Description
This course, Seminar in Marketing Data Analytics, introduces participants to the application of analytics for solving business problems, with a primary focus on the marketing domain. It is structured around the Project Cycle of Analytics: Planning, Processing, and Presentation and covers techniques such as segmentation, market response modelling, customer lifetime value, forecasting, and emerging areas like generative AI in customer engagement. Rather than emphasising data-processing mechanics, the course centres on interpreting results to address real business questions. Through lectures, case discussions, assignments, and presentations, participants also explore how organisations build analytics capabilities and how to communicate analytical findings effectively to drive decisions.
Why Should You Attend?
Learners will benefit from this course if they encounter some or any of the following situation(s) at work:
(i) Understand how analytics supports decision-making in a business and marketing context, moving beyond methods to focus on practical implications ("so what")
(ii) Learn the Project Cycle of Analytics, covering the Planning, Processing, and Presentation stages of an analytics initiative
(iii) Gain exposure to key marketing analytics techniques, including segmentation, market response modelling, customer lifetime value, and forecasting
(iv) Work on real case discussions, assignments, and a term paper that connect analytics concepts to practical business problems
(v) Apply State-of-the-art (SOTA) AI processes to facilitate easy implementation of models in complex data sets
(vi) Develop skills in interpreting data and communicating analysis clearly for business audiences, including through storytelling
(vii) Explore how organisations build and structure their analytics (digital) capabilities, including related managerial challenges
Who Is This Course For?
(i) Management or business programme participants with prior exposure to quantitative methods, probability, and statistics
(ii) Professionals or students with working familiarity in at least one data-handling tool or language, such as R, SAS, SPSS, or Python
(iii) Marketing professionals or business analysts interested in applying analytics to solve business problems
(iv) Individuals involved in or aspiring toward data-driven decision-making roles within organisations
(v) Those seeking a foundational understanding of business problem-solving through marketing or customer data analytics
(vi) Participants who have taken or are familiar with related decision sciences or research methodology coursework
Course Content
To create an Environment for Marketing Analytics
Planning for Research: The first step towards successful analysis
Marketing Data Analysis Segmentation / Profiling: Market Response Models
Marketing Data Analysis (Methods): Segmentation / Classification / Market Response Modeling MRCF B
Marketing Data Analysis (Methods): Customer Life Time Value / Relationship Management
Marketing Data Analysis (Methods): Forecasting / NPD / Market Testing
Marketing Data Analysis (Methods): Customer Segmentation/Classification ANNs
Marketing Data Analysis (Methods): Prediction of Product Prices
Automating Customer Engagement
Where is the Impact: From Analysis to Convincing Story telling
This course, Seminar in Marketing Data Analytics, introduces participants to the application of analytics for solving business problems, with a primary focus on the marketing domain. It is structured around the Project Cycle of Analytics: Planning, Processing, and Presentation and covers techniques such as segmentation, market response modelling, customer lifetime value, forecasting, and emerging areas like generative AI in customer engagement. Rather than emphasising data-processing mechanics, the course centres on interpreting results to address real business questions. Through lectures, case discussions, assignments, and presentations, participants also explore how organisations build analytics capabilities and how to communicate analytical findings effectively to drive decisions.
Arindam Banerjee joined the faculty at IIM Ahmedabad after working in industry for over seven years. He has worked on business problems in retail financial services, FMCG and
consumer durable sectors. He specialises in developing business models based on the statistical analysis of large syndicated databases
For the past 20+ years at IIMA, he has taught courses in Quantitative Marketing and Research Methodology to post graduate and doctoral students. Besides, he has worked extensively with various Indian and global business organisations in building and strengthening internal processes to support “fact-based decision-making.” He has also imparted training in various in-house corporate management development initiatives. Recently, he has also worked as a mentor to a Marketing & Sales Analytics team of a global Management Consulting firm
He has published papers in several academic journals in management such as the Journal of Segmentation in Marketing, International Journal of Retail and Distribution Management, International Journal of Management and Decision Making, Asian Journal of Marketing, Asia-Pacific Journal of Marketing and Logistics, Strategic Outsourcing: An International Journal, Vikalpa and Decision.Prior to joining IIMA, he was a senior consultant at Mitchell Madison Group, a global management consultancy firm specialising in the financial services sector and was based at their Chicago office. Previously, he was at AC Nielsen(Chicago) where he headed a marketing analytics team that provided marketing support to Philip Morris Inc. In the year 2006-07, he took leave from IIMA for setting up a global risk analytics team at HSBC for the bank’s US-based consumer and mortgage lending business. He is currently a Professor in the Marketing Area at IIMA
Swanand J. Deodhar is an Associate Professor of Information Systems at the Indian Institute of Management, Ahmedabad, with a secondary association with the Marketing area. He specialises in technology management, industrial automation, digital transformation and digital platforms
At IIMA, he teaches courses in Information Systems, digital platforms, technology-enabled businesses and new product development. He is also actively involved in executive education, where he has trained senior professionals from organisations including Airtel, Tata Projects, Hindustan Unilever, Infosys, Crompton, TVS Motors and SIDBI. He is involved in several IIMA executive education programmes, including the Accelerated General Management Program, Senior Management Program and General Management Program at the Dubai campus.
His research focuses on digital platforms, crowdsourcing and user engagement. His work has been published in leading academic journals including Information Systems Research, MIS Quarterly, Journal of International Business Studies, Decision Support Systems and Journal of Business Research. He was the recipient of the IIMA Outstanding Researcher Award for 2022–2023.
Swanand holds a Ph.D. in Business Administration from the Carlson School of Management, University of Minnesota. He is also a Fellow of the Management Development Institute, Gurgaon, and holds an MBA in Information Technology from Symbiosis International University, along with a bachelor’s degree in Mathematics from the University of Mumbai.
A learning path with Online@IIMA is adaptable, individualized and multifaceted. It is designed to foster an ecosystem where the learner will be capable of connecting micro modules to the core specialization - weaving the entire experience into a thorough learning opportunity towards a productive output or building sustainable solutions.
Prof Arindam Banerjee
Prof Swanand J. Deodhar 
Skill Level Intermediate
Language English
Certificate Available
Fees
Audit: FreeCertification: ₹2,500.00
Start Date
23 Sep 2026
Duration
26 Lectures
