Business Analytics in India is mostly performed by outsourced entities – at the lowest end by the Ad & Media Agencies and by the Big Consultancies at the other end. The Ad agencies are deterred due to their narrow focus on the consumer and media, as opposed to the business as a whole, while at the highest level, the Big Consulting Firms provide bespoke diagnoses and judgment-based Analytics in an engagement that is very expensive and time-consuming.

As a disruption model, BrandIdea Consultancy, headquartered in Mumbai, brings to the table modularized analytical products that provide data and analytics-enabled, D-I-Y Consulting. “We have packaged together ideas, processes, frameworks, analytics and other intellectual property for optimal delivery through our applications” says Suresh Pillai, CEO, BrandIdea. By stressing on Data Visualization, Geo-Intelligence and Granular data, BrandIdea has allowed the front-line business users to access analytics for their specific micro-markets. BrandIdea Sales Analytics identifies white spaces and gaps at granular levels and provides insights into marketing and sales inefficiencies, extending from Retailer/Routes level to Brands/Portfolio. “In comparison to analyzing markets with a single, averaged out, broad macro brush; BrandIdea’s granular Analytics allows marketing & sales personnel to deploy varying micro interventions which aggregate to make significant impact on the company’s performance”, says Shalini Banerjee, Co-Founder, BrandIdea.

BrandIdea Applications are pre-packaged with external data that has been painstakingly extracted and modeled from hundreds of sources to create bottom-up, relevant granular data. Its Data Visualization and Geo-Intelligence kernel make applications very simple and intuitive, serving the business user on the ground to the CEO in the corner office. To further remove barriers for usage, the Applications incorporate a powerful Decision Support System that urges unique actions at varying locations. BrandIdea uses advanced mathematical and statistical modeling combined with deep knowledge of macro and micro economics, consumer behaviour, category insights and cultural nuances at sub-region levels. Delving deep into research and development for five years, has enabled the company to create its proprietary datasets. BrandIdea links the data sets to clients’ sales data using its domain knowledge of marketing dynamics and selling practices.

BrandIdea’s Architecture works on a unique ‘Telescopic-Microscopic Visualization principle’. When the data is macro, a telescopic filter is used to provide an overview and when micro data is to be analyzed, the microscopic filter allows granular magnification. This unique filtration is a key IP of the application, controlling the amount of data being displayed at the front-end.
BrandIdea is now exploring the prescriptive nature of Analytics, which uses models to specify optimal behaviours and actions, involving large-scale testing and optimization. The company is looking to develop new IPs, leading to new tool kits and frameworks, with an aim to 'productize' traditional consultancy processes. The organization plans to expand its reach in other emerging economies, especially in South East Asia.