Advanced Data Analysis for Marketing Decisions
| Start Date: | Dec 12, 2022 | End Date: | Dec 17, 2022 |
| Last Date for Application: | December 2, 2022 | Last Date for Early Bird: | November 25, 2022 |
| Programme Fee: |
150000 INR Plus, GST |
Early Bird Fee: |
139500 INR Plus, GST |
The ongoing economic reforms and the globalisation of the Indian economy have led to dynamic and continuous change in Indian markets. Markets are becoming more competitive and diverse. Faced with greater choice, consumers are becoming more demanding. Consequently, taking key marketing decisions has become more complex, especially those related to market segmentation, product positioning, offer design, pricing and test marketing. At the same time, the availability of information on Indian markets, product offerings, and consumer preferences and choices is also increasing. Multivariate statistical tools for data analysis like regression analysis, factor analysis, discriminant analysis, conjoint analysis, multidimensional scaling and structural equation modeling can effectively be used to make these decisions. Data and text mining approaches are also becoming increasingly relevant for understanding customers, segmenting them and devising strategies to attract and retain them. This programme has been designed to help participants acquire skills in using multivariate statistical tools while taking key marketing decisions. It also exposes participants to data mining and other approaches to statistical analysis of data that is becoming available, particularly in retail, telecom and finance and in many other sectors.
For more information or any questions, contact Sanjana Sukumar: sanjana-exed@iima.ac.in | +91 70690 07351
- Expose participants to a selected set of multivariate statistical tools and data mining approaches that would aid in taking key marketing decisions: market definition and choice of markets, market segmentation and targeting, product positioning, offer design, pricing and test marketing.
- Provide participants with the opportunity to gain experience in using the latest PC-based statistical software in concrete marketing management situations.
- Introduce key concepts of data mining.
- Marketing Decisions: Choice of Markets, Market Segmentation and Targeting, Product Positioning, Product/offer Design, Pricing and Test Marketing.
- Tools for Analysis: Forecasting Models, Multiple Regression, Discriminant Analysis and Logistic Regression, Factor Analysis, Cluster Analysis, Multidimensional Scaling, Conjoint Analysis, Structural Equation Modeling, ModeIs for Pre-test Marketing, Classification and Partitioning, and Data and Text Mining approaches.
A three-fold methodology has been designed so that participants would acquire skills to define a marketing problem, use software for statistical data analysis and data mining, and use the results from the analysis for making marketing decisions.
- Class sessions involving discussions of cases and sharing of experiences would help in defining problems, understanding data analysis and its use in decision making.
- Working on small data sets to get hands-on experience in learning the use of data analysis software of specific techniques.
- Working with fellow participants on a real-life project would help participants in understanding and applying relevant data analysis techniques and using their output for improved decision making.
- Managers in charge of strategic marketing planning, product management, promotion and advertising, and marketing research in companies marketing consumer or industrial products or services.
- Account executives in advertising agencies.
- Professionals in marketing research and data analytics organizations.
