Suman Inc. - FAQs

Suman Inc

Redefining Marketing Analytics

General

How long do I need to keep the data files on sumaninc website?

It is left to your discretion on how much data you want to keep on the Suman Inc’s website, and for how long. For EZPredict analysis, input data is used to only create temporary files. These temporary files are deleted once the EZPredict run is completed. You can buy additional space based on your data set sizes.
How secure is your data with Suman Inc?

Suman Inc. uses the highest possible security available. It uses SSL technology to keep your data secure during the data upload, analysis, and results download processes.
How can I sign-up to access Suman Inc’s services?

You can sign-up by filling out on-line information, and making advance payment for using our services. Based on the amount of usage, available balance will be debited from your account.
Questions about Suman Inc?

You can conveniently email us at sales@sumaninc.com using our secure email system. We will get back to you promptly.

EZPredict

What is EZPredict?

EZPredict is a tool for predictive modeling, when the dependent variable to be predicted is categorical or ordinal scaled. From our experience, it produces correct predictions that are comparable to, or better than those produced by procedures such as Logit, Logistic Regression, Tree based models, Neural networks, and Discriminant analysis. You can only access the EZPredict algorithms on this, the sumaninc.com website. You cannot access EZPredict anywhere else.
Who can use EZPredict?

Direct marketers, Direct Advertisers, Business Intelligence Managers and Professionals, Data Mining professionals, On-line marketing and advertisers can use our methodology to better target their products, services, and messages.
Why use EZPredict when I can use standard packages like SAS, SPSS, MATLAB, etc?

Direct Marketers, Direct Communicators, and Direct Advertisers can find more customers and relevant audience when they use EZPredict compared to prediction models that are provided in SAS, SPSS, and other languages. Better predictions, in turn, translate into higher revenues, large audience sizes, and increased profitability for companies.

Scenario: Assume your mailing/email list has 2 million names, and hidden in this list, there are 20,000 (1%) potential customers. Say your current predictive models find potential customers with a 60% accuracy. It means you can correctly identify only 12,000 of the 20,000 potential customers. With EZPredict, you can get similar or higher accuracy than Logit/Logistic Regression models, Neural Networks, or Tree based models. Even a 3% higher classification accuracy means a new opportunity to market to 600 more potential customers. Assuming $250 in annual profit from each of these customers, marketers could stand to gain $150,000 annually!
Can EZPredict type or score large scoring files?

EZPredict can build models using datasets whose original size is up to 1GB quite easily. Using WinZip, one can easily compress the IGB text data file into a 15-20MB file, and upload it for analysis. Click Here to download WinZip.
Can EZPredict read data directly from databases?

EZPredict can read data in delimited text files, Microsoft EXCEL worksheets, and databases like MS-Access, and ORACLE using ODBC connectivity. In case of databases, the first table defined in the database is read as the data file.
What are the tuning parameters? How do I choose them?

EZPredict uses proprietary mathematical algorithms for finding correct predictions. It produces classifications from six different mathematical algorithms. Not all algorithms work equally well. It depends upon the nature of the data. For two of the six models, EZPredict provides users an ability to improve model predictions via tuning parameters. These tuning parameters take values between 0 and 1. We recommend that you try to improve the classifications from these two models by choosing values in halves, starting at .5, such as 0.5, 0.25, 0.125, etc. until you are satisfied. This will help them optimize classifications from models 1 and 2 quickly. It is quite possible that predictions from tuned models 1 and 2 could be better than predictions from the other models in EZPredict.
In addition, EZPredict provides an overall tuning parameter for all the 6 models. It is typically set to 0. We strongly recommend that this parameter be changed only in small increments from 0, say 0.25%, .5%, .75%.
How long do I need to maintain the data files on Suman Inc. website?

It is left to the your discretion on how much data you want to keep on the Suman Inc’s website, and for how long. For EZPredict analysis, input data is used to only create temporary files. These temporary files are deleted once the EZPredict run is completed. You can buy additional space based on their requirements.
How secure is the data during transfer for analysis and scoring?

