Advanced Digital

Marketing Analytics
DEC 18 – 21, 2017, HYDERABAD
Advanced Digital Marketing Analytics
The emergence of the Internet has drastically changed the channel structure of how
companies interact and engage with their customers. eCommerce and digital marketing
strategies have replaced traditional marketing strategies that are now outdated. In
particular, the ability to leverage vast amount of structured and unstructured data using
causal inference and predictive analytics is the key to the new kingdom of digital success.

Programme content The platform model

The purpose of this programme It is the mainstay of digital commerce,

is to appreciate the multifaceted role of
data-driven strategies in digital marketing
for traditional brick-and-mortar
companies, as well as for new online
start-ups. It is imperative for marketers to
understand how new business models can
impact their relationship with customers,
how multiplicity of messaging and channels
can be managed most efficiently, and what
customer retention strategies should be
adopted in a situation where the competitor
is just one click away.This course will cover
the fundamentals of marketing analytics,
and delve deep into how analytics can help
take decisions in the following areas.
The customer purchase funnel
The presence of the digital medium
has altered and enhanced the customer
purchase funnel.We start by looking at
what changes have occurred, how they
might impact eCommerce, and what
can be done to move customers efficiently
along the funnel.
Key takeaways
• The digitally enhanced customer
purchase funnel
• Deploying search advertising effectively
• Measuring ROI on banner advertising
especially in India, where the marketplace
model is a lot more evident than the
inventory-led merchant model. We discuss
how to mobilise and retain buyers
and sellers, as well as nuances in pricing
on a platform.
Key takeaways
• Platform-based business models – retail
and beyond
• Pricing in a two-sided platform
• Fundamentals of big-data analytics
– structured and unstructured data
Deep dive into prevalent models
of digital commerce
We will focus on questions concerning how
these models work, when they should be
deployed, and how to monetise from both
advertising and premium consumers.
Key takeaways
• Pricing, versioning, and bundling or
digital commerce
• Customer segmentation with the
‘freemium’ model of retail
• Social media analytics
Efficient use of channels
to reach customers
The retailer’s website is the most important
digital channel, and we discuss how
visual merchandising on the website can
be enhanced using product videos.We
also focus on customer loyalty and how
to determine the optimum customer
acquisition costs for a business.
Key takeaways
• Role of product videos in enhancing sales
at an e-retailer
• Loyalty in the digital age – LTV to NLTV
• Mobile as a channel
• Digital marketing and attribution analysis
What you will gain
Traditional marketing has always been
about the 4 ‘P’s: Product, Price, Place and
Promotion. This course will examine how
the digital revolution has transformed all
of the above, and augmented them with
the 5th ‘P’ – Participation (by consumers).
This course is designed to give strategic
and hands-on perspectives of cutting-edge
topics in eCommerce marketing in the
Indian context. In addition to laying down
the fundamentals of eCommerce, the
primary focus will be on search, social,
mobile, communities and the underlying
analytics of attribution, and optimisation
of marketing spend. Participants will gain
both a strategic perspective, and hands-on
expertise, using datasets from real cases,
and with industry-leading open source
tools, such as R, Stata and RapidMiner.
The programme will use analytics case
studies that span causality and prediction
in the realm of digital marketing.
Participant profile
CMOs and Aspiring CMOs, Digital
Marketing Strategists, Business Analysts,
Product Managers, Brand Managers,
eCommerce Entrepreneurs, Digital
Marketing Strategists and Account
Executives in ad agencies.
Faculty
Dr. Ravi Bapna is the Curtis L. Carlson
Chair in Business Analytics and Information
Systems, the Programme Director for
the MS in Business Analytics programme,
and the Academic Director of the Carlson
Analytics Lab. Bapna is the Founding
Academic Co-Director (with Professor
Joe Konstan) of the University of
Minnesota’s Social Media and Business
Analytics Collaborative (SOBACO), an
interdisciplinary research centre that views
the billion strong, online social-graph as
a giant global laboratory, a sandbox to
gain a deeper causal understanding of how
consumers, firms, industries and societies
are being reshaped by the social media and
big-data revolution.
Dr. Ramnath K. Chellappa is an Associate
Professor of Information Systems &
Operations Management, and the Caldwell
Research Fellow, at the Goizueta Business
School, Emory University. He previously
served on the faculty of the Marshall
School of Business, University of Southern
California. His expertise is in the fields of
electronic markets, pricing, digital goods,
and economics of information security and
privacy. He routinely serves as a litigation
expert (expert witness), and also consults
for entertainment and social media firms.
In 1997, he received his Ph.D. from the
McCombs School of Business, University of
Texas in Austin, where his work resulted in
the creation and scholarly definition of the
term ‘Cloud Computing’.
Dr. Amit Mehra is an Associate Professor of Programme dates
Information Systems at ISB, and is also an 9.00 am, Dec 18, to 5.00 pm, Dec 21, 2017
Executive Director of the Srini Raju Centre Venue: ISB, Hyderabad
of IT and the Networked Economy. He is
an expert in the areas of digital commerce How to apply
and analytics. He instituted the ISB Digital • Download the application form from
Summit, an annual thought leadership www.isb.edu/cee/apply and follow the
conference in the area of Digital Media and mailing instructions mentioned therein (or)
its applications in Business. He has been • For details, write to us at
invited to speak worldwide in top academic execed@isb.edu (or)
and industry conferences on Information • Call us on
Systems and Marketing. He teaches +91 40 2300 7041/42
Business Statistics and Social Media, Online
Advertising and Web Analytics courses to For further information about
MBA and Executive Education students the programme, please visit:
www.isb.edu/cee/ADMA
at ISB. He received his Ph.D. from the
University of Rochester, and his Masters
and Bachelors Degrees from IIT Delhi. ISB CEE has a strong alumni
community of more than
Programme fee 25,000 business leaders, senior
INR 1,50,000 plus taxes professionals and entrepreneurs.
Fee includes food and accommodation at the To know more, please e-mail us at
ISB campus or at an equivalent facility based ceealumni@isb.edu
on availability.

Indian School of Business, Hyderabad | Mohali

Marketing Services, Centre for Executive Education
Gachibowli, Hyderabad - 500 111, Telangana, India.
Ph: +91 40 2300 7041/42, Fax: +91 40 2300 7040
E-mail: execed@isb.edu | www.isb.edu/cee

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*ISB CEE reserves the right to make changes in the programme without prior notice. Please check with marketing
services for the final schedule.