GemSeek wins MRS award for Innovation in Data Analytics
GemSeek (part of the Future Thinking Group) won the Innovation in Data Analytics category at last night’s Market Research Society (MRS) Awards Dinner, alongside their client Liberty Global.
The awards, which this year attracted over 900 guests, were held at Old Billingsgate in London and celebrated research’s ability to drive innovation, inspire change and deliver results.
The Innovation in Data Analytics category reflects the increasing number of entries incorporating ‘big data’ and the important role it now plays across the industry. The other finalists in the category were OmnicomMediaGroup and Twitter & IPG Mediabrands.
The award was in recognition for the work undertaken alongside Liberty Global. The submission highlighted how an innovative and pragmatic application of machine learning models helped to reduce churn rates for their client.
The project involved creating state-of-the-art machine learning algorithms to predict customer dissatisfaction using multiple data sets available to the company, including customer survey data from its Medallia CX platform, customer transactions and usage data, and demographics. The team also helped embed the predictive model into the operational system of Liberty Global’s customer service, giving employees practical tools to pinpoint and engage customers proactively. The model predicts customers at risk with 80% accuracy, allowing for operational effectiveness and improved retention management.
On commenting on the award entry the judges’ said, “There is real evidence of resultant client action directly based on this state-of-the-art study, plus very positive customer service/commercial impact too. A clear winner.”
“The judges were unanimous in commending and ultimately choosing Predicting super-detractors through machine learning for the inaugural year of this category, based on its highly sophisticated programme of analysis involving multiple data sets, requiring innovative integration and synthesis. This paper also neatly fused with Q&A MR survey data, all ultimately for predictive decision-improvement purposes.”
Future Thinking was also a finalist in the Best Agency with a turnover above £20million category.
Details of all the winners are at: https://www.mrs.org.uk/awards/mrs-awards and a souvenir MRS Awards book containing all the judges comments on the winners can be found at: https://www.mrs.org.uk/pdf/MRS%20AWARDS%20BOTN%202018.pdf