Suman Inc. uses the highest possible security available. It uses 128-bit encryption and other security features provided in SSL technology to keep your data secure during the transfer, analysis, and storage process. Additionally, if you use WinZip, to upload files, you can use their 256-bit encryption and password protection to further enhance the security of your data during the transfer process.

The output files containing the predictive scores will also be downloaded using the secure SSL connection, and using the encrypted and password-protect enabled WinZip technology.
Can EZPredict handle missing data?

EZPredict can easily handle missing data. Simply code the missing data in a consistent fashion, such as “NA”, “na”, “NaN”, etc, and select the appropriate code for missing data when you provide specifications of the input data.
Does EZPredict provide model Diagnostics?

EZPredict inherently can provide many diagnostics on predictors. However, until such time as we put in place mechanisms for fully protecting Intellectual Property underlying the EZPredict Algorithm, EZPredict can only be used as a predictive model. In order to separate important from un-important variables in prediction, you can re-run the models by choosing different sets of predictor variables.

In the future, we will add a section on Model Diagnostics to EZPredict.
What if I have a technical question about EZPredict?

You can conveniently email us at sales@sumaninc.com. We will get back to you promptly.

EZMap

What is EZMap?

EZMap is a tool for performing perceptual mapping. It uses methodology developed to reveal insights about consumers’ minds that existing techniques do not reveal. It uses data such as attribute or feature ratings across multiple bands, collected across a sample of relevant consumers. It produces attribute and brand maps such as those produced by factor analysis. In addition, it produces information on how salient these brand maps are to each of the consumers that took the survey, recognizing that not all consumers think and feel alike. Classical factor analysis does not have the ability to recognize this consumer heterogeneity.

Moreover, some consumer perceptions could be inherently discrete (for example, some American consumers in a sample of survey respondents might systematically provide higher ratings for all American cars than for Non-American cars. This might imply that perceptual mapping techniques should be able to encapsulate such differences by producing a factor or an axis in the map that corresponds to American cars and Non-American cars). This does not happen in traditional perceptual mapping because
1. They cannot differentiate American consumers from the other consumers in the sample, and
2. They simply cannot capture differences in ratings that occur because of such “discrete” perceptions such as American cars versus. Non-American cars.
EZMap techniques allow market researchers and brand managers to study the details of the consumers’ minds by comprehensively capturing the perceptions that consumers use to differentiate among brands and their attributes.

EZMap lets users download the resulting maps as files to be incorporated into your presentations, or into EXCEL files for easy results readouts.
Can users sign up to just EZMap Factor without using sumaninc.com’s other software modules?

Yes. You can access EZMap or any other software module on sumaninc.com on a per-use basis. Please visit our section on Pricing in FAQs.
Why use EZMap when I can use principal components and factor analysis in standard packages like SAS, SPSS, MATLAB, etc?

You can only conduct traditional Factor analysis and Principal Components analysis is SAS, SPSS, and other statistical software packages.
Can EZMap analyze large Data files?

EZMap can perform factor analysis on datasets from surveys that have up to 20,000 respondents, 50 brands, and 50 attributes.
Can EZMap read data directly from databases and EXCEL files?

EZMap can read data from delimited text files, Microsoft EXCEL worksheets, and databases like MS-Access, and ORACLE using ODBC connectivity. In case of databases, the first table defined in the database is read as the data file.
Can EZMap handle missing data?

EZMap can easily handle missing data. Simply code the missing data field as “NA”, or any other value you choose.

EZSegment

What is EZSegment?

EZSegment is Suman Inc’s proprietary market segmentation methodology and cluster analysis software for performing actionable market segmentation. It ensures that Strategic Market Segments meet management’s specific marketing objectives. For Database marketers, the EZSegment modeling approach can also ensure a high degree of predictability of segments using database variables. In essence, EZSegment has two components:
- A goal-driven approach to segmentation, that translates specific marketing objectives into customizing sample designs, questionnaires, and analytical techniques that capture precise measurements from multiple information sources such as primary consumer research, internal and external databases, etc.
- Use of a proprietary and rigorous cluster analysis methodology that specifically trades-off various segmentation solutions to form clusters that conform to management specified goals, and hence, results in optimized market segments.
Can users sign up to just use the cluster analysis module of EZSegment, without using Suman Inc’s objective driven approach?

