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Penn Schoen Berland launches Predictive Analytics

11 September, 2012


To Provide Data Driven Foresight to Clients in Partnership with i3 Consulting

NEW DELHI — Analytics driven decision making has become a priority for business leaders globally. A recent concluded NASSCOM CEO Series panel discussion identified Big Data and its evolving nature i.e. large volume, velocity and its variety as the key themes that business across the globe will have to leverage as a differentiator for themselves.
Indian enterprises are viewing Business Analytics solutions as a strategic tool and a competitive differentiator. According to a recent study it is envisaged that the Business Analytics market in India will grow by over 22% over the 2009-2013 period.

To help clients move from insights to foresight Penn Schoen Berland (PSB), today announced the setting up of a Center of Excellence (CoE) to provide Predictive Analytics services. Predictive Analytics is an Advance Marketing Science (AMS) tool that combines Data Mining and Forecasting to generate the WINNING KNOWLEDGE™ clients need to gain a competitive edge. CoE has been formed in strategic partnership with i3 Consulting. Through this alliance Penn Schoen Berland and i3 Consulting will jointly develop next generation analytics tools and frameworks to help clients look ahead instead of back while making mission critical business decisions.

We are looking forward to working with PSB a world-renowned name in research based consulting. Our analytics tools when combined with PSBs Advanced Marketing Science frameworks will help clients make decisions that are based on insights that would be unique to them and have a higher probability of success.” says Abhishek Gupta, Managing Director, i3 Consulting.

At PSB, we have given our clients a competitive edge by using research to generate the insights needed to persuade publics to act. Predictive Analytics enable us to move from insights to foresights so our clients can look ahead instead of back to gain the knowledge that gives them a winning edge.” says Ashwani Singla, CEO, Penn Schoen Berland, South Asia. He further adds, “i3 Consulting has a true blue heritage in data analytics and led by top notch professionals; an ideal partner for PSB.”

S. Khanna
P: +91 9711118615

About Penn Schoen Berland
Penn Schoen Berland (PSB) is a ‘Global Research based Strategic Communication Advisory’ that brings the lessons learnt from its campaign trails into the board room to help companies negotiate some of their toughest corporate image & corporate affairs challenges. For over thirty years PSB has used research to leverage unique insights about public opinion, to give our clients a competitive edge. PSB serves Fortune 100 Corporations, leading Hollywood Studios and has helped elect over 30 Presidents and Prime Ministers around the world.

PSB, South Asia office was established early 2011 in Gurgaon and serves a blue-chip clients comprising leading Indian transnationals and Multinational corporations operating in the Indian Sub-continent, South East Asia & The Middle East. The South Asia is led by Ashwani Singla, formerly the CEO of Genesis Burson-Marsteller (GBM) & Board Member, Burson-Marsteller (B-M), Asia Pacific.

PSB is a part of Y&R Brands and WPP (NASDAQ:WPPGY), More information is available on 
About i3 Consulting
i3 Consulting provides analytics driven advisory services to assist senior management of organizations in creating long term value for their businesses. The company, founded in 2006 has seen its footprints expanding to Middle East and North Africa (MENA) region and South East Asia. The company today has its offices in New Delhi, Dubai, Cairo, Riyadh and Singapore.

The company uses its knowledge and expertise in analytics, to provide strategic insights to the businesses and work with them in taking key business decision along with successful implementation of those. Its clients include financial institutions, consumer companies, government institutions, food services companies and consulting firms.

The company is led by Managing Directors Abhishek Gupta and Sandeep Uppal. More information is available on

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