Marketing Analytics: Unlocking Business Performance Through Data-Driven Insights
Date: Wednesday, April 16, 2025
The Department of Humanities and Social Sciences (HSS) at IIT Jammu hosted a Research Talk on April 16, 2025, as a ninth chapter of the ‘Manthan Series’. The talk focused on the areas of ‘Marketing Analytics’ and how business performances could be enhanced through data analytics driven insights.
The talk traced the history of marketing and how attitudinal and behavioural studies surrounding it have drastically changed since the adoption of technology and artificial intelligence systems.
Prof. Marcos Severo from the Federal University of Goiás (Brazil) discussed case studies from Brazil which show the multiple methods of data collection that marketing analytics relies on and the role of artificial intelligence in advancements like real time individualised strategies for developments in sales revenue and overall business performance enhancements. He traced the changing landscape of data collection sources and the different models of knowledge systems which direct the organization of these data sets. The talk highlighted how marketing has made a transition and evolved from an intuition to an evidence era relying on data and analysis.
The talk provided valuable insights to the participants through a combination of theoretical frameworks and specific case studies to understand the relationship between psychology, marketing, economics and technology.