Digging deeper

Glance

The Kotler Srinivasan Centre for Research in Marketing
@ Great Lakes Institute of Management, Chennai

Editor's Note

We live in an era of multiplicity. Multiple goods ands services servicing multiple needs. Turbulence is constant, and economics undergoes constant redefinition.

As we speak, the world economy is undergoing a recession, and the Indian economy, though more resilient than the US and Europe have been, is not at its dazzling best. Policymakers, economists and business professionals are trying their best to cope with the slowdown in economic growth and devise new strategies to tide over the current scenario. More than ever before, the need for data is acute.

The cry of the hour is for intelligent solutions and analytical thought. Data needs to be utilized at every level to inform reasonable decisions, and statistical frameworks need to be geared towards practical applicability more than ever before.

This is where we come in. As the first dedicated research center for analytics among any business schools in India, the Kotler Srinivasan Research Center in Marketing aims to recalibrate the capturing, analysis, applicability and insight-generating power of marketing data.

The first issue of Glance, our monthly newsletter, is our way of reaching out to you. To let you know that we are ready to tackle your marketing problems in intelligent ways, and to invite you to participate in a dialogue. Hopefully, this dialogue will enable both of us to arrive at solutions that will help your business grow, and help us understand the magical world of data analytics even better. In future, we plan to organize conclaves for managers and academics on special topics within analytics, and a full-fledged conference on analytics at our campus in Manamai.

In this first issue, we feature a survey of Indian enterprises and present our findings on their understanding of analytics, in addition to a guest chat with a leading business professional.