SAPIENCE CONSULTANCYcredentials and case studies

your partner powered by data science

About us…

Who we areWe are a scientific business analysis, research and consulting agency based in Dubai, that utilizes evidence based approachthrough research, applied mathematics, data science and dashboard solutions.On top of our strong practical experience, we hold MSc degrees in Mathematics, Statistical Modeling, Computer Scienceand Big Data Analytics

What we doWe solve business problems and provide tangible solutions by using data, applied mathematics, research and technology.We make ourselves relevant by getting involved in understanding the business background and pain-points first.We make sure that our approach is scientific by using applied mathematics and research and link results to business KPIs.We apply technologies to build software solutions that help out clients visualize and interact with information.

Data

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Research and data analytics

Technology and software solution

Business knowledge

Science of understanding the business, collecting

relevant information and measuring against

business KPIs, then providing information

in an easy and interactive way for clients to visualize,

monitor and use. So that we facilitate

business decisions and actions.

Our differentiating aspects

Cultural RelevanceAnd local market understanding by natives from GCC, Levant and North Africa

International ExperienceComing from our strategic partnership that allows us to bring advanced and up to date analytics and technologies

Diversified KnowledgeBuilt from experience across different

industries and functions within organizations

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We crown our practical experiences with MSc degrees in Applied Mathematics, Statistical Modeling, Computer Science and Big Data Analytics

We are a results driven agencyWe help marketers and business leaders to answer the following type of questions:

How to quantify the impact of marketing and media levers?

How to improve short or long term ROI?

How to set budgets and what should the investment mix for new product launch be?

How to identify and understand better potential or existing customers?

How to fine-tune products or packages that suit customer needs?

Help strategically compete in market place

What media to use and how to optimize multi-media allocation?

What is the best pricing strategy in the light of continuous variation in demand?

How to define, measure and track brand and business KPIs?

How to identify potential markets and drivers of growth in the category?

How to devise a suitable customer contact strategy?

BUSINESSSUCCESS

Our services

AnalyticsFrom strategic marketing and media

consulting to advanced data analytics. We use science to solve business

problems.

TechnologyWe provide BI, Marketing Intelligence

at POS, Seeketing Nodes, data visualization and dashboard solutions. On the shelf data reporting solutions

or customized dashboards and simulators

TrainingWe deliver analytics and business

statistics training which can be applied immediately in client’s project.

Certified courses in the field of data analysis, research, statistics and

technology

ResearchWe are a fully fledge research supplier

that provides syndicated research projects as well as any type of market or consumer research requirement.

We have the capacity to conduct field projects in all markets in the MENA.

AnalyticsWe provide strategic marketing and media consulting to advanced data

analytics to ensure better ROI. We use science to solve business problems.

Our solutionsMarketing Mix Modeling Cross Media Attribution

Customer Segmentation Customer Loyalty Analysis

OptimizationDigital and Social Media ROI

Brand Tracking Intangibles ROIAdvertising/Promotional Effectiveness

Pricing and Packaging

Analytical CRM Offline/Online - omnichannel analytics and communication

technologies

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Our Clients

analytics

Analytics

Advanced data analysis is the essence of our work, we develop analytical solutions for solving problems that arise everyday in companies in all types of business categories.

We combine quantitative perspective with qualitative insights, integrating mathematical models with business:

Types of analysis:

Marketing Mix Modeling

Digital attribution

Optimization

Pricing and Packaging

Forecasting

Propensity Analysis

Churn Analysis

Etc.

analyticscase studies

Showcase: FMCGInfluence of online advertising on sales

• Our client wanted to know how online advertising influencessales of seven mass market products, divided into twocategories, allowing them to perform a media mix optimizationin order to reach the maximum sales possible.

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• We identified the consumer purchase process and the maindrivers for each step.

• We measured the direct effect of media advertising on sales, aswell as the indirect effect through Queries and Paid Search

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• Ten econometric models were developed: 7 for the sales ofeach product, 2 for Paid Search clicks for each category and 1for the brand Queries.

• As a result, synergy between offline and online media wasidentified.

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• We optimized the budget to reallocate media investment bycategory

• Different scenarios were defined by category in order tomaximize sales, depending on the total ad spend available

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• Also, we were asked to detect if there was any halo effect among products or categories or synergy between offline and online media.

