Leena Basrur (MSc Stats, Mumbai Univ):
The Executive Chairman, Leena has over 15 years of experience in media planning, database marketing, loyalty program development, and data analytics. Past stints in Everest and O&M led to her own setup Databasics prior to her joining DIREM and then leading the transition of DIREM Mumbai to Direxions.

Leena has a particularly strong insight into the conceptualization of Loyalty programs - be it consumer or channel, and is a strong advocate of the planned approach to loyalty, insisting that most programs fail because of a lack of planning and foresight. Her ability to analyze transaction and research data, build scenarios and recommend initiatives with full knowledge of ground realities make her an invaluable sounding board for any program development.

Leena can be reached at lbasrur@cartesianconsulting.com

Sandeep Mittal (BE - Pune Univ, IIM-Cal):
The Managing Director of Cartesian, Sandeep has 7 years of varied experience spanning CRM, analytics, loyalty program management, direct marketing and website development. With past stints as an entrepreneur heading a technology startup and a music portal, Sandeep spearheads the Cartesian practice.

Sandeep is particularly strong on the analytics and web front, and constantly pursues the thrill of adapting new technologies to business. His data visualization strength, ability to straddle various levels of analytical complexity, and insistence on looking at things from the business perspective underscore his contribution to any business intelligence need. He has also been closely involved in loyalty program operations and can authoritatively comment on their design and implementation aspects.

A " heavily into it " rocker, Sandeep also stays connected with the local rock scene and plays his Fender on weekends.

Sandeep can be reached at smittal@cartesianconsulting.com

Mala Raj (Bangalore University rank holder and PGDM from IIM Bangalore):

Mala Raj, a Bangalore University rank holder and PGDM from IIM Bangalore, is a Consultant with Cartesian.

She spent the first few years of her career in Media Planning with Ogilvy and Grey (then Trikaya Grey). She shifted focus to Direct Marketing and CRM in 1991 and was responsible for the Account Planning function in OgilvyOne. After 13 years with OgilvyOne across their Bangalore, Delhi and Mumbai offices, she started freelancing as an independent consultant in the area of Direct Marketing and Customer Loyalty in 2004. She is now consulting exclusively for Cartesian in the Customer Loyalty space.

In her free time she reads (fiction mostly!), watches TV (a die-hard fan of the American sit-coms!), practices yoga and loves to travel.

Mala can be reached at mraj@cartesianconsulting.com

The Team
The team at Cartesian consists of consultants, business analysts, statisticians, and database experts. All of us have grounding in three crucial aspects of our work: data and numbers, loyalty marketing, and business realities.