Math in Marketing

• Maximize your marketing ROI.

• Realize value from Big (and Small) Data.

• From soft anecdotes to hard evidence.

• Monitoring KPIs and dashboards are table stakes. Predictive analytics is valuable. "Cause and effect" analytics is invaluable.

• Insights that prompt action.

• Make Big Data (really) small for strategic marketing.

• From "spray and pray" marketing to surgical precision.

• We love data and the art of storytelling.

What we do

We are a unique marketing analytics and technology firm. We marry and embed the art and science of marketing in technology solutions to improve the speed and quality of marketing and advertising decisions. We leverage historical and real-time, data predictive analytics, and machine learning to maximize the impact of marketing. We bring together expertise from multiple disciplines and experiences - operations research, econometrics, machine learning, behavioral economics, technology, and digital marketing - to solve our clients most challenging business problems.

We focus on integrating data science, analytics and technology to develop and execute smarter marketing. Given that data are only means to an end, we integrate all available data (small, medium, and big data) to develop deep insights into markets, customers, prospects, products, customer and brand experiences, pricing, channels and media to ultimately ensure client partners succeed. Using technology, we power good decisions – consistently and continuously – over time.

You

Clients partner with us to answer and act on specific questions.

• Marketing Spend & Mix Optimization Analytics   What is the right budget for marketing? Advertising? How should you allocate the budget across channels, marketing programs, geographies/regions, market segments, and products?

• Pricing and Promotions Analytics   Are you leaving money on the table? How effective are you in driving price changes through your channel partners? Can you create stronger customer loyalty through pricing without sacrificing profitability? Getting prices right will have a dramatic and immediate impact on economics. What happens if you increase/decrease price by 5%? What happens to margins if we selectively offer price discounts to particular segments and products? Do you leverage digital marketing for delivering personalized value propositions and customer experiences?

• Customer Value Analytics   Profitability varies dramatically across a company's customer base, and different customers have different needs, wants, and behaviors. What characteristics distinguish your most valuable customers? What value proposition, offer design and pricing structure can maximize initial adoption? What contact methods, channels/media, and processes could be most effective in acquisition? What is the full value of your existing customers and new converts? What is your potential share of wallet and how do you most effectively grow share of wallet? Which current customers should be targeted for up-sell and cross-sell? How do customer behaviors impact profitability? Can unprofitable customers be made profitable through repricing? Which of your valuable customers are at the greatest risk of defection? How can likely defectors be proactively identified for early intervention? What treatments or win-back tactics work best with different customers?

• Customer Experience Analytics   You probably have rolling studies for tracking brand health, satisfaction and loyalty. But just tracking how well you are doing is only the first step. Trying to explain the whys and how to improve the health metrics and what-ifs are important . We integrate data from customer interactions (email, phone, online chat, customer interaction center which include structured and unstructured data such as voice, text) and operations and link them to actual experiences, intent , behaviors, and loyalty.

• Value Proposition Analytics   How should you respond to competitive value propositions? Changing market and economic conditions? New value propositions?

• Customer and Market Segmentation   Who are the target segments? What are their short-term and long-term values? Can you profitably execute multiple value propositions and messaging against the target segments?

• Metrics & Measurement   What works and what doesn’t? We power hosted marketing insight solutions to capture business performance and correlate to advertising and marketing spend - aggregate and segmented - to closely monitor progress against business targets (brand health, revenues, profits, etc.), and support near-term adjustments to plans.

• Test & Learn   How do you know the unknown? How effective are new marketing channels, messaging, offers, value propositions, segments, and geographies? How can we reduce business risk at the same time maximize learning and business impact?

How we work

• Human (left brain + right brain) + machine intelligence

• Integrated granular, segment-level, and aggregate data - traditional, digital, mobile, and social

• Business goal driven analytics

• Custom technology solutions for enduring competitive advantage

• Bias for action

• Incorporate real-world decision-making

• White-box approach

• Client capability development for repeatability

• Guiding philosophy: We don’t have all the answers, but together we will

Why we exist?

To unlock value hidden in your marketing data.

Our prior experiences in management consulting, database marketing, technology development, hosted software services, and advertising agency have led to a unique perspective on how to translate data into insights, insights into repeatable actions, and actions into measurable positive impact.

• Data-driven insights should inspire creativity and power new opportunities

• Technology and data are only enablers of business value creation. Data and analytics are tools to help marketers make better decisions. We don’t overwhelm marketers with the latest buzzwords: Big data, cloud computing, NoSQL, Hadoop, Spark, Storm, etc,. Data size, how and where data are processed, which predictive algorithms are adopted don't matter. What matters is knowing which disparate sources of data, including external/public data, drive each specific marketing decision, how to glean continuous insights, link to business value, enable decisions, anticipate the future, and realize business value.

• Big ideas are worthless if organizations are unable to act on them in a timely manner and refine them over time. Impeccable execution requires technology and decision tools for metrics and optimization to augment human intelligence.

Leadership

Dinesh Gopinath, ceo

• Experience   Management consulting, development of personalized marketing, advertising, and merchandising technology solutions, SaaS, and advertising agency

• Expertise   Marketing math, econometrics, statistical learning, big data infrastructure and platforms, real-time analytics, digital analytics

• Education   Massachusetts Institute of Technology, Indian Institute of Technology

Valerie Gopinath, president

• Experience   Management consulting, database marketing, advertising agency

• Expertise   Statistics, data science, consumer insight, digital marketing

• Education   Carleton College, University of North Carolina

Learn more

• Do you believe in the mega potential of data in marketing?

• Are you unsure where and how to start a big data initiative in marketing? If you embarked on pilot initiatives, are you ready to take the next step of making data-driven marketing part of your operational DNA?

• Do you value the magic of both left and right brains on your marketing problems?

• Do you appreciate the power of digital for delivering personalized marketing and customer experiences?