2. April 10 -12, 2012
Objective
The objective of the programme is to provide a framework for participants to process and manage information that
can be productively used for decision-making purposes in (though not exclusively to) marketing and finance.
The first phase of the programme will focus on providing an overview of the strategic issues of coupling the function
of Data Analytics with Business Decision Making. The second phase will be devoted to building some appreciation
for statistical analytical tools that can be used for processing business information arising out of marketing, finance,
banking, and insurance applications. The last phase of the programme will be devoted to sharing some best manage-
ment practices as well as some advancements in analytic methodology.
The emphasis of the programme will be more on discussing relevant issues of managing analytic functions and the
development of data analytics / research appreciation among practitioners. While knowledge of specific statistical
tools will be disseminated as a part of the overall objective of the programme, it will not attempt to be at a specialist
level.
Why should you attend?
Participants will benefit from this programme if they encounter some or any of the following situation(s) at work:
• If you are concerned about how to use customer and competitor information to effectively drive your a r k e t -
m
ing initiatives and would like to evolve an internal process within your organization to do so.
• If you are interested in issues such as: a) identifying customer segments from data, b) measuring effectiveness
of your marketing initiatives, c) perceptions of consumers regarding product offerings, d) appreciating demand
projections, e) optimizing communications budget, f) estimating/forecasting impacts of alternative marketing
plans, etc. through a process of collection and analysis of relevant data.
• If you are interested in redesigning your ongoing research to make them more useful for business decision-
making.
• If you want to develop/refresh your understanding about basic statistical acumen, some relevant data analytic
tools and their applications.
Who must attend?
Decision makers who are extensive users of business information/research and /or would like to develop process-
es/ function within their organization that provide relevant marketing and financial analysis / research for decision-
making are encouraged to participate.
All senior level research and analytics managers who are entrusted with the responsibility of ensuring quality busi-
ness information management and analysis for the purpose of actively supporting business decision-making in the
organization will benefit.
Some prior exposure to mining and/or analysis of business data will be useful towards appreciating the inputs from
the programme. Additionally, some basic working knowledge of statistics is desirable.
While the list is certainly not comprehensive, for the sake of illustration, organizations in the FMCG, consumer dura-
bles, consumer financial services, insurance, banking, retailing, etc. will find this programme very relevant.
Contents
A tentative list of topics to be covered in this programme are:
Connecting Analytics with Business Decision • Confidence Intervals, Testing of Statistical Hypoth-
Making eses, Multiple Regression Analysis
• The role of Analytics and skill inventory • Data Reduction / Segmentation Tools, Predictive
Modeling and Choice Modeling
• Connecting the Business Problem with the Analytical
solutions Additional Areas of Importance
• Planning for Effective Analytics • Some Advanced Topics such as – Hazard Models,
Copula, HLM
An overview of standard statistical tools used • Challenges of Communicating Analytical Output in
for processing business information Business Parlance – some tips.
• Finding Patterns in The Data Using Tables, Graphs, • Codification of Analytics and Analytic Process De-
and Charts velopment
• Summarization of Data Using Descriptive Measures • Practices from Industry Cases and Perspectives on
• Standard Probability Models the Future of the Analytics Function
3. Faculty
Tathagata Bandyopadhyay
Ph.D. (University of Calcutta, India)
Tathagata Bandyopadhyay joined IIM, Ahmedabad as a faculty member in the Production and Quantitative Meth-
ods Area in 2005. Prior to joining IIM, he was associated with the Department of Statistics, University of Calcutta,
India for around two decades. Presently he is Chairperson, MDP.
At IIM, he has been teaching quantitative techniques in the post-graduate programme; research methodology, ad-
vanced probability and applied multivariate analysis in the doctoral programme and quality management in the
post-graduate executive programme. He also taught in executive development programmes for companies like In-
dian Oil Corporation, Life Insurance Corporation of India, Coca Cola, Aviva, Research International, etc. He coor-
dinated management development programmes on analytics in IIM Ahmedabad during 2006-2010 and a General
Management Programme in Bhutan in 2011.
