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Integrated Marketing Effectiveness

In today’s information and technology age, the companies that implement the most effective customer experience will be positioned to increase market share and shareholder value. 

Implementation is not complete without measurement to guide course corrections or allocate budget toward the highest returns.


  • Pricing Analytics – One size does not fit all

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  • Four Best Practices in Delivering Personalized Customer Experiences

    A recent McKinsey study found that companies who put data-driven personalization at the center 

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  • December 14, 2015

    Marketing Returns Analysis in Emerging Markets

    In this paper, we recommend tested approaches to overcome the challenges of measuring marketing r...

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  • April 10, 2015 By Ashok Kumar and Ganesh Subramanian

    Recommender Systems: Framework for non-digital B2B domain

    In this paper, we aim to uncover the methodology which manufacturers can use in building a recomm...

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  • October 29, 2015

    Fractal Analytics acquires AI startup to expand Customer Genomics®

    Appoints Founder of Imagna, Prashant Warier as Chief Data Scientist...

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  • September 07, 2015 By Ishita Ahluwalia, Ankit Sardana, Vibhor Mishra and Rashid Khan

    Reducing Bias in Business Insights

    This paper recommends approaches to overcome the challenges of identifying right competitors and ...

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  • December 14, 2015 By Mrinal Prasad, Shrikant Kejriwal, Vishesh Totla

    Optimal Product Mix: The apparel retail industry’s key to success

    Leading apparel retailers today leverage analytics to achieve the optimal product mix - a key com...

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  • Oh no! Not another blog on Marketing Analytics

    Imagine you had $550 billion (yes that’s right – half a trillion dollars) to spend and propel business growth, what would you do? What are the chances that it would work?

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  • Dec 2016

    Emerging Companies Summit (ECS) by NVIDIA

    Teaching machines to read chest X-rays, CT scans and MRIs

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  • Nov 2016


    Building our own HR

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  • Nov 2016

    12th Annual UBS India Conference

    Big data and Artificial Intelligence – How will it change our lives and India Inc?

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  • Nov 2014

    FIIB Marketing Conclave 2014

    Analytics & Social Media: Today’s Business Game Changers

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  • Jun 2012

    Summit 2012

    Squeeze more insights from Big Data

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  • Sep 2011

    Predictive Analytics in Banking

    Collaborating between risk and marketing analytics to fuel growth and profitability

    Read More
  • Jun 2011

    Summit 2011

    Supercharge the ROI from BI Platforms with Predictive Analytics

    Read More
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Meet the Experts

Ajoy Singh

Chief Operating Officer

Ajoy Singh

Chief Operating Officer

Joined: 2012

Role: Leads engagement delivery and heads capabilities development for Customer & Loyalty Analytics, Integrated Marketing Effectiveness, Artificial Intelligence and Machine Learning, Big Data & Visualization

Past experience: Prior to Fractal, Ajoy was the Country Credit Risk Head for the consumer portfolio of Barclays India. He was in Leadership role in Consumer Credit Risk Management in Standard Chartered (Prime Financial), CitiFinancial and GE Money. He is experienced in Credit Risk Policy & Portfolio Management, Collections Strategy, Underwriting & Fraud Control. 

Education: Ajoy received his MBA from the Indian Institute of Management (IIM) at Calcutta and Bachelors in Mechanical Engineering from the Indian Institute of Technology (IIT) Delhi

Passion for analytics: Adopting analytics to make smarter, faster and effective decisions.

Neha Singh


Neha Singh


Joined: 2008

Role: Developing the Integrated Marketing Effectiveness capability at Fractal

Past experience: With a background of engineering, never-ending interest in Physics, hands-on experience of working with information technology and servicing clients in FSI, Neha brings a unique combination of skill-sets to Fractal. In her 7+ years of tenure at Fractal she has focused on improving the performance of the debit and credit card portfolios of various banks through data driven decision making. Before Fractal, she was working with Headstrong for 3 years providing IT services in the Investment Banking domain. She was also amongst the top candidates shortlisted from India (in 2000) for the International Physics Olympiad and secretly hopes that the Theory of Relativity will meet its downfall soon. 

Education: Indian Institute of Technology, Mechanical Engineering with specialization in Computer Aided Design and Automation and its application in Robotics

Passion for analytics: Developing AI to improve the quality of life