Dr Suraksha Gupta has invited an interesting industry speaker to demystify the use of Marketing Analytics in practice as part of the Applied Corporate Brand Management course. In a guest lecture taking place on Thursday 24th October, Venkat S Anumula, a Datascience Manager at Manning Gottlieb OMD (part of Omnicom media group) will talking about statistical segmentation also known as clustering.
BBS students are invited to attend the lecture which will take place on Thursday 24th October at 3pm in Lecture Centre F.
From a practitioner point of view and using his most recent work for a big retail chain in the UK as a case study he will demonstrate how clustering can be used to understand the branding and local marketing of a particular store; how to use clustering to benchmark store performance; and what data is required and how to acquire more customers by optimising the marketing budget.
Venkat S Anumula holds a degree in Chemical Engineering and an MBA. He has been working in the field of Marketing Analytics and “Big Data” for the last 10+ years. He has worked across multiple clients and sectors such as Waitrose, Specsavers, Virgin Media, lastminute.com, Renault, Matalan, 3, Unilever, P&G and Direct Line.