| Unit 1 [Book] | |
| Meaning, Characteristics of Marketing Analytics | VIEW |
| Advantages and Disadvantages of Marketing Analytics | VIEW |
| Market Data Sources: Primary and Secondary | VIEW |
| Market Sizing: Stakeholders, Applications | VIEW |
| Top-down and Bottom-up Approaches | VIEW |
| PESTEL Analysis | VIEW |
| Porter’s five forces Model for Market Evaluation | VIEW |
| Unit 2 [Book] | |
| Pricing Analytics | VIEW |
| Pricing Policy | VIEW |
| Pricing Objectives | VIEW |
| Demand Estimation | VIEW |
| Price Elasticity | VIEW |
| Linear and Power Demand Curves | VIEW |
| Optimizing Pricing | VIEW |
| Subjective Demand Curves | VIEW |
| Pricing Multiple Products | VIEW |
| Price Bundling: Pure vs. Mixed Bundling | VIEW |
| Nonlinear Pricing | VIEW |
| Profit Maximization Strategies | VIEW |
| Revenue Management | VIEW |
| Markdown Pricing | VIEW |
| Pricing Uncertainty Handling | VIEW |
| Price Skimming | VIEW |
| Sales Promotions | VIEW |
| Unit 3 [Book] | |
| Sales Forecasting | VIEW |
| Customer Analytics | VIEW |
| Linear and Multiple Regression for Forecasting | VIEW |
| Seasonality and Special Events Modeling | VIEW |
| Ratio to Moving Average Method | VIEW |
| Curve Forecasting for New Products | VIEW |
| Customer Lifetime Value (CLV), Concept, Estimation and Business Implication | VIEW |
| Market Segmentation | VIEW |
| STP Framework | VIEW |
| Clustering for Segment Derivation, Describing Market Segments | VIEW |
| Unit 4 [Book] | |
| Retail Analytics | VIEW |
| Market Basket Analysis (2–way and 3–way Lift) | VIEW |
| RFM Analysis | VIEW |
| Retail Space | VIEW |
| Sales Resource Allocation | VIEW |
| Advertising Analytics: | VIEW |
| Advertising Effectiveness | VIEW |
| PPC | VIEW |
| Online Ads | VIEW |
| Introduction to Web Analytics: Key Terms, Process | VIEW |
| Offsite vs. Onsite Web Analytics | VIEW |
| Web Analytics Tools & Metrics: Hits, Page Views, Bounce Rate, Traffic Source | VIEW |
| Google Analytics Overview, KPIs, Need, Characteristics, Perspective and Usage Custom Campaigns and Content Reports | VIEW |
| Unit 5 [Book] | |
| Facebook Analytics: Demographics, Engagement and Post Performance | VIEW |
| Social Campaign Analysis: Goals & Outcomes Analytics for Instagram | VIEW |
| Twitter, LinkedIn, YouTube Organic vs. Paid Traffic, Benchmarking | VIEW |
| Web Analytics Tools: A/B Testing, Online Surveys, Web Crawling and Indexing | VIEW |
| NLP Techniques for Micro-text Analysis | VIEW |
| Google Website Optimizer: Working and Implementation | VIEW |
| Heuristic Evaluation | VIEW |
| Qualitative Techniques: Site Visits, Surveys (Post-visit and Online) | VIEW |
| Web Analytics 2.0 | VIEW |
| Web Analytics 1.0 | VIEW |
| Competitive Intelligence | VIEW |
| Website Traffic Trends and Overlap | VIEW |