Expert Lecture Workshop on "Leveraging Marketing Analytics to Predict Customer Preferences and Drive Personalization”
Event Date: Saturday, 19th April, 2025
Event brief description
NEXTGEN Analytics, under the guidance of Dr. Palak Gupta, Associate Professor, SOB, GU organized a thought-provoking Expert Lecture Workshop on "Leveraging Marketing Analytics to Predict Customer Preferences and Drive Personalization" on Saturday, 19th April 2025. The workshop was taken by Mr. Abhinaw Raj,Senior Key Accounts Manager, Zomato who has a vast experience in Marketing & Customer Analytics, Lead generation and Vendor Onboarding. Dr. Palak gave the welcome address highlighting the relevance and need of the workshop topic. The workshop provided students with a deep understanding of predictive analytics in marketing and applying machine learning models to segment customers. Sir gave a practical demonstration of live use cases of Zomato and took hands-on sessions through Advanced Excel and interactive Power BI dashboards. Overall, the workshop ignited a spark in students to learn more about analytical tools and techniques and explore how analytics help companies bring personalised contents and relevant recommendations to customers.
Event Detailed Description
On Saturday, April 19, 2025, NEXTGEN Analytics, an initiative under the School of Business (SOB) at Galgotias University (GU), successfully organized an enlightening Expert Lecture Workshop titled "Leveraging Marketing Analytics to Predict Customer Preferences and Drive Personalization." The session was held under the able guidance of Dr. Palak Gupta, Associate Professor, School of Business, Galgotias University, and was aimed at equipping students with practical knowledge and industry-relevant skills in the evolving field of marketing analytics. The keynote session was delivered by Mr. Abhinaw Raj, Senior Key Accounts Manager at Zomato, a leading name in the Indian tech-enabled food services industry. With a rich professional background in marketing and customer analytics, lead generation, and vendor onboarding, Mr. Raj brought firsthand industry insights into the classroom, making the session both intellectually stimulating and practically enriching.
The event commenced with a warm welcome address by Dr. Palak Gupta, who emphasized the growing relevance of data-driven marketing in today’s competitive business environment. She highlighted how analytics not only helps businesses better understand their customers but also aids in crafting personalized experiences that lead to increased customer satisfaction and loyalty. Dr. Gupta also shed light on how such workshops help bridge the gap between theoretical learning and real-world application. The core of the workshop revolved around understanding predictive analytics in marketing and the role of machine learning models in forecasting customer behavior and segmenting customer bases. Mr. Raj provided an in-depth explanation of how companies like Zomato leverage large volumes of user data to generate actionable insights. By using machine learning algorithms and data visualization tools, they are able to predict consumer preferences, personalize offers, and fine-tune their marketing strategies accordingly. To enhance the practical understanding of the participants, Mr. Raj conducted live demonstrations of real-world use cases from Zomato. These included examples of how customer browsing behavior and order history are analyzed to provide curated restaurant suggestions, targeted discounts, and personalized notifications. Students were also guided through hands-on sessions using Advanced Excel techniques and interactive Power BI dashboards. These tools are essential in the toolkit of modern-day marketers and analysts, allowing them to visualize patterns, make informed decisions, and effectively communicate insights.
The workshop was designed to be highly interactive, encouraging students to ask questions and engage in discussions. This created a dynamic learning atmosphere where theoretical concepts were seamlessly integrated with practical applications. Students expressed great enthusiasm in understanding how businesses convert raw data into meaningful strategies that enhance customer engagement.
Objectives of the Workshop
The main objectives of this workshop were:
- To equip students with the skills and insights needed to harness Customer and Marketing Analytics for innovative growth strategies.
- To enable students to learn how analytics help companies bring personalised contents and relevant recommendations to customers.
Conclusion
In conclusion, the workshop served as a valuable learning platform for aspiring marketers and data enthusiasts. It ignited curiosity and motivated students to delve deeper into the world of analytics, exploring how data can be harnessed to deliver personalized, customer-centric solutions. NEXTGEN Analytics, with initiatives like this, continues to play a crucial role in preparing students for the demands of the modern digital economy.
Department Name –School of Business
Event Outcome
The Expert Lecture Workshop on “Leveraging Marketing Analytics to Predict Customer Preferences and Drive Personalization” proved to be highly impactful for the participating students. Attendees gained practical exposure to real-world marketing analytics through live demonstrations and hands-on sessions using Advanced Excel and Power BI. The workshop enhanced their understanding of predictive analytics, customer segmentation, and the role of machine learning in personalization. It also sparked interest in exploring data-driven tools and their applications in modern business strategies. Overall, the event successfully bridged academic learning with industry practices, motivating students to pursue careers in marketing and customer analytics.
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