Course Introduction

Introduction to ChatGPT

• GPT architecture, NLP (input) & DL (response), performance fine tuning & evaluation

• Applications - customer service, education, healthcare, entertainment, etc.

• Limitations - biases, lack of emotion & facts, context

Introduction to NLP

• NLP - tokenization, morphology, part of speech, entity recognition, sentiment analysis, language generation

• NLP in ChatGPT, benefits, learning from feedback

ChatGPT Architecture and Functioning

• Architecture - encoder, decoder, self & cross attention

• Working - user input, neural network, & output

Getting Starting with ChatGPT

• ChatGPT login and interface

• Examples of information, explanation, & logic prompts

Basics of Prompts and its Types

• Factors affecting working of prompts on database

• Best practices - specific, context, natural language, complete sentence, avoid bias

• Prompt types - open ended, closed ended, conditional, conversational, & opinion

Using Prompts in ChatGPT

• Editing prompts as per best practices, response changes

• Experimenting with prompt types, combining types

Training ChatGPT

• Transfer learning - data collection, pre-processing, fine-tuning, model evaluation, deployment

• Example - steps in training a customer service chatbot

• Training ChatGPT on data, fine-tuning, totheweb.com

Text Generation with ChatGPT

• Generating a story, modifying with more prompt details

Coding with ChatGPT

• Generating code by giving conditions, describing output

• Code translation, explanation, optimization, debugging, refactoring

Limitations and Future

• Limitations - understanding context, biased/offensive responses, technical queries, resources, empathy

• Ethics & responsibilities - data privacy, transparency, accountability, auditing, unemployment

• Future developments & emerging trends - multimodal inputs, reinforcement learning, specialized models, generative pre-training, sentiment analysis

Email Marketing - Part 1

• What is mail marketing, it's benefits

• Process - define goal, build list, segment, create content, design mail, personalize, test & optimize, schedule & send, monitor & analyze, refine

• Email marketing ROI relevance for B2B & B2C

• Collecting emails - site forms, content access, landing page, web events, surveys, social media, contests, emails, offline, collaborations

• Lead magnets - ebooks, checklists, templates, webinars, trials, discounts, surveys, reports

 Email Marketing - Part 2

• Metrics - open rate, click rate, bounce rate, unsubscribe

• Open rate calculation examples, improving - subject line, personalize, segmentation, optimal time, cleaning list, mobile optimization, testing, avoiding spam

• Difference between CTR & CTOR, calculation examples

Email Marketing - Part 3

• Mailchimp account setup, dashboard - campaigns, automations, audience, & analytics sections

Email Marketing - Part 4

•  Importing external contact lists, designing an email with copy, campaign delivery analytics

SMS WhatsApp Marketing - Part 1

• SMS vs WhatsApp marketing, marketing activities on both, SMS marketing tool examples

SMS WhatsApp Marketing - Part 2

• WhatsApp Business API features, WhatsApp marketing tool examples

• Marketing strategies for India - understand audience, right language, permissions (dnd, opt-in), TRAI compliance, local events & festivities, multimedia content, timing, monitor & analyze, test & optimize

ORM - Part 1

• Online reputation management, primary goals - monitor mentions, respond, create positive content

• Importance - build trust, increase visibility, attract talent, control narrative

• Strategies - monitor, optimize content, encourage positive reviews, social media engagement, address negative feedback, transparency

ORM - Part 2

• Common mistakes, platforms for implementation, & monitoring & analysis tools for ORM

PPC - Introduction Part 1

• Google ad type live examples, SEO vs PPC

• Pricing models - CPC, CPM, CPV, CPI, CPL, CPA

PPC - Introduction Part 2

• Reasons for poor performance - poor targeting, weak copy, landing page quality, competition, budget constraints, seasonality

• Ad Rank - bid, quality score, ad relevance, expected CTR, landing page, ad formats, website relevance & quality

