Copyright © 2016 Cartesian Consulting Pvt. Ltd.Copyright © 2015 Cartesian Consulting Pvt. Ltd.
Cartesian Consulting
June 2016
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Cartesian Consulting – An Overview
What we do
We help brands Industrialize their analytics efforts, solve complex business problems,
and create a culture that is data and decision sciences driven
The Impact we createOur efforts add 5-7% to the topline
Best service provider for Marketing Analytics – 2016 | Top Boutique analytics companies you wish you worked for - 2015 | Big Data Entrepreneur/ Founder of the Year – 2016 | Top 10 Influential Analytics Leaders - 2015
Founded in 2009, we are a global analytics services firm specializing in three areas:
Data Driven Customer Obsessed
We help organizations be data driven, and customer obsessed
Customer Analytics
Marketing Analytics
Business Analytics
We live by results: Lift, Repeat & Retention, Margin improvement, NPS Scores
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Our services
Customer Analytics Marketing Analytics Business Analytics
• Customer One-View building & insight
• Predictive models, Segmentation, Profiling
• Customer Lifecycle management• Lift and ROI measurement
• Marketing Mix modeling & Spends optimization
• Multi touch attribution• Lead to conversion analysis
• Pricing and margin optimization
• Store/ channel analytics• HR analytics• Text mining
• New product/ store decision support
• Network planning & inventory tail management
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Headquartered in Mumbai, India we have a presence in 5 locations globally
Our North America office in San Francisco was started in June 2016.
Catering to USA, Canada, Latin America.
3 Sales and Delivery offices in India – Mumbai
(HQ), Bangalore and Delhi.
Sales office in Singapore – catering to the ASEAN region. Clients currently in Singapore, Malaysia,
Indonesia, Thailand.
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
A Team of over 150 professionals
• A rapidly growing team of 150 professionals
• Offices in Mumbai, Bangalore, Gurgaon, Singapore, and San Francisco
• Expertise across industries and practices
• Very people oriented, amongst the lowest attrition in the Industry
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
45 Engagements in the last 12 months
Retail, Services & QSR FinancialOnline Others
We work with some of the largest and most prestigious domestic brands in the Indian marketInternational brands include HP, Facebook, Levi’s, Dominos, Dunkin, Marks& Spencer, Tommy Hilfiger, Benetton, LG , Unilever
We tend to work on long term engagements – some of our clients have been with us for over 6 yearsWe have a 95% client renewal rate, and excellent feedback on independent platforms such as Clutch
Client Feedback on
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Our work modes
Ongoing Industrialized Deep Dive Advisory
• Retainer services, long term engagements
• Always-on solutions
• These range from owning the customer LTV, building optimization tools, lifecycle management rules engines, visualization tools, scorecards and more.
• Solve for a very specific business problem
• Deep expertise applied for a project
• The problems can range from building an open rate predictor for a Bank, or helping a University improve its student screening process, to helping retailer stock the right product by store.
• Long term strategy around Analytics usage
• CEO Setup advisory
• We assess the tech and skills ecosystem needed, plan the structure and investments, the business stewardship needed for an Analytics COE
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Our solutions
CART-CLM™ CART-ORP™
CART-LTV™
A rules engine that adds intelligence to lifecycle management. Can run hundreds of trigger campaigns on millions of customer records.
Rules built using advanced predictive modelsMicro segmentation and customer genome mapping
Built in offer selection and optimizationBuilt in media/ timing optimization
Contact optimization rulesMultiple controls for impact measurement
Learning engine
Delivers 7-10% topline liftImproves customer KPIs – repeat, frequency, retention, winback
Accurately predicts Email open rates based on the Subject Line.
Accurately predicts future value and frequency of customers
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Our capabilities
We manage high-intensity needs
160 Mn customers | Over 500 Mn monthly transaction records | 1000+ analytical requests handled monthly |
Working with online and IOT data
We constantly test and apply new methodologies
Regression | Clustering | Random Forests | Markov Chains | Genetic Algorithms | Pareto NBD | SVM | Decision Trees |
Collaborative Filtering
We manage multi-country and Enterprise-wide mandates
Working for a leading QSR brand across 5 countriesWorking for a technology brand for requirements across 11
countriesWorking across 8 brands of a conglomerate
We bring perspective from a depth of experience
We have worked with over 100 brands ranging from a stock exchange to a luxury hotel, a university, and an NGO
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Case Studies
The CART-CLM Engine in QSR
Analytics COE setup advisory
Predictive models and text mining in
Insurance
Open Rate predictor in Banking
Mix Modeling and Attribution in Online
Lead Gen.
Predicting future high-value guests in
Hospitality
Improving sell-throughs and
markdown management in Retail
Helping pricing decisions to deliver a
8% margin lift
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
CART-CLM and the art of driving Frequency in Pizza Delivery
The Need:Drive frequency in a 30 Mn customer base through highly
targeted, automated campaigns
The Solution:CART-CLM, an Engine running the ruleset, using model scores, optimizing
offers, tracking journeys, self learning, integrating with CRM and messaging systems.
