About Programme

World-spanning tech businesses of the past 2 decades prove one point beyond debate – data is the new oil and analytics is the new engine powering this world. The biggest unicorns of the world like Google, Facebook, Amazon, Netflix and more have built their entire business around leveraging analytics to make sense out of big data. 

Working in tandem, analytics and big data are fundamentally reshaping how businesses operate. The technologies hold the potential to exponentially improve the decision-making process. Potential that forward-facing businesses are tapping into right now. Businesses that are leading with these pioneering technologies are realising cost efficiencies, are able to respond to both market and consumer needs better, and are becoming more competitive than they have ever been. 

This intensive programme is being delivered by the Centre for Executive Education in partnership with the data and analytics research centre - ISB Institute of Data Science. You will learn to break the ‘enigma barrier’ that new technologies like analytics pose and understand the link between marketing strategy and data. You will also learn how to overcome organisational challenges to transform it into a data-driven business.

Programme Start Date & Duration


Programme Fee


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How does this Live Virtual programme help?

Executive education redesigned for a radically different world. This programme blends the discipline the on-campus experience that ISB is renowned for with our global faculty and advanced curriculum. You will gain immediately applicable advanced skills, relevant for the uncertain times we live in. Each session will last for 120 minutes and help deliver 2 modules per week. 

LIVE Virtual Classrooms

Experience a new way of immersive learning through group discussions, case reviews, peer networking and engaging dialogues.


Gain an official certificate awarded by the Centre for Executive Education at ISB, recognised by executives and employers for its world-class education.

Research-Based Teaching

Learn at India’s most researchproductive B-School. Gain from the advanced, up-to-date research being conducted by world-class faculty at ISB

Alumni network

Expand your network with ISB’s 40,000+ high-performing alumni community. Join this group of senior executives and entrepreneurs spread across the entire world.


Learn how to deliver added value to all partners and stakeholders while you juggle the new work-life balance from the safety of your home.

Real-world application

Learn real-world skills that you can immediately apply to initiate transformation at your organisation, giving it a distinct advantage over competitors.

Who should attend?

CMOs, senior business leaders and division heads from diverse functional backgrounds (Finance, Accounting, Operations and Human Resources) who want to hone their skills in data-driven decision making and gain a better understanding of the interface between marketing strategy and business analytics will gain from attending this programme.


  1. Acquire a firm grounding in marketing analytics
  2. Apply data and marketing analytics to reshape your business model
  3. Identify and implement analytics-focused marketing capabilities that create and capture more value
  4. Draw on marketing analytics to inform your organisation’s long and short-term customer strategies
  5. Use experimentation, casual and predictive analytics to improve business performance and operations
  6. Use data and analytics to inform decision making in customer management and digital marketing.
  7. Understand the role of analytics and emerging technologies in disrupting industries

Module 1

  1. The evolution of analytics and Big Data (Descriptive, Predictive and Prescriptive) 
  2. Understand the uses and pitfalls of Artificial Intelligence and Machine Learning
  3. Discover how analytics creates Competitive Advantage

Module 2

  • Understand regression model
  • Understand choice model

Module 3

Adopt data-driven decision-making using proven models, tools and techniques with a combination of
[a] traditional primary data collection for marketing research, and
[b] newer secondary data sources, namely enterprise data capture and syndicated databases.

Module 4

  • Recency, Frequency, Monetary Value Model 
  • Customer lifetime value models

Module 5

  • Core adaptations of a customer management strategy to the digital age
  • The concept of customer lifecycle management
  • Customer acquisition via Google AdWords and similar paid search engine advertising platforms

Module 6

  • Leverage data-based decision making for sustained business benefits
  • Build a data-centric culture within your organisation
  • Leverage marketing analytics to build new business models successfully
  • Create intangible assets and financial value for your firm with analytics