Today the transformative power of AI has captivated the thinking of global leaders. Every AI solution is a way of leveraging data to transform decision making. However, the science of using data to drive decisions can be traced back to the days immediately after the second world war.
The book “Business Analytics – Applications to Consumer Marketing” delves into the core principles of how data can transform marketing decisions. It helps connect the quantitative world of Data Science with the realities of on - ground business challenges.
Analytics bible!
It consists of lots of ideas and concepts to analyze data in different ways.. must for analytics practitioners.. An interesting book that helps practitioners to think of different ways to look at the data and draw insights useful for the business.
- Nikunj
A non technical guide for business leaders!
This book is for managers, business leaders and for those people who wants to understand analytics ecosystem. It’s more about theoretical concepts rather than being a technical one. It explains each component of an analytical ecosystem and few case studies as well.
- Sidharth
A great book to get into Analytics!
It’s a really good book to get into business analytics or data analytics. Although would recommend Statistics for Management with this book for someone who’s looking into stepping their foot in this domain! Covers the basics!! And the packaging was super great!
- Winnie
Readers Reflect
Applications To Consumer Marketing
Increased customer focus and the exponential increase in the volume, velocity and variety of data and the unrelenting need to stay one step ahead of competition has sharpened focus on using analytics within organizations. With business pressing more on the need to enhance their analytics capability for predicting and optimizing outcomes, this book offers practical guidance on the application of analytics for driving business decisions by adopting a customer-centric approach to marketing.
It has been 10 years since the first publication of our book “Business Analytics – Applications to Consumer Marketing”. We have been receiving multiple requests from professionals to make the book available online. Finally, here it is!
About the Authors
Sandhya Kuruganti
Chief General Manager and Head Data Sciences Lab at, Reserve Bank of India.
Dr Sandhya Kuruganti is Chief General Manager and Head, Data Sciences Lab at Reserve Bank of India since 2020. She has been a pioneer in leveraging the power of data science for financial institutions. Sandhya had conceptualized and built the Asia Pacific Analytics Centre for Citibank, helping drive revenue and profitability using the power of analytics across multiple Asian markets. She has been an advisor to CXOs of large Indian and global institutions, helping evangelize analytics initiatives. Sandhya is a passionate teacher and mentor educating young professionals and senior leaders about the power of data science. At RBI, Sandhya is responsible for using the latest techniques in big data, machine learning and traditional and new data sources for better policy making and operational efficiency. Sandhya holds a PhD in Economics from Rutgers University and a Masters from the Delhi School of Economics.
Hindol Basu
CEO Leobrix Technologies
Hindol Basu is the co-founder and CEO of Leobrix – an AI and ML company. Prior to LeoBrix, Hindol had co-founded (and was the CEO) of Actify Data Labs, a data platform and machine learning company. Hindol brings in about 20 years of machine learning experience spanning across multiple industry verticals and markets. He had led multiple analytics initiatives in the Indian, Asia Pacific and North American market across a wide variety of industries including financial services, manufacturing, and retail. Hindol had been the pioneer in establishing credit bureau analytics for the Indian market; he had developed the first set of credit bureau scores for CIBIL, the Indian credit bureau. Hindol is very passionate about teaching analytics and data science to young students and professional managers and teaches at institutions like IIM, IIT, IIITB etc. Hindol holds a bachelor’s in engineering from IIT Kharagpur and an MBA from IIM Bangalore.
