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

Mr. Goutam Das

Ph.D. in Foreign Direct Investment (submitted), IIFT Delhi.
M.Tech. (Computer Engg), IIT Kharagpur.
Alumnus of IIM Calcutta and ISI Delhi.
Ex-Global Analytics Head of TCS.
25+ years of experience across industry verticals.

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Dr Nidhan "Neal" Choudhuri

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

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Dr. Saswati Bhattacharyya

Ph.D. and M. Stat. from ISI Calcutta.
22 + years of exp. in IT, Statistical Analysis and Data Science.
Specialized in Image Processing, Logistic optimization of Vehicle using GPS data tracking.
Expertise in Optimal Media (TV Ad) assignment.

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Mr. Aditya Biswas

B. Tech. (Mechanical) & M. Tech (Industrial Engg. & OR) IIT, Kharagpur.
Ex-Principal Consultant in TCS, Head of IT in Allahabad Bank.
Specialized in Process Optimization, R & D and Management Consulting.
30+ yrs of industry exp.

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Amrita Saha

M.Sc. Economics, Calcutta Univ.
8+ yrs of research and industrial exp. in Business Analysis, Business Forecasting, Statistical & adv. Econometrics.
Extensive hands-on exp. in Python, R, Rattle, WEKA, Tableau, QlikView, Power BI etc.

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Somnath Sinha

B.Tech. (Electrical Engg), IIT Bombay.
PGDM, IIM Calcutta.
20+ yrs with IBM as IT Services Leader, CIO, HR Director &s Director, Integrated Operations.
Partnered with Accenture, IBM, PwC, KPMG, E&Y, etc.
30+ years of industry exp.

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Prof. B. B. Chakrabarti

Ph.D. in Economics, Gold Medalist PGDM, IIM Calcutta.
Gold Medalist - BE, Jadavpur Univ.
20+ yrs as a Renowned Prof of Finance at IIM Calcutta.
24+ years of Industry experience with United Nations, Deustche Bank etc.

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Dr. Sunanda Roy

Ph.D. (Materials Science & Engg), Singapore- MIT.
M. Tech. Materials Science & Engg, IIT Kharagpur.
International Research Reviewer of Royal Society of London, Elsevier Amsterdam.
12+ yrs of exp. in Research & Academics.

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