Indian Institute of Management Rohtak

Post Graduate Programme in Management

Term 6 (2021-22)
Course Outline: Marketing Analytics and Metrics

Course Title: Marketing Analytics and Metrics

Credit: 1
Course Type: Elective
Session Duration: 75 minutes
Sessions: 20
Term : VI
Year : 2021-2022
Instructor: Dr. Kuldeep Baishya (kuldeep.baishya@iimrohtak.ac.in)

Introduction

The Marketing Analytics & Metrics course has been designed with specific focus on the
applied methods and techniques used in marketing decision making in various organizations.
The frameworks, models, and hands-on analytical approaches will equip the participants to
take decisions using the systematic six step process of problem identification, developing
approach, applying method, collecting data, analyzing data and finally arriving at the
decisions.
Objectives:
 To equip marketing managers with data analytics techniques for handling and analysing
business data and enable them in making better decisions
 Develop a toolkit of marketing metrics that will enable managers to apply the right
metrics at the right time.
 Also, to be able to apply and understand the relevance of these metrics in the context of
current / recent real world cases.
 Learn how to develop and interpret company / marketing performance helpful in effective
decision making for the managers.

Pedagogy:
The pedagogy would be a mix of Lecture, Discussion, Group exercises in class, Case
Analysis, Assignments, Quizzes and Project Work. The onus of learning will be with the
student and the instructor will be a facilitator. Participants are required to bring their laptops
to the class with SPSS 16 or above installed. In addition, participants are required to do an
Analytics Project (in groups) involving at least two techniques.
The class would be divided into groups; each group of 6 members. For each class session,
each group is required to submit a two-page (one sheet back-to-back) summary of the pre-
class preparation for that class.

Evaluation Scheme:
Class Participation/ Assignments 10%
Quizzes 10%
Project work & Presentation 20 %
Final End Term Exam 60 %
Special Instructions
Participants need to read and analyze the case well in advance. Cases, readings, and exercises
for each session are indicated in the Session Plan. Further, the participants are required to make
a one-page handwritten decision sheet and submit before the start of the session. After making
the decisions, the participants must discuss within the group before the class.
Submission deadlines are to be strictly adhered to. Late submissions would not be evaluated.

References:
The following texts are prescribed for the course. For each session, the relevant chapter of the
text is mentioned in the session wise plan given.
Text Book:
“Marketing Metrics: The Definitive Guide to Measuring Marketing Performance” by Paul
Farris, Neil Bendle, Phillip Pfeifer and David Reibstein (2nd ed).
Reference Book:
“Marketing Analytics” by Wayne L. Winston, (Wiley) (Referred as “WLW” in session plan)

Session Plan

Sessio Topic Case/Article (Compulsory Reading) Activity/

n Additional
Reading
1 Conceptual Case: “Boston Lyric Opera” HBS Product Reading: “Identify
Framework #: 101111-PDF-ENG
for the Marketing
Marketing Article: Measurement of return on marketing Metrics That
Metrics investment: A conceptual framework and the Actually Matter”
future of marketing metrics
(doi: HBR Product
https://doi.org/10.1016/j.indmarman.2006.11.0 #: H027EM-PDF-
01) ENG

2 Measuring Case: “Mountain Man Brewing Co.: Bringing Chapter 10

Strategic the Brand to Light” HBS Product #: 2069-
Goals – PDF-ENG
Metrics of
Interest
3 Traditional Case: “Xerox Corp.: The Customer Chapter 2
Metrics:
Share of Satisfaction Program” HBS Product #: 591055-
Hearts, PDF-ENG
Minds and
Markets

2
4 Customer Case: “Hubble Contact Lenses: Data Driven Reading: Note on
Segmentatio Consumer Market
n Direct-to-Consumer Marketing” HBS Product
Segmentation HBS
#: 519011-PDF-ENG
Product
#: 579055-PDF-
ENG

5 Customer Case: TEJ AUTO LIMITED (D): MARKET Chapter 23

Segmentatio SEGMENTATION USING CLUSTER (WLW)
n ANALYSIS Reading : A New
(IIMA case) Shirt: Real World
Strategies for
Identifying
Purchasing
Criteria,
Understanding
Segmentation, and
Using NPV
Analyses
Strategically
HBRP Product
#: 7136BC-PDF-
ENG

6 Customer Case: Rosewood Hotels & Resorts: Branding Chapter 5

Lifetime to Increase Customer Profitability and Lifetime
Value Value (HBS # 2087)
7 Customer Case: Brita Products Co. HBS Product Chapter 19
Lifetime #: 500024-PDF-ENG (WLW)
Value
8 Predicting & Reading: Do You Want to Keep Your
Combating Customers Forever?, HBR Product #: 95209-
Customer PDF-ENG
Churn

9 Predicting & Case: HubSpot: Lower Churn though Greater Reading: The
Combating Value of Keeping
CHI, HBS Product #: 110052-PDF-ENG
Customer the Right
Churn Customers, HBR
Product
#: H012GE-PDF-
ENG

3
10 Metrics for Case: Four Products: Predicting Diffusion Chapter 4
Product and
Portfolio (2011), HBS Product #: 512047-PDF-ENG
Managemen
t
11 Forecasting Case: National Chemical Corp.: Tiger-Tread, Chapter 10
Sales (WLW)
HBS Product #: 583151-PDF-ENG
(Modeling
trends and
seasonality)

12 Modeling Reading: 3 Ways to Improve Sales Forecasts Chapter 12

trends and When the Future Is Unclear, HBR Product (WLW)
seasonality #: H05UM6-PDF-ENG
13 Metrics for Case: Gillette: Cutting Prices to Regain Share Chapter 7
Pricing , HBS Product #: 720378-PDF-ENG
Strategy
14 Metrics for Case: Super Bowl Storytelling, HBS Product Chapter 8
Promotion
Managemen #: 519041-PDF-ENG
t
15 Measuring Case: Reliance Baking Soda: Optimizing Chapter 34
Effectivenes (WLW)
s of Promotional Spending (Brief Case), HBS
Promotion Product #: 4127-PDF-ENG

16 Web Metrics Case: MedNet.com Confronts 'Click-Through' Chapter 9

and Social Competition, HBS Product #: 2066-PDF-ENG
Media
Analytics
17 Web Metrics Reading: A Study Shows the Best Times of Chapter 9
and Social Day to Post to Social Media, HBR Product
Media #: H04J6S-PDF-ENG
Analytics
18 Linking Chapter 12 System of Metrics
Marketing
Metrics to
Financial
Performance
19 & Project Presentations
20