Expertise

Analytics and data visualisation in market research have significantly evolved since our start in 2002. Today, we increasingly enrich our clients’ understanding of their customer’s journey with analysis of additional data from a plethora of sources.

 

Big data analytics

A wealth of additional data becoming available allows us to get a more holistic view of the customer journey. This takes us from a situation of understanding why things happen to one where we can predict what will happen next. We can then also decide what we should do about it.

What is Big Data?

With more and more people and things getting connected to the internet the amount of data available is growing exponentially. We differentiate between structured data, such as transactional, mobile and interaction data and unstructured data, such as social media, video, audio data. We also differentiate between real time data and static data.  

What's different?

Big data allows us to look at things differently: from an aggregated to an individual level, from a single to multiple perspectives, from claimed to actual behaviour. In summary it allows us to move from understanding why things happen to predicting what will happen next and to deciding what we should do about it.

How to get started?

We use the Proof of Concept (POC) principle: Think Big, Start Small. First the business issue. Next we analyse available data using a deep understanding of the inputs and outputs of the model (white box) and present the answers. If the outcomes address the business issue and are viable we scale up the POC and implement (new) business models and processes.

Our philosophy

Big data is not about randomly looking for a needle in a haystack.The starting point is a business question or a strategic issue which needs facts based support. This is not any different from previous analytical approaches or facts based decision making.

The size of the data set does not matter. The power of big data does not necessarily come from the fact that there is more data, but that there is more interesting data. Big data is about merging a variety of datastreams (regardless of their size and whether realtime or not) and translating this wealth of information into knowledge that can tranform business processes.

 

Big data analytics