Semester: 3

Course Name: Marketing Analytics Course Code: 18JBS315

Number of credits: 3 Number of Hours: 30

Learning Outcomes of the course:

a) Develop an understanding of the importance and need for marketing analytics and data driven
decision making.
b) Build exposure to the use of appropriate and popular statistical software such as MS
Excel/SPSS/R/SAS/Any other for modelling and analysis for marketing related applications.
c) Make use of analytics methods – descriptive, predictive and prescriptive analytics models for solution
to marketing problems.
d) Illustrate 4P's and STP of marketing through mathematical models.

e) Master the ability to communicate to senior executives through data.

Module 1: Introduction to Marketing Analytics 6 Hours

Learning Outcomes:

1a) Develop an understanding of the importance of analytics in business decision making by building
exposure to the use of statistical software packages.

Introduction to Marketing Analytics. Evolution and Scope of Analytics. Decision Models – Descriptive,
Predictive and Prescriptive Models. Problem Solving and Decision making process., Models for
customer value analysis.

Developing Spread Sheet Models. Art of developing Spread sheet models – Guidelines to develop an
adequate spread sheet model. Application of Resource allocation models. Optimization using Excel
solver.

Basic statistical software skills. Using statistical software functions. Introduction to MS

Excel/SPSS/R/SAS/Any Other software application. Data input, coding, recoding and data reshaping in
the statistical software packages. Split file, Group, Subset, merge file options.
Module 2: Descriptive Analytics 5 Hours
Learning Outcomes:

2a) Demonstrate characteristics of data through visualization and its interpretation and make use of
parametric and non-parametric tests for single, two and multiple group comparison.

Descriptive Analytics using any statistical software package. Visualization, exploration and extracting
data summary statistics and their interpretation. Important parametric and non-parametric tests for
single, two and multiple group comparison. (chi square, t-test and one way ANOVA)

Module 3: Predictive Analytics Methods in Marketing 9 Hours

Learning Outcomes:

3a) Predicting a dependent variable using single and multiple independent variables of both continuous
and categorical types. (Dummy Regression)

Principal Component Analysis, Eigen values Communalities, Rotation of factors, Kaiser-Meyer-Olkin

Index, Bartlett’s test of sphericity.

Regression Modelling – fitting, model fit measures, hypothesis testing, prediction and validating model
assumptions by residual analysis. Regression model building – Stepwise, forward selection, backward
elimination and optimum sub set methods. Regression models with categorical predictor variables
(Dummy Regression). Regression analysis and modelling with any statistical software package.

Understanding Pricing, Sales Promotion and advertising, Sales forecasting through Regression analysis.

Module 4: Customer Segmentation and Classification Methods 5 Hours

Learning Outcomes:

4a) Identify homogenous group of customers called clusters which are similar to members in the same
cluster but different from those of other cluster & identify predictor variables which impact the
probability of an event.
Analytics for Segmentation – Introduction to Cluster analysis multivariate method. Estimation, Model
performance and validation of cluster analysis results. Assumptions for Cluster analysis.

Analytics methods for Classification – Introduction to Logistic regression and Discriminant analysis
models. Assumptions, estimation, model performance and model building for logistic regression and
discriminant analysis models.

Module 5: Marketing Models for Positioning & Product Design – Perceptual Maps and Conjoint
Analysis 5 Hours
Learning Outcomes:

5a) Draw positioning maps using the attribute model & Identify the desired features in product design
(New product development or modifying existing product).

Multidimensional scaling – Objectives, decision framework for MDS. Assumptions of MDS. Deriving
the MDS solution and assessment of overall fit. Selecting the dimensionality of the perceptual map.
Interpreting the MDS results – Identifying the dimensions. Validating the MDS results.

Conjoint Analysis – objectives of conjoint analysis. Steps in conducting conjoint analysis. Examples of
evaluating product design options using results from conjoint analysis. Strengths and limitations of
conjoint analysis.

(* These topics are categorized as ‘Self-learning’ topics and are subjected to testing)

Basic Texts:
Rao. P. H (2013). Business Analytics- An Application Focus. New Delhi. Prentice Hall India.
Evans J, (2017) Business Analytics. Pearson India

Reference Books:

Lilien, G. L., Rangaswamy. A., and Bruyn. A. D. (2013). Principles of Marketing Engineering. Pearson
Education Inc.
Winston, W.L. (2014). Marketing Analytics: Data driven techniques with Microsoft. Excel. John Wiley
&Sons.

Venkatesan,R.K., Farris.,P., Wilcox, R.T. (2014). Cutting edge marketing analytics: Real World cases
and datasets for hands on learning. New Jersey, Pearson Education Inc.

Other reading material:

1. Davenport, T.H., Mule L.D., Lucker J. (December 2011). Know what your customers want.
Harvard Business Review.
2. Davenport,T. (January 2006). Competing on Analytics, Harvard Business Review
3. Wilcox, R.T. (2003).A practical guide to Conjoint Analysis. Darden Business Publishing
4. OdedNetzer et al. (2008). Beyond Conjoint Analysis: Advances in preference measurement.
Springer
5. Pfeiffer, P.E. (2012). Alumni Giving. Darden Business Publishing.
6. Wilcox, R.T. (2003). Portland Trailblazers. Darden Business Publishing

Evaluation Pattern:

End term
Continuous Evaluation Attendance Total
Examination
45% 50% 5% 100%

Case studies and datasets from each topic covered in the course will form the major chunk of the
continuous evaluation. The outcome results of datasets will form a part of the end term examination. The
students report the interpretation and provide answers to discussion questions.