Frank Hedler – Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard –...
Preview:
Citation preview
- Slide 1
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk F eedom! How R changed us and what we do
Frank Hedler & Ryan Howard Simpson Carpenter Ltd
- Slide 2
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk Who we are Previously Kantar Media,
passionate about data visualisation Applications of R include
latent class, brand diagnostics, machine learning algorithms and
data integration techniques. Passionate user and advocate of R
since version 2.0 back in 2004 Uses R to do: customer experience
modelling, pricing and line optimization, data visualization and
natural language processing. Frank Hedler Director Advanced
Analytics Ryan Howard Associate Director
- Slide 3
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk Market Research agency privately owned, based
in Wimbledon 35 employees 3 in Advanced Analytics Automotive,
Retail, Technology, Pharma, Charities Brand and advertising
tracking, customer loyalty, new product development, U&A and
segmentation What we do
- Slide 4
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk Market Research agency privately owned, based
in Wimbledon 35 employees 3 in Advanced Analytics Automotive,
Retail, Technology, Pharma, Charities Brand and advertising
tracking, customer loyalty, new product development, U&A and
segmentation What we do We need to be agile, flexible and
innovative
- Slide 5
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk R adds width to our toolbox and broadens our
horizon! By looking beyond conventional MR, and adapting
sophisticated solutions from e.g. Bio-informatics (TraMineR) or
Computer Science (tm) helps us doing exactly that R adds depth to
our toolset It allows us to build our own proprietary tools, and
offers numerous alternatives to conventional algorithms, e.g.
clustering, or innovative data visualizations
- Slide 6
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk Our toolbox went from looking like this
- Slide 7
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk to something more like this!
- Slide 8
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk F eedom from commercial constraints Sawtooth
10,000 (4500 one-off) SPSS 8,450 Latent Gold 871 SAS 3,840 R 0
- Slide 9
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk There is yet another benefit commercial
software You need to know what you are doing! And your clients and
yourself will benefit from it R
- Slide 10
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk We use R to automate data processing and
analysis, embedded in larger processes of reporting automation, and
therefore f r ees us from repetitive tasks Efficiency Tracker comes
out of field R scripts automated data checks & analysis
calculation of aggregates export into CSV files VBA pull data from
CSV push into PPT template
- Slide 11
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk require(ChoiceModelR) Using libraries
AlgDesign and ChoiceModelR we are able to design choice based
conjoint and Max Diff exercises and estimate the related models at
the back-end. Greater flexibility Freedom of design Full control At
no cost!
- Slide 12
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk require(treemap) R provides us with an
incredible number of ways to visualize data. And contrary to many
commercial applications, all the plots are fully customizable
- Slide 13
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk require(vcd) New car Previous car A
relatively big table becomes easily readable with the right
visualization
- Slide 14
- Frank Hedler Director, Head of Advanced Analytics
fhedler@simpcar.co.uk Ryan Howard Associate Director
rhoward@simpcar.co.uk require(maps) library(maps) library(mapdata)
library(RColorBrewer) library(classInt) library(scales) var =
data$awareness colors