Executive Education

Advanced Data Analysis for Marketing Decisions

Programme Overview

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The ongoing economic reforms and the globalisation of the Indian economy have led to dynamic and continuous change in Indian markets. Markets are becoming more competitive and diverse. Faced with greater choice, consumers are becoming more demanding. Consequently, taking key marketing decisions has become more complex, especially those related to market segmentation, product positioning, offer design, pricing and test marketing. At the same time, the availability of information on Indian markets, product offerings, and consumer preferences and choices is also increasing. Multivariate statistical tools for data analysis like regression analysis, factor analysis, discriminant analysis, conjoint analysis, multidimensional scaling and structural equation modeling can effectively be used to make these decisions. Data and text mining approaches are also becoming increasingly relevant for understanding customers, segmenting them and devising strategies to attract and retain them. This programme has been designed to help participants acquire skills in using multivariate statistical tools while taking key marketing decisions. It also exposes participants to data mining and other approaches to statistical analysis of data that is becoming available, particularly in retail, telecom and finance and in many other sectors.


For more information or any questions, contact Sanjana Sukumar: sanjana-exed@iima.ac.in | +91 70690 07351

Participants’ Profile

Managers in charge of strategic marketing planning, product management, promotion and advertising, and marketing research in companies marketing consumer or industrial products or services. Account executives in advertising agencies. Professionals in marketing research and data analytics organizations.

Program Objectives

Expose participants to a selected set of multivariate statistical tools and data mining approaches that would aid in taking key marketing decisions: market definition and choice of markets, market segmentation and targeting, product positioning, offer design, pricing and test marketing. Provide participants with the opportunity to gain experience in using the latest PC-based statistical software in concrete marketing management situations. Introduce key concepts of data mining.

Program Highlights

Marketing Decisions: Choice of Markets, Market Segmentation and Targeting, Product Positioning, Product/offer Design, Pricing and Test Marketing. Tools for Analysis: Forecasting Models, Multiple Regression, Discriminant Analysis and Logistic Regression, Factor Analysis, Cluster Analysis, Multidimensional Scaling, Conjoint Analysis, Structural Equation Modeling, ModeIs for Pre-test Marketing, Classification and Partitioning, and Data and Text Mining approaches.