Date: February 10 -14, 2020
Marketing Analytics has emerged as a tool to enhance the precision and effectiveness of marketing decisions which can lead to significant performance enhancement for the function as well as the overall business. Marketing practitioners increasingly are looking at tools that can help manage and analyse large data-sets containing diverse set of data and their firms create models to predict and analyze. To generate sharper and usable insights, an understanding of the underlying analytical techniques and their application to the marketing opportunities and problems is critical. This programme aims at facilitating participants gain an in-depth knowledge of how statistical and analytical techniques and approaches can bridge the gap between marketing problems and insights.
Program Objectives:
• Familiarising participants how to leverage analytics for solutions and insights for relevant Marketing Decisions and problems.
• Help participants learn usage of cutting edge data analytics techniques that can be used to improve decision making in different facets of sales and marketing.
• Familiarising and helping participants learn use of predictive modelling for marketing decisions.
• Helping participants learn hands on application of Tools such as Excel, R and other visualization tools.
Coverage:
• Marketing Decisions and the Role of Analytics
• Metrics for Marketing Management
• Marketing Mix Models
• Using Predictive Models in Marketing: For segmentation, pricing, performance measurement, marketing spend effectiveness
• CRM analytics and Customer Lifetime Value
• Sales Channel Optimisation
• Digital Analytics
• Strategic Marketing and Organizational Dynamics
Venue: Management Development Centre (MDC), IIM C Campus
Participant Fees: Residential (R): ₹ 85,000/- Non-Residential (NR): ₹ 10,000/- less than the Residential fee Taxes and surcharges extra, as applicable.
Contact Information:
CMDP Office
Management Development Centre (MDC)
Indian Institute of Management Calcutta, Diamond Harbour Road, Joka, Kolkata – 700 104
Phone: +91 33 7121 6000-01 (Extns: 6012/6005)
Email: program_mdp@iimcal.ac.in Weblink: https://www.iimcal.ac.in/mdp/mdp-calendar
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