PPC - Introduction Part 3

• Ad Rank = CPC Bid x Quality Score, examples

• Quality Score - CTR, ad relevance, landing page, ad format, historical performance

• Keyword match types - broad, phrase, exact, & broad match modifier, examples of all types

• Negative keyword match types - negative, broad, phrase, & exact match, examples of all types

• Google Ads working

Google Ads Account setup

• Google Ads account setup, dashboard exploration

Search Ads - Part 1

• Search ads live examples, search campaign setup

• Campaign level bidding & targeting settings

Search Ads - Part 2

• Ad group level settings, keywords & ad copy setup, adding extensions

• Campaign tracking, attribution metrics dashboard setup

Search Ads - Part 3

• Tracking template setup, ValueTrack parameters

• Google utm builder, building tracking urls

• Campaign insights & reports

Display Ads - Part 1

• Display ads live examples, advertiser & publisher, display campaign setup, device settings, content exclusions

• Campaign level bidding & targeting settings

Display Ads - Part 2

• Ad placement channel settings, uploading creatives by different sizes & sources, responsive display ads

Mobile Ads - Part 1

• Mobile ads locations, app install ads live examples

• Campaign setup, device platforms, subtypes - install, engagement, & pre-registration

Mobile Ads - Part 2

• Product data feed option, campaign bidding settings, deep links

YouTube Ads - Part 1

• Available YouTube ad formats, working & when to use

• Video campaign setup, bidding settings, subtypes - views, reach, frequency, conversion, ad sequence, etc.

YouTube Ads - Part 2

• Placement - YouTube & display network, related videos

• Targeting settings, topics selection, ad type & copy

Shopping Ads - Part 1

• Shopping ads live examples, shopping section in search

• Google Merchant Centre account setup - business details, site tag verification, delivery, products, policies

Shopping Ads - Part 2

•  Adding products from website & manual feeding, Google Sheets linking & product data table

• Merchant centre dashboard - overview, products, performance, marketing, & growth sections

• Merchant centre & Google ads account linking

• Shopping ad campaign setup, custom campaign report creation

Nature of Marketing Research

• Definition & importance of marketing research

• Research process - define problem, design research, collect data, analyze data, present findings

• Classification - exploratory, descriptive, & causal

• Quantitative techniques - surveys, methods (1-on-1), experiments, & observational research

• Qualitative techniques - focus groups, in-depth interviews, projective techniques

• Technological advancements - neuro-marketing, big data analytics, AI & ML

• Ethical considerations - privacy, transparency, bias

• Strategy development - business goals, market opportunities, & product development

The Role of Marketing Research

• 7 stages of product development - ideation, screening, concept, strategy, development, testing, & entry

• Role of marketing research in a product's lifecycle

• Qualitative data - deep insights & emotional drivers

• Digital adaption - online surveys, social media analytics, virtual  focus groups

• Data - predictive analytics, personalization, automation

Marketing Research Process

• Process - identify problem, research plan, conduct research, analyze & report findings, take action

• Problem defining, approach to problem, research design, data collection, data analysis, report findings

Case Study #1 : Coca-Cola

Understanding Diverse Markets

• Company background, importance of localized research

• Regional surveys & questionnaires, focus groups, observational research, outcomes & achievements

Real-time Analytics in Decision Making

• Digital age background, importance of real-time data, digital analytics tools, sentiment analysis

• A/B testing, outcomes & achievements

Types of Research Designs

• Research designs types - conclusive (causal or descriptive) & exploratory

• Steps, purpose & methods of Exploratory, Descriptive, Causal (experimental), Observational (cross-sectional or longitudinal), & predictive research design

Elements of Research Design

• Importance & examples of design elements

• Elements - purpose, hypothesis/research questions, data collection methods (primary/secondary), sampling design, data analysis plan, time horizon

Case Study #2 : Amazon

Continuous Feedback Mechanisms

• E-commerce feedback introduction, customer ratings & reviews, FAQ section, Amazon's A/B testing approach

