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12 Jun, 2021

MDP on Marketing Analytics

GL Bajaj Institute of Management & Research. PGDM Institute, Greater Noida organized MDP on Marketing Analytics: Insights to Strategic Decision Making on Saturday, June 12, 2021 under the patronage of Mr Pankaj Agarwal, Vice Chairman, GL Bajaj Educational Institutions.

The Resource Persons for this MDP were Mr Manish Chauhan, CEO, Panache Softech Pvt Ltd; Mr Pranav Jha, Director, AP Web World; Prof Vikram Kumar Sharma, Assistant Professor, GLBIMR. PGDM Institute, Greater Noida and Dr Arvind Kumar Bhatt, Professor, GLBIMR. PGDM Institute, Greater Noida.

The session started with an invocation to Goddess Saraswati. During Session 1, Dr Arvind Kumar Bhatt discussed the traditional marketing system and the role of marketing analytics in today's competitive scenario. He shared the tools and techniques of marketing analytics with the participants. He also explained the RFM model to make them understand the best offerings to be provided to different segments of customers.

During Session 2, Prof Vikram Kumar Sharma discussed multivariate statistical tools for data analysis like regression analysis, factor analysis and structural equation modeling and shared their usefulness in making managerial decisions. He discussed various analytics tools for demonstrating data science capabilities to analyze and predict behaviors so that the marketers could automate the optimization of future experiences and could create better engagements that would result in higher conversions.

During Session 3, Mr Manish Chauhan and Mr Pranav Jha shared useful insights about digital marketing analytics with the participants. They shared how new digital tools had enabled the customers to take more active decisions in branding the products they consume. They also exposed the participants to the digital marketing analytics and other approaches of digital strategy that were increasingly becoming available, particularly in retail, telecom, finance and many other sectors.

Around 45 participants which included corporate professionals, academicians and research scholars participated in the event. This MDP helped the participants to acquire skills in statistical analysis of the data by using statistical tools in taking key marketing decisions.

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