A presentation by Anil Kaul, CEO and Co-Founder of AbsolutData

1. Presenter – Anil Kaul, AbsolutData
12 November 2012
Marketing Research 225+ employees Operations in San Francisco
and Advanced Analytics and India
www.absolutdata.com AbsolutData Proprietary & Confidential

2. Introduction
Anil Kaul
 Co-founder and CEO AbsolutData
PhD in Marketing from Cornell
 Past experience at McKinsey & Co. and
Personify
AbsolutData
Market-Defining Analytics and Research
Services Provider
300+ 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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3. Web Data Smartphones
Voice Location Mobile Data
BIG DATA is the news of today
90% of the data that exists today was created
in last 2 years – IBM
Apps Video Tweets
Social Media Data Posts
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4. 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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5. 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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6. It is tough to make predictions, especially about the future – Yogi Berra
Is the future
going
to look like
MARKETING BIG DATA
this? RESEARCH
“It is tough to make predictions, especially about the future” – Yogi Berra
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7. Volume the world Velocity =
The way+ Variety + should be Data Fog
The way the BIG DATA world The way the BIG DATA
should be world is
Volume Volume
+ +
Variety Variety
+ +
Velocity Velocity
Value Data Fog
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8. Volume the world Velocity =
The way+ Variety + should be Data Fog
Developing Case Study
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9. Volume the world Velocity =
The way+ Variety + should be 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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10. Volume the world Velocity =
The way+ Variety + should be 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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11. Volume the world Velocity =
The way+ Variety + should be 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 quarter
Impact and ROI will be calculated to take a decision about full roll-out at the end
of the quarter
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12. Thank You
Marketing Research 225+ employees Operations in San Francisco
and Advanced Analytics and India
www.absolutdata.com AbsolutData Proprietary & Confidential