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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk F eedom! How R changed us and what we do Frank Hedler & Ryan Howard Simpson Carpenter Ltd

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk Who we are Previously Kantar Media, passionate about data visualisation Applications of R include latent class, brand diagnostics, machine learning algorithms and data integration techniques. Passionate user and advocate of R since version 2.0 back in 2004 Uses R to do: customer experience modelling, pricing and line optimization, data visualization and natural language processing. Frank Hedler Director Advanced Analytics Ryan Howard Associate Director

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk Market Research agency privately owned, based in Wimbledon 35 employees 3 in Advanced Analytics Automotive, Retail, Technology, Pharma, Charities Brand and advertising tracking, customer loyalty, new product development, U&A and segmentation What we do

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk Market Research agency privately owned, based in Wimbledon 35 employees 3 in Advanced Analytics Automotive, Retail, Technology, Pharma, Charities Brand and advertising tracking, customer loyalty, new product development, U&A and segmentation What we do We need to be agile, flexible and innovative

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk R adds width to our toolbox and broadens our horizon! By looking beyond conventional MR, and adapting sophisticated solutions from e.g. Bio-informatics (TraMineR) or Computer Science (tm) helps us doing exactly that R adds depth to our toolset It allows us to build our own proprietary tools, and offers numerous alternatives to conventional algorithms, e.g. clustering, or innovative data visualizations

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk Our toolbox went from looking like this

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk to something more like this!

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk F eedom from commercial constraints Sawtooth 10,000 (4500 one-off) SPSS 8,450 Latent Gold 871 SAS 3,840 R 0

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk There is yet another benefit commercial software You need to know what you are doing! And your clients and yourself will benefit from it R

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk We use R to automate data processing and analysis, embedded in larger processes of reporting automation, and therefore f r ees us from repetitive tasks Efficiency Tracker comes out of field R scripts automated data checks & analysis calculation of aggregates export into CSV files VBA pull data from CSV push into PPT template

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk require(ChoiceModelR) Using libraries AlgDesign and ChoiceModelR we are able to design choice based conjoint and Max Diff exercises and estimate the related models at the back-end. Greater flexibility Freedom of design Full control At no cost!

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk require(treemap) R provides us with an incredible number of ways to visualize data. And contrary to many commercial applications, all the plots are fully customizable

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk require(vcd) New car Previous car A relatively big table becomes easily readable with the right visualization

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Frank Hedler Director, Head of Advanced Analytics fhedler@simpcar.co.uk Ryan Howard Associate Director rhoward@simpcar.co.uk require(maps) library(maps) library(mapdata) library(RColorBrewer) library(classInt) library(scales) var = data$awareness colors