About Cogitaas

Cogitaas is derived from Latin ‘Cogito ergo sum’, meaning – ‘I think, therefore I am’. At Cogitaas, we provide customised solutions for business problems arising from marketing, finance and sales. These solutions directly address issues faced by senior management whether in terms of strategic initiatives or intelligent systems for business processes. We begin with a business ‘issue’ and end with a business ‘benefit’. We stay the course – are committed to supporting our solutions until the business issue is solved. We use statistics, mathematics, marketing science, economics & econometrics to support optimal decision making. We identify ‘optima’ in decision science.

Key Products

MMM Plus Plus

The Problem: Marketing Mix Modelling or MMM has become standard practice in many large corporations to determine their marketing investments. However, this is a partial approach and falls short of becoming a comprehensive marketing strategy tool.

The Solution: What if there exists a framework that combined the ROI, brand equity and brands key attribute drivers along with spends on marketing levers to enable informed decisions and gain competitive advantage?


The Problem: Research shows that spending on trade Promotions, is the fastest growing marketing expenditure for consumer goods companies and the second highest expense line right after Cost of goods sold. In spite of that, In-Store Trade Promotions or TP, is often a black box for sales mangers as they do not have a precise idea about what returns a particular trade investment would bring.

The Solution: At Cogilabs, we have created a product through which scientific analysis of trade spend effectiveness can be performed at the required level of granularity across different kinds of markets in all continents.

Distribution Optimizer

The Problem: Research has shown that distribution is often the most important driver of growth for consumer goods companies. However, Business managers get limited decision support from existing marketing strategy tools as far as Distribution is concerned.

The Solution: At Cogilabs, we have created a product which links the effects of (trade and non-trade investments) and assortment to Distribution and Share Among Handlers or SAH, that eventually drive share.

RTM Optimizer

The Problem: Direct servicing of retail stores is very important along with other marketing investments like TP, CP and Media. However, Business managers get limited decision support while trying to make the optimal coverage model between directly serviced stores and Wholesalers.

The Solution: CogiLabs has created an analysis framework that sets out optimal direct coverage reach levels for any market.

Cogitaas Around the World

Cogitaas at ARF NY & California presenting ‘Brand & Equity Pricing – Pepsico’s Performance Power’; Award winning paper co-authored with PepsiCo

List of White Papers

  'Data To Decisions' a Keynote speech on the Analytics Industry presented at the International Conference on Business Analytics & Intelligence (ICBAI), Bangalore, India organized by IISc & IIM (B). View Presentation  
  “Measuring Trade Promotion Effectiveness in Emerging Markets” a presentation about the use of Statistical Models in Marketing Analytics presented at International Statistical Conference, in Colombo, Sri Lanka View Presentation  
  “Brand & Equity Pricing – Pepsico’s Performance Power” - Awarded winning paper  co-authored with PepsiCo @ ARF NY & California (2015). Rated in Top 10 among 200+ entries click to view ARF video  
  'Measuring Pricing Power of a Global Brand in an Asian Market' paper presented at the ESOMAR Conference in Singapore. View Presentation  
  'Who’s Who in My Transaction Data?' presented at the International Statistical Conference for 'Statistical Innovations and Impact in a World of Big and Small Data', in Pune, India.  
  'Continuous Learning Algorithm on Skewed Data for Optimal Media Purchase' presented at International Symposium on Business and Industrial Statistics, in Barcelona, Spain View Presentation  
  'The Cogitaas Approach' presented at Marketing Analytics and Data Science Conference in San Francisco, USA View Presentation  
  'Data Analytics & the Role of Inference' presented at International Conference on Business Analytics and Intelligence, in Bangalore, India. View Presentation  
  'Unleash the full power of analytics: Give it the space it needs' presented at Marketing Analytics and Data Science Conference in San Francisco, USA View Presentation  
  'Hierarchical Models for SKU Pricing in Consumer Packaged Goods Industry' presented at 61st World Statistics Congress, in Marrakech, Morocco View Presentation

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