I T 103

Understanding Consumer Behaviour Trough Digital Marketing Analytics

A. Objectives of the course

The objective is to provide participants hands-on  exposure to use of two key digital media analytics - web analytics and social media analytics for understanding consumer behaviour. 

B. Target participants

This course is targeted towards junior and middle managers from areas of marketing and sales, operations, advertising and employees engaged with management information system.

C. Duration

15 hours (10 sessions of 90 minutes each) over a period two months

D. Pedagogy

The pedagogy of the course is focused on hands-on application of digital media analytics using popular tools like Google Analytics and data labs containing live business data.  

E. Session details

Session No.  Topic

1.Concept of digital media and its use in understanding consumer insights

2. Audience analytics

3. Acquisition and behavior analytics

4. Goal set up and conversion analytics

5. E-commerce analytics

6. Attribution model

7. Predictive analytics using web data 

8. Social media analytics

9. Fundamentals of text mining and sentiment analysis from web data

10. Web data visualization using Google Data Studio 

F. Course Director and Core Faculty

Mr. Atanu Ghosh


Atanu is an Electrical Engineer from Jadavpur University and obtained Post Graduate Diploma in Management from the Indian Institute of Management Bangalore. He is a Visiting Faculty in several leading academic institutions like XLRI, IIM Calcutta, IIM Udaipur, etc.

Atanu is the Founder and CEO of Bluebeaks Solutions, which is engaged in education, research, consulting and training in the digital transformation domain; and Salt n Soap, an ecommerce technology and analytics platform. Before his entrepreneurial stint he was a Director with IBM and, prior to that, a Principal with PwC Consulting. Atanu has consulted various Fortune 100 companies in India, USA, UK, Singapore and China.