CLICKS SEM SALESQUERIESMEDIA

ADVERTISING

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Shawarma Ryba Burritos StroganoffCaesar Schnitzel Zhulien

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Showcase: AutomotiveHow many cars could be sold with the help of internet

• The client was convinced they needed to invest more online, although they had no data on the effectiveness of media neither they are sure about optimal level of investment that should put on Display and Search

• On the other hand they want to know if there was synergy between online and offline media and be able to quantify it.

• Were they missing an opportunity for growth?

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• We designed a system of equations that would mathematically replicate the buying process of a vehicle, and include how to invest in each media and how it would impact each of the stages

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• Macroeconomic and industry data were collected, as well as brand specific data and competitor data.

• In addition, a database was created integrating advertising data from offline, display, and actual data from online search generated by keyword category.

• From all this information a system of equations was built, for 3 nameplates of the same car make, with over 24 econometric models3.

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• We detected that SEM was the most effective media generating new customers, providing 51% of the total contribution of total marketing to web visits, which was the main lever to generate visits to the dealer (72%), and therefore sales.

• We found out that improving ranking in search engine results in increasing clicks by +49%

• We quantified the synergy between TV and SEM, with time

• We recommended optimal media mix4. T

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research

Research

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We do all types of market, media and consumer research from quantitative to qualitative and covering more than 15 markets in the region.

We believe that good design gives better results. We make sure that our sample is representative of the target and our fieldwork follows the highest standards of quality and control

We are more interested in the why more than the what and how. For example a brand might have awareness level at 60%, but why? And how could we bring it to 70% and more?Types of research projects:

Syndicated specialized research:

Segmentation

Usage and Attitude

Brand Equity Index

Campaign evaluations

Advertising Effectiveness

Brand Intangibles

Etc.

Quantitative Ad-Hoc Research:• CATI• CAPI• Door to door• Intercept• Online• Mobile panel

Qualitative Ad-Hoc Research:• Focus groups• In-depth interviews• Central Location• Mystery Shoppers• Ethnography

Market and Brand Analysis Reports:

• Desk research• Social tools• Media tools• Macro economic sources

Syndicated Surveys:• Own through CATI• Industry Reports• Desk research and social listening

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Our Fieldwork Arm: ASK ResearchAsk Research is the fieldwork arm of Sapience Consultancy in the region

Based in Tunis and Egypt

The biggest CATI center in the region with more

than 200 operators

Covers the entire EMEA region from the Middle east

and North Africa to Europe

All operators are university graduate

Multilingual operators (Arabic, English, French,

Spanish and German, Italian)

The most advanced CATI system with 100%

recording of all interviews

Live monitoring of interviews by client from

anywhere in the world with interactive features

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On Ground Field Methods

Face to face

Carrying out face to face research using CAPI or paper and

pen

Focus Groups

Well connected recruiters and experienced moderators

IDIs

Interviewing hard to reach, C-suit mainly

in B2B studies

Mystery Shopping

Have experience in one of largest

projects for one of the biggest retailers

in the region

Central Location & Car Clinic

Testing products with respondents

using tabs and latest technologies

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1. Interviews conducted with or without internet2. Answers are stored immediately so that interrupted

interviews can be resumed3. Register location based on GPS4. Support rich media files (display photos, audios and

videos)5. Automatic recording of interviews6. Interviews can be conducted in any language7. Interviewers can make appointments to return at a later

moment8. Fieldwork manager and supervisors can centrally manage

changes to the survey, quotas, or interviewer assignments 9. Can track progress immediately after the interviewers

synchronize their work.

Face to Face Using Tablets

Mall Tracker

• Sapience Consultancy brings out a continuous syndicated tracking research study on Malls in GCC.

• The study analyses people behavior and drivers towards different mall segments.

• The study is conducted on monthly basis in 4 markets: Dubai, Abu Dhabi, Riyadh and Jeddah

• An interactive dashboard built specifically for the Mall Mapping Study

Brand SphereExample of brand analysis report

Brand Sphere is a single source continuous tracking and analytical report that covers comprehensive information on a specific brand.

The report analyses information on competitive overview, multi media activities and investments, audience analysis, brand usage, attitude and image and social media analysis.

The report is customized per brand and activities and is available to clients in PowerPoint presentation.

Clients have the option to select and focus on specific reporting like competitive analysis, media scenes or may choose to go for a comprehensive reporting that includes all elements of the brand sphere.

