Sandeep Pandey: Our Platform is designed and build to ensure speed, agility and forecast accuracy in real-time that no platform in the industry offers.

A quick introduction about what your company does/your values/mission.

Skewb provides a One STOP SHOP for all prescriptive marketing analytics services. We aim to assist organizations in attaining Marketing analytics excellence, backed by our ultra-intelligent AI platform. Our Platform is designed and build to ensure speed, agility and forecast accuracy in real-time that no platform in the industry offers. We take pride in offering an absolutely agile measuring system to enhance sales and profitability via real-time deployment of funds across marketing and advertising initiatives.

Tell us about yourself?

Studied from Ivy league colleges in India (IIM Calcutta , M.Stat from Hindu), I have worked for 23 years in the field of Marketing Analytics, Digital Transformation, Customer Analytics and Sales forecasting for fortune 100 clients worldwide.
From leading Global Analytics Practice for world’s largest marketing services company, WPP, to becoming a CEO for growing Prescriptive Analytics Company, Skewb, my leadership has been a beacon to entire worldwide community towards data & analytics transformation. With my vision of building profitable businesses by harnessing the true potential of data, I led this practice to a paradigm shift, empowering businesses to make data-driven decisions with unprecedented precision and confidence.

I realised global CXO’s are unhappy with their current analytics partners and have expressed their desire for marketing to be more agile, accountable and more business focussed. This pushed me to develop something like this and offer always-on prescriptive analytics solutions to companies worldwide.

If you could go back in time a year or two, what piece of advice would you give yourself?

i would still give the same advice as i gave to myself 2 years back – There are many opportunities outside the work you do and if you firmly believe that you could provide a pathbreaking solution the the customer problem, don’t hesitate in building that.

What problem does your business solve?

Measuring the marketing performance/ROI on real-time basis can be challenging in the legacy services model and it lacks agility. Most of the global CXO’s have expressed their desire for marketing to be more agile, accountable and more business focussed

With this challenge, we founded Skewb to transform the marketing analytics industry with SaaS-based offerings and agile methodologies. Its designed to give real-time marketing effectiveness, especially in today’s digital-first world.

It’s a cloud based AI/ML enabled Analytics Suite that empowers the product to be secure, scalable and provides future forecast accuracy of over 95%, highest by any platform in real-time environment.

What is the inspiration behind your business?

The inspiration was my meeting with global CXO’s while i was worldwide leader with my previous company, WPP. CMO’s are under immense pressure to ensure their Marketing measurement is agile w.r.t changing macro environment, Digital ecosystem, channel efficacy and growing advertising spends, they felt helpless to manage this with the legacy frameworks and teams. This was my calling to build something that addresses this problem with most marketers.

What is your magic sauce?

Our magic sauce is our algorithm and the way we use AI/ML for our modelling process. Our usage of traditional AI, scientific computing, Ensemble statistical methodologies, Generative AI gives us prediction accuracy of over 95%+ (highest by any product or company in this segment) and usage of chatGPT to make it customer friendly.

What is the plan for the next 5 years? What do you want to achieve?

Democratization of advanced analytics can disrupt business models and Skewb has been established with the mission to assist organizations in attaining real-time analytics excellence, backed by our ultra intelligent AI modelsWe empower organizations to compete with analytics by democratizing its usage across the ecosystem. We plan to be over USD 100 Million revenue company in 5 years. We are already EBITA positive.

What is the biggest challenge you’ve faced so far?

Scaling up without external funds is the biggest challenge i have faced. We are bootstrapped and have grown significantly in last 2 years but still challenge is to acquire new businesses at scale in our confined budget.

How do people get involved/buy into your vision?

Our product is high end AI-ML platform delivered as a SaaS to all the clients. It not only measures the impact of your marketing spends in driving business KPIs but also provide a state of art Prescriptive solutions through a simulation tool.
We cater to all the categories (CPG, Auto, Telecom, Retail, Fintech, Ecom, etc) and our go to people are CMOs, CDOs, E-Commerce Leads , Business Transformation heads and Analytics or Data Sciences teams.