A workshop on Key Modern Marketing Metrics was arranged on MS Teams as part of the Marketing Metrics and Analytics course on September 29, 2020. Mr.Ganesh, S an experienced and practicing Business Strategist & Consultant with over 25 years’ experience in leading and managing multiple businesses verticals facilitated the workshop. His industry experience includes, working in multiple verticals of Education & Training Industry and have held various positions and performed strategic roles in organizations like First Computers, Pentasoft Technologies, Everonn Education, QAI Global, Aris Global and McGraw-Hill Education. Presently he is the Consulting Sr. VP (International Expansions) for 361 Degree Minds Consulting, Chennai. Some of the key modern metrics used by the industry was deliberated in the session. The resource person walked the participants through an online marketing game, Entrepediac from Learnbiz simulation at the beginning of the session. A mobile phone business was taken as an example to discuss on strategies for customer segments. Promotion of a product based on the segment was addressed. Customer product awareness has to be aligned to the characteristics of these segments. Segment awareness analytics & Segment Availability Research were reiterated. From marketing angles what would be the advertising budget? Which media, etc have to be planned? This workshop also covered the three views – pre sales, sales and post sales part. MQL – Marketing Qualified Leads & Sales Qualified Leads – SQL- How much of brand awareness has been brought by doing all these MQL and SQL. Gone are the days where more emphasize was given for brands alone. Now focus on product and its features. Where are the customers coming from – the one who has tweeted, one who has put a comment on facebook. Google analytics, facebook analytics are available. How this data can be inferred is what is going to help your business. Which channel helps in acquiring more customers & the need to be connected to the customer, was suggested to the participants. Importance and relevance of the metrics such as click through rate, customer life time value, customer retention and cannabalization were discussed. Faculty members Dr. B .Poongodi, Dr. A. Latha from Centre of Marketing and Mr. Vivekraj from Centre of Analytics along with the students specialising in Marketing attended this workshop. This workshop was coordinated by Dr.Poongodi B, Assistant Professor, Marketing.
Pages: 1 2