SAPIENCE CONSULTANCY. credentials and case studies. your partner powered by data science

Transcription

1 SAPIENCE CONSULTANCY credentials and case studies your partner powered by data science

2 About us Who we are We are a scientific business analysis, research and consulting agency based in Dubai, that utilizes evidence based approach through research, applied mathematics, data science and dashboard solutions. On top of our strong practical experience, we hold MSc degrees in Mathematics, Statistical Modeling, Computer Science and Big Data Analytics What we do We solve business problems and provide tangible solutions by using data, applied mathematics, research and technology. We make ourselves relevant by getting involved in understanding the business background and pain-points first. We make sure that our approach is scientific by using applied mathematics and research and link results to business KPIs. We apply technologies to build software solutions that help out clients visualize and interact with information.

3 Data science is the core value Science of understanding the business, collecting relevant information and measuring against business KPIs, then providing information in an easy and interactive way for clients to visualize, monitor and use. So that we facilitate business decisions and actions. Research and data analytics Technology and software solution Business knowledge

4 Our differentiating aspects 01 Cultural Relevance And local market understanding by natives from GCC, Levant and North Africa Diversified Knowledge Built from experience across different industries and functions within organizations International Experience Coming from our strategic partnership that allows us to bring advanced and up to date analytics and technologies We crown our practical experiences with MSc degrees in Applied Mathematics, Statistical Modeling, Computer Science and Big Data Analytics

5 We are a results driven agency We help marketers and business leaders to answer the following type of questions: How to quantify the impact of marketing and media levers? BUSINESS SUCCESS What media to use and how to optimize multimedia allocation? How to set budgets and what should the investment mix for new product launch be? Help What strategically is the best pricing compete strategy in market in the place light of continuous variation in demand? How to improve short or long term ROI? How to define, measure and track brand and business KPIs? How to identify and understand better potential or existing customers? How to identify potential markets and drivers of growth in the category? How to fine-tune products or packages that suit customer needs? How to devise a suitable customer contact strategy?

6 Our services Analytics From We provide strategic strategic marketing marketing and media and consulting media consulting to advanced to advanced data analytics. data analytics We use to science ensure to better solve ROI. business We use science to solve problems. business problems. Technology We provide BI, Marketing Intelligence at POS, Seeketing Nodes, data visualization and dashboard solutions. On the shelf data reporting solutions or customized dashboards and simulators Research We are a fully fledge research supplier that provides syndicated research projects as well as any type of market or consumer research requirement. We have the capacity to conduct field projects in all markets in the MENA. Training We deliver analytics and business statistics training which can be applied immediately in client s project. Certified courses in the field of data analysis, research, statistics and technology

7 Our solutions Marketing Mix Modeling Cross Media Attribution Digital and Social Media ROI Optimization Advertising/Promotional Effectiveness Brand Tracking Intangibles ROI Pricing and Packaging Customer Segmentation Customer Loyalty Analysis Analytical CRM Offline/Online - omnichannel analytics and communication technologies

8 9 Our Clients

9 analytics

10 Analytics Advanced data analysis is the essence of our work, we develop analytical solutions for solving problems that arise everyday in companies in all types of business categories. We combine quantitative perspective with qualitative insights, integrating mathematical models with business: Types of analysis: Marketing Mix Modeling Digital attribution Optimization Pricing and Packaging Forecasting Propensity Analysis Churn Analysis Etc.

11 analytics case studies

12 Showcase: FMCG 1. The Challenge Influence of online advertising on sales Our client wanted to know how online advertising influences sales of seven mass market products, divided into two categories, allowing them to perform a media mix optimization in order to reach the maximum sales possible. Also, we were asked to detect if there was any halo effect among products or categories or synergy between offline and online media. 2. The Solution We identified the consumer purchase process and the main drivers for each step. MEDIA ADVERTISING QUERIES CLICKS SEM We measured the direct effect of media advertising on sales, as well as the indirect effect through Queries and Paid Search SALES 3. The Action Ten econometric models were developed: 7 for the sales of each product, 2 for Paid Search clicks for each category and 1 for the brand Queries. As a result, synergy between offline and online media was identified. 15% CTR 10% 5% 4. The Results We optimized the budget to reallocate media investment by category Actual budget Optimized budget 0% -5,000 15,000 35,000 55,000 75,000 95,000 Investment Different scenarios were defined by category in order to maximize sales, depending on the total ad spend available

