Marketing Analytics

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.

Programme Objective

This three-day programme will offer the participants the best possible platform to explore and understand how marketing decision can be enabled and enhanced through analytics. At the end of the programme, the participants would be able to:

  • Demonstrate a good understanding of the marketing analytics;
  • Apply it to address real-life marketing situations;
  • Appraise what, when and how to use various analytical tools
  • Carry out statistical analysis-univariate, bi-variate and multivariate analysis with the help of SPSS (PASW)

Content Outline

  • 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

Registration & Fees

Participants should be nominated by their organizations. The enclosed nomination form should be completed and returned with all the details. The fee of the program is Rs. 40,000/- (Rupees Forty Thousand only) per participant which includes a professional fee and all charges for lodging and boarding and supply of course materials. GST as applicable will be charged extra in addition to the programme fee. Payment should be made by Cheque/NEFT/RTGS.

Discount Policy
With a view to our long-term relationship with your esteemed organization, we are pleased to introduce the discount policy
for a particular programme. The discount will be observed in the following conditions: (discount applicable in NEPAL also).
10% Discount against 3-5 nominations
20% Discount against more than 5 nominations