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Online Orientation Session on

Marketing Metrics

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    60 mins


    October 21, 2016


    9:30 am

    Who is the Speaker?

    First few years of Dr. Som’s life, she committed herself to learning the nuances of marketing, technology and built on my domain expertise by working for different companies. Then once she was ready, she began her journey as a woman entrepreneur. She says that women are entrepreneurs from the time they are born, she further explains, one of the key attributes of entrepreneurship is the ability to take a risk, not let the fear of the unknown bother you. The journey from being a passionate singer and golfer with a handicap of 17 in Karnataka Golf Association to becoming the Marketing Guru, things never came easy to Som.

    Dr. Som persuaded her education in MBA and followed it up with a PhD in management. She now plays an exceptional role of a professor with some prestigious educational institutions in India. Few of the educational institutes include; IFIM, IIITB, and others. Som strives to build a completely disciplined curriculum on entrepreneurship and build the e-cell that will educate the entrepreneurs from scratch to publicising their start up in the market.
    Dr. Singh has relentlessly pursued her dream of simplifying management and marketing. She spent a decade in the corporate world, working as a marketing head with various multinational companies like; Akamai, Verizon and Red Hat. She is now a start-up advisor, angel investor, Nasscom 10K, Microsoft and Target Accelerator mentor and entrepreneur who founded Unspun Consulting Group, a technology-based marketing consulting firm. She has also mentored start-ups like; Taxi4Sure, Chargebee, Mobstac, Hotelogix, TookiTaki, Explara, Indianstage, Unboxed, Indix and many more and has also invested in few.

    Unspun Consluting Group, the brain child of Dr. Som was conjured up to help and support the start-ups by consulting and advising them on the best possible way forward to do any marketing communication activity. Unspun came into existing in the year 2011-12 and is going strong by consulting various number of start ups from diverse fields or sectors nationally. The group is also building an in-house research tool called ‘ACT’ that helps in Audience Discovery and Behaviour Analysis to identify the right marketing channel for a client. Unspun is soon launching an online platform, Engagematik, that offers Social Media Services on the cloud. Unspun has also recently introduced a digital leadership institute to help start-ups to understand how digital marketing works.

    Dr. Som also conceived the idea of Centre for Entrepreneurial Excellence (CEE) to bridge the gap between the policy makers and the entrepreneurs. The motto is to help entrepreneurs ‘Be Heard.’ CEE conducts events to raise fundsand use them to develop the technology platform to educate the entrepreneurs and help them communicate their ideas with the policy makers, internal practices of providing mentoring to the entrepreneurs under expert guidance that the entrepreneurs can leverage upon. CEE further arranges for workshops, webinars, online workshops, etc. for entrepreneurs to educate them on the Government policies that they can benefit from. The aim of CEE is to bring the entrepreneurs and the policy makers in a single platform.
    Dr. Som is passionate about life, anything that encourages an individual to do something disruptive that will build the foundation of new beginning, and thus she has tremendous passion towards supporting the growth of more entrepreneurs in India.

    Dr. Som Singh

    Key Takeaways
    • You’ve often heard of the terms metrics and analytics! Do you know how they are different and why you need to know the difference?
    • What is metrics-driven marketing?
    • Marketing funnel: What it is? Why do you need to understand how it works and why it is so crucial for your business?
    • How to create effective marketing funnel strategies?
    • Know the various marketing metrics that you should be tracking and why you need to track them?

    Session Agenda

    Metrics Driven Marketing is the marketing process that applies detailed metrics to every facet of marketing. The goal of Metrics Driven Marketing is to better predict returns on marketing investments and thus drive superior overall marketing results.

    Who Should Attend?



    Advertising & Marketing Professionals



    Digital Marketing Professionals

    Web Strategists