The cluster analysis module of EZSegment can be used exclusively to perform cluster analysis. It offers many statistical benefits such as explicit optimization of fitting functions, the ability to achieve cluster analysis on large data sets involving thousands of observations and hundreds of variables. It provides many features of redefining variables, creating new variables, and ranking variables in its segmentation structure. Most importantly, the cluster analyses tools in EZSegment operationalize and bring to life sumaninc.com’s goal-driven segmentation approach. For best segmentation results, we recommend using both the goal-driven segmentation methodology and the proprietary cluster analysis software in tandem.
Why use EZSegment when I can use cluster analysis in standard packages like SAS, SPSS, MATLAB, etc?

It provides better results for marketing purposes.
Can EZSegment analyze large Data files?

EZSegment can perform cluster analysis on datasets that have up to 20,000 observations and 500 variables easily.
Can EZSegment read data directly from databases and EXCEL spreadsheets?

EZSegment can read data from delimited text files, Microsoft EXCEL worksheets, and databases like MS-Access, and ORACLE using ODBC connectivity. In case of databases, the first table defined in the database is read as the data file.
Can EZSegment handle missing data?

EZSegment can easily handle missing data. Simply code the missing data fields as “NA”.

EZCompete

What is EZCompete?

EZCompete: Lays out Strategic Competitive Landscapes for a Category using Frequent Shopper Transaction Data or Shopping Panel Data

Using EZCompete, Category and Brand managers can generate Competitive Landscapes for their Categories based on two major data sources:
- Data based on Household Panels, or
- Frequent Shopper Data from Retailers
Who can use EZCompete?

Category Managers and Brand Managers, Category/Brand Planners, CPG Data Analysts, Retailer Category Managers, Retail Analysts.
Why use EZCompete?

Understanding the Strategic Competitive Landscape is fundamental to Category and Brand Management. No tool in the marketplace provides the Strategic Competitive Landscape that EZCompete does.
What type of Data does EZCompete need for analysis?

EZCompete requires transaction level data for performing Promotion Assessments.

EZCompete needs the following fields in the input data file:
- Household or Consumer id
- Brand id
- Volume
- Transaction Date
How many years of transactions should be included in the Transaction Data file?

The Transaction Data file should include data for those years for which the Category and Brand Managers need to understand the Strategic Competitive Landscape. Also, it should include all purchase transactions for the Category.
Can EZCompete handle large data files?

EZCompete performs assessments using purchase transaction data. Data sets up to 2-4GB can be handled quite easily. Using WinZip, users can easily compress the IGB text data file into a 15-20MB file, and upload it for analysis. Download WinZip...!
Can EZCompete read data directly from databases?

EZCompete can read data in delimited text files, and databases like MS-Access and ORACLE using ODBC connectivity. In case of databases, the first table defined in the database is read as the data file.
How long do I need to maintain the data files on Suman Inc. website?

It is left to the your discretion on how much data you want to keep on the Suman Inc’s website, and for how long. For EZCompete analysis, input data is used to only create temporary files. These temporary files are deleted once the EZCompete run is completed. You can buy additional space based on your requirements.
How secure is the data during transfer for analysis?

Suman Inc. uses the highest possible security available. It uses 128-bit encryption and other security features provided in SSL technology to keep your data secure during the transfer, analysis, and storage process. Additionally, if you use Winzip (provide link to download free version), to upload files, you can use their 256-bit encryption and password protection to further enhance the security of your data during the transfer process.

The output files containing the predictive scores will also be downloaded using the secure SSL connection, and using the encrypted and password-protect enabled Winzip technology.
Can EZCompete handle missing data?

EZCompete provides Promotion assessments from Household/Consumer transaction data, which typically do not have missing data.Sign-up to use EZCompete
What if I have a technical question about EZCompete?

