Marketing Analytics for Strategic Decisions
The Day -1 session of the FDP program started with a welcome note and opening remarks by Dr. Uma Devi Ananth, who also introduced the key speaker of the day Mr. Vishal Lakhmani , Associate Director, Cargill, to the audience.
Mr. Vishal Lakhmani, a domain expert in Marketing Analytics gave an elaborated explanation on fundamentals of marketing analytic and various aspects of measurement metrics. The topic was demonstrated with a power BI tool by considering a case based example related to FMCG sector. The participated could gain a hands – on experience on Power BI tool, which is an indispensable subject knowledge for research scholars, academicians and also for corporate executives.
As the topic of the day was very interesting and thought provoking, Participants discussed over various aspects related to the topic with the speaker and the discussion continued till the last minute of the session. All the questions were addressed by the speaker during Q&A session, overall the session was very interactive and informative too.
The session was concluded with a vote of thanks by Prof. Vasudha Srivatsa.
The Day -2 session of the FDP program started with a welcome note and opening remarks by Dr. Lakshminarayana N, who also introduced the key speaker of the day Dr. Balanagarajan K who is Data scientist in Teknoturf.
The speaker emphasised on why segmentation is key factor for retention of customer. The speaker discussed about Data Science, the importance of Data Science, Types of Analytics such as Descriptive Analytics, Diagnostic Analytics, Predictive Analytics and Prescriptive Analytics. He also discussed regarding Segmentation and Advance Modelling.
He emphasised that uniform communication strategies that are not customer centric have failed to exploit millions of rupees in opportunities at the individual and segment level. To gain and retain a competitive advantage in today’s market, companies are trading in their uniform channel-based approach and seeking to implement unified approaches that marry marketing mix models, attribution platforms and value-based segmentation.
All the questions were addressed by the speaker during Q&A session, overall the session was very interactive and informative too. The session was concluded with a vote of thanks by Prof. Rishikeshav.
The Day-3 session of the Faculty Development Program commenced with a welcome note by Prof. Spoorthi S Kumar introducing the key speaker of the day Dr. Gajapathy V, Alumnus of IIMC, IIIT Hyderabad, Professor of Business Analytics & Block chain, School of Management, Presidency University to the audience. Dr. Gajapathi V, having expertise in Business Analytics domain started the session by giving brief insights to Test Marketing continued with an elaborate explanation on Bass Model (New Product Diffusion Prediction) and Number Analytics. He stated that it is the acceptance of a particular service or product by the target market, being a part of the general market share as a result. The participants could gain hands-on experience on the topic, which was very interesting and knowledge appealing.
Participants raised the questions during Q&A session related to the various aspects of the topics discussed by the speaker and the speaker addressed all the questions that was asked. Overall the session was informative. The session concluded with a vote of thanks proposed by Prof. Rashmi N.
The Day -4 session of the FDP program started with a welcome note and opening remarks by Prof. Spoorthi S Kumar, who also introduced the key speaker of the day Dr. Gajapathy V- an Alumnus from IIMC, IIT Hyderabad.
The session started at 2:00 p.m. and was headed by Dr. Gajapathy Sir about ‘Place Analytics-Market Basket Analysis and RFM Analysis’. The various marketing models were discussed related to market basket with examples. The Market Basket Analysis was conducted using spontaneous examples to the participants. Calculation of consumer price index and analyzing situations based on different economic conditions such as inflation was also discussed.
The RFM Analysis was discussed as a customer segmentation technique in order to understand consumer behaviour. The frequency scores was used to visualize the RFM Analysis on a graphical representation. The participants comprehended to the tactical decisions that consumers could make through this model.
There was a Q & A session for 15 minutes prior closure. The session was successfully completed on time. The session was concluded with a vote of thanks by Prof. Brunda
The topic was demonstrated with R and R studio tools by considering a case based example from different sector. The participated could gain a hands – on experience on R and R studio tool, which is an indispensable subject knowledge for research scholars, academicians and also for corporate executives.
As the topic of the day was very interesting and thought provoking, Participants discussed over various aspects related to the topic with the speaker and the discussion continued till the last minute of the session. All the questions were addressed by the speaker during Q&A session, overall the session was very interactive and informative too.
The session was concluded with a vote of thanks by Prof. Nivedita Patil.