Kingfish Methodologies

We offer internationally recognized experts who possess a depth and breadth of knowledge and experience across a diverse range of statistical and data analytic fields. We are organized around flexibility, so our goal is to strive to provide a highly responsive service that fits your specific needs, budget and timeline. The methodologies we use are:

Analytical Consulting

Application of Scientific Methodology to “explain” events such as:

  • Why did my sales dip in 2018?
  • Did a new competitor draw any of my business?
  • Was a price change really responsible for a change in sales?

Events that are correlational (e.g. price change and sales change) may be due to other factors, known as confounders.

Textual analyses using Natural Language Processing (NLP) to categorize and prioritize comments from social media (e.g., Twitter, Facebook, comment cards).

Mixture of qualitative (text mining of customer reviews) and quantitative (analysis of market data) to understand ‘real-world’ behaviors using rigorous scientific methodologies.

Choice Modeling

Known by different variants, such as discrete choice, or trade off models. Used to simulate real-world consumer behavior.

Can be used for:

  • Bundling products and features together.
  • Optimizing advertising themes and messages.
  • Identify target populations for advertising and product features that best drive consumer behaviors.

Economic Analysis

  • Identify pricing thresholds for goods and services.
  • Understand factors that drive demand for your business.
  • Project Return on Investment under different “what if” scenarios.
  • Use of time series analysis, Markov-chain models, difference-in-difference models.

Market Segmentation

  • Profile customer traits for marketing and sales initiatives.
  • Understand different types of consumers and their “Price Points”.

Predictive Analysis

According to Wikipedia, PA is: “Predictive analytics encompasses a variety of statistical techniques from data mining, predictive modeling, and machine learning, that analyze current and historical facts to make predictions about future or otherwise unknown events”.

Useful in early stages of product or service development, to help ward off the “bad idea fairy”, who creeps into our brains in the depth of night, placing terrible ideas and supporting logic deep into.

Spatial-Location Customer/Demand Mapping

Method of integrating geographic data with sales and population-level data to understand how environment may impact consumer behavior, such as mapping of customer residences, their purchase histories, and competitor’s locations.

Geographic Information Systems (GIS) to analyze the impact of traffic patterns, time and day-related trends in sales.

Simulate targeted marketing initiatives and Return on Investment.

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