You can conveniently email us at info@sumaninc.com. We will get back to you promptly.

EZPromo

What is EZPromo?

The purpose of all Consumer and Trade Promotions is to achieve a short term incremental gain in volume and revenue. Hence, Category/Brand Managers need to have accurate assessments on the success or failure of these promotions to optimize and evolve their promotion budget spending.

In the current state-of-the-art, Category and Brand managers in almost all companies perform promotion assessments based on three major data sources:
- Data from retail scanners
- Data based on household panels
- Frequent Shopper Data from retailers
Typical current practice is to perform promotion assessments on a select few promotions, since these assessments are very expensive. Hence, Category/Brand Managers cannot afford to analyze all promotions, but pick and choose the promotions that they assess.

EZPromo is a Promotions assessment tool that provides accurate and insightful promotions assessment using either store-level frequent shopper data or household panel purchase data.
Who can use EZPromo?

Category Managers and Brand Managers, Category/Brand Planners, CPG Data Analysts, Retailer Category Managers, Retail Analysts.
Why use EZPromo when I can use Promotions analysis from other companies modeling Marketing Mix?

EZPromo provides assessments that are more insightful, more accurate, and are cheaper to perform. EZPromo prevents the pitfalls of additive modeling that is used by most CPG analysts (such as either biased or inefficient estimates that form the underlying foundations of promotion assessments).
What are Incremental, Subsidized, and Share Sustenance Volume?

Incremental volume is the new volume generated by a promotion. Subsidized volume is the volume generated through subsidies provided by a promotion. Share Sustenance volume is the volume that the promotion helped sustain during the promotion period.
What type of Data does EZPromo need for analysis?

EZPromo requires transaction level data for performing Promotion Assessments.

EZPromo needs the following fields in the input data file:
- Household or Consumer id
- Brand id
- Transaction Date
- Volume
- Purchase Price
- Promotion Field 1
The Promotion fields correspond to Promotions such as Coupons, Feature, Display, Temporary Price Reduction, Local Radio, Local TV, Co-Marketing event, etc. The promotion fields could be either dummy coded as 1-0, or coded any other way (e.g., Yes/No, Y/N, Promo/None, etc), as long as the coding is consist across all the promotion fields. There must be at least one promotion field.
How many years of transactions should be included in the Transaction Data file?

The Transaction Data file should include data for at least 12 months before the start of the promotion being analyzed. Also, it should include all purchase transactions in the promotion period – not just for the brand which is being promoted, but also for all the other brands in that category.
Can EZPromo handle large data files?

EZPromo performs assessments using purchase transaction data. Data sets up to 2-4GB can be handled quite easily. Using WinZip, users can easily compress the IGB text data file into a 15-20MB file, and upload it for analysis. Download WinZip...!
Can EZPromo read data directly from databases?

EZPromo can read data in delimited text files, and databases like MS-Access and ORACLE using ODBC connectivity. In case of databases, the first table defined in the database is read as the data file.
How long do I need to maintain the data files on Suman Inc. website?

It is left to the your discretion on how much data you want to keep on the Suman Inc’s website, and for how long. For EZPromo analysis, input data is used to only create temporary files. These temporary files are deleted once the EZPromo run is completed. You can buy additional space based on your requirements.
How secure is the data during transfer for analysis?

Suman Inc. uses the highest possible security available. It uses 128-bit encryption and other security features provided in SSL technology to keep your data secure during the transfer, analysis, and storage process. Additionally, if you use Winzip (provide link to download free version), to upload files, you can use their 256-bit encryption and password protection to further enhance the security of your data during the transfer process.
The output files containing the predictive scores will also be downloaded using the secure SSL connection, and using the encrypted and password-protect enabled Winzip technology.
Can EZPromo handle missing data?

EZPromo provides Promotion assessments from Household/Consumer transaction data, which typically do not have missing data. Sign-up to use EZPromo
What if I have a technical question about EZPromo?

You can conveniently email us at info@sumaninc.com. We will get back to you promptly.