13 Showcase: Automotive 1. The Challenge How many cars could be sold with the help of internet The client was convinced they needed to invest more online, although they had no data on the effectiveness of media neither they are sure about optimal level of investment that should put on Display and Search On the other hand they want to know if there was synergy between online and offline media and be able to quantify it. Were they missing an opportunity for growth? 2. The Solution We designed a system of equations that would mathematically replicate the buying process of a vehicle, and include how to invest in each media and how it would impact each of the stages 3. The Action Macroeconomic and industry data were collected, as well as brand specific data and competitor data. In addition, a database was created integrating advertising data from offline, display, and actual data from online search generated by keyword category. From all this information a system of equations was built, for 3 nameplates of the same car make, with over 24 econometric models 4. The Results We detected that SEM was the most effective media generating new customers, providing 51% of the total contribution of total marketing to web visits, which was the main lever to generate visits to the dealer (72%), and therefore sales. We found out that improving ranking in search engine results in increasing clicks by +49% We quantified the synergy between TV and SEM, with time We recommended optimal media mix

14 research

15 Research 16 We do all types of market, media and consumer research from quantitative to qualitative and covering more than 15 markets in the region. We believe that good design gives better results. We make sure that our sample is representative of the target and our fieldwork follows the highest standards of quality and control We are more interested in the why more than the what and how. For example a brand might have awareness level at 60%, but why? And how could we bring it to 70% and more? Types of research projects: Syndicated specialized research: Segmentation Usage and Attitude Brand Equity Index Campaign evaluations Advertising Effectiveness Brand Intangibles Etc.

16 Research Methodologies Quantitative Ad-Hoc Research: CATI CAPI Door to door Intercept Online Mobile panel Qualitative Ad-Hoc Research: Focus groups In-depth interviews Central Location Mystery Shoppers Ethnography Market and Brand Analysis Reports: Desk research Social tools Media tools Macro economic sources Syndicated Surveys: Own through CATI Industry Reports Desk research and social listening

17 Our Fieldwork Arm: ASK Research Ask Research is the fieldwork arm of Sapience Consultancy in the region Based in Tunis and Egypt The biggest CATI center in the region with more than 200 operators Covers the entire EMEA region from the Middle east and North Africa to Europe All operators are university graduate Multilingual operators (Arabic, English, French, Spanish and German, Italian) The most advanced CATI system with 100% recording of all interviews Live monitoring of interviews by client from anywhere in the world with interactive features

18 On Ground Field Methods Face to face Carrying out face to face research using CAPI or paper and pen Focus Groups Well connected recruiters and experienced moderators IDIs Interviewing hard to reach, C-suit mainly in B2B studies Mystery Shopping Have experience in one of largest projects for one of the biggest retailers in the region Central Location & Car Clinic Testing products with respondents using tabs and latest technologies 19

19 Face to Face Using Tablets 1. Interviews conducted with or without internet 2. Answers are stored immediately so that interrupted interviews can be resumed 3. Register location based on GPS 4. Support rich media files (display photos, audios and videos) 5. Automatic recording of interviews 6. Interviews can be conducted in any language 7. Interviewers can make appointments to return at a later moment 8. Fieldwork manager and supervisors can centrally manage changes to the survey, quotas, or interviewer assignments 9. Can track progress immediately after the interviewers synchronize their work. 20

20 Mall Tracker Sapience Consultancy brings out a continuous syndicated tracking research study on Malls in GCC. The study analyses people behavior and drivers towards different mall segments. The study is conducted on monthly basis in 4 markets: Dubai, Abu Dhabi, Riyadh and Jeddah An interactive dashboard built specifically for the Mall Mapping Study

21 Brand Sphere Example of brand analysis report Brand Sphere is a single source continuous tracking and analytical report that covers comprehensive information on a specific brand. The report analyses information on competitive overview, multi media activities and investments, audience analysis, brand usage, attitude and image and social media analysis. The report is customized per brand and activities and is available to clients in PowerPoint presentation. Clients have the option to select and focus on specific reporting like competitive analysis, media scenes or may choose to go for a comprehensive reporting that includes all elements of the brand sphere.

