Marketing Business Analytics

Dr Shirish Jeble
ICFAI Business School, Pune

1
 Introduction
Dr Shirish Jeble
Qualification: B.E. (Mech) MBA (Operations) PhD (Operations)
Faculty of IT and Operations
Experience: 27 Years (18 years in industry, 9 years in academics)
Courses: ISM, Marketing Business Analytics, Business Analytics,
Lean Mfg.
Awards and Recognition: 2018 Best Faculty Award in IBS, 2017
Research Colloquium 3.0 Research Presentation Award, Invited
speaker in reputed MBA Schools in Pune
Key Skills: Program and Project Management, Information
Systems Design, Customer Relationship
Hobbies: Cricket, Tennis, Long Walks, Yoga, Music
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 Structure of Our Sessions

Live Session
Post-Live
Pre-live 75 Minutes
Asynchronous
Asynchronous
15 to 30
15 to 20
minutes
minutes

25%
25% 50%

3
 Session Plan: I of II
S# Topic Pre-Session Live Session Post Session Quiz/
Assignment/
Forum
1 Introduction to - 1 PPT 1 Web Ref XLS Files
Marketing Analytics Download
2 Revision of concepts - 1 PPT 1 Web Ref Quiz
1 Book Ref
3-4 Data Analysis using 1 Web Ref 4 Caselets 1 Web Ref 2 Caselet
Excel tools Assignments
5-8 Simple and Multiple 4 Faculty Videos, 4 PPTs - 2
Regression 1 YT Video 7 Cases Assignments
3 web Ref
9-10 Advertising and - 2 Cases - Forum
Promotions
11 Class Test C1 Quiz
12-13 Market Basket 1 Faculty Video, 2 Cases 1 YT Video -
Analysis 1 Web Ref
 Session Plan: II of II
S# Topic Pre-Session Live Session Post Session Quiz/
Assignment/
Forum
14-16 Logistic Regression 1 Faculty Video, 2 Cases 3 Web Ref Assignment
1 Ref Doc, Files
1 Web Ref Download
17-20 Pricing Models 1 Faculty Video 4 Cases 1 YT Video -
1 Web Ref
21-24 Customer Centric - 2 PPTs 3 Web Ref Assignment
Marketing Models 2 Cases
25-27 Group Project PROJECT Forum
Presentations - C3 PRESENT
28-29 Market Segmentation 1 Web Ref 1 PPT 1 Web Ref Assignments
Cluster Analysis 1 Activity 2 Cases 1 YT Video 2
30 Social Media Analytics, - 1 PPT 1 Web Ref Forum
big data ecosystem
31-33 Strategy 1 Faculty Video 1 PPT 1 Book Ref Forum
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 Continuous Evaluation
Component Evaluation Batch of 2021 Allocation
Batch of 2021
C1 Class Test 15 Marks
(15%)
C2 Online Evaluation + Exam : 50 Marks
Quizzes, Forums, Assignments (20%)
C3 Group Project 25 Marks (25%)
(Rubrics based)
C4 Class Participation & 10 Marks
attendance (10%)
C5 End-Term Written Exam/ 30 Marks (30%)
Practical Exam
100%

6
 Reference Books
Text Book
• Marketing Analytics using data driven techniques with Microsoft Excel – Wayne
Winston
Main References
• Database Marketing – Analyzing and Managing Customers – Blattberg, Kim, Neslin,
Springer
• Multivariate Data Analysis – Hair, Black, Babin, Anderson, Tatham
• Marketing Models – Lilien Gary, Kotler, Moorthy
Additional Reading
• Quantitative models in Marketing Research – Francses Philip Hans and Paap
Richard
• Handbook of Marketing Decision Models – Wierrenga Berend Springer
• Advanced Econometric Marketing Models – Fok Dennis
• Marketing Models for New Products – Carlos Hernandez et al.
• Marketing Models an applied orientation – Naresh Malhotra
• Marketing Analytics – Stephen Sorger
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 Session 1 – Introduction to
Marketing Business Analytics

