Draftfcb+Ulka Group has launched a new analytics company, Asterii Analytics. The company is one more manifestation of the group’s continuing endeavour to build capabilities and solutions that will create ‘Brand Wealth’ for all its clients.
Headquartered in Mumbai, Asterii Analytics will have Niteen Bhagwat as Executive Director and CEO. The company will draw on over 50 years of expertise in creating ‘brand wealth’ and developing communication programmes and marketing strategies that are based on unique consumer insights.
Asterii is a coined word and is derived from the word Asterism, which means seeing a pattern of stars in the sky. Patterns, which give meaning not just to the billions of stars in the sky, but also the billions of data points that any business has to interpret and decipher.
Asterii will support clients across the entire spectrum of marketing activities and is a specialist marketing analytics company. Asterii is supported by a global network of analysts in the Draftfcb ecosystem, giving Asterii clients and business partners access to the global tool kit and best of breed technology solutions.
The specific modules that Asterii Analytics offers are as follows:
Assessment Solutions: Robust tools to help clients evaluate and select markets, map competitive forces and thus help assign a value to the consumer opportunity. This will help create a macro view on the brand and also help develop go to market strategies.
Growth Solutions: Growth opportunities that emerge from being able to segment the market and do predictive modelling based on behaviour data or other unstructured data sources. Growth is about designing the right acquisition programme and by developing a robust testing and consumer response model. Growth is also dependent on the pricing decisions. Asterii Analytics helps undertake pricing sensitivity analysis and price modelling to develop the optimum growth strategies.
Relationship Management Solutions: Asterii has models that can help clients realise the full lifetime value of a customer. Besides building upselling and cross selling models a key component for customer relationship and retention strategies is the building of robust customer satisfaction analytics.
Monitoring & Optimisation solutions: Analytics also means that you can measure and calibrate the performance of the marketing programme. Asterii has capability in deploying market mix models, forecasting to measure marketing effectiveness based on goals and KPIs.
As marketing communications go digital and social media becomes the media of choice for many consumers, it becomes critical to have a monitoring and optimisation solution for the entire digital programme. Asterii helps develop social strategies by doing insight mining, identifying key influencers and mapping the interaction paths for various consumer segments.
The Asterii solutions toolkit will span the entire spectrum of marketing activities from the assessment phase to growth and maintenance strategies for a brand.