US Firms 'Put Data Science in Decision-Makers' Hands'

In California, advanced analytics firm Fractal Analytics and predictive modeling & optimization tech firm Sequoya have partnered to offer retailers and CPG manufacturers predictive analytics for use in real-time pricing and promotions decisions.

Sequoya's solutions include Pro Key, Price Key and Alert Key, and assist clients in areas such as price elasticity, promotion simulation and evaluation, brand and SKU interaction, and total volume planning. Fractal Analytics' flagship Customer Genomics solution helps marketers learn complex customer behavior at an individual level, using attitudinal and behavioral data. The company is minority owned, since June, by private equity firm TA Associates which paid $25m for its stake.

Under the terms, Fractal's Concordia Data Harmonization Service will clean and organize data for integration into Sequoya's applications, 'putting data science insights into the hands of front-line decision makers... without their having to create or understand the statistical complexity behind the scenes', according to the firms.

Pranay Agrawal, co-founder and EVP of Global Consulting and Client Management at Fractal Analytics, comments: 'The key to effective customer engagement is to anticipate actions and provide answers to questions not yet posed. Now we can deploy sophisticated analytics into Sequoya's industry-accepted pricing tools to institutionalize real-time decisions for business users.'

Dale Neely, VP Customer Operations at Sequoya says both partners recognise that 'the easiest way to comprehend complex data and develop effective problem-solving tactics is through visual information', and adds: 'We partnered with Fractal to incorporate their expertise in Big Data cleansing, consumer behavior and visual story-telling into our solutions to further propel our clients' decision processes.'

The firms are online at www.fractalanalytics.com and www.sequoya.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.