5. Conjoints and Coupons: The evolution of quantitative marketing

In business schools in India, there is a misconception that marketing is not quantitative, and that it is for the more “creative” people. However, if you look at its history, marketing has always been a highly quantitative subject.

To know more about data and quant in marketing, we talk to Prithwiraj Mukherjee, an assistant professor of marketing at IIM Bangalore.

Prithwiraj teaches marketing management and marketing research at the MBA and doctoral levels. His MOOC titled Quantitative Marketing Research is available on EdX and Swayam. He research interests include behavioral decision making where he models biases, and digital marketing where he investigates influencer fraud and clickbait.

Prithwiraj has a PhD in marketing from ESSEC in Paris, and degrees in chemical engineering from NITK Surathkal and IISc

He can be found on twitter at @peeleraja

Show Notes:

00:03:40 - Introduction on numbers in marketing

00:08:45 - Customised direct mail coupons

00:15:30 - Why do students in business school think marketing is a “soft subject”?

00:22:00 - Conjoint analysis

00:29:00 - Moving from sample data to population data

00:31:20 - Modelling customer loyalty

00:40:00 - Why has digital marketing evolved disjoint from marketing?

00:43:45 - What Facebook knows about you that Google doesn’t

00:45:00 - How has AI / ML / Big Data changed marketing?

Data Chatter is a podcast on all things data. It is a series of conversations with experts and industry leaders in data, and each week we aim to unpack a different compartment of the "data suitcase".



The podcast is hosted by Karthik Shashidhar. He is a blogger, newspaper columnist, book author and a former data and strategy consultant. Karthik currently heads Analytics and Business Intelligence for Delhivery, one of India’s largest logistics companies. 



You can follow him on twitter at @karthiks, and read his blog at noenthuda.com/blog