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Data Science for Generating Marketing Insights

This complimentary masterclass is offered at ESOMAR Summer Academy 2019, for more details visit here.


Full day training

What are the objectives?

Data is increasing everywhere at an exponential rate and there is a growing need to analyse this massive amount of data. There is a need for people having skills beyond simply coding to make sense of what the data analysis is showing and there is a big lack of such a talent.

This workshop will try to give an overall view of several major steps required for analysing data coming from social, digital, IOT & other internally archived sources; giving attendees precise steps on ways to dive deeper to become experts; while its not possible to make data science experts in a day, workshop will catapult them on the superhighway with a well understood map to travel to the final destination.

What's in it for me?

Workshop will give individuals a clear idea of different application of data science in marketing insights; how different data science techniques can and are used.
Individuals will be able to do certain basic analysis while being able to chart their own steps in gaining advanced level expertise.
Workshop will enable managers to understand what goes behind and help them understand the outputs better; help them guide their teams with a better knowledge.

Who should attend?

Individuals who have some knowledge of analytics/data science and wish to increase their understanding data science
Individuals who are/will lead teams of data scientists
Individuals who consume insights coming from data scientists/analytics personnel but lack understanding of what goes behind
Individuals who have completed their education in either management/business and wish to increase their knowledge on data science

Level of learning?


To help you to define your level please review if you know or can read either of these:

  • Regression / Driver analysis
  • Time series analysis
  • Segmentation analysis
  • Pricing analysis
  • Google trends analysis
  • Experiment Design
  • Social media data analysis
  • Search engine optimization (SEO)
  • Text Mining
  • Network graph analysis
  • Data Visualization
  • Mathematical modeling
  • Econometrics
  • Geospatial analysis
  • Used R/Python/SPSS/SAS

Some knowledge of traditional survey analytics, experiment design, data science, digital data science etc will help.

Maximal number of attendees


For this workshop Laptop is required.

Programme outline for the day

We will introduce the audience with some of the application of what can be accomplished using social and digital data using ESOMAR papers done in this area. After that, we will give an introduction to backend process starting with the thinking required to think about such an analysis, then going into data extraction processes & data cleaning.

Once the data is prepared, using text mining and network graph analysis, we will learn how it can be graphed, how to visualize it and derive insights out of it. We will use a combination of open source and proprietary software in these steps.

Basic agenda:

  • 9.00 – start
  • 10.30 to 10.45 – coffee
  • 12.30 – 13.30 – lunch
  • 15.15 – 15.30 – coffee
  • 17.00 – close

Workshop leader

Preriit Souda

PSA Consultants Ltd

For the last 9 years, Preriit has helped organizations answer different strategic questions by unraveling explicit and implicit human expression, through the mining of social and digital data, alongside other data sources, like consumer surveys, IOT (Internet of Things) data, CRM data, mobile behavioral data, weather data, locational data, etc. Preriit has consulted clients from a range of sectors, including: CPG/FMCG, Finance, Travel, Telecom, and Public Sector. He has done this across different geographies like the UK, US, China, India, Continental Europe, Asia Pacific, Oceania, Middle East, and North Africa.

Preriit has won several awards including ESOMAR Best Paper (Global) 2017, MRS (Market Research Society UK) Grand Prix 2016, MRS New Insights Methodology 2016, MRS Best Research using Social Media 2016 & 2017, ARF (Advertising Research Foundation, USA) Rising Star-Gold 2014, ESOMAR Young Researcher of the Year (Global) (2011), Best Analytics paper at MRS (India) Annual Conference 2012.

Preriit regularly speaks on industry platforms and publishes work. Some of his recent appearances include ESOMAR, IIEX, MRS, MRSI, ARF, SRA, WARC, NewMR, AURA, etc. Articles include papers for ESOMAR, Admap, CASRO, ARF, WARC & KD Nuggets, etc.