DecisionCraft was co-founded in 2000 by Mr. Raviratan Arora, Dr. P. R. Shukla and Dr. Pankaj Chandra from IIM-Ahmedabad. DecisionCraft builds mathematical and statistical models to aid the managerial decision-making for its world-class clients. Our approach is a synthesis of conceptual frameworks derived in consultation with the academicians from top business and engineering schools with the real-life experiences of industry professionals.

DecisionCraft Analytics is a Media Services & Holdings group company. Media Services & Holdings also owns Audience Measurement & Analytics Limited (aMap), an overnight TV ratings company in India. aMap runs the largest metered-TV-homes panel in the world.

Our core services consist of Business Diagnostics, Predictive Analytics and Forecasting.

A dedicated media-modeling group at DecisionCraft builds:

1. Pricing, Scheduling, Promo Planning, Bundling, and Media Optimization models for broadcasters, media planners/buyers, and advertisers using TV ratings data.
2. Behavioral Targeting, Demographic Prediction and other models for the Internet audiences.

DecisionCraft is a critical component of aMap's plans to set up audience measurement systems for various media including television (DTH, CAS, and IPTV included), radio, and Internet. In synchronization with aMap's strategic intent, DecisionCraft's strategic focus is building intelligent systems using concepts from Decision theory, for the media industry and audience measurement businesses. These systems use robust optimization, simulation and statistical engines, and are customized and adapted to client problems. Our client projects in Financial Services, Online Advertising and Petrochemical sectors have utilized the latest and sophisticated techniques in segmentation, clustering, forecasting and integer programming.