ABOUT
All too often companies have only the vaguest idea about what kind of data they’re holding; because such data is very often hidden deeply away in a variety of databases and fragmented across different departments. We identify this data and bring it to light, making it visible, cohesive, comparable and easy to understand so that it really does support YOU in making the right decisions. And if need be, we can also identify any lacking data and define a concept to fill in the gap.
Understanding the impact of TV programmes on children’s skills

Understanding the impact of TV programmes on children’s skills

Posted by on Jul 17, 2017 in Case Studies | No Comments

Objective Understanding impact of viewership on children’s skill levels (tested through an instrument devised by leading child psychologists) after controlling for location, socio-economic levels, gender, pre-exposure levels across a panel of over 5000 children across urban and rural India. Approach Using a naturalistic prospective longitudinal design, the study surveys children and their caregivers in several […]

Classification using higher order interactions: a hybrid approach

Classification using higher order interactions: a hybrid approach

Posted by on Jul 7, 2017 in Case Studies, Insights | No Comments

For representation in this blog, we have considered German credit data for classification of good and bad credit risk using the interaction of the input variables through a hybrid approach. In this approach, first we developed a decision tree for identifying the significant interactions of the input variables and then, a feed forward neural network  […]

Power of Open data

Power of Open data

    Air-Pollution in Delhi reached a severe level during the festive season. Post Diwali the air quality in Delhi worsened and the city was covered in smog with zero visibility, reaching an alarming level with air pollution at its peak. While the city is smothered with air pollution there is an urgent need to […]

An ensemble segmentation approach to Healthcare problem

An ensemble segmentation approach to Healthcare problem

Posted by on Feb 18, 2016 in Case Studies | No Comments

Client: A pharma major Time: May 2015   Objective: The client initiated a new biologic therapy and wanted to understand the potential drivers and barriers associated with it. He wanted to have a clear idea about the impact of the existing therapies in the market. To find this out we addressed the issues listed below […]

Awareness Trial Usage (ATU) Study

Awareness Trial Usage (ATU) Study

Posted by on Nov 18, 2015 in Case Studies | No Comments

Client : A pharma major Time :   April 2015 Objective The client had initiated a disease awareness campaign designed to increase dialog in the medical community regarding the needs of patients suffering from Parkinson’s Disease Psychosis (PDP). The objective was to generate goodwill in the community and consequently nurture a positive disposition towards the brand. […]

How to run successful ads

How to run successful ads

Posted by on Nov 18, 2015 in Case Studies | No Comments

Client : One of the leading cricket news and information website and app Time : February 2015 Objective As part of the initial brand building exercise, an advertising campaign (print and television) was developed. The idea was to take advantage of the World Cup season frenzy and derive maximum mileage for the brand website and […]

Expect The Unexpected

Expect The Unexpected

Posted by on Nov 18, 2015 in Thoughts | No Comments

I left for Panna with mixed emotions: excitement and anxiety – I was happy to have been selected as part of our company management workshop, but there was also apprehension and fear of the unknown – since this was the first time I wasn’t sure about what was expected from me. The team from Hyderabad […]

A better understanding of customer choice

A better understanding of customer choice

Posted by on Nov 18, 2015 in Case Studies | No Comments

Client: A major pharmaceutical company Time: May 2012 Objective The client was developing a new drug for birth control with which he intended to gain shares of the existing market for birth control drugs. To help make the right kind of decisions, the client wanted to gain a clearer understanding of such issues as – […]

Knowing what’s wrong in your marketing strategy

Knowing what’s wrong in your marketing strategy

Posted by on Nov 12, 2015 in Case Studies | No Comments

Client: Telecom service provider Time: January 2011 – March 2016 (Ongoing) ————— Objective To measure the brand performance of a data card (dongle) in comparison to  competitor brands. Measurement is based on the following parameters: Brand saliency and perception top of the mind awareness (unaided) for brand and advertisement aided awareness brand associations on image […]

A silent move towards adaptive and model-dependent data models

A silent move towards adaptive and model-dependent data models

Posted by on Nov 7, 2015 in Thoughts | No Comments

Over the last decade there has been a substantial increase of the volume and complexity of the data we are collecting and storing. Now we see an increasing demand for real time data processing – a continuous process of input / output of data. Accordingly, the approach to data analysis and data processing has changed […]