Live Master Class

Marketing in a data-rich world - Case studies


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About this session

The session begins with a broad overview of changes that are sweeping across the marketing discipline. Through two case studies, we chronicle the rise of digital marketing and also discuss how organizations are adapting to these changes.

Then, we present a couple of end-to-end examples (Myntra and Lyft) of how brands are tackling the challenges of digital marketing through data driven decision making. Here, we make a case for brands to focus on understanding how data could be used to improve effectiveness of their marketing efforts. We close the session with a glimpse into a selection of completed projects that learners from previous batches and open the session for Q&A.

About the Speaker

Dr. Pavankumar Gurazada

Faculty - Business and AI, Great Learning


After graduating from IIT Bombay with a five year integrated Masters degree in Science, Pavan earned his MBA from IIM Bangalore. After his MBA, Pavan joined Alghanim Retail in Kuwait and was instrumental in growing the nascent retail presence of the company. After a two year stint in the retail division, he worked as the B2B sales manager for Saint Gobain in UAE & Oman for 11 years, where he managed the company's distribution network. During his tenure at Saint Gobain, he increased the company's new product sales by 40% and expanded overall sales by 15%.

A PhD graduate from IIM Lucknow, Pavan's research focuses on using machine learning methods to understand consumer engagement on social media. His work has been presented in several reputed conferences (EMAC conference 2018, Glasgow; China Internet+ Innovation and Entrepreneurship conference 2019, Hangzhou; NASMEI conference 2019, Chennai and MRSI conference 2019, Mumbai to name a few). His book - Marketing Analytics - published by Oxford University Press is slated for a release later in 2020.

Pavan is currently a faculty of Business and AI with Great Learning. He is also an advisor (data science) and a member of the board on a deep tech startup Constems AI that is focused on building computer vision systems for Industry 4.0. His LinkedIn profile is

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