• User behavior analytics, feedback emails, VoC dashboard for sellers, integrating feedback, challenges

AI-driven Product Recommendations

• AI in e-commerce introduction, AI recommendations, benefits to shoppers, benefits to Amazon & sellers

• How AI models learn & adapt - continuous feedback loop, seasonal & trend analysis, dynamic adjustment, tuning algorithms with feedback

• Future of AI at Amazon

Understanding Secondary Data

• Introduction, common examples, sources of data, advantages & limitations

• Applications - initial market assessment, identify gaps in research, forming specific research questions

Evaluating Secondary Data

• Importance, criteria for evaluation, advantages of rigorous evaluation, potential pitfalls

• Integrating secondary data into the research process

Case Study #3 : Netflix

Data in Content Creation

• Power of viewer data, original content creation considerations, globalized local content

• Recommendation algorithms, role of secondary data

A/B Testing and User Preferences

• Basics, control & test variations, dynamic content presentation, testing beyond content

• Learning from results, data science big picture

Interview Preparation

• Purpose, interviwee selection, interview structure

• Interviews logistics, mock interviews

Conducting the Interview

• Initiating interview, effective questioning, maintaining flow, handling challenging situations, wrapping up

Probing in Interviews

• Introduction, types of probes, qualitative interview probes, timing of probes, funnel effect

• Example, challenges, benefits of effective probing

Case Study #4 : Starbucks

Feedback and Innovation

• Culture of listening to feedback, role of interviews, feedback to actionable insights

• Real world implementation, innovations from feedback, customer loyalty as outcome

Loyalty Programs and Customer Retention

• Starbucks loyalty reward programs, mechanics of the program, personalization through data

• Customer retention metrics, integrating feedback

Google Analytics in Marketing Research

• Introduction, key features, benefits for research

• Bounce rates & engagement metrics, conversion tracking, integrating with other tools, key takeaways

Role of AI in Marketing Research

• Introduction, AI in consumer behaviour analysis, NLP, predictive analytics & forecasting

• AI in product development, chatbots for research, ethical considerations 

SurveyMonkey, Google Forms, Typeform, Qualtrics

• Modern tools introduction

• Tools - SurveyMonkey, Google Forms, Typeform, Qualtrics

• Tool selection factors, survey tools in marketing strategy

FocusVision, Zoom

• Introduction to focus group tools, benefits

• Tools - FocusVision, Zoom

• Considerations for virtual focus groups, shaping marketing strategy, future of focus group tools

 Brandwatch, Sprout Social, Hootsuite, BuzzSumo

• Social analytics & listening tools, benefits & future

• Tools - Brandwatch, Sprout Social, Hootsuite, BuzzSumo

SEMrush, Ahrefs, Moz, Google Keyword Planner

• SEO & keyword research, converging tools for strategy

• Tools - SEMrush, Ahrefs, Moz, Keyword Planner

Hotjar, Crazy Egg, FullStory

• Heat mapping & session recording, role in research

• Tools - Hotjar, Crazy Egg, FullStory

SimilarWeb, Alexa

• Competitive analysis, informed decision making

• Tools - SimilarWeb, Alexa

Salesforce, HubSpot

• CRM systems, leveraging CRM for marketing analytics

• Tools - Salesforce, HubSpot

Nielsen, Mintel

• Consumer insight platforms, importance of insights

• Tools - Nielsen, Mintel , comparison

Optimizely, VWO

• Testing tools, power of testing, decision making

• Tools - Optimizely, VWO , comparative strengths

Case Study #5 : Spotify

Data-driven Music Recommendations

• Power of data, tailoring user experience, segmentation with collaborative filtering, trend analysis from NLP

• Audio features & ad targeting, human curators, long term impact on music industry 

User Behavior Analysis and Playlist Creation

• Digital music consumption, dynamic playlists algorithms - collaborative & content-based filtering