Not transacted for 20 days
Upgrade pizza size
Change of crust
20th transaction Milestone
Welcome to a new city
Non-adopter of product A
Anniversary of first order
Lapsed from App
…
Over 100 daily triggers
High Offer
Medium Offer
Low Offer
Offers Optimized
Lapser Track
Digital Track
New customer track
…
Multiple Tracks
Single view
Genome mapping
Paths and nudges
Contact optimization
Segment of One
Propensity to respond
Next best product
Next best offer
Models/ Recommenders
The Impact
Promo Only CRM Only CLM
X%
12X%
12X the response rate from CLM as against bulk Promo messaging
18% Frequency improvement amongst targeted customers
1
2
35%-7% topline contribution of Incremental sales generated by CLM
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Going beyond Models to improve Persistency in Life Insurance
The Need:Improve Persistency amongst customers of one of Asia’s largest
private Insurance providers
The Solution:1) Modeling to establish current and future value 2) Segmentation and profiling for precision marketing 3) Text analysis of touchpoint data to
establish Premium at risk 4) Testing of outreach options
The Impact:
3% lift in Persistency | Paths established that drive upto 12% higher Persistency | 45% Premium at risk identified
Models Segments Text Mining Testing
Persistency models built & improved by addition of new variables, separate models for Future Potential
6 distinct customer types identified to communicate with in a relevant manner
Mining of touchpoint data at Surrender + extrapolation through look-alikes to establish premium at risk in the full base
Testing of paths-to-Persistency, different combinations of communication prior to due date
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Mix Modeling to optimize marketing spends for Online Lead-Gen.
The Need:Establish the impact of spends on Facebook as a lead-
generation channel. Current last-touch attribution seen to be inadequate.
The Solution:1) Mix Modeling to establish the contribution of different media to the
leads 2) Markov chains to create better MTA rules
The Impact:
Established high ROI of Facebook as an influencer in the Lead-generation process, advanced attribution rules created (not heuristic based)
Mix Modeling Contribution, ROI and Optimization Conversion Paths and Attribution rules
Advanced Mix models built to establish the contribution by media and marketing spend
Channel-wise details of contribution and ROI established, Goal-seeks created for optimization
Markov chains used to improve attribution rules, using conversion path data
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
CART-ORP and the Open Rate problem
The Need:Improve open rates for the ‘000s of Emails being sent by one of Asia’s top private Banks – by only analyzing the Subject Line
The Solution:1) Subject lines converted to Features 2) Feature scoring 3) Modeling to
predict open rate 4) Simlator
The Impact:
95.6% Accuracy on holdout data | Knowledge of what words and phrases impact open rates
Subject line deconstruction Modeling Simulator
Deconstruction of subject lines to Features, analysis of impact of Features
Random forest, SVM Modeling methods used to build the predictive model
Online simulator deployed for ongoing use by the Bank team
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Pricing analytics and Margin lift
The Need:Improve margins by 8-10%, for a QSR brand in Indonesia
The Solution:Pricing Analytics | Menu rationalization | Promo optimization
The Impact:
22% increase in prices | 17% reduction in COGS | 4.5% drop in weekly orders
Pricing Analytics Menu Rationalization Promo Optimization
Each menu item scored on 6 parameters indicating our ability to increase prices
Menu restructuring recommended basis the new prices, estimated impact of price change calculated
Change in structure to drop toxic Promos, targeted marketing to shore up volume loss
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Managing in-season markdowns to improve retail margins
The Need:Improve sell-throughs by early interventions and in-season
markdowns for a global apparel brand
The Solution:Product & Store classification | Sell through prediction & tracking |
Intervention push & measurement
The Impact:
6% increase in sell through of Intervened products as compared to Non intervened products
Product & Store Classification Sell through prediction & analysis Intervention Push
Classification trees to classify of Products (Best sellers | Lost opportunities | Duds) and Stores (A | B | C)
Basis product attributes, week-on-week sell through curve predicted, tracking set up
Products identified every week for interventions – Staff incentive | Shop Window | Consolidation | ISMD
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Predicting future-star guests for Hospitality
The Need:Identify guests with a potential to become MVG (Most valuable
guests) early for a Luxury hotel chain in India
The Solution:LTV measures | Propensity model builds | Nurturing programs
The Impact:
Increase in MVG base over time, improvement in y-o-y retention of 3%
LTV Measures Propensity Models Nurturing programs & Measurement
Models to identify future value of guests. LTV model to establish the value of a MVG vs. a first-time guest
Regression models to establish what markers esist in the first Stay that indicate future potential – Non Room revenue, Nationality, Payment Mode etc.
Campaigns targeted at cross sell of Leisure stays to first time business travelers, priority list for invites etc.
MVGs are 26X the valueX value on first stay
Copyright © 2016 Cartesian Consulting Pvt. Ltd.
Analytics COE Advisory
The Need:Put in place a 3-year roadmap for analytics and decision
sciences adoption for a large conglomerate
The Solution:Current State and Readiness | COE setup plan | 3 year roadmap
The Impact:
Establishment of the 3 year roadmap, buy-in of all businesses + senior leadership
Current State and Readiness COE structure & ecosystem 3 year plan
Brands within the conglomerate evaluated on current evolution and readiness
Team, tools, governance, milestones and targets recommended
3 year evolution recommended with budgets
Copyright © 2016 Cartesian Consulting Pvt. Ltd.Copyright © 2015 Cartesian Consulting Pvt. Ltd.
Thank You
www.cartesianconsulting.comMumbai | Bangalore | Delhi | Singapore | San Francisco