A brief introduction to Marketing Science Centre, BRIDGEi2i’s solution to add data science to Marketing

1. © 2015 BRIDGEi2i Analytics Solutions Pvt. Ltd. All rights reserved
Marketing Science
for the VUCA world
Prithvijit Roy
CEO & Co-Founder
Prithvijit.roy@bridgi2i.com

2. 2
Market
Customers
Marketing Spend
Channels
Role
Disruptive Competition…Can addressable market be estimated
more accurately?
How can targeted, personalized offers be driven to improve
Customer Experience across Customer Lifecycle?
Increased Technology and more tools: How can Marketing Spend be
optimized?
Social, Digital, mobile: Are messages integrated and
impact measurable?
The changing CMO role: No longer a debate
about art vs. science of Marketing
Is it the best of times or worst of times for CMOs?
CMO challenges in today’s VUCA (volatility, uncertainty, complexity, ambiguity) world
…Data production has increased significantly.
Is it leading to better decisions?

3. … but the challenges remain
3
Data is a BIG Opportunity..
Sourced from multiple studies
1
2
4
Data Quality: fragmented data systems
Data Integration: Multiple agency
partners handling different data fumes
Personalization/Privacy: Understanding
Behavioural Patterns while respecting
privacy
3
Adoption: Driving adoption and increased
ROI from data
The role of data has increased…
Market
Data
Marketing
Automation
System
CRM
Data
Web/Social
Data
Customer
Experience
Marketing
campaign
data
Customer
Profile
…But Data alone cannot provide the answers

4. There is a need for transforming data into outcomes…
4
INFORMATION INSIGHT IMPACT
Transform and visualize big data into
meaningful business metrics
Identify underlying patterns, behavior
and predict outcome
Operationalize data driven decisions
to realize sustainable business value
Leverage information about
behavior to identify
opportunities to provide
personalized interventions
…and this requires an integrated approach…
Business Benefit
Optimization
Personalization
• Market Sizing algorithm
• Recommendation Engine
Data Management
Reporting Research &
Visualization
Data Augmentation
Design Metrics
Platforms &
Decision Engines
Enable Analytics
Institutionalization, &
adoption
Optimization of business
objective based on multiple
operative constraints

5. Our Solution: Marketing Science Centre
5
What is
Marketing Science ?
What is
Marketing Science ?

6. 6
Our Solution: Marketing Science Centre
Marketing
science
Orders & Purchase
Campaign Data
Customer Data
Social & Web Data
Marketing
Automation
Experience &
Personalization
Digital & Social
Mobile
Understanding of
Marketing Data
Environments
Innovating around
futuristic trends

7. 7
Marketing
Science
Data Management
Reporting &
Visualization
Predictive Modeling
Market Research
Customer Experience
Management
Cross-Sell
Recommendations
Marketing
Dashboard
Lead Scoring &
Attribution
Building Depth in Core
Capabilities
Driving Efficiency & Speed
through Technology &
Algorithms
Our Solution: Marketing Science Centre

8. Components of Marketing Science
8
Experience Technology Enablers Analytics Domain Understanding
OUR EXPERTISE
Unique philosophy will help us achieve sustainable business impact through actionable insights leveraging data
Marketing
Intelligence
Customer
Intelligence
Marketing
Effectiveness
Market Monitor to track trends
and changes
Market Estimation Framework
360 degree Customer Experience
Monitor
Target Marketing Models
Marketing Performance
Dashboard
Marketing Mix Optimizer
Campaign Effectiveness tracker
Real Time 1:1
Recommendation Engine
Campaign Operationalization
Experience of data transformation
with >10 Fortune 1,000 companies
Unique technology assets that
are customizable for clients
In-house predictive Analytics
algorithms and frameworks
Leadership experience in working
with Fortune 100 Technology firms
MARKET
INTELLIGENCE
CUSTOMER
INTELLIGENCE
Managed Accounts
Solutions and
Methodologies
MARKETING
EFFECTIENESS
IMPACT FOR
MARKETING
TEAM

9. We have shown the Impact: For an Insurance Firm (1/4)
Optimizing a multiproduct & multichannel direct marketing program
9
Multiple Channels …
Multiple Products …
Pertinent Questions … Leveragable Information …

10. 10
We have shown the Impact: For an Insurance Firm (2/4)
Statistical model estimating chance of buying insurance
Contact through DM/
Tele marketing
Responding to the
promotion
Purchase Insurance
Product
TWO STAGE MODELS:
Response Rate Conversion Rate
ILLUSTRATIVE MODEL:
CUT-OFF
AGE
(55-83)
INCOME
(>=$30K)
MARITAL STATUS
(Married)
EDUCATIOON
(College+)Credit Balance
>= 50K USD
HIGH
LOW
Response Rate

11. We have shown the Impact: For an Insurance Firm (3/4)
Integrating individual models into broader communication strategy
11
Product1 Product3 Product2 Product4
Response Models
X XX X
Conversion Models
Score Standardization
Contact Optimization
Strategy illustrative Prod1, DM Prod2, TM Prod2, DM Prod3, DM

12. We have shown the Impact: For an Insurance Firm (4/4)
Incremental conversion with lower cost
12
7%
Database marketing cost
Cost Per Conversion
M1 M4M3M2
15%
1 2 3 4 5 6+
Contacts per Quarter
Insurance Premium Value
10%

13. 13
Identify Objectives – Frameworks to understand
business challenges and identify develop business
priorities
Identify Stakeholders – Identify Stakeholders are
those who may be affected by or have an effect
on an effort.
Bring in Alignment – Create consensus among
the stakeholder
Create Roadmap – Create an engagement plan
based on the business priorities
Understanding & Align to
Partner Priorities
Marketing Science Centre
Center Configuration
How we can work with you: Aligning with partner’s goals…
..and in the end, BRIDGEi2i will be
measured based on the performance
Identify Objectives
Identify Stakeholder
Bring Alignment
Create roadmap
Understand Partner
Priority
Partner
Key Stakeholders
Marketing Science Center
BRIDGEi2i Engagement Manager
Leverage BRIDGEi2i broader team
Frameworks Advanced AnalyticsTools
What we bring to the table
Solve: Your business problems and provide
accelerated outcomes
Simplify: Your Marketing process through use
of best-in-class techniques and tools
Sustain: by becoming your specialized
partner, Centre for Expertise for
operationalizing Marketing
…while you focus on business and Change
Management

14. Simplify
Tools, technology and algorithms to simplify the process
of generating and communicating insights
Solve
Frameworks to understand business problems and
challenges and identify suitable solutions
Sustain
Combination of process, people and technology to operationalize data driven
decisions and enable sustainable business value
Why you should call us?