His research interests are varied but mainly in the realm of statistics and its applications to different fields. He pub-
lished papers in various national and international journals like Journal of the American Statistical Association, Biom-
etrika, Annals of Applied Statistics, Statistical Science, Annals of the Institute of Statistical Mathematics, Journal of Statistical
Planning and Inference, Statistics in Medicine, and Biometrical Journal. He visited and taught in various universities in
the US, Canada, UK, Sweden, and Singapore. He is now the Editor of Calcutta Statistical Association Bulletin.
Arindam Banerjee
Ph.D. (SUNY at Buffalo), PGDM (IIM, Lucknow), B.E. (Delhi College of Engg.)
Arindam Banerjee joined the faculty at IIM, Ahmedabad after working in the industry for over seven years. He has
worked on business problems in the retail financial services, FMCG and consumer durable sectors. He specializes in
developing business models based on statistical analysis of large syndicated databases.
For the past thirteen years at IIM, he has taught courses in Quantitative Marketing and Research Methodology to
post-graduate and doctoral students. Besides, he has worked extensively with various Indian and global business
organizations in building and strengthening internal processes to support “fact-based decision-making.” He has also
imparted training in various in-house corporate management development initiatives.
He has published papers in several academic journals in management such as the Journal of Segmentation in Market-
ing, International Journal of Retail and Distribution Management, International Journal of Management and Decision Making,
Asian Journal of Marketing, Asia-Pacific Journal of Marketing and Logistics, Strategic Outsourcing: An International Journal,
Vikalpa, and Decision.
Prior to joining IIM, he was a senior consultant at Mitchell Madison Group, a global management consultancy firm
specializing in the financial services sector, and was based at their Chicago office. Previously, he was at AC Nielsen
(Chicago) where he headed a marketing analytics team that provided marketing support to Philip Morris Inc. In
the year 2006-07, he took leave from IIM for setting up a global risk analytics team at HSBC for the bank’s US-based
consumer and mortgage lending business. He is currently a Professor in the Marketing Area.
Other guest faculty from industry and academia will participate as required.
Venue and Accommodation
The programme will be held at the Indian Institute of Management, Ahmedabad. Participants get full board and air-
conditioned single room accommodation on the Institute campus.
Fee
Rs.75,000/- per participant from SAARC countries including India and US$ 2,350 for participants from other coun-
tries. The fee includes tuition fees, teaching material, room and board expenses.
Kindly note that 10.30% service tax is applicable in addition to the fee. Please note that the programme fee should
be received at the MDP Office before the programme commencement date.
Fee for the programme can be paid by Demand Draft, payable at Ahmedabad, India or a pan India cheque payable
at par. The cheque or draft should be in favour of “Indian Institute of Management, Ahmedabad.”
Fee can also be paid through Electronic Fund Transfer. The details are:
1. For credit to Savings Bank A/c No.032010100040460, IIM, Ahmedabad Axis Bank, Vastrapur
Branch (RTGS Code: UTIB0000032)
2. Name of Remitter:_____________(Please mention the name of the sponsoring organization)
3. Purpose of Remittance: Quantitative Data Analytics and Its Applications in Business/Marketing
4. IIMA Permanent Account Number (PAN): AAATI1247F
Please DO inform us the complete transaction details so that we can connect the same.
In case of cancellation, the fee will be refunded only if a request is received at least 15 days prior to the pro-
gramme commencement date.
4. Discount
Early Bird Discount: Nominations received with payments on or before March 20, 2012 will be entitled to an early
bird discount of 10%. Early submission of fee and nomination does not, however, guarantee acceptance of applica-
tion.
Group Discount: Any organization sponsoring five or more participants to a programme will be entitled to a dis-
count of 10% on total fee payable provided that at least five participants actually attend the programme.
