Marketing Analytics Report
Marketing Research and Advanced Analytics www.absolutdata.com 250+ employees
Operations in San
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Marketing Analytics Overview
Trends in Marketing Analytics
Key Challenges for Industry Players
Marketing analytics enable CMOs to make data driven decisions Illustrative
Sales & Marketing issues addressed leveraging analytics
Bottom line impact
Top line impact
Who are my customers? How should
I price the products? Who are my best customers?
I distribute products? What new products to introduce? What are their needs?
What should the promotion strategy be?
How can I retain & grow them?
What trade incentives should I run? What features to include? How much should I spend on branding? What base price should
I charge for my product?
What offers should I run to win-back customers? How much to distribute through the channels? Which variants should I introduce? What message should I communicate What promotions should I run this year?
How do I maximize response to campaigns? Which trade incentives work best?
Should I introduce newer pack types? Branding
SOURCE: AbsolutData Analysis
Marketing analytics solutions continue to evolve
Evolution of Marketing analytics solutions
Summarize large “volumes” of data to understand past better Analyze past & large
“variety” of data to predict future better
“velocity” data to selfcorrect & execute better
Market Mix Modelling
Travel Wallet & Share
Store Profitability Analysis
Market Basket Analysis
Location based Marketing
Sales Force Effectiveness
Customer Account Dashboards
Customer Lifetime Value
Price Optimization / Conjoint
SOURCE: Company Websites; AbsolutData Analysis;
Indian industry has an opportunity to grow to over $1.2 BN at 25% CAGR by 2020
Marketing Analytics potential for India (in $ billions)
SOURCE: Industry Reporting; NASSCOM KPO Report; AbsolutData Analysis
Value chain of analytics work being delivered from India
Current State of Indian service providers
End User App
Real Time Digital Feeds
User Developed Models
Services being delivered leveraging existing products developed in mature markets
Limited product development
Leveraging / modifying algorithms and methodologies developed in mature markets
Initial investments in R&D have happened
Being provided extensively as service
Product development still in its infancy
Digital Data Integration
Mature players with extensive experience are present
Providers leverage extensive experience of delivering IT services over the years
Tools and Technologies
Already well entrenched established players in this space
Although it is ubiquitous across