NASSCOM
Marketing Analytics Report

Marketing Research and Advanced Analytics www.absolutdata.com 250+ employees

Operations in San
Francisco
and India

AbsolutData Proprietary and Confidential

Sections

Marketing Analytics Overview

Trends in Marketing Analytics

Key Challenges for Industry Players

Way forward

2

Marketing analytics enable CMOs to make data driven decisions Illustrative

Sales & Marketing issues addressed leveraging analytics
Bottom line impact

Top line impact

Price &
Promotions

CRM

Sales and
Distribution

Product
Development

Who are my customers? How should
I price the products? Who are my best customers?

How should
I distribute products? What new products to introduce? What are their needs?

What should the promotion strategy be?

How can I retain & grow them?

What trade incentives should I run? What features to include? How much should I spend on branding? What base price should
I charge for my product?

What offers should I run to win-back customers? How much to distribute through the channels? Which variants should I introduce? What message should I communicate What promotions should I run this year?

How do I maximize response to campaigns? Which trade incentives work best?

Should I introduce newer pack types? Branding

Strategic

Tactical

Impact

SOURCE: AbsolutData Analysis

3

Marketing analytics solutions continue to evolve
Illustrative

Evolution of Marketing analytics solutions

Descriptive

Prescriptive

Executive

Summarize large “volumes” of data to understand past better Analyze past & large
“variety” of data to predict future better

Incorporate high
“velocity” data to selfcorrect & execute better

CPG

Brand Tracking
Market Performance
Dashboarding

Market Mix Modelling
Shopper Insights

Sentiment Analysis

Travel
&
Hospitality

Promotion Tracking
Loyalty Programme
Performance

Travel Wallet & Share
Promotion Performance
Forecasting

Contact Optimization
Customer Experience
Management

Store Profitability Analysis
Category Management

Market Basket Analysis
Sales Forecasting

Location based Marketing
Product recommendation

Sales Force Effectiveness
Customer Account Dashboards

Customer Lifetime Value
Price Optimization / Conjoint

Business
Challenges

B2C

Retail

B2B

Technology

SOURCE: Company Websites; AbsolutData Analysis;

4

Indian industry has an opportunity to grow to over $1.2 BN at 25% CAGR by 2020
Illustrative

Marketing Analytics potential for India (in $ billions)

1.4

1.2

1.2
1
0.8
0.6
0.4
0.2

0.2

0
2012

SOURCE: Industry Reporting; NASSCOM KPO Report; AbsolutData Analysis

2020

5

Value chain of analytics work being delivered from India
High

Solutions

Global Adoption

High-toMedium

Medium

Mediumto-Low

Low

Illustrative

Current State of Indian service providers

End User App

Real Time Digital Feeds
User Developed Models
Interactive Dashboards

Services being delivered leveraging existing products developed in mature markets
Limited product development

Modelling

Market Assessment
CRM
Marketing Effectiveness

Leveraging / modifying algorithms and methodologies developed in mature markets
Initial investments in R&D have happened

Metrics Reporting
Dash boarding
Ad-hoc analysis

Being provided extensively as service
Product development still in its infancy

Data Integration
ETL services
Digital Data Integration

Mature players with extensive experience are present
Providers leverage extensive experience of delivering IT services over the years

Data Sourcing
Data Warehousing
Tools and Technologies
Organizational Development

Already well entrenched established players in this space
Although it is ubiquitous across