Insights from data in words - vPhrase

To equip business heads with narratives-based, insightful bullet points, enabling them to drastically reduce time spent on data analysis and to drive data-driven decision-making.

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Inspiration: While I was running a digital marketing agency, I found that my clients always wanted my account managers to visit them and personally explain the campaign performance even though we used to send out a nice report with beautiful charts. On digging, I found that the clients used to get overwhelmed with the reports and found it difficult to understand them. That is when I started wondering what changes do I need to make to the report to ensure anyone reading it is able to understand it. What is it that my account managers do which solves this problem of understanding? Well, they interpret those charts and explain the insights in words that the clients quickly understand. How could I automate this process of interpretation of data and communication of insights in words? That is when the idea of building a product was born. And when I started thinking of the product I realized the enormous potential it had to change the way data was understood not just in digital marketing but in every other place where data was being presented, which was literally in every company.

What it does: Our product takes in any structured data, analyses it and then communicates the insights in words, as human beings do. Our clients use our product to prepare personalized narrative reports for their employees and in some cases for their customers as well. Ours is a SAAS platform where we integrate with the client systems via an API but in exceptional cases, we provide an on-premise installation as well. The personalized narratives which we generate can be customized to match the client organization's style of communication. The tone, diction, and style of the narrative are configurable. The analysis which gets done is also configurable. From the same data set, we prepare personalized reports, with the right metrics, for people at all levels in the hierarchy.

How we built it: We built the product using Python.

Challenges we ran into 1) Marrying data with language when NLP was not so evolved.

2) Client acquisition due to unawareness of such technology.

Accomplishments that we're proud of: Winning the - 1) CIO Choice for the best BI Platform,

2) India FinTech Award for the most innovative FinTech among numerous other awards.

What we learned: There's an immediate and profound need for insights in words as opposed to plain charts and graphs based reports since visualization based reports are prone to misinterpretation.

What's next for Insights from data in words - vPhrase: We have worked with any industry leaders in India and now we are aiming to expand globally.

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