Frank Hedler – Director, Head of Advanced Analytics [email protected] Ryan Howard –...
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Frank Hedler – Director, Head of Advanced Analytics [email protected]Ryan Howard – Associate Director [email protected]F eedom! How R changed us and what we do Frank Hedler & Ryan Howard Simpson Carpenter Ltd
Frank Hedler – Director, Head of Advanced Analytics [email protected] Ryan Howard – Associate Director [email protected] F eedom! How R changed
Frank Hedler Director, Head of Advanced Analytics
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] Our toolbox went from looking like this
Slide 7
Frank Hedler Director, Head of Advanced Analytics
[email protected] Ryan Howard Associate Director
[email protected] to something more like this!
Slide 8
Frank Hedler Director, Head of Advanced Analytics
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] 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
[email protected] Ryan Howard Associate Director
[email protected] require(maps) library(maps) library(mapdata)
library(RColorBrewer) library(classInt) library(scales) var =
data$awareness colors