Organizations can avail themselves of both the discounts subject to a maximum overall discount of 15%.
Income-tax Exemption
The income of the Indian Institute of Management, Ahmedabad is exempt from tax u/s. 10(23C) (vi) of the Income
Tax Act, 1961. Kindly provide the PAN and TAN number of your organization while forwarding the Nomination
Form of the participants sponsored by your organization. On the basis of PAN / TAN numbers received, the Income
Tax Department would be issuing TDS Exemption Certificate at Nil rate in the name of the organization. Accord-
ingly, you are requested NOT to deduct tax at source on the Programme Fees.
Nominations and Inquiries
Nominations should reach the Manager - MDP latest by March 26, 2012.
Organizational sponsorship is generally required but can be waived in case the participant is likely to gain signifi-
cantly from the programme for personal improvement or greater job effectiveness. A formal acceptance letter will be
sent to nominees subject to selection and approval by the programme faculty.
For nomination forms and more information, please contact:
Manager - MDP
Indian Institute of Management, Vastrapur, Ahmedabad 380 015
Phone: 91-79-6632 4072-7, 91-79-6544 9057 • Fax: 91-79-2630 0352 (MDP)/2630 6896 (General)
email: mdp@iimahd.ernet.in • website: www.iimahd.ernet.in/mdp
Indian Institute of Management, Ahmedabad (IIMA)
IIMA was set up by the Government of India in collaboration with the Government of Gujarat and Indian industry
as an autonomous institution in 1961. The Institute provides education, training, consulting, and research facilities
in management.
The Institute conducts the following major programmes:
• Two-Year Post-Graduate Programme in Management (equivalent to MBA)
• Two-Year Post-Graduate Programme in Agri-business Management (equivalent to MBA)
• Fellow Programme in Management (equivalent to Ph.D.)
• One-year Post-Graduate Programme in Management for Executives (PGPX, equivalent to MBA)
• Management Development Programmes (MDPs) for industry, business, agricultural and rural sectors, and public
systems covering education, health, transport, and population. In the last 50 years, over 47,450 managers have
participated in various MDPs
• Faculty Development Programme for teachers in universities and colleges
The institute has about 90 faculty members working in the following management areas and sectors:
Disciplinary Areas • Business Policy • Communications • Economics • Finance and Accounting • Marketing •
Organizational Behaviour • Personnel and Industrial Relations • Production and Quantitative Methods
Interdisciplinary Centres and Groups • Centre for Innovation, Incubation, and Entrepreneurship • Centre for Infra-
structure Policy and Regulation • Centre for Management in Agriculture • Centre for Management of Health Services
• Centre for Retailing • Computer and Information Systems Group • Faculty Development Centre • Gender Re-
source Centre • IIMA-Idea Telecom Centre of Excellence • Insurance Research Centre • Public Systems Group
• Ravi J. Matthai Centre for Educational Innovation
Kasturbhai Lalbhai Management Development Centre (KLMDC) located on the IIMA main campus and Interna-
tional Management Development Centre (IMDC), located on the new campus, provide an academic and learning
environment for participants of the Management Development Programmes. All rooms at KLMDC and IMDC are
air-conditioned and have internet connectivity. They have separate dining halls, a reading lounge, classrooms and
auditorium (with audio-visual and computer projection facilities), syndicate rooms, computer lab. The campus is
wi-fi enabled. Recreation facilities exist for indoor and outdoor games (badminton, TT, carom, chess, volleyball and
cricket). Participants can also take advantage of the Institute’s library.
INDIAN INSTITUTE OF MANAGEMENT, VASTRAPUR, AHMEDABAD 380 015 - INDIA
Phone: 91-79-6632 4071-7, 91-79-6544 9075,
Fax: 91-79-2630 0352 (MDP)/2630 6896 (General)
email: mdp@iimahd.ernet.in, website: www.iimahd.ernet.in/mdp
