“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”

This quote by U.S. retail magnate John Wanamaker in the 19^th century captured the angst of businesses. They believed that marketing and advertising worked but were uncertain of how and to what extent!

Almost a century later, businesses face the predicament of ascertaining the effectiveness of their marketing spends. Traditional brand-building activities’ outcomes like ‘awareness’, ‘Brand advocacy’ have no credible predictive linkage or retrospective connection to the brand’s financial performance. Assessing the impact of the marketing spends on the brand’s financial performance is a daunting task for even the most seasoned CMOs and CEOs.

In the face of the uncertain macro-economic environment we are currently witnessing, marketing budgets are the first to be axed. This number is pegged anywhere between 30-50% reduction in spends (Times of India). Hence it is imperative that businesses make every penny spent on marketing work harder and effectively contribute to the financial performance of the brand. Further, customers today do not follow a linear journey, evaluating and reevaluating their choices based on real time information. This, in turn, is making it increasingly difficult for organisations to understand exactly what customers want, and exactly how businesses can give them what they need. The solution is for businesses to place greater focus on learning more about their audience through consumer insight.

Objective:

This workshop aims to enable brands to develop strategies based on key marketing performance metrics, customer insights, and analytics that maximizes the effectiveness of marketing spends and amplifies the brand narrative and its values.

This is a learning and experiencing workshop that has at the same time a hands-on approach. The participants will be involved in in-depth discussions, case analysis, and working on machine learning software and simulations. They will be involved in hands-on exercises for creating effective performance marketing strategies for their brands based on real-life marketing issues.

Who may attend?

• Start-ups desiring rapid growth.
• Senior to mid-level marketing managers looking for better utilization of marketing budgets and amplifying the brand promise.
• Doctoral candidates researching customer experience management, digital marketing, and customer insights.

Key Topics 

• Brand Journey
• Performance Marketing eco-system
• Nano-targeting
• Crafting Performance Marketing Strategies
• Defining correct measurement metrics
• Performance measurement and insights
• Marketing Analytics
• Supervised vs Unsupervised learning
• Predictive Analytics for Churn analysis, Profitability Analysis, Customer segmentation, Market basket analysis
• Sentiment analysis to gauge customer feedback

Other Information

Participants will work hands on using RapidMiner – Machine Learning platform and Social Media Listening tool

Ph.D. (SNDT), MBA Marketing (Goa Institute of Management), BSc Statistics, Mumbai University

Dr Anjali Chopra is an Associate Professor and Program Coordinator (Executive Education Godrej &Boyce) at KJ Somaiya Institute of Management, Mumbai in the Marketing & International Business Department. She has over 23 years of experience across academics and industry. She has worked with clients like Coca-Cola, Proctor & Gamble, Marico, ICICI Prudential, Star Network on various advertising testing studies and Brand Tracking studies. She has designed and delivered customized training programs for HDFC Bank’s Marketing Analytics Team, HDFC Life, Vietnam Prosperity Bank, Vodafone SME Business, Johnson & Johnson Consumer Products Ltd, Nerolac in machine learning, customer insights, sales processes. She has delivered training to over 2500 sales team of Vodafone SME team, 300 beauty advisors of Neutrogena, ASM’s of Nerolac and 60 Analysts at HDFC Bank and HDFC Life.

She has served as a visiting faculty with IIT Jodhpur School of Management (Marketing Research). She has designed and developed Marketing Analytics and Insight Mining at KJ SIM, she delivers Marketing Management, Consumer Behavior, Marketing Research, Country Analysis and Studies etc.

She has delivered MDPs to clients like Mahindra & Mahindra, Indian Merchant Chambers, Leadership team of Republic, INS Hamla to name a few. She has worked on consultancy projects with startups (Plant Based Start Up based in the US, Health & Fitness Sector based in Hyderabad), social sector (NGO established by two IITians) etc.

She has published several papers in renowned International Journals like Sage Publications and Taylor and Francis, Westburn Publications. She has presented her papers at International conferences (European Marketing Academy (Romania, 2017) , Global Marketing Conference, (Tokyo 2018, Seoul, 2020) Sustainability Conference at IIM Shillong (2022), AIMS Conference (IIM Kozhikode, 2022). She has been awarded best paper at several conferences (9 till date).