Marketing analytics

BCM639A
CREDITS 4
Module Overview
This subject demonstrates the aspects of consumer behaviour through novel analytical
techniques like Market Basket Analysis, Multi-Dimensional Scaling, Conjoint Analysis,
Cluster Analysis along with ethical dimension of reporting results of analysis. Besides
theoretical understanding of concepts application on data sets will be covered in this
module.
Learning Objectives
Objectives of this module are around building of strong conceptual understanding of
consumer behaviour and consumer preferences. Besides, theoretical understanding of
concepts, application of the concepts through software is aimed in this module.
Learning Outcomes
Upon successful completion of this modules, students should be able understand the key
issues around consumer behaviour along with practical application of the learned concepts on
data sets through popular software.
Unit I
Market Basket Analysis
Association Rule Mining, Item & Item-set, Frequency of Transactions, Causal Transactions,
Support, Confidence, Predictive Power & Accuracy, Lift – Measure of Association, Item-
Transaction Matrix, Density, Length of Rule, Optimum Number of Rules, Apriori Function,
Custom Queries, Saving Association Rules.
Unit II
Multi-Dimensional Scaling
Consumer Preference, Distance- Measure of Dissimilarity/Similarity, Dissimilarity/Similarity
Matrix, Square Symmetric Matrix, MDS Versus Factor and Cluster Analysis, Euclidean
Distance, Iteration History, Stress and Squared Correlations, Stimulus Coordinates, Subject
Weights, Derived Stimulus Configuration, Group Plots.
Unit III
Conjoint Analysis
Products & Services Evaluation, Consumer Buying Behaviour, Attributes and Features,
Consumer Preference versus Cost to Company, Values to Attributes, Contribution of
Attribute, Ordinary Least Square for Contribution, Full-Profile Rating, Full-Profile Ranking,
Choice-Based Conjoint Analysis, Hierarchical Bayes Estimation, Polyhedral Methods.
Unit IV
Clustering of Marketing Data
Custer Mechanism, Hierarchical and Non Hierarchical Clustering, K Means Clustering,
Normalising of Data, Scaling of Data, Distances, Euclidean Distance, Distance Matrix Plot,
Centroid, Total Within Sum Squared, Within-group Linkage, Nearest Neighbour, Furthest
Neighbour, Centroid Clustering, Ward’s Method, Optimum Number of Clusters, Cluster
Membership, Agglomeration Schedule, Dendrogram.
Unit V
Reporting & Ethical Issues
Importance of Report, Report Preparation, Report Format, Oral Presentation, Research
Follow-up, Research Integrity, Misusing Statistics, Falsifying Figures, Withholding
Information, Honesty, Accuracy & Completeness in Reporting, Complete Disclosure by
Client, American Marketing Association.
References
1. Robert W. Palmatier, Hari Sridhar, 2017, Marketing Strategy: Based on First
Principles and Data Analytics, Amazon.
2. Mike Grigsby, 2015, Marketing Analytics: A Practical Guide to Real Marketing,
Kogan Page.
3. Chapman, Christopher N., McDonnell Feit, Elea, 2015, R for Marketing Research
and Analytics, Springer.
4. Wayne L. Winston, 2014, Marketing Analytics: Data-Driven Techniques with
Microsoft Excel, Wiley.
5. Stephan Sorger, 2013, Marketing Analytics, Amazon.
6. Naresh k. Malhotra, Satya Bhushan Dash, 2010, Marketing Research, Pearson.