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Integrated Marketing Effectiveness

Measuring the impact on marketing can yield the information needed to completely transform a business.

We partner with our clients to ensure all aspects of marketing are codified, measured and turned into actionable information to drive sales and keep your customers engaged in the most cost-effective way.


 

Success Stories

  • Do you want to retain more customers?

    Do you want to retain more customers?

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  • Do you want to increase your market basket?

    Customer Insights enhances movie recommendation engine

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  • Can you determine which promotions are driving sales?

    Promotion Effectiveness analysis increases sales 30%

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  • How should I allocate my marketing budget to increase ROI?

    Marketing mix analysis gives birth to new strategy for leading baby care brand

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  • How can customer data help us drive sales by optimizing our merchandise assortment?

    Fortune 500 US-off price retailer was able to identify a category of customers with the highest

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  • What could we achieve if we use analytics to predict customer demand throughout the year?

    Enabled the client to determine key factors that drive traffic and leverage this information to

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  • CAE helped build easily scalable, customized models for market size forecasts for 8,000 combinations, improving adoption of statistical forecasts by 90%

    Utilized CAE's forecasting engine to deliver a forecasting program at scaleCentralized Analytics

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  • Measuring Marketing Effectiveness in an Interconnected World

    Reduce time to measure ad effectiveness by more than 80% The Business ChallengeThe client was

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  • Refining a global study to track brand recognition across continents for mass media optimization

    Helped client optimize its media budget allocation to retain its ranking as both the Brand

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  • Identifying the right price point for a new line of premium products increased sales and profit margins

    Enabled our client to understand and predict the optimal price point for each premium product in

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  • Cross-Sell propensity model enables insurance company to develop more successful campaigns

    Developed focused cross-sell campaigns to increase profitability and reduce dependency on their

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  • How can we fine-tune our product placements in stores to drive sales?

    The client identified an uplift of 5.6 percent by placing certain products adjacent to each other

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Meet the Experts

Ajoy Singh

Chief Operating Officer

Ajoy Singh

Chief Operating Officer

Joined: 2012

Role: Leads engagement delivery and heads capabilities development for Customer & Loyalty Analytics, Integrated Marketing Effectiveness, Artificial Intelligence and Machine Learning, Big Data & Visualization

Past experience: Prior to Fractal, Ajoy was the Country Credit Risk Head for the consumer portfolio of Barclays India. He was in Leadership role in Consumer Credit Risk Management in Standard Chartered (Prime Financial), CitiFinancial and GE Money. He is experienced in Credit Risk Policy & Portfolio Management, Collections Strategy, Underwriting & Fraud Control. 

Education: Ajoy received his MBA from the Indian Institute of Management (IIM) at Calcutta and Bachelors in Mechanical Engineering from the Indian Institute of Technology (IIT) Delhi

Passion for analytics: Adopting analytics to make smarter, faster and effective decisions.

Neha Singh

Director

Neha Singh

Director

Joined: 2008

Role: Developing the Integrated Marketing Effectiveness capability at Fractal

Past experience: With a background of engineering, never-ending interest in Physics, hands-on experience of working with information technology and servicing clients in FSI, Neha brings a unique combination of skill-sets to Fractal. In her 7+ years of tenure at Fractal she has focused on improving the performance of the debit and credit card portfolios of various banks through data driven decision making. Before Fractal, she was working with Headstrong for 3 years providing IT services in the Investment Banking domain. She was also amongst the top candidates shortlisted from India (in 2000) for the International Physics Olympiad and secretly hopes that the Theory of Relativity will meet its downfall soon. 

Education: Indian Institute of Technology, Mechanical Engineering with specialization in Computer Aided Design and Automation and its application in Robotics

Passion for analytics: Developing AI to improve the quality of life