Draftfcb Ulka group launches Asterii Analytics

Draftfcb Ulka group has announced the launch of Asterii Analytics , analytics company which will build capabilities and solutions that will create “Brand Wealth” for all its clients.

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 draw on over 50 years of expertise in creating ‘brand wealth” and developing communication programs and marketing strategies that are based on unique consumer insights.

Asterii is unique among analytics companies in that it goes beyond techniques and tools to bring “insights” which are rooted in data and analytics. Insights which will help create solutions which will have a predictable impact on the client’s brands and business.

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 Asterii solutions toolkit will span the entire spectrum of marketing activities from the assessment phase to growth and maintenance strategies for a brand. The entire array of solutions and capabilities are supported with monitoring solutions and reporting solutions that can give near real time inputs on your marketing programs.

Asterii Analytics will offers Assessment Solutions, Growth Solutions and Relationship Management 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 opportunities that emerge from being able to segment the market and do predictive modeling based on behavior data or other unstructured data sources. Growth is about designing the right acquisition program 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 modeling to develop the optimum growth strategies.

Asterii believes in the adage that the best means of growth are from within and that meeting customer expectations and creating customer delight is far more valuable than acquiring new customers.

Asterii has models that can help clients realize the full lifetime value of a customer. Besides building up selling and cross selling models a key component for customer relationship and retention strategies is the building of robust customer satisfaction analytics.

Analytics also means that you can measure and calibrate the performance of the marketing program. Asterii has capability in deploying market mix models, forecasting to measure marketing effectiveness based on goals and KPI’s.

With state of the art reporting platforms like the smart wall and the social news room data and information becomes easily interpretable insight.

As marketing communications go digital and social media becomes the media of choice for many consumers it becomes critical to have a monitoring and optimization solution for the entire digital program. Asterii helps develop social strategies by doing insight mining, identifying key influencers and mapping the interaction paths for various consumer segments.

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