New Age Data Analytics for Marketing Professionals: From Intuition to Insight

This three-day programme harnesses the power of essential descriptive, predictive, and prescriptive analytics techniques and tools for marketers. In today’s AI-driven and highly competitive business environment, data has emerged as a new currency for marketers. In this new age, marketing analytics is essential not only for established marketing managers but also for startups striving for success. With the advent of artificial intelligence (AI) and machine learning (ML), data analytics is no longer the domain of business analysts. Rather, every marketing manager is expected to possess strong analytical skills, along with an understanding of contemporary statistical concepts and analytical tools and techniques. These capabilities enable managers to identify business opportunities, assess competition, drive business performance, create meaningful USPs, evaluate segment profitability, and make informed, datadriven decisions.

Upon completion of the programme, participants will be able to:

The programme adopts an experiential and applicationoriented pedagogy, combining:

Interactive lectures and faculty-led discussions

Group exercises and hands-on analytical workshops Real-world case studies, including cases authored by Programme Directors and published by Harvard Business School and IVEY Publishing

Hands-on exposure to some of the industry-relevant analytical tools such as Microsoft Excel, SPSS, Power BI etc.

This programme is designed for:

Marketing managers and leaders across industries

Startup founders and business heads seeking to leverage analytics for growth in resourceconstrained environments

Professionals with an analytical orientation aspiring to move into analytics-driven marketing or consulting roles

Executives seeking to strengthen their capability in evidence-based, data-driven decision- making

Role of AI and machine learning in marketing analytics

Experimental design and A/B testing for marketing decisions

Customer and segment profitability analysis

Descriptive, predictive, and prescriptive analytics for marketing

applications

Customer insight generation through data-driven approaches

Analytics-enabled strategies for customer acquisition, retention,

satisfaction, and loyalty

Sales and product demand forecasting

Data visualisation and managerial data storytelling