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Analytic Edge: Providing optimum solutions by blending Data, Analytics and Technology

silicon-review-santosh-nair“Not all problems have a technological answer, but when they do, that is the more lasting solution”. – Andrew Grove

Business Analytics momentum continues to grow, moving squarely into the mainstream of business decision-making worldwide. Gradually, analytics is becoming the air that a business inhales. Serving this statistical business era, Analytic Edge is making their own success path since its inception with their competitive strategies.

Analytic Edge saw its embodiment in 2012. Serving across the globe with its active operating offices in Singapore, India and the US, the company is a provider of high impact business solutions leveraging advanced analytics and technology. They collaborate with organizations to perform data audits to first strengthen the data management process and then develop technology enabled “Do It Yourself” customized solutions to aid in business decision making. They integrate myriad data sources and apply cutting edge analytic techniques to deliver insights that drive tremendous business value.

Customized Marketing Analytics Tools offered
Analytic Edge focuses on developing analytics products in the Marketing and Sales Effectiveness space and Customer Analytics. It empowers large organizations to scale up data driven decision making by analyzing their complete portfolio of products and geographies.

Decision Drivers: This is a cloud based GUI driven modeling and diagnostics environment for the development and evaluation of marketing mix models.

It has the following salient features:

  • Analysis of brand equity by integrating survey and POS data
  • Auto selection of media transformations to manage diminishing returns
  • Response curves to identify optimal media spend range
  • Gap analysis of Actual versus Forecast sales by month

Shopper Insights: A cloud based behavioral analysis and tracking system based on consumer shopping data. It helps organization understand who their customers are, what they don’t buy, why they buy and when they buy. The insights from SIE empower organizations to differentiate between profitable versus non profitable customers and design targeted offers to the right customers at the right time.

Grouping Analysis: This is an on-premise test v/s control tool It is in line with A/B testing in the digital analytics space. The USP of this tool is the ease of defining the control universe using proprietary algorithms and run ANCOVA based regression models to identify whether the marketing event executed was significantly better than the control universe.

Being one of its kind
Analytic Edge highlights itself among the peer industrial competitors, not to mention one, the company helps clients solve their business challenges by providing technology enabled “Do It Yourself” tools powered by advanced analytics. It customizes its products and solutions to deliver faster, actionable, results-oriented impact and takes a collaborative approach with client stakeholders and provides flexibility to circle back and try different techniques or review different data streams to answer client questions.

The Future Sight
Analytic Edge’s goal is to create a technology enabled “DIY” advanced analytics tools in marketing and sales effectiveness area. The company wants to inculcate and empower the culture of believing and developing analytics capabilities at the client end. For years ahead, they are planning to expand their product offerings across other industry verticals such as Automotive, Telecom, Travel, Leisure and Automotive.

Client Testimonials
Analytic Edge has its reach from Small and Medium Enterprises to Large MNCs in the FMCG, Retail, Education Services and Manufacturing domains clients who are widely supported by Analytic Edge say that

“We have had the pleasure of working with Analytic Edge over the past several years. They have performed our annual efficacy analysis for our algebra intervention programs running in California and Texas. We have been delighted with the high standard of their statistical analysis and insights into our complex data sets”. – Aragon Burlingham, Founder and President,

“Analytic Edge has been our advanced analytics consulting partners since two years. They are ambitious, easy to work with and exhibit pleasant and client friendly attitude. One of the biggest reasons for our successful relationship is their willingness to experiment out of the box ideas given data challenges and other constraints to ensure end client gets a solution to their pain points. I am quite happy to keep working with them and benefit from a two way learning process”. – Samy Mardolker, Managing Director, ORC International

Meet the Key Executives

Dr. Santosh Nair, Co-Founder and Director
Santosh bring with him vast experience in advanced analytics and statistical modelling in a multi-disciplinary manner. In his tenure, he has developed various analytics solutions in his career providing deeper insights and saving costs for the end clients. At GENPACT, he worked as an engagement leader for clients based out of the US, helped with pre-sales efforts and delivery of advanced analytical solutionsin the areas of customer analytics, product development, automated pricing, marketing mix and simulation models. Santosh hold a Ph.D. in applied economics and statistics from Clemson University, USA.

Vijay Ramaswamy, Co-Founder and Director
Vijay has a strong background in clinical trials research, strategic pricing & promotion analysis, customer analytics and marketing mix modeling using SAS, R and automated analytics platforms. He is also a content developer and visiting faculty at Jigsaw academy. His past experience includes Novartis pharmaceuticals, GENPACT SMS and IBM Demand Tec. In his tenure, he has lead the off-shore analytics solution delivery for clients like PepsiCo and Coke International.

Vijay holds a post graduate degree in statistics from University of Mumbai and an executive MBA from XLRI, Jamshedpur.

Rahul Budhraja, Director
Rahul carries more than two decades of experience in marketing and customer analytics, business strategy and client consulting engagements. His domain expertise spans diverse industry verticals. Prior to Analytic Edge, Rahul was an Executive Director for Analytics Consulting with The Nielsen Company in Singapore. In his tenure, he provided leadership on analytics consulting engagements to several large multinationals and local giants in Asia Pacific. He delivered marketing and customer insight solutions to clients across US and Europe and worked across a variety of roles in market research and analytics.

Rahul holds a Master’s degree in Statistics from Stern School of Business at New York University and an MBA in Marketing and International Business from Farleigh Dickinson University in New Jersey, USA.

“To help our Clients solve their business challenges by providing cost-efficient and technology-enabled solutions powered by advanced analytics.”