Indian Institute of Management Ranchi

MASTER OF BUSINESS ADMINISTRATION (MBA)

AY 2020-21 TERM -V

TITLE OF THE COURSE: Marketing Intelligence & Marketing Analytics

CREDITS: 3

Name of the Faculty Faculty Block/ Email@iimranchi.ac.in Telephone

Room No. Number
Prof. Pradip Kumar Bala Suchana Bhawan pkbala@iimranchi.ac.in 7739067804

CONSULTATION TIME FOR STUDENTS

Name of the Faculty Timing
Prof. Pradip Kumar Bala On appointment

COURSE DESCRIPTION
Over the years, as businesses expanded into new marketing categories, new technologies were
adopted to support them. Because each new technology was typically deployed in isolation, the
result was a hodgepodge of disconnected data environments. Consequently, marketers often
make decisions based on data from individual channels, not taking into account the entire
marketing picture. Social media data alone is not enough. Web analytics data alone is not
enough. And tools that look at just a snapshot in time for a single channel are woefully
inadequate. Marketing intelligence and analytics which deals with “Marketing Intelligence”
and “Marketing Analytics”, by contrast, considers all marketing efforts across all channels
over a span of time – which is essential for sound decision making and effective, efficient
program execution.

Marketing Intelligence & Marketing Analytics deals with the practice of measuring,

managing and analyzing marketing performance to maximize its effectiveness and optimize
return on investment. Understanding marketing analytics allows marketers to be more efficient
at their jobs and to minimize wasted efforts in marketing. Students will have hands-on-
experience in MS Excel, Cognos/Tableau, R/Python, Gephi for marketing intelligence and
analytics.

COURSE OBJECTIVES
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 Marketing intelligence & marketing analytics enables the participants to improve the overall
understanding of marketing program performance by- identifying channel deficiencies,
adjusting strategies and tactics as needed, optimizing processes.
 Students will have hands-on-experience in SPSS Modeller, MS Excel, Cognos, R/Python,
Gephi for marketing intelligence and analytics.
 Students will get acquainted with the latest practices in marketing intelligence and marketing
analytics and the pertinent issues in the areas of applications of analytics and intelligence in
marketing.

The course aims at providing step-by-step approach for developing and

implementing marketing models with the help of business analytics and business
intelligence. Applied holistically, marketing intelligence & marketing analytics
allows for improved, more successful marketing by enabling one to close the loop
as it relates to the marketing efforts and investments. For example, marketing
analytics can lead to better lead nurturing and management, which leads to more
revenue and greater profitability.
By more effectively managing leads and being able to tie those leads to sales –
which is known as closed-loop marketing analytics – one can see which specific
marketing initiatives are contributing to the bottom line. Participants will use the
models directly, with or without an automated mining tool to answer specific
questions on marketing, sales and customer relationship management.

Learning Outcomes and Associated Measures

Course Learning Outcome Program Level Outcome Assessment Tool(s)

1. Participants will be able to 1.1 Demonstrate understanding Embedded Question(s)
critically evaluate marketing of business problems. in end term examination
problems and determine the and project
most appropriate analytical
approach.
2. Participants will 2.2 Devise business solutions by Embedded question(s) in
demonstrate data analytical using appropriate tools and end-term exam. and
skills along with an techniques project
understanding of appropriate
tools to arrive at business
solution for various marketing
problems

PEDAGOGY/ TEACHING METHOD

 Lecture
 Case discussion
 Problem solving with softwares in classroom
 Individual and group projects

REQUIRED COURSE MATERIAL AND READINGS

Prescribed Textbook: Marketing Analytics: Data-Driven Techniques with Microsoft Excel
by Wayne L. Winston (Wiley Publication)
Photocopies for Marketing Intelligence part
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Additional Reading(s)
(i) Data Mining Techniques: For Marketing, Sales, and
Customer Relationship Management, by Gordon S. Linoff,
Michael J. A. Berry (Wiley Publication)
(ii) Data Smart by John W. Foreman (Wiley Publication)

SOFTWARE AND SIMULATION (IF ANY): COGNOS/Tableau, MS Excel, R/Python, Gephi

EVALUATION
Component Mode Duration Weightage
Mid Term Exam Written examination 90 Minutes 25%
(Compulsory) (Open-Book)
Written examination 120 Minutes 35%
End Term Exam (Open-Book)
(Compulsory)
Written examination
Quiz (Open-Book)
Project Presentation and
Group Project 20%
Project Report
Participation In-class Contribution 20%
(Individual)
Total 100%

