prestigious industry conferences like IIR, AMA, Esomar on analytics and
research topics

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About Us
 Big Data and Analytics solutions provider
 Founded in 2001
 $20 million invested by Fidelity for expansion
 Headquartered in San Francisco and additional offices in New Delhi, London, Dubai,
and Singapore

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Our Team
 Senior management from McKinsey, CPG
client, Pfizer, Mitsubishi, Nielsen, GE, HSBC, The Modellers and Citigroup
 Over 320 professionals including Data Scientists, Modelers, Statisticians, and Business
Analysts

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Analytics
Data Visualization &
Reporting
Market Research Big Data
Service Offerings

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Our Clients
CPG
CONSULTING
SOFTWARE
PHARMACEUTICAL
BANKING
APPAREL RETAILERS
ONLINE
HOSPITALITY
TELECOMMUNICATION
MOBILES
MEDIA & ENTERTAINMENT
OFFICE SUPPLIES
EDUCATIONAUTOMOBILECONSUMER DURABLES

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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?
1 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 sectors
Source: Web search, Absolutdata Analysis
0%
50%
100%
150%
200%
250%
300%
350%
400%
450%
Jun/04 Jun/05 Jun/06 Jun/07 Jun/08 Jun/09 Jun/10 Jun/11 Jun/12
Analytics Shakers S&P 500
Analytics Shakers1 vs. S&P 500
Companies that invested heavily in
advanced analytical capabilities
outperformed the S&P 500 and
recovered quicker from economic
downturns
Information & insight advantage is the new way to win

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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
Today Institutionalized Analytics
Benefits Of Institutionalizing Big Data Analytics
Source: Absolutdata Analysis

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Results
Oriented
 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
Benefits Of Institutionalizing Big Data Analytics
Source: Absolutdata Analysis

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What Does Institutionalizing Big Data Analytics Mean?
 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

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Big Data Information
InsightsUnderstanding
Enabled
Intuition
Actions
Big Data Information
InsightsActions
Enabling Direct Business Actions
Enabling Managerial Decision Making
Two Ways Big Data Is Used To Drive Actions

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How to Institutionalize Big Data Analytics?
Easy Question – Difficult
and Long Answer

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Building Blocks Of Institutionalizing Analytics
Source: Absolutdata Insights Hub
Data
Customer + Product +
Transaction Data
Mobile Data
Primary and 3rd party
data
A
Technology Data Loading &
Transformation
Data Storage
Tools &
Techniques
Data / 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
Visualization
Web Analytics
Partnerships
People:
Training
Partners
Data:
Demographics,
Industry Data
Technology:
Big Data Tools
F
Methodologies
Diagnostic
framework
Analytics
framework
Quality
G
Governance
Program
Management
Change
Management
Knowledge
Management
H
Engagement Model
Functions
Finance Marketing SalesOperations
C
HR Products Supply ChainStrategy

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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

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PEOPLE
PROCESS
DATA
Challenges Institutionalizing Big Data Analytics

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Absolutdata Answer To These Challenges
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….
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
Absolutdata Response

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Absolutdata Answer To These Challenges
People Challenges
 Limited budget and high expense
 Complex, “black box “solutions
 Standard, off the Shelf Solutions
 Lack of standardized metrics for
comparisons
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
Absolutdata Response

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Absolutdata Answer To These Challenges
Data Challenges
 Unstructured Capture &
Measurement of data
 Imperfect & missing data
 Lack of Faith in data
 Constantly Changing
Environment, Dynamic Markets
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
Absolutdata Response

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What We’ve Learned
All hands in ownership and activation
 Work sessions with simulation tools engage all players and lead to effective and efficient decision
making
 Cross country knowledge and support of benchmark database fosters shared learning and cross
fertilization of ideas
 Flexible working arrangements support region and country needs - Onsite, Offshore & Hybrid
engagement models
 Support from Corporate/CI Regional managers’ is critical
 Ongoing dialogue leads to fast turnaround on projects and
accelerates forward movement
– Ownership, learning and decision making
– Weekly meetings to check in and review priorities,
timelines, next steps
 The end game is not a single project or projects. Rather, it is
an ongoing evolution to a more strategic, more data-based approach to decision making on the
local level

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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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What & How Did Our Clients Gain?
 Simple Yet Effective Solutions:
– Quick & Practical analytically driven
answers to critical business problems
– Complex analyses delivered in an easy
& business friendly format
– Consistency in data approach for
cross market benchmarking
 Analytics Evangelists
– Engagement with the business teams
on an ongoing basis through the entire
project and not just at the end
– Joint workshops with the business
team on application of analysis
– Increasing trust with the
process, output & team
 Cost Efficient World Class Talent
– Onsite as well as offshore
In 2012
 Top-line/bottom-line impact due to our
projects – Increase in revenue by 50 Mn in
just 5 countries
 Large-scale strategic business decisions
based on our presentations to the Board/
CXO level executives
 Increase in the client’s own analytics
team size (i.e. evidence of increasing
traction with the whole concept of
analytics in the client organization)

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“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:
‘this is the richest analysis I have ever seen at our company ’,
- Director, Analytics & Foresights Western Europe
Achievements

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