Market information is usually poorly organized; it resides in silos, and is cumbersome, inconvenient and unfriendly to use. The discomfort that this creates, results in sub-optimal utilization of the information. Besides this opportunity cost, the time it consumes to browse and digest ineptly managed data in our information age, is an ever increasing value drain.
To better organize market intelligence, system developers avail of the wide array of data processing and visualization tools that provide facilities for efficiently retrieving, analysing and reporting data. And if these tools are effectively utilized, it should be feasible to manage and organize information in a manner that is user friendly, so that associates struggle less and gain more, and organization pay less and derive far greater benefits.
This solution illustrates a suite of custom designed, interactive, automated, online dashboards that allow for the integration of market knowledge from diverse sources. The dashboards are crafted for specific needs, in ways that makes it easy to digest over 100 data variables across 10,000 combinations of dimensions.
With regard to system design, to ensure that time sensitive market information always remains current, rather than store data in a warehouse, it is preferable to pull the required information directly from the individual networked data sources. This is achieved by means of wrapper routines that extract the required information from the respective data sources.
Market Intelligence and Data Visualization
Custom designed, interactive, automated, online dashboards that allow for the integration and visualization of market knowledge from diverse sources, in a manner that makes it easy to access and digest.
Consumer Analytics, Consumer Panels
Analysis of continuous individual/household level (customer level) behavioural data to address business issues.
Scan Track and Retail Analytics
Dashboards and analytic solutions for reading/analysing retail audit/scan track data; and techniques for analysis of continuous outlet level transaction and shopper data to address business issues.
Analytic techniques/dashboards for evaluating consumer promotions in terms of gains in volume value and profit; estimating discount price elasticity, price cross elasticity, decomposing sales, and applying due-to and what-if analysis.
Quantitative Research, Customer Satisfaction Research
Custom designed solutions for data processing and reporting with a working example of an interactive, automated online dashboard for Customer Satisfaction Research.
Ashok Charan, Associate Professor,
NUS Business School, National University of Singapore,