ACADEMIC DISHONESTY

i. It may be noted that any kind of copying/plagiarism by any student and/or malpractice in
examinations will be subject to strict disciplinary action under IIM Ranchi rules. If a
student is found guilty in any such case(s), it will be recorded in his/her personal file.

ii. The reports submitted by the students like Summer Project Reports/Term Papers/ Case
Study Report/ Project Report/CIS dissertation paper or any other report will go through
the anti-plagiarism software.

iii. In all cases where the software has reported more than 30% of plagiarism by a student
or group of students, there will be automatic conversion of the grade given in that
component into “F”.

iv. The faculty may even choose to report the matter to the PGP Committee which will
temporarily convert the course grade into “F” or an “I”, issue a show cause to the student
(s) and based upon the response of the student(s) assign any punishment or its
combination from the options below.
a.Expulsion from the Institute
b. Suspension for a specified period
c.“F” grade in the course concerned
d. Scaling down grades obtained in the specific subject
e.Repeating the course
f. Withdrawal of placement services
g. Suspension, withdrawal or made ineligible for scholarships
For details, kindly refer to PGP Manual.
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SCHEDULE OF SESSIONS

Sessio Topics to be covered in the course

n
1 Introduction to Marketing Intelligence & Marketing Analytics, Using Excel to summarize
marketing data
2 BI Tool for Marketing Intelligence: Slicing and Dicing Marketing Data with Pivot Tables, Using
Cognos
3 Drill Up and Drill Down in retail data, Using Excel Charts to summarize marketing data, Using
Cognos/Tableau in Marketing Data
4 Analyzing Sales, How demographics affect sales, Summarizing Data in Retailing, Using
Cognos/Tableau
5 Importance of data warehouse in Marketing in Big Data Era
6 BI in Retail Management
7 BI in CRM and E-Commerce
8 BI in Salesforce Management: Salesforce Management, Managing with Changing Geography,
Changing Departments
9 Customer Lifetime Value: Using Markov Process and Monte Carlo Simulation in marketing
decision-making
Application Case:
-Land’s End Catalog optimizes in Target Marketing
-Predicting Success of a marketing initiative: Analysis of Groupon for Carrie’s Pizza
10 Application Case:
-OJ’s Orange Juice: Data Modelling in Markov Process and Monte Carlo Simulation
11 Price Bundling, Optimal bundle process,
Application Case:
-Price bundling of TV, Internet and Cellphone by same service provider
-Price bundling and Two-part Taiff in Downloading songs
12 Non-linear pricing, Revenue Management, Price Skimmimg
Application Case:
-Profit maximization in rounds of golf by a country club
-Maximizing revenue in film music sale
13 Allocating marketing resources between customer acquisition and retention, Allocating retail
space and sales resources
Application Case:
-Carrie’s Pizza determines the optimal level of acquisition and retention spending
14 Social Network and Tipping Point Analysis, Network Contagion, Bass Version of Tipping Point
15 Viral Marketing, Watt’s Model, More complex models
Application Case:
-Procter & Gamble’s campaign to promote Tide Coldwater
16 Market Segmentation: Recommender Systems: Collaborative Filtering, Content-Based Filtering,
Role of recommender systems in marketing
Top-Deal Customer Identification using Social Network Approach, Designing Deals and
Discount Coupons
Application Case:
-Wine Network for direct campaign
17 SCAN*PRO Model and its variants: Forecasting software sales, Shelf Management and Space
Elasticity
Application Case:
-Modeling sales of Snickers Bars
18 RFM analysis and optimizing direct mail campaigns
Application Case:
-Mailing by J.Crew based on RFM Analysis (Basic Model)
-Optimizing a direct mail campaign by J.Crew (Advanced Model)
19 Measuring effectiveness of advertisement, Media Selection Models, Pay per click online
advertising
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Application Case:
-Media Selection Modeling by Honda using Monte Carlo Simulation
20 Text Analytics in Marketing: Mining Sentiments using Text Mining, Natural Language
Processing
Sarcasm Detection