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. 

Programme Start Date & Duration

October 03, 2020 | 3 weeks

Programme Fee

60,000 + GST @ 18%

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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.


Awarded by the Centre for Executive Education at ISB, a prestigious B-School ranked among the best in the world, this certificate will be another addition to your accomplishments.

Research-Based Teaching

Learn at India’s most research-productive B-School. Gain advanced methodologies to conduct research that holds potential for transformative insights.

Alumni network

Gain exclusive access to premium learning events, speaker series, conferences, and learning sessions and expand your network with ISB’s 40,000+ high-performing alumni community.


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

  1. Pricing Analytics and Profitability Management
  2. Trade Promotion Analytics 
  3. Conjoint Analysis

Module 3

  1. Lead the end-to-end transformation of the marketing journey with analytics 
  2. Drive amplified decision making and augmented intelligence from non-obvious sources of customer & marketing data 
  3. Discover the new normal of analytics with behavioural science for transformation & innovation of products & services

Module 4

  1. Different types of data used for customer analytics
  2. Models and tools used for predicting customer behaviour 
  3. How customer analytics informs business decisions

Module 5

  1. Omni-channel Digital Strategy 
  2. How to come up with a Digital Marketing Optimization Strategy
  3. Implementing Digital Marketing Strategy across media channels and retails formats

Module 6

  1. Why emerging technologies and analytics are disrupting current Industries and how should CMOs/business leaders deal with it?
  2. How marketing analytics can be leveraged to build new successful business models in various industries?
  3. How analytics helps in creating intangible assets and financial value of the firm