Monday, February 17, 2025
Date: 17 Feb to 25 March 2025
Time: 9 am to 6 pm
Venue: Class Smart room/ Lab
Resource Person: Mr. Rajesh Deshpande (Marketing Specialization)
Participants: PGDM Students
Faculty Coordinator: Mr. Ganesh Pathak
Organizer: Centre for Learning & Development DYPBS
Objectives:
1. To introduce the concept of marketing analytics and its importance in data-driven decision-making.
2. To equip participants with the knowledge of key marketing metrics and tools for analysing marketing campaigns.
3. To provide practical insights into customer segmentation, targeting, and behavior analysis.
4. To enable participants to understand the impact of marketing strategies on ROI and business growth.
5. To offer hands-on experience with tools like Google Analytics, Excel, and other marketing analytics platforms.
A workshop on Marketing Analytics was conducted by Mr. Rajesh Deshpande, a renowned expert in the field of data analytics and marketing. The session aimed at providing participants with a comprehensive understanding of how marketing data can be leveraged to improve strategies and drive business success.
Workshop Highlights
The workshop began with an introduction to marketing analytics, covering the essential role of data in shaping modern marketing strategies. Mr. Rajesh Deshpande explained how marketing analytics helps in making informed decisions that are critical to achieving business objectives. Participants were introduced to key metrics and KPIs, such as customer acquisition cost, conversion rates, and customer lifetime value, and learned how to analyse these data points for effective campaign measurement.
The focus then shifted to customer segmentation and targeting. The session provided practical tools and techniques for analysing customer behavior and identifying distinct segments within a market. Participants learned how to use segmentation models to create personalized marketing strategies, improving engagement and conversion rates.
In the second half of the workshop, participants were introduced to popular analytics platforms such as Google Analytics and Excel. They were shown how to track and analyse marketing performance, measure the effectiveness of different channels, and calculate the return on investment (ROI) for marketing efforts. Through real-world case studies and interactive exercises, participants gained hands-on experience in applying marketing analytics to optimize marketing campaigns.
The workshop concluded with a group activity, where teams worked on analysing data from a simulated marketing campaign. They used the tools and techniques learned throughout the sessions to assess the campaign's performance and present their findings, demonstrating the practical application of marketing analytics.
Key Takeaways
1. A clear understanding of the importance of marketing analytics in driving data-driven decisions.
2. Practical knowledge of key marketing metrics, including customer acquisition, conversion rates, and ROI.
3. Hands-on experience with tools like Google Analytics and Excel for tracking and measuring campaign performance.
4. Insights into customer segmentation and targeting strategies for effective marketing.
5. The ability to evaluate marketing efforts and optimize strategies for maximum business impact.
The workshop was highly appreciated by participants, who found the combination of theoretical knowledge and practical exercises extremely valuable. The insights provided by Mr. Rajesh Deshpande will undoubtedly help participants improve their marketing strategies and make informed decisions based on data analysis.