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dc.contributor.authorBanerjee, Arindam
dc.date.accessioned2016-01-01T11:35:36Z
dc.date.available2016-01-01T11:35:36Z
dc.date.copyright2014
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/11718/17175
dc.description.abstractThe paper provides an overview of the state of the Marketing Analytics practice in India today, its contribution and its possible challenges for future growth. A diverse set of practitioners from multiple sectors of industries that use Analytics were interviewed on their opinions were collated, refined and inferences were made on the broad dimensions affecting the practice. The major findings were that while the need for Analytical support is growing in India, practitioners face challenges in accessing appropriate data sources to perform suitable analysis to support business decisions. The other extreme of this challenge is noticed in the offshore space where appropriate data is in abundant supply, but analysis and policy making are still at loggerheads because of a separation in employees due to geography and expertise. This has led to a lack of synergy (or low levels) between the two functions, leading to some concern about achieving true expectation son service level. Overall, it is noticed that investment in Analytics will grow, with increasing competition in Indian markets, movement of Analytics talent globally leading to more awareness about its benefits and the deployment of advanced technology in India by the Multinational companies.en_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management Ahmedabaden_US
dc.relation.ispartofseriesW.P;2014/10/05
dc.subjectMarketing Analyticsen_US
dc.subjectIndiaen_US
dc.subjectProspectsen_US
dc.subjectPotential Challengesen_US
dc.titleState of marketing analytics in India: prospects and potential challengesen_US
dc.typeWorking Paperen_US


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