Decoding Business Data To Build Knowledge And Actionable Insight

Our team is a blend of business strategists, analytical consultants, data mining researchers, marketing practitioners and management consultants. 

We help leading businesses use customer data and analytical methods to: 

We uncover and solve the mystery of complex business data, by blending creative thinking, strategic business insight and analytical problem solving into an overall approach that builds knowledge and actionable insights.

We develop customer analytics tools and processes, and use our vast experience base and business strategy expertise to guide our clients through implementation.

From noisy, mysterious, opaque and messy data, we Discover relationships, correlations, common points and patterns.  We then Develop analytical tools to make sense of this data, often grouping or explaining data in unique and clever ways.

We Evaluate our analytics solutions through multiple lenses, to ensure our client partners fully capture the value of our work:

Strategically Important:  Are our analytical tools important to the goals and direction of the business? Do they build a sustainable competitive or business advantage, and do they help create true value to the company?

Mathematically Accurate:  Are we using the right math, techniques, algorithms and heuristics, that best fit our client's data and business situation?  Does our selection of mathematical techniques allow us to be transparent and objective, and to leverage our background as statisticians, econometricians and business analysts?

Commercially Viable:  Will implementation of our solutions lead to new customers, increased revenue, improved business operations, higher customer retention and/or improvements in other key business perfomance indicators?  Will they drive commercial success for our clients?

Technically Feasible:  How will our data mining tools be implemented within our clients IT, CRM, Big Data or other analytical processes?  Do we have the right data, support, process and systems so that we can capture the full benefit of our tools once implemented?

Easily Understandable:  Though they are generally complicated, do our tools make practical business sense to our client partners?  Can we explain how they will work in a way that builds concensus in an organization? Will our project results leads to an adoption of analytical thinking within our client partner's team, so that they can learn, grow and become more competitive as a result of their interaction with us?

Much of our work is in Marketing Analytics and our analysis gets Executed for our clients in specific forms: Propensity to Buy models, Customer Segmentation, Recommendation Algorithms, Data Visualizations, and other tools which support marketing, operations and other strategic initiatives to drive value for our clients.

Please contact us for details of analytics projects we've completed in the past for leading global brands.

Truth Tellers:  We believe in telling the truth and in maintaining standards that improve credibility and appropriate operational transparency with our customers.  Our clients depend on our ability to objectively interpret what we see, and we are committed to remaining intellectually honest in all of our work.

Creative Innovators:  We are problem solvers. We believe in developing new knowledge and insights from data, and leveraging that knowledge to drive new innovations and competitive advantages for our customers.  We welcome tough analytical and business challenges, and are known for thinking outside-the-box to solve problems for our customers and partners.

Trusted Advisors:  We believe that our business is founded on relationships, our relationships are founded on trust, and trust is founded on integrity. We expect it from each other and live it daily in all of our work. Our clients challenges become our challenges, and always deliver on what we promise.

Educators & Guides:  Innovation and adoption of change requires education. New ideas do not get adopted without clear understanding, which comes through effective and empathetic education. We learn about our customer’s business from data and analytical methods, and we teach our customers and partners how to use that insight to grow, innovate and compete.

Game Changers:  Analytical thinking, mathematical rigor, and creativity are key ingredients of the work that we do. Together in a project, these ingredients deliver not only tangible value in terms of revenue or profitability, but also set the stage for our clients to seize upon market opportunities which come from unique ways of leveraging customer data and analytics.

Play Makers:  We are tenacious, pragmatic and practical.  We know well the dangers in overanalyzing our clients data and business circumstances.  And we value our place within our client’s organization as catalysts for knowledge discovery, implementation, change and growth.  We make things happen, and can move mountains when it’s required.

We've taken the name of our firm from a military term, which over the years has come to mean "clarity".

In the second World War, the Allies’ radios had two dials: one measuring signal strength and the other signal clarity, and each showing values from 1 through 5. 

In communicating across a battlefield, the initiating party would first ask the other: “how do you read me”, prompting the receiving party to first “read” the two dials on his radio, to learn whether the signal was coming through with strength and clarity. 

If the signal was both strong and clear, each dial would point to 5, and the recipient would say: “I read you five-by-five”.  Thus FivexFive entered the cultural lexicon as a concise way to indicate a good signal, and a notion of understanding. 

To us, the science of business analytics is about using data and advanced techniques to build clarity - to separate a signal from the noise around it. And its about determining the relative strengths of various signals, using intuition and experience to choose among them and to profit from what one learns.