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Course11010391760 lectures

Metrics and Analytics of Marketing

Prof. Kuldeep Baishya · IIT Guwahati

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Lectures

Week 1: Introduction and Conceptual Framework of Marketing Metrics

  1. Introduction to Marketing Metrics I Video
  2. Introduction to Marketing Metrics II Video
  3. Key Categories of Marketing Metrics Video
  4. Illustration of Marketing Funnel Video
  5. Conceptual Framework for Marketing Metrics Video

Week 2: Measuring Strategic Goals - Metrics of Interest, Margins and Profit

  1. Introduction to Strategic Goals and Margins Video
  2. Metrics of Interest in Marketing Video
  3. Understanding and Measuring Margins Video
  4. Profit Metrics - Measuring Profitability Video
  5. Integrating Metrics for Strategic Decision Making Video

Week 3: Share of Hearts, Minds and Markets

  1. Market Share, Relative Market Share and Market Concentration Video
  2. BDI, CDI and Penetration Metrics Video
  3. Share of Requirements and Usage Index Video
  4. AAU, Customer Satisfaction & Willingness To Recommend Video
  5. Net Promoter, Willingness To Search & Neuromarketing Video

Week 4: Customer Segmentation

  1. Introduction to Customer Segmentation Video
  2. RFM Customer Segmentation Video
  3. ABC Customer Segmentation Video
  4. Metrics for Customer Segmentation in Digital Marketing Video
  5. Introduction to Channel Management Metrics Video

Week 5- Customer Profitability and Customer Lifetime Value

  1. Foundations and Customer Metrics Video
  2. Customer Profit Video
  3. Customer Lifetime Value Video
  4. Introduction to Prospect Lifetime Value Video
  5. Economies Behind Acquisition Video

Week 6- Predicting & Combating Customer Churn

  1. Introduction to Customer Churn Video
  2. Predicting Churn, Signals, Models, and Validation Video
  3. Churn Economics and Validation Video
  4. Combating Churn Video
  5. Churn Dashboard and Operating Model Video

Week 7: Product and Portfolio Management

  1. Trial, Repeat, Penetration, and Volume Projections Video
  2. Growth: Percentage and CAGR Video
  3. Cannibalization Rates and Fair Share Draw Video
  4. Brand Equity Metrics Video
  5. Conjoint Utilities: Consumer Preference, Segmentation & Volume Projection Video

Week 8: Pricing Strategy

  1. Price Premium & Related Metrics Video
  2. Reservation Price, Percent Good Value & Linear Demand Video
  3. Price Elasticity of Demand Video
  4. Optimal Prices and Linear and Constant Demand Functions Video
  5. “Own,” “Cross,” and “Residual” Price Elasticity Video

Week 9: Promotion Management

  1. Promotion Management: An Overview Video
  2. Baseline Sales, Incremental Sales, and Promotional Lift Video
  3. Redemption Rates for Coupons/ Rebates Video
  4. Promotions and Pass-Through Video
  5. Price Waterfall Video

Week 10: Sales Force and Channel Management

  1. Sales Force Coverage, Sales Force Goals and Sales Force Results Video
  2. Sales Force Compensation and Pipeline Analysis Video
  3. Numeric, ACV and PCV Distribution, Facings/Share of Shelf Video
  4. Supply Chain Metrics Video
  5. SKU Profitability: Markdowns, GMROII, and DPP Video

Week 11: Forecasting Sales (Modeling trends and seasonality) Web Metrics and Social Media Analytics

  1. Introduction to Sales Forecasting Video
  2. Modeling Trends and Seasonality Video
  3. Online Metrics and Web Analytics Video
  4. Online Metrics and Web Analytics II Video
  5. Social Media and Mobile Metrics Video

Week 12: Linking Marketing Metrics to Financial Performance and System of Marketing Metrics

  1. From Marketing Outcomes to Financial Results Video
  2. Return on Investment and Economic Profit Video
  3. Project Metrics and Marketing Return to Investment Video
  4. DuPont Model and Sales Decomposition Video
  5. Marketing Mix Models and Communication of Metrics Video

Syllabus and materials

At NPTEL, as the course publishes them.

Credits and licence

Institution
IIT Guwahati
Department
Management
Teacher
Prof. Kuldeep Baishya
Level
Undergraduate
Language
English
Subjects
Business and management
Source
NPTEL
Licence
CC BY-NC-SA, as NPTEL states it. Non-commercial use only. NPTEL's terms
Attribution
NPTEL states: "Distributed under Creative Commons Attribution-ShareAlike / CC BY - NC - SA", beside a BY-NC-SA badge.
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