Marketing Analytics : Tools and Techniques

Mansurali A is a distinguished academic specializing in marketing and business analytics, currently serving as an Assistant Professor at Central University of Tamil Nadu (CUTN). With over 12 years of academic and industry experience, he has established himself as a leading voice in marketing analytics, data-driven decision-making, and business strategy.
Mansurali has an extensive publication record, having authored 3 books, contributed to 40 book chapters, and published 58 research papers in peer-reviewed journals, many of which are indexed in Web of Science and Scopus. He has also presented more than 76 research papers at national and international conferences. His research spans a wide array of topics, including customer segmentation, predictive modeling, and marketing mix optimization.
He is the editor of Marketing Analytics – A Machine Learning Approach (Routledge) and Sports Analytics – Data-Driven Decision Intelligence (Springer) and has authored 2 books, including Data Analytics Using Python and Machine Learning. Mansurali has also received research funding from the University Grants Commission to conduct research in microfinance, and more recently, he was awarded Rs. 2.5 million under the Viksit Bharat scheme for research on women’s empowerment and workplace equity.
Before entering academia, Mansurali served as Area Head of Sales at Janalakshmi Financial Services. He holds a diverse educational background, including a BCA from PSG College of Arts and Science, an MBA from PSG College of Technology, and a PhD from Anna University, Chennai. He has also completed PGDCA, MSc (Applied Psychology), and MA Tamil from Bharathiar University, along with a PGP in Business Analytics and Business Intelligence jointly offered by Great Lakes School of Executive Learning and McCombs School of Business, The University of Texas at Austin, USA.

Dr. Daniel Inbaraj Jublee is an Assistant Professor of Marketing at the Indian Institute of Management (IIM) Raipur, with an extensive academic and industry background. He earned his Ph.D. and MBA from the National Institute of Technology, Tiruchirappalli, after completing a bachelor’s degree in mechanical engineering from Karunya University. His teaching interests span Marketing Management, Brand Management, Retail Management, Integrated Marketing Communication, and Contemporary Marketing Theories. In addition to his academic roles, Dr. Inbaraj has significant industry experience, having served as a Senior Executive in Sales at HCL Infosystems Ltd.
Dr. Inbaraj's research interests include cause-related marketing, brand placements, the metaverse, and tourism. His work has been published in reputed journals such as the Journal of Retailing and Consumer Services and the International Review of Retail, Distribution, and Consumer Research. He has also contributed to conference proceedings and book chapters on cause-related marketing and consumer behavior.
Apart from teaching and research, Dr. Inbaraj is actively involved in various executive and faculty development programs. He regularly conducts workshops and training on topics such as research methodology, creativity, problem-solving, and digital marketing strategies. He has been invited to deliver sessions on research writing and manuscript preparation for various academic institutions.
He is also a resource person for numerous workshops and conferences and has earned several accolades for his contributions to academia.

Dr. Manikandan Rajagopal is an accomplished Associate Professor at Christ (Deemed to be University) in Bangalore, India, with over a decade of experience in education, research, and quality management. His extensive expertise encompasses a diverse range of fields, including computational intelligence, health care analytics, and applied computer science, making him a valuable asset in the realm of Data Science and Analytics.
Dr. Manikandan holds a Master of Computer Applications and has published more than 30 articles in reputable journals, contributing significantly to the academic community with a cumulative impact factor of 14.2. His research focuses on innovative methodologies in data mining, machine learning, and optimization techniques, particularly in the context of health care and intelligent systems. Notable projects include the development of AI-based models for noise cancellation systems and frameworks for breast cancer diagnosis, showcasing his commitment to leveraging data science for real-world applications.
In addition to his research contributions, Dr. Manikandan has served as a technology consultant for the All India Council for Technical Education (AICTE), Government of India, and has been recognized with awards such as the Best Researcher Award in 2023. His leadership in academic committees has further enhanced institutional policies and practices, fostering a positive learning environment for students and faculty alike.
As an editor for this book, “Marketing Analytics” , Dr. Manikandan brings a wealth of knowledge and a forward-thinking approach to Data Science and Analytics. His dedication to advancing research and education in these fields ensures that the publication will reflect the latest trends and innovations, making it a vital resource for scholars and practitioners alike.