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Social ListeningGathering insights from consumers/patients/people in their comfort zones

Social listening is the process of monitoringdigital & Social media channels to understandthe conversations the consumers are engagingin.Taking information from platforms thatconsumers participate in online, tocomprehend where the brand stands digitallyas well as in consumers consideration set.Our social listening product offers monitoringacross a variety of online platforms; rangingfrom online forums to social and videonetworks such as Twitter, Instagram, Tumblr,YouTube, Google+, RSS feeds, and Reddit.

researchcase studies

Showcase: DistributionCustomer Segmentation

• Consumers have certain common needs and attitudes. Thisallows us to segment them into different interest groups forcompanies.

• Our client had a classification of their buyers, but it was madeup of too many segments (15) rendering it too unwieldy toestablish action plans. Therefore, they needed to reduce thenumber of segments.

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• Information relating to the purchase information of a group ofcustomers, already segmented, was collected and a surveyabout uses and attitudes was launched to complete theinvestigation.

• From these data, the segments were grouped based onqualitative and quantitative criteria and multivariate techniques.

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• It was intended that each group should have similar characteristics interms of lifestyle and purchasing behavior.

• Furthermore, a representativepercentage of customers should begrouped, having similar expensesand purchase frequency.

• Finally, multivariate statistical analyses were performed to create factors that would maximize the homogeneity within a group and that would ensure the heterogeneity with the other groups.3.

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• We managed to regroup the initial 15 segments into 6 moreclosely related segments. The new segmentation offered certainadvantages over the former one: greater operability, greaterhomogeneity and greater business opportunity.

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Showcase: Brand IntangiblesTracking Research: Brand and Reputation

• A leading advertiser asked us to develop an intangibles studyto measure the Brand Index (among other variables).

• This index is constructed from two main subindexes (Awarenessand Positioning/Image). Each one of them will bring a differenteffect and weight.

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• We carried out the tracking research, and two types ofmathematical analyses were carried out:

• Longitudinal• Transversal

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• Establishing mathematical models that relate these Awareness andPositioning / Image subindexes (understood as perception towardsthe brand) with attitudes toward the brand (purchaseconsideration, customer recommendation... Etc.). In this way, wewould be able to obtain the weight and the effect of each one inbrand construction..

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• The mathematical results of these two types of analyses return theweight of each component of the two subindexes in the brandconstruction.

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•Longitudinal correlation (brand historical)

•Transversal correlation (brand behaviour in a given period)

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Espontánea de empresas petroleras 1ª mención (Repsol)

Empresas petroleras consideradas en repostaje (Repsol)

Posicionamiento/ Imagen

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Tiene muchas estaciones de servicio disponibles

Tiene muchas estaciones de servicio disponibles vs Empresas petroleras consideradas (Repostaje) Feb-2012

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The relationship between brand perceptions and attitudes will give us the weights with which to weight each indicator to construct the BRAND GLOBAL INDEX.

technology:

Marketing Intelligence connecting online and offline channels at the point of sale

Your online communication integrated with your mobile marketing campaigns and your physical locations. Consistency and omnichannel power

Sapience partners with Seeketing to bring their technology to the Middle East. An offline consumer behavior integrated with the use of mobile devices. A unique cross-channel solution (offline + online + mobile) that allows you to communicate through online (web) and mobile campaigns and measure the

effectiveness and conversion at the point of sale.

INSIGHTS AND TOOLS FOR: Business Intelligence

Operations and Marketing Loyalty programs

Online and proximity communications

Dashboard Solution

We create user friendly and interactive dashboards for our clients to make the best use of their data.

Multilevel access (restricted access depending on user, passwords, etc.)

We also have ready made media evaluation and KPI’s tracking tools that our clients can pick from the shelves.

We customise tools that are flexible and adaptable to our client’s needs.

Our tools ranges from basic data visualization tools that combines any source of information with which our clients use to more sophisticated tools with built in mathematical modelling and simulation.

Our mixed team (Analytics and Technology) work together to be able to better reproduce final results and more important outcomes of the data analysis results.

Types of research projects:

Data visualization tools

Media evolution tools

Simulation and optimization tools

Brand metric and tracking dashboards

Dynamic pricing tools

Mystery shopping portal

Digital data portal hosting website visits and own data feeds like Twitter followers, Facebook fans etc.

Data Visualization for Campaign Performances

Dashboard examples

Say Hello!

M: +971555498754T: +97144280965

Aurora Tower, Media City, Dubai, UAE

info@sapience.ae www.sapience.ae

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