Marketers today have 24X7 access to vast real-time data, reports and expert opinions and they can combine and process that information in new ways to enhance decision making. This is a state of the art programme on Marketing Analytics. It attempts to impart a basic understanding of the various contemporary marketing analytic tools and techniques. Exposition of these techniques will be offered along two dimensions: theoretical and practical. While this is essentially a programme on tools and techniques, the problem contexts used to illustrate the various concepts will be managerial. The programme has a strong applied and managerial orientation that is relevant to the current marketing and management environment. In discussing the tools and techniques, the emphasis will be on applied aspects unique to the marketing data and not on methodological elegancies.
An Introduction to Marketing Analytics
Marketing Analytics: Tools
Demand Forecasting
Segmenting the market
Modelling Customer Choice: New Product Development
Customer Value: Customer Perceived Value; Economic Value Modelling
Brand Positioning
Assessing effectiveness of Marketing Program: Attribution
Customer Life-time Value estimation
Direct Marketing
Digital marketing analytics
Social media analytics
Same topic, Similar duration - Broader exploration across all institutes
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Prashansa Uttam
Programme Advisor
Executive Education Office
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