ubina consulting: Services

Marketing mix modelling: our specialism. It's the only technique capable of telling us how many sales (or web hits etc) were caused by different factors e.g. TV spend, multibuy promotions, competitor activity etc.
A/B testing: another technique we use a lot is setting up tests using test and control regions (e.g. stores) to isolate the impact of a different creative, or shopper marketing etc. We often use google's CausalImpact
Simulation and optimisation: we use a range of algorithms and variations of ubina's planning platform to optimise future marketing activity using inputs from our models
Software: We try to use the right tool for the job. Excel is still our fall-back, but R is used for a lot of data processing and analysis. We have built our own modelling platform to speed up typical modelling tasks. We like Power BI and Shiny for visualisation and reporting. As we grow our analysts will develop a specialism in the tool/program of their choice, giving us a wider toolkit to choose from.
Data security: 2 main options: 1st is to use our secure local server. A clever IT setup means your files won't leave our system. 2nd option, where your data can't leave your country, is to use a managed dedicated server in that country (we use www.cwcs.co.uk in the UK, for example). In option 2, our local machines in Latin America can access and process the files remotely, but the data is never stored locally.