BIRLA INSTITUTE OF TECHNOLOGY & SCIENCE, PILANI

SECOND SEMESTER 2021-22

DSECLZG628T DISSERTATION

Dissertation Title : Big data analytics and its impact on digital marketing strategy

Name of Supervisor : Sooraj Thej Radheyam

Name of Student : Arun Udayanan Nair

ID No. of Student : 2020fc04464

Abstract

Key Words: Marketing strategy, Big Data, Analytics, Data Mining

In this era of Technological advancements, the urge for social media and the internet is rising every new day.
The role of big data is growing bigger and more important in the pharmaceutical industry. Each and every
market in the world is getting transformed by this digital wave of big data. The pharma industry is rapidly
moving towards digital transformation but embracing digital marketing skills and tools. Big data is becoming a
vital tool to reduce the expenses of the pharma industry

Our client, a pharmaceutical industry is adopting big data analytics and other analytics tools at a much slower
rate as compared to that of major industries like manufacturing, retail, and automotive. Earlier they gained
higher profit margins without even investing in marketing activities. But in today’s scenario, due to the rising
competition, we are working with our client and have started utilizing extensive informatics & highly advanced
data analytics tools to accelerate market shares and build powerful commercial value in the market.

Being able to overlay numerous amounts of data sets such as social media posts, money spent on product
promotion, etc., we envision to empower our client to see which efforts were effective, which were not
effective, and quickly adjust their marketing plans accordingly.

The purpose of this study is to understand how Big Data will ultimately change the landscape of how business
is transacted within industries, and more specifically, how the future of marketing will be grounded in data and
analytics. It is essential to explore the opportunities and challenges presented by this topic because as
technology continues to grow at an ever-increasing exponential pace, in order to find new outlets and ways to
survive and flourish as a business, industries must be able to adapt
We aim to achieve the following goals -

 Plan effective promotional activities and enhance marketing strategies with impact insights derived
from marketing analytics tools and techniques.
 Elevate the performance if existing product lines. With big data analytics, in-depth pharma market
analysis can be done and niche customer market segments can be easily targeted.
 Predictive analytics can help pharma companies to accelerate their influence of marketing activities and
simply measure their marketing ROI.
 Produce effective materials and communication messages to target right patients and to ensure it
reaches them at the right time through the right medium; thereby optimally utilizing
resources.
 BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE,
PILANI II SEMESTER 21-22
DSE CL ZG628T DISSERTATION
Dissertation Outline

BITS ID No.: 2020fc04464

Name of Student: Arun Udayanan Nair
Name of Supervisor: Sooraj Thej Radheyam

Designation of Supervisor: Tech Arch Delivery Specialist

Qualification and Experience: BE Electronics and Communications

E- Mail ID of Supervisor: sooraj.t.r@accenture.com

Topic of Dissertation: Big Data Analytics and its impact on Digital Marketing Strategy

Name of First Examiner: Umakant Ravindra Patil

Designation of First Examiner: Salesforce Technical Architect

Qualification and Experience: MCA and 12 years

E- Mail ID of First Examiner: umakant.sfdc@gmail.com

Name of Second Examiner:

Designation of Second Examiner:

Qualification and Experience:

E- Mail ID of Second Examiner:

(Signature of Student) (Signature of Supervisor)

Date: 29/05/2022 Date: 20/05/2022

Student details:
 Name: Arun Udayanan Nair,
 Roll #: 2020fc04464,
 Email ID: 2020fc04464@wilp.bits-pilani.ac.in,
 Mobile #: +918898162483

Date: 29/05/2022

Dissertation Title: Big Data Analytics and its impact on Digital Marketing Strategy

Supervisor details:
 Name: Sooraj Thej Radheyam,
 Role in organization: Tech Arch Delivery Specialist,
 Email ID: sooraj.t.r@accenture.com,
 Mobile #: +447405442208.

Problem statement (what is the problem being addressed): Client is not able to utilize all the data captured
via various sources and put it to best use effectively to strategize the next best approach for the product
marketing and HCP engagements

Objective of the project: Registrations to the system via different sources like print media, webinars, digital e-
detail presentations etc. to capture the engagement scores. Utilize this effectively in post event engagements for
HCP retentions and future prospects for business engagements.

Uniqueness of the project: Most of the data is

Benefit to the organization:

Scope of work:

Resources needed for the project, including people, hardware, software, etc.

Potential challenges & risks in doing the project

Background of previous work done in the chosen area

Detailed Plan of Work (as follows)

# Task Expected Names of

date of Deliverables
completion
1 Research and feasibility validation 3 Research

2 Data Mining 5 Bigquery

3 Data Analysis 5 Dataproc, Dataflow

4 Data Visualization 3 Power BI Dashboard

Supervisor’s Rating of the Technical Quality of this Dissertation Outline

EXCELLENT / GOOD / FAIR/ POOR (Please specify): Good

Supervisor’s suggestions and remarks about the outline (if applicable):

Date: 29/05/2022
(Signature of Supervisor)

Name of the supervisor: Sooraj Thej Radheyam

Email Id of Supervisor: sooraj.t.r@accenture.com

Mob # of supervisor: +447405442208