IRA Answers Private Limited

In their own words

Ira core offering to is to help clients build and growth a profitable portfolio online. Build the Core Portfolio >> One View ( Identify the key drivers of growth) >> Investment Optimization 1. Digital shelf tracking: We go beyond what our competition offers by not just delivering data but by a. Gathering the data at the required cadence and frequency as necessitated by our solutions irrespective of the effort and cost borne by Ira. Goal is to capture the data that’s sufficient to build the category context, high level actions and provide a way to build advanced insights b. Curating the data across various attributes and metrics. For example, brand, category & product taxonomy mapping is not something most of competition offer. We do the same despite the challenging environment prevalent in the SEA markets. We believe not being able to identify a product with the right attributes leads to incorrect categorisation and insights. c. Creating a refined approach to predicting the market share. Given our focus to provide advanced insights on building a profitable portfolio, market share is a key metric. While directional we take great care to ensure our estimations are accurate enough to help us provide detailed insights to clients. d. Finally scoring and benchmarking our clients against the category & top brands so actions are clear. We also go far in terms of the dashboards and reports built where due care is taken to listen to our client’s requirements and implementing the same in our outputs 1. One View: While there is an abundance of marketing data available today, there are challenges in identifying data that’s valuable to the business, bringing it together and building connected insights, and ensuring that these insights are influencing business decisions. With this premise in mind Ira helps to unlock profitable growth with a real time 360 degree view of the business by integrating Ira’s digital shelf data with client’s Sales, Media, Operations & Third-Party data. Goal of one view is to a. Eliminate Functional Silos through seamless integration of complex, siloed, large datasets reducing time to insights b. 360 degree view of business through One-View Dashboards & Reports enabling teams to tackle weekly & monthly Joint Business Plans (JBP) with confidence. We are already offering some of these insights like ‘top gainers & losers’ etc. Additional to these, we also build actionability quadrants by using internal data if shared (like traffic, conversions, actual offtakes, platform media attributions/spends etc.) c. Root cause analysis & Opportunity analysis: Drill down to root causes on sales performance. Through our expertise in advanced analytics, we build regression models to measure driver impact, identify and prioritize the key marketing drivers (includes all digital shelf metrics) to focus on. Some of the most helpful outputs include sales decomposition (decompose sales into its constituents like baseline sales, impact of each driver, impact of big days etc.), driver importance and uplifts, Opportunity/Potential value gains through each action/driver etc. 1. Growth modules focusing on a specific driver: Finally, we build on top of the driver impact models discussed above and optimize each driver. Some examples include a. Assortment Optimization: Identifying client’s core portfolio. Find the white space opportunities (opportunities across various pack sizes, variants, configurations, bundles etc.) and identify assortment positioning compared to key competition b. Media optimization & planning: Set guardrails on the media spends. E.g., upper and lower thresholds for CPCs at product * channel, media budget planning & monies optimization/reallocation c. Price and promotion optimization: Price/promotion guard rails across retailer events/mega days & competition behaviour for ideal tactical gains and profitability Our endeavour is to deliver continuous value to clients and bring delight. We want to listen keenly to the problems and requirements and continuously course correct (both our ways of working and models/technology) our offerings to ensure maximum value to clients.

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