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EMM-09 - Marketing Analytics Tools and Techniques For Decision Making and Automation

This 3-sentence summary provides the key details about the Marketing Analytics course outline: The 8-session Marketing Analytics course aims to help students make data-driven marketing decisions through machine learning techniques and tools, with the objectives of developing a data-driven approach to solve core marketing problems, analyzing large datasets using analytical techniques, and illustrating the role of automation in business functions like marketing. Students will be evaluated based on an end-term exam, group project applying analytics to identify and solve a real-world business problem, and class participation.

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79 views

EMM-09 - Marketing Analytics Tools and Techniques For Decision Making and Automation

This 3-sentence summary provides the key details about the Marketing Analytics course outline: The 8-session Marketing Analytics course aims to help students make data-driven marketing decisions through machine learning techniques and tools, with the objectives of developing a data-driven approach to solve core marketing problems, analyzing large datasets using analytical techniques, and illustrating the role of automation in business functions like marketing. Students will be evaluated based on an end-term exam, group project applying analytics to identify and solve a real-world business problem, and class participation.

Uploaded by

rajiv15c
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE

Executive Post Graduate Programme in Management


Course Outline

Course Code and Course Title Marketing Analytics: Tools and Techniques for Decision
Making and Automation
Course type Elective
Pre-requisites (if any) Quantitative Techniques, Marketing Research
Course Credit 2
Total no. of sessions 8
Session Duration 150 minutes
Quarter VII
Year and Batch EPGP14
Sections (if any) -

Instructor Prof. Dharun Kasilingam


Office + 91 495 2809623
Consultation Hours With email appointment
Introduction
With data as the backbone, analytics and automation have taken charge of multiple functional
elements of management, including marketing. This course will primarily help students make
data-driven decisions for core marketing problems (like media mix, market basket analysis,
customer segments, sentiments, etc.) solved by organizations daily. Students will be introduced to
supervised and unsupervised machine learning techniques and their implementation using
effective no-code (and minimal coding) GUI-based tools to solve these problems. Besides this, it
will build a perspective for students to automate these decisions without the need for human
interventions.
Learning Outcomes/Course Objectives
1) Develop a data-driven decision-making approach to critically evaluate and solve core
marketing problems (PLO 1.2)
2) Analyze large datasets using machine learning and other analytical techniques (PLO 2.1)
3) Illustrate the role of automation across business functions with a specific focus on
marketing (PLO 1.1)

Textbooks
No Textbook

Reference Books

Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques
by Mike Grigsby

Marketing Analytics: Essential Tools for Data-Driven Decisions by Rajkumar Venkatesan, Paul
W. Farris, Ronald T. Wilcox

Case Studies

Champo Carpets: Improving Business-to-Business Sales Using Machine Learning Algorithms


By: Priyank Goyal, Puneet Kapoor, Gyanesh Jain, Ashish Sethia, Dinesh Kumar Unni Krishnan.
Case ID: IMB879-PDF-ENG

Understanding Text Mining and Sentiment Analysis in Hotel Booking By: Rasha Kashef,
Sakariya Ahmed. Case ID: W19474-PDF-ENG

Customer Analytics at Bigbasket - Product Recommendations By: Paul Abraham, Manaranjan


Pradhan, Lakshminarayanan S, Ganesh Iyer, Dinesh Kumar Unnikrishnan. Case ID: IMB573-
PDF-ENG
Other material would be made available on the course management system/ virtual classroom

Pedagogy/Learning Process
1) The course will be primarily delivered in a workshop mode where students will gain
experience using various analytics tools.

2) Every session will also include a mandatory faculty-recorded video as a pre-requisite to the
class in addition to the readings. Most concepts and tools associated with the live session
will be discussed in the video itself. Students must view this video, practice the tools and
then come to class for discussion.

3) The course will also involve a group project that involves identifying a business problem
and incorporating a data-driven solution to the problem using the tools and techniques used
in class. The three best projects will get a certificate of recognition

Evaluation Components/Assessment of Student Learning


Assessment Perce
Description
Tool ntage PLO Tested
Ability to analyze large datasets using machine PLO 1.1 &
End-Term learning 2.1
50%
Examination Recommending automation strategies for business
problems
Identify a real-world business/marketing problem Nil
Identify the data needed to understand and solve the
problem
Group
35% Source the data
Project
Analyze the data using machine learning
Derive insights
Automate solutions
Class Ability to critically analyze problems and recommend Nil
15%
Participation solutions

Session Plan
Session Topic Cases and Readings
1 Introduction to Marketing Analytics, Machine Learning, Faculty recorded video
and Automation. Exploratory Data Analysis
2 Classification and Regression – Modeling and Faculty recorded video
Evaluation Case
3 Media Mix Model Faculty recorded video
4 Digital Analytics – Automated Customer Journey Faculty recorded video
Personalization
5 Market Basket Analysis Faculty recorded video

6 Customer Lifetime Value and Segmentation Faculty recorded video

7 Natural Language Processing, Sentiment and Emotion Faculty recorded video


detection on Consumer Reviews Case
8 Recommender systems for cross-selling Faculty recorded video
Case

One industry interaction session will be scheduled with an industry leader during the course.

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