22 Social Listening Gathering insights from consumers/patients/people in their comfort zones Social listening is the process of monitoring digital & Social media channels to understand the conversations the consumers are engaging in. Taking information from platforms that consumers participate in online, to comprehend where the brand stands digitally as well as in consumers consideration set. Our social listening product offers monitoring across a variety of online platforms; ranging from online forums to social and video networks such as Twitter, Instagram, Tumblr, YouTube, Google+, RSS feeds, and Reddit. 23

23 research case studies

24 Showcase: Distribution 1. The Challenge Consumers have certain common needs and attitudes. This allows us to segment them into different interest groups for companies. Our client had a classification of their buyers, but it was made up of too many segments (15) rendering it too unwieldy to establish action plans. Therefore, they needed to reduce the number of segments.. Customer Segmentation 2. The Solution Information relating to the purchase information of a group of customers, already segmented, was collected and a survey about uses and attitudes was launched to complete the investigation. From these data, the segments were grouped based on qualitative and quantitative criteria and multivariate techniques. 3. The Action It was intended that each group should have similar characteristics in terms of lifestyle and purchasing behavior. Furthermore, a representative percentage of customers should be grouped, having similar expenses and purchase frequency. Finally, multivariate statistical analyses were performed to create factors that would maximize the homogeneity within a group and that would ensure the heterogeneity with the other groups. 4. The Results We managed to regroup the initial 15 segments into 6 more closely related segments. The new segmentation offered certain advantages over the former one: greater operability, greater homogeneity and greater business opportunity.

25 Showcase: Brand Intangibles 1. The Challenge Tracking Research: Brand and Reputation A leading advertiser asked us to develop an intangibles study to measure the Brand Index (among other variables). This index isconstructed from two main subindexes (Awareness and Positioning/Image). Each one of them will bring a different effect and weight. 2. The Solution We carried out the tracking research, and two types of mathematical analyses were carried out: Longitudinal Transversal Longitudinal correlation (brand historical) May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Transversal correlation (brand behaviour in a given period) (Repostaje) Marca BP MARCA 0.0 CEPSA Marca 4 Marca REPSOL 5 Posicionamiento / Imagen SELL Marca 2 y = 0.97x -1.0 GALP Marca 1 R² = The Action Establishing mathematical models that relate these Awareness and Positioning / Image subindexes (understood as perception towards the brand) with attitudes toward the brand (purchase consideration, customer recommendation... Etc.). In this way, we would be able to obtain the weight and the effect of each one in brand construction.. The relationship between brand perceptions and attitudes will give us the weights with which to weight each indicator to construct the BRAND GLOBAL INDEX. 4. The Results The mathematical results of these two types of analyses return the weight of each component of the two subindexes in the brand construction.

26 technology:

27 Marketing Intelligence connecting online and offline channels at the point of sale Your online communication integrated with your mobile marketing campaigns and your physical locations. Consistency and omnichannel power Sapience partners with Seeketing to bring their technology to the Middle East. An offline consumer behavior integrated with the use of mobile devices. A unique cross-channel solution (offline + online + mobile) that allows you to communicate through online (web) and mobile campaigns and measure the effectiveness and conversion at the point of sale. INSIGHTS AND TOOLS FOR: Business Intelligence Operations and Marketing Loyalty programs Online and proximity communications

28 Dashboard Solution We create user friendly and interactive dashboards for our clients to make the best use of their data. Multilevel access (restricted access depending on user, passwords, etc.) We also have ready made media evaluation and KPI s tracking tools that our clients can pick from the shelves. We customise tools that are flexible and adaptable to our client s needs. Our tools ranges from basic data visualization tools that combines any source of information with which our clients use to more sophisticated tools with built in mathematical modelling and simulation. Our mixed team (Analytics and Technology) work together to be able to better reproduce final results and more important outcomes of the data analysis results. Types of research projects: Data visualization tools Media evolution tools Simulation and optimization tools Brand metric and tracking dashboards Dynamic pricing tools Mystery shopping portal Digital data portal hosting website visits and own data feeds like Twitter followers, Facebook fans etc.

29 Data Visualization for Campaign Performances

30 Dashboard examples

31 Say Hello! Aurora Tower, Media City, Dubai, UAE M: T:

32 CLICK TO VISIT OUR WEBSITE