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| Market Research Outsourcing (MRO) |
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| Data Mining and Predictive Analytics |
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 Abacus provides focused CRM analytics and data mining solutions to its clients. Abacus CRM analytics solutions are geared towards answering the complex questions which face today’s management about predicting and engaging consumer behavior.
Companies today with huge customer data need to design models which can accurately predict consumer buying behavior.
Abacus can provide solutions which can help companies:
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- Acquire and retain profitable customers – Our solutions can help you answer questions like who are your best customers based on profitability and realization parameters. Conduct needs and buying behavior analysis.
- Evaluate marketing efficacy and marketing spend ROI – Our solutions can help you measure sales force effectiveness. Evaluate purchase likelihood models based on simulated consumer behavior.
- Evaluate customer attrition – Why do consumer attrite. Abacus can help you judge consumer behavior through churn prediction.
- Conduct market basket analysis – Identify homogenous consumer segments which can accurately predict product line gaps and help identify new product opportunities.
- Cross-sell and up-sell to customers – Identify cross-selling & up-selling opportunities with you current set of clients and increase your revenues.
- Credit Scoring – Conduct a credit scoring based on past and present transaction patterns.
If one or more of these are your key management mandates that confront your management today then Abacus Market Analytics has the appropriate tools and solutions which can help you overcome these pain points. Analytics experts from Abacus can aid you in your marketing and operations projects.
We have successfully worked with some of the biggest industry players in the Telecom, FMCG, Tobacco and other industries and can leverage our expertise to devise custom solutions which fits your needs.
To download a brief write up on our analytics solutions, please click here.
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| Client description |
Client is the India’s largest integrated and first private telecom services provider with a footprint in 23 telecom circles. Since its inception, they have been at the forefront of technology and has changed the face of the telecom sector in the country with its innovative and world class products and services.
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| Project description |
To develop a generalized segmentation model based on the Transactional Data and map market segments of the surveyed customers. The objective was to tag the entire base of mobile customers against the four identified Market Segments. These need-based segments were discovered through primary research data.
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| Abacus deliverables |
Classification Model with the desired accuracy was delivered to the client.
Deployment of model on the entire customer base was done and customer tagging was provided.
The process of building the desired model involved data extraction, data transformation which included processes like missing value treatment, outlier detection, binning, and normalization. Various multivariate techniques were used to identify the outliers.
Descriptive data analysis was used to capture the facts like calling pattern, how may calls user made, preference of short messaging services vis-à-vis voice call, and VAS usage etc.
Different data subsets were created for the different purposes
After developing the datasets, we started to build data mining models and used various classification algorithms like C&RT, CHAID, Random Forest and Boosting Trees. When the desired accuracy was achieved, the model was finalized in agreement with the client.
The final model was deployed on the entire customer base.
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| Benefits |
The client gained valuable customer insights which meant better campaign management.
Focused marketing was thus carried out based on the understanding of needs and behavior of customers. The client got clarity as who will be most likely to buy a particular kind of schemes/promotions or services. |
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| Client description |
The client is one of the world’s leading market research company with offices in 50 countries. They work with 70 of the top 100 global brands and their expertise spans from communications assessment and media evaluation to brand performance monitoring and marketing accountability.
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| Project description |
The client wanted to understand the intentions of customers to purchase a particular product along with the intentions to continue to buy the same in future. The demographic and psychographic factors that were affecting the outcome of the decision of the customer were to be analyzed. The client wanted to build decision trees which would help broadly understand the customer behavior with a desired accuracy and robust action ability.
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| Abacus deliverables |
All the demographics and psychographic variables were tested on their ability to best classify the response of customer. Chi-square statistic and significance values were used in order to achieve the objective.
Different random samples of data were selected in order to arrive at best results and multiple iterations of CHAID Analysis were done to obtain the final tree.
Robust decision tree with desired accuracy was provided, along with gain charts and other tabulations.
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| Benefits |
The client was able to understand which demographics were segregating the intentions of customers and it was found that location was a driving factor. This enabled them to further develop centre wise marketing plans. It also helped them to find out where most of their dissatisfied customers were lying, not only in terms of location but also in terms of gender and age.
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