Analytics in Action

Evaluate and Prioritize Business Partnerships

Client: Among the top PC manufacturers in the world

Business Situation:
The client, a US based technology corporation with a Global presence, has hundreds of partnerships across verticals and solutions. Recently they noticed that some partners dilute their brand, are not strategically aligned, and are not being fully leveraged. Lacking a framework to evaluate and prioritize partners, the client has witnessed a decline in brand equity which has stressed Marketing capabilities.

The Task:
To develop a framework that evaluates and prioritizes partnerships based on relevant criteria. This will score every partner on an index and can be used to prioritize existing partnerships, identify future partnerships, or review risky partnerships.

Analytical Framework:
Developed a framework based on Multi Criteria Decision Analysis (MCDA) technique. Partnerships are evaluated on criteria like Brand equity, financial health, strategic alignment, consumer perception, etc and scored on an index of 1-10.

MCDA framework process flow

Define parameters Identify all parameters that evaluate a partnership. Can vary by vertical, geography, etc.

Decision scorecard for new partners in Education

Gather data and score the parameters

Qualitative and quantitative data is scored by ranking the outcomes in a hierarchy.

Assign weights based on user preferences

After a discussion with all the stakeholders, assign weights to parameters based on the decision makers preference.

Decision scorecard for existing partners

Score partnerships and derive insights

Score the partnerships on an index of 1-10 based on the weighted average of selected parameters.

The Result:
After evaluating existing partnerships, 7 were identified as brand diluting and risky, and have been reviewed. The marketing team compared the scores for existing partners against the marketing funding received from partners for joint marketing activities. When viewed from a strategic alignment perspective, some partners had very high synergy but were not being fully leveraged in terms of marketing activities. This resulted in $20M increased partner funding towards marketing activities. This framework was further used to identify and prioritize new partnerships in Education, Healthcare and Technology segments.

Y O U R PA R T N E R F O R D ATA A N A LY T I C S S E R V I C E S
ADVANCED ANALYTICAL SOLUTIONS
Industry
Consumer Finance Credit Cards Loans and Mortgages Retail Banking & Insurance Wealth Management Consumer Goods and Retail CPG & Retail Consumer Durables Manufacturing and Supply Chain High Tech OEMs Automotive Logistics & Distribution

Business Focus
Investment Optimization Revenue Maximization Cost and Process Efficiencies Forecasting Predictive Modeling Risk Management Pricing Optimization Customer Segmentation Supply Chain Management

Tools and Techniques

SAS, SPSS, R, VBA Cluster analysis Factor analysis Conjoint analysis Perceptual maps Neural Networks Chaid / CART Genetic Algorithms Support Vector Machines Sentiment Analysis

MANAGEMENT TEAM
Roy K. Cherian CEO Roy has over 20 years of rich experience in marketing, advertising and media in organizations like Nestle India, United Breweries, FCB and Feedback Ventures. He holds an MBA from IIM Ahmedabad.

GLOBAL EXPERIENCE. PROVEN RESULTS.

Anunay Gupta, PhD COO & Head of Analytics Anunay has over 15 years of experience, with a significant portion focused on Analytics in Consumer Finance. In his last assignment at Citigroup, he was responsible for all Decision Management functions for the US Cards portfolio of Citigroup, covering approx $150B in assets. Anunay holds an MBA in Finance from NYU Stern School of Business. Buck Chintamani EVP, Strategic Initiatives & Business Development Buck has extensive experience working with global clients across sectors. He was an early employee at Infosys, a founding team member at supplychain software startup - Yantra, and part of the management team at RFID sector startup - Reva. Most recently, he was the Vice-President for Service Partner Strategy and Programs at product lifecycle management software company, PTC. Buck has an MBA from IIM Ahmedabad. Kakul Paul Business Head, CPG Kakul has over 6 years of experience within the CPG industry. She was previously part of the Analytics practice as WNS, leading analytic initiatives for top Fortune 50 clients globally. She has extensive experience in what drives Consumer purchase behavior, market mix modeling, pricing & promotion analytics, etc. Kakul has an MBA from IIM Ahmedabad.

CONTACT
MARKETELLIGENT, INC.

www.marketelligent.com

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