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Campaign Analytics
Enhance effectiveness of marketing campaigns by implementing analytics across campaign life cycles

4 Weeks programme

Contact hours: 32 hours

  • Conceptual Learning
  • Hands-on Learning
  • Projects/ Assignments
  • Case studies/ Use cases
Programme Objectives
The “Campaign Analytics” programme is a niche programme aimed to equip marketing professionals with analytics tools & techniques applicable across campaign life cycles. The programme will empower marketing professionals to enhance effectiveness of their marketing campaigns.
Who should go for the Programme?
The “Campaign Analytics” programme has been designed & developed primarily for marketing professionals interested in using analytics to enhance effectiveness of their campaigns. Analytics professionals who wish to implement analytics techniques for marketing departments/ functions of their clients will also benefit from the programme.

Key Takeaways

  • Develop awareness of the life cycle of a campaign
  • Understand the various analytics techniques used across a campaign’s life cycle
  • Implement the popular techniques used for campaign analytics
  • Plan, execute, track, and evaluate campaigns more effectively

Learning Mode

Curriculum Overview

Campaign Planning
Campaign Execution
Campaign Tracking
Campaign Evaluation
Root Cause Analysis
TURF Analysis

Design of Experiments Budget Allocation Techniques
Hands-on implementation
List Waterfall Analysis
Response Scorecard
Decision Trees
Hands-on implementation
Frequently-tracked metrics (across campaigns)
Metrics tracked in a digital campaign
Different graphical techniques
Hands-on implementation
Testing of Hypothesis
Graphical way to evaluate campaigns
Marketing-mix modelling
Hit Map Analysis
Hands-on implementation

Are there any Learning Pre-requisites?

There are no specific learning pre-requisites for the programme. Effectiveness of learning through the programme would be enhanced if participants possess a basic idea of business analytics and have good logical & analytical reasoning skills. Prior knowledge of basic statistics and any analytical software is not necessary, though these will provide an added advantage.

MEET Our Consultants & Faculty

Goutam Das

Ph.D. Scholar (Foreign Direct Investment), IIFT Delhi MTech (Computer Engg.), IIT Kharagpur Alumnus of IIM Calcutta & ISI Delhi 25+ yrs of industry exp. across industry verticals

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Dr Nidhan "Neal" Choudhuri

Ph.D. (Statistics), Michigan State University, USA B. Stats & M. Stats, Indian Statistical Institute, Calcutta Ex-Chief Scientist & Founder, PlanetRisk Inc, USA; 20 yrs of industry exp. with Morgan Stanley, Barclays Capital, etc.

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Debjani Bhattacharya

M. Phil, Jadavpur University, B.E. (Electrical Engg.), MN-NIT Allahabad

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Dr. Mousumi Duttaray

Ph.D. (International Economics), Indiana University, USA 18+ years of teaching, research and industry experience in USA with global majors like Barclaycard, AMEX etc.

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Amrita Saha

M.Sc.(Economics) Calcutta University

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Somnath Sinha

B.Tech. (Electrical), IIT Bombay PGDM, IIM Calcutta 30+ yrs. of exp. in global delivery with 2 decades of service with IBM as Service Leader (IT) & CIO Ex-partner of Accenture, KPMG, E&Y, PWC

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Prof. B. B. Chakrabarti

Ph.D. in Economics Gold Medalist -PGDM, IIM Calcutta Gold Medalist - BE, Jadavpur Univ. Fellow Member of the Institute of Cost Accountants of India (ICAI) 40+ yrs of experience in industry/ academic

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Pravin Bhosale

B. E. (Mech. Engg), NIIT PG Certification on Business Analytics, Machine Learning Cert from Stanford Univ. LOMA ALMI Certified Professional 15+ years of experience in consulting on Financial Analytics, Credit Risk Analytics, Operations Research, Business Analytics,

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