Marketing Analytics and Digital Marketing

Ashok Charan

Associate Professor, NUS Business School, National University of Singapore

Author of guidebooks on Marketing Analytics and Digital Marketing

(ashokcharan.com)

Ashok is author of books on marketing analytics and digital marketing, creator of the Destiny market simulator and developer of various tools and solutions for practitioners.

A marketing veteran, he has over 25 years of industry experience in general management, corporate planning, business development, market research and marketing. Prior to joining the NUS Business School, Ashok worked with Nielsen and Unilever. At Nielsen, he assumed a number of roles including Managing Director for Singapore, and Regional Area Client Director — Asia Pacific. His experience spans both business and consumer marketing, and he remains active in consulting in the areas of marketing analytics and research, business intelligence platforms and data integration.

He is an engineering graduate from the Indian Institute of Technology, Delhi, and a post-graduate in business management (PGDM) from the Indian Institute of Management, Calcutta.

Marketing Analytics Practitioner’s Guide

The Practitioner’s Guide to Marketing Analytics and Research Methods (MAPG), is favoured by consumer marketers/analysts agencies, many of who have bought the physical copies in bulk. There is also marked interest in executive training workshops from these firms.

Now ported as an eLearning platform, MAPG combines the text seamlessly with multimedia content, practical demos, interactive features, question banks and exercises, and facilities for adding notes/comments to any of the 400 sections. This platform has garnered thousands of registered users since its launch in 2016.

Destiny, Market Simulator

Destiny truly reflects the food and personal care categories simulating households individually, across their purchasing journey cycles, using market models that predict consumers’ responses to the elements of the marketing mix.

Its dashboards exhibit market intelligence the way it is depicted by analytics firms. Yet the information is better integrated and easier to digest. Destiny also supports a dazzling array of consumer analytics techniques that permit participants to mine, filter and drill into continuous, shopper level transactions.

Ashok uses Destiny and MAPG in experiential learning programs for executive education, Executive MBA and other business management programs. A number of business schools across the globe are also adopting these platforms.