• Musical genres & mood analysis, personalization with ML, social sharing insights, future of music & research

Understanding Qualitative Research

• Introduction, qualitative vs quantitative, nature & attributes, data collection techniques & tools

• Methods - personal interviews, focus groups, observational techniques, narrative analysis

• Analyzing qualitative data, role in research, applications

Analyzing Qualitative Data

• Introduction, coding- analysis of data framework

• Narrative analysis, content analysis, grounded theory, thematic analysis, popular softwares, value achieved

Introduction to Quantitative Research

• Introduction, characteristics, primary data collection

• Types of sampling methods, data analysis - descriptive & inferential, quantitative research for marketing

Types of Quantitative Methods

• Methods - descriptive, correlational, experimental, quasi-experimental research, cross-sectional & longitudinal studies, scale & factor analysis

Analyzing Quantitative Data

• Descriptive statistics, regression analysis, factor analysis, chi-square test, AnoVa

Case Study #6 : Google

Understanding User Search Behavior

• Google search introduction, RankBrain ML algorithm, Bert DL algorithm, UX & core web vitals

• Multitask Unified Models by Google, voice search & NLP, adapting to evolving search algorithms

Refining Algorithms through Feedback

• Search quality raters, direct user feedback

• Evaluation criteria - E-A-T, importance of raters

Purpose of the Questionnaire

• Research objectives, guiding data collection quality, flexibility in design - NPS, MCQ, open-response

• Bias types, reducing research bias, economical & efficient digital surveys

Types of Questions

• Questionnaire types - closed-ended, open-ended, mixed, scale-based, pictorial, digital

Case Study #7 : Tesla

Identifying Market Gaps through Research

• current landscape, environmental emphasis, technological advancement evaluation

• Customer feedback & iteration, global market penetration research, economic & policy trends

Customer Feedback and Product Iterations:

• Feedback collection mechanisms, real-time software updates, feedback-driver feature rollout

• Enhancing customer experience, feedback in design & manufacturing, community engagement

Structuring the Report

• Title page & executive summary, table of contents & introduction, methodology

• Findings & analysis, recommendations, conclusion, appendices & references

Writing Style and Presentation

• Formal & impersonal style, active vs passive voice, writing consistency, use of visual aids

• Brevity, clarity & logical flow, citations & proofreading

Introduction to Sampling

• Definition, purpose, random vs non-random sampling

• sample size & representativeness, sampling errors

• Benefits of sampling, importance in marketing research

Types of Sampling Methods

• Simple random sampling, stratified sampling, cluster sampling, quota sampling

• Judgemental/purposive sampling, systematic sampling

Determining Sample Size

• Importance of sample size, challenges with sizing

• Margin of error, confidence level, population variability

• Standardized effect size, resource & cost considerations

Case Study #8 : McDonald's

Regional Menu Customization

• Brand essence, regional customization, market research

• Regional menu examples - India, Japan, Middle East

• Balancing global & local, feedback & iteration

Feedback-Driven Changes

• Importance of feedback, collection mechanisms

• Analysing feedback, menu changes & iterations

• Feedback in Glocalization, impact & further improvements

Introduction to Data Interpretation

• Importance, tools, visual representation of data, challenges, role in research

Importance of Data Visualization in Marketing Research

• Visual elements, quick insights, simplification, easier communication, storytelling, guiding strategies

Popular Tools for Data Visualization

• Tableau, Microsoft Power BI, QlikView, D3.js, Looker, Sisense, Google Data Studio

Case Study #9 : Nike

Product Feedback Analysis

• Importance of feedback, collection methods, data aggregation & analysis

• Product development implementation, success stories

• Monitoring post-launch performance, strengthening brand loyalty

Trend Analysis

• Analysing trends, data collection, incorporating technology & AI, collaborative approaches

• Case studies & success stories, impact on brand growth