Cogent Analytics opens its doors for business
LONDON - Loyalty agency ICLP has launched data analytics business Cogent Analytics, which will be headed by general manager Matt Hutchison.
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Cogent Analytics will offer a complete range of traditional and proprietary data services from segmentation and profiling, predictive modelling and RFM (recency, frequency, monetary) analysis to bespoke insight analysis and data planning.
Hutchison was head of data planning and analytics at ICLP, which is part of the Collinson Group.
His team had already been providing its data analytics services to a broad range of ICLP's clients and the success of the analysis and applied commercial results prompted the management team to launch Cogent Analytics as an independent business.
Hutchison said: "Current market conditions are creating significant pressure on campaigns to perform, and we have proven Cogent's analytical techniques are able to increase ROI.
"Our intelligent analysis and interpretation of customer and prospect data allows clients to positively impact customer behaviour, in turn improving financial returns, customer perceptions and standout against their competitors."
Stuart Evans, general manger of ICLP Europe, said: "There is clear demand for a specialised analytics offering that can translate data analysis into smarter, more profitable marketing and business decisions.
"The Cogent Analytics team combines a passion for data and analysis with unrivalled commercial awareness, creating a fresh, unique offering that delivers improved response and ROI."
Hutchison: heading Cogent Analytics
Comments
Huw Davis - 16/10/2008
I wish Cogent Analytics and ICLP all best with their business model. I have had the same global delivery model for analytics for nearly two years and it is such a logical approach. Cost-effective back-end processing and intellectual thought leadership in UK / Europe generating the real insight and value. The client gets value for money with their investment in the project. As any analyst knows 80% of any project is getting the data in the right format and producing basic exploratory data analysis, why pay inflated UK analytic prices to do this base work? The UK consultants and analysts can then focus their time on real knowledge discovery and value, not basic counts and bar charts. I said at the beginning of 2008 large database and agency groups need to develop this way to survive as their cost base goes up and clients demand lower prices. This type of solution removes the feeling that your statsitical team are cuckoos in the nest, who need feeding projects otherwise their costs kill your business. India and Asia, where my team is based, both produce top-notch statisticians and analysts, who pick up the concepts of cutomer modelling very quickly. Yes, there are cultural issues, but these can be overcome with education, great process, marketing boot camps in the UK, as we do, and putting maybe one or two UK staff into the regional office to provide brand and cultral understanding. The only additional comment I have is that clearly the senior managment at Cogent Analytics like cricket, whereas my team of statisticians is based in Singapore, where we have the F1 Night time Grand Prix and the worlds largest range of international cuisine and shopping! I wish you only success, welcome to my analytic world. Huw Huw Davis Partnership