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Session 1

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 Session 1
• What is Marketing Analytics
• Why Marketing Analytics
• Overview of Marketing Analytics
• Job Roles
• Sources of Data
• Types of Analytics

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 Definition - Marketing Analytics

• The science of using existing data, predictive models to make

optimum marketing decisions
• Use of models and metrics that offer actionable insights

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12
 Functional Classification

Business Analytics

Financial Marketing
Business Business HR Analytics SC Analytics Web Analytics
Analytics Analytics

Data Mining Data Warehouse Metrics & KPIs Business Intelligence

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 Statistical Techniques Classification
Marketing Analytics

Mathematical Market Dimension Social Media

Data Mining Forecasting
Models Segmentation Reduction Analytics

Slicing, Dicing Artificial Neural

Customer Genetic Algorithm Factor Analysis Word Cloud
Data, Pivot Cluster Analysis Regression Networks
Lifetime Value
Tables
Principal Component
Pricing Analysis (not to Sentiment
reduce factors)
Market Basket Kohorein Networks Time Series Analysis
Model Analysis Forecast

Advertising Decision Trees Social Network

Models Customer
Analysis
Churn

Random Forest

RFM Analysis

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Job Roles

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 Roles in Marketing Analytics
• Business Analyst: domain knowledge in marketing, sales
business processes, STP, PLC, NPD, Product Mix, how sales
integrates with other systems, knowledge of statistical
models, analytical skills, problem solving skills,
communication skills, interpersonal skills, knowledge of
Metrics, KPIs, ability to write functional specifications
• Data Scientist: fine skills in data management, deep
knowledge of quantitative techniques, statistical models,
ability to write functional specifications, Design level
knowledge of Metrics, KPIs
• Data Analyst: Technical role, knowledge of R software, Excel,
SAS, Tableau, SQL, Agile/Scrum, big data, Hadoop, Pig, deeper
knowledge of statistical models
• Project Lead: team management, customer relation,
communication skills, interpersonal skills, leadership, PMP
Certification
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Sources of data

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 Sources of
Data

CRM

Demographic
Customer Data
Identification

Transaction Data
Psychographic Marketing
Other Data
data Action Data
ERP

Customer Credit history,

Adv. & Prom RFM, LTV, credit
Churn
score etc. 18
 Analytics Process
Product
Call center Online Social
A/c Trx Recommendation
Data Navigation data

Actionable
Insights
Extraction

Data Analysis
and Data Transformed
Data WH Mining Data

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Trends Driving Marketing
Analytics

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 Trends Driving Marketing Analytics Adoption

Accountability Online Data Availability

Marketing
Analytics
Adoption
Data-Driven Reduced Resources
Presentations
Massive Data

Before: Now:
Huge budgets Tiny budgets

Source: Marketing Analytics by Stephan Sorger

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 Types of Analytics
• Descriptive Analytics ‘what’
• Diagnostic Analytics ‘why’
• Predictive Analytics ‘future’
• Prescriptive Analytics ‘actions’

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 Data Types

characteristics Categorical Numerical

Nominal Ordinal Discreet Interval Ratio

Just labels, Orderly units Distinct data [.………….Continuous data…………….]

no order of data
Do not have a Have a true zero
true zero
Frequencies, Proportions, Pie ……………………..Box plots, histograms……………..
charts, bar charts 23
 Additional concepts in Analytics
• Metrics
• Dependent, independent variables
• Controllable, non controllable variables
• Data Mining
• Different patterns of data

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 Models

Verbal Pictorial Mathematical

Take Left Sales =

on NH4 f(advertisement)

Source: Marketing Analytics by Stephen Sorger

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 Applications of analytics
1. Bank Loans
2. Netflix
3. eCommerce company
4. LinkedIn
5. Airtel
6. Identify cross selling, upselling opportunities
7. advertising or promotion campaigns effectiveness

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Thank You