Marketing Analytics


In this rapidly ever-changing market, consumers have become king with several choices available to them. Understanding consumers in this rapidly changing environment, with rapidly changing needs and wants of the customer, is a complex task. Further, ecommerce has made the market more competitive by providing deep discounts to customers. Consequently, it is becoming difficult to take marketing decision related to segmentation, new product launch, choice of channels, positioning, pricing, and promotions. This program has been designed to address these current uncertainties faced by middle and top-level marketing managers and business leaders. The course provides multivariate data analysis tools and techniques to take an informed decision with better predictability of the marketing environment and consumer responses.

Programme Objective

  • Empowering participants for better and informed marketing decision with the help of selected multivariate data analysis tools and techniques.
  • Providing participants with an opportunity to learn through real business case methods and gain experience using software (R/ SPSS/ MS Excel) to reduce market uncertainties.

The specific learning outcomes from the course are:

Content & Mode Of Conduction

This programme will be conducting Online mode to cover following content:

  • Data and importance of data in key marketing decisions
  • Foundation topics for marketing analytics
  • Analysis for Segmenting and Targeting (Cluster Analysis)
  • Analysis for Positioning (Multidimensional Scale)
  • Analysis for New Product Development (Conjoint Analysis)
  • Analysis for Pricing (Elasticity of Demand)
  • Market Demand Estimation (Forecasting)
  • RFM Analysis
  • Marketing Mix Modeling
  • Attribution Analysis
  • Market Basket Analysis
  • Predictive Analytics
  • Text Analytics for Consumer Insights

Who Should Attend

  • Middle and top-level managers taking strategic marketing decisions, product managers, brand managers taking decisions on promotions and advertising
  • Executives who wants to advance their career in analytics, specializing in the area of marketing.

Programme Particulars

Programme Directors Dates &
Programme Fees (excluding GST) Registration Link
Dr. Rashmi Ranjan Parida
Dr. Raj Kumar V.
Start Date : 19 June, 2023
End Date : 23 June, 2023