Marketing Analytics

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Duration: 2 days
Dates: February 10-11, 2020
Programme Director:Prof. Nirmalya Bandyopadhyay and Prof. Lalit Kumar Jiwani
Fees: Rs. 16,000 (Non-Residential), Rs. 28,000 (Residential) Plus GST @18%

OBJECTIVES:

• Sensitizing the participants about the importance of marketing analytics for developing effective marketing strategy.
• Facilitating the participants to learn how to use computing language Python, one of the most widely used language for data analytics and the associated tools for analyzing and evaluating performance of marketing initiatives.
• Facilitating the participants to learn various data analytics techniques such as predictive modelling, cluster analysis, sentiment analysis etc. widely used in the industry to maximize the effectiveness of the marketing performance

CONTENTS:

1. Metrics for Marketing Management and the Role of Analytics
2. Preparing for Data Analysis: Introduction to Python
3. Predictive analytics using Python
4. Factor analysis using Python
5. Cluster Analysis for market segmentation
6. Market Basket Analysis using Python
7. Sentiment Analysis using Python
8. Industry trends in Marketing Analytics

METHODOLOGY:

This program is intended to offer insight into using state of the art analytical methods for marketing management. The program will follow a highly practical and intuitive approach about marketing analytics framework and will be using Python for that. Each of the concept will be intuitively explained and will be applied to variety of data in python framework and analyzed and key insight brought out in this process will be discussed. Each of the codes used to analyze the data will be commented for easy explanation. The code and analytical tools framework will be shared with participants for their future use.

TARGET ORGANIZATIONS:

This program is ideally suited for product and services companies. It is also useful for executives of marketing and market research companies.

TARGET PARTICIPANTS:

This program is ideally suited for mid-level executives, practicing marketing managers, faculty members of different business schools and graduate students.

FACULTY PROFILE:

Prof. Nirmalya Bandyopadhyay
Prof. Nirmalya Bandyopadhyay is an experience academician and researcher with more than 18 years of experience in industry and academics. His teaching interest is Marketing (general), Marketing Research and Sales Management. He taught in premier business schools like IIM Rohtak, IIM Raipur and Goa Institute of Management to name a few. In 2012 he was awarded a scholarship by HEC Paris to pursue International Teacher’s Program in France. He presented his research in reputed national and international conferences like AMA Summer Educators (Boston, USA), Harvard Business School (Boston, USA), ANZAM (Melbourne, Australia) to name a few.

Prof. Lalit Kumar Jiwani
Prof Lalit Kumar Jiwani (PhD, IIT Delhi) is an Experienced academician and researcher with interest in Analytics and Decision Science. He has 14+ years of experience both in industry and academics. His primary interest is in the creation and application of Information Technology for Business and Management. His teaching and research interests are in the area of Machine Learning, Deep Learning, Statistics and Random Processes, Analytics and Information Technology for Business. He conducted research and published in various national and international journals namely IEEE, EURASIP to name a few.

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