IDP delivers custom data-driven marketing solutions that empower marketers to anticipate, engage and reward customers and to retain loyal customers longer. ‘Invasive’ Data management and deep-dive data mining are the foundations to our data-driven marketing solutions.
There is a tremendous difference between mining data and answering questions. Any given dataset offers a particular glimpse onto reality, but no single dataset offers a perfect, holistic and unbiased view. This means that when it comes to analyzing data, it is far more important to have an understanding of the data than to have a PhD in statistics. — Forbes, June 2016
Our customer and product analytics are always designed to your specific marketing requirements. And we know that your data will be challenging. Reasons why data management and exploration are core to our data-driven marketing deep-dive analytics.
It’s an absolute myth that you can send an algorithm over raw data and have insights pop up. – New York Times Aug 2014
Deep-dive analytics are the crown — the tip of the analytics iceberg. Supporting the crown are vast, largely hidden data management and exploration preparations that represent 75% of the entire analytics process. These include joins, sorts, aggregations and transformations, that can easily include several hundred million data rows — significantly impacting the time required to generate analytics. If the analytics process takes eight hours, six hours are spent preparing the data; and only two hours are spent on actual analytics.
Far too much handcrafted work — what data scientists call ‘data wrangling’, ‘data munging’ and ‘data janitor work’ — is required. Data scientists spend from 50% to 80% of their time mired in this mundane labor of collecting and preparing unruly data, before it can be explored for useful nuggets. – New York Times Aug 2014.
Data Management — IDP
Effective use of all customer and transaction data is a strategic weapon. However, marketers are swamped by not only data volumes and velocity, but by complex data structures. And there are tons of roadblocks: data is fragmented; there’s no linking data across channels; there are no internal data management or analytical skills; data quality is poor. And, of course, data management is ‘janitor work’!
Data scientists are often unfamiliar with the nuances of the data they are working with or the assumptions of the domain they are working in and produce analyses that inadvertently lead their organizations astray. — Forbes, June 2016
IDP removes the requirement that business analysts manage large data volumes or complex data structures — bridging the gap between data management and analytics — so business analysts focus, not on ‘data munging’, but on making business recommendations from the analytics. At IDP, we expertly manage large data volumes with complex structures and integrate disparate data sources to build rock-solid analytical data sets. Finally, we always collaborate with marketing to generate the right methodologies that produce actionable, marketable results.