Home / AIPM / AIPMEventAug25

Held on August 25, 2020 @ 5:30 PM

Ask me Anything:
AI-Powered Marketing Programme
By IIM Calcutta and TalentSprint

Aritro Bhattacharyya
Sr. Director

The following webinar gives you a bird eye view of how AI enhances marketing outcomes – from better profiling and targeting customers to effectively making decisions on marketing campaigns, budgets, channels, and creating USP in an Omni channel marketing ecosystem.

Watch Webinar Recording

About Advanced Programme in AI-Powered Marketing (APAIPM)

The Advanced Programme in AI-Powered Marketing is a first of its kind by an IIM. Launched by IIM Calcutta in association with TalentSprint, the programme helps professionals ride the newest wave of data-driven marketing practices and create highly personalized consumer experiences.

Ranked #3 in Asia, IIM Calcutta is well placed to launch this Programme for CXOs, Revenue Owners, Marketing Professionals, Tech Professionals in Marketing, and companies who are looking forward to investing in some form of AI in their marketing practices.

Event Transcript

Ask me Anything: AI-Powered Marketing Programme by IIM Calcutta and TalentSprint

Hi, good evening, everyone. Thank you for joining us today. My name is Arthur Bhattacharya. I'm the Senior Director for admissions, I hit

executive admissions for all programs at talentsprint my entire professional journey I've been a marketer, salesperson, but in terms of that's been primary to work selling solutions in terms of career development in terms of identification of leadership. for multiple companies, I've had the opportunity of working with more than 3035 fortune 500 companies and helping them identify and develop, you know, processes around identifying leadership etc, and have sought solutions around that as well. My last job before I joined talentsprint was with the Indian School of Business where I lead admissions for the flagship one year PGP

program that they had, along with leading admissions for the PGP max program that they have. So, you know, my whole life I've spent talking to people about upskilling themselves, etc. So that's, that's gonna be the basic background. What we have today is that I have some slides plan to know which I just want to showcase to you guys primarily talking about opportunities that are there in the space. We've also had, I have not done this before for any of the other programs for the any of the other webinars for a pod marketing. But right now since the cohort is 99% formed, I have some interesting stats around the kind of people who have joined in the kind of positions that they have.

Last week, this Saturday, was it or Sunday, the Sunday was actually when we did the orientation, one of the technical orientation whereby we introduced the cohort

Do the D platform. And and you know, I kind of hung around because, yeah, nickeil again as a part of my team, and he's the one who leads the recruitment for this program,

you know, gotten in a wonderful set of people. So I was just, you know, hanging around, but then I'll share some insights that I gained out of the interaction that I had with them as well. So without further ado, I mean, I'm going to get started just a small introduction. I'm not too sure if people know about talentsprint or not, but we are an edtech company. We have a 10 year old at tech company, primarily working in areas of upskilling people in deep technologies, be it working professionals like you, or for professionals, like offer school students as well. So we work with college students, rather, I would say school students we work with a lot of blue chip companies beat a Google Beat, I guess.

Systems automation anywhere towards building up programs which help them get students from college.

Ready in terms of technology, and these are some of the programs actually this slide is a little old, we are moving at a much more faster pace. Then I can update the slide currently with the iron calculator. There are three programs. One is a pod marketing. The other is FinTech and financial blockchain. The third program we've just launched is the global economy and digital money. So that's something that's there. So we work with you know, thousands of professionals every year in helping them upskill themselves and choose a program to do so. Coming back to subject for the day today we'll be talking about marketing and we need to understand see everything has a lifecycle that they go to. A marketing has evolved over a period of time as well. You know, the the 1960s when traditional marketing started coming in, you hide leaflets, radios, televisions,

And all of that those were the ways in which you could reach out to people.

It was more focused on branding, you know, buying a lot of media. I'm sure many of you would have bought media traditional media part of it. It's a very expensive proposition. It's like sinking money into a black hole. I would have in during my more than a decade of experience of doing this probably some of you crores at least

in media that that we bought, where I have no clue about, what's the return that we got out of it. I have no way of contributing anything. So that's that's traditional marketing for us.

299 2000 when with the advent of, you know, computers with internet being available more easily for people. You had the first stages of a digital marketing coming in, which which you know, you had the websites you had emails, social media coming in

Which which is which has led to some bits of personalization, which has given us insights at least,

far better than what we were getting, you know, prior to this, but it's still not reached a stage. And thanks to again, technology. I'm going to talk about that the next I think the next slide or the next slide and the two slides, we are talking about that technology has moved at such a fast pace that even digital marketing is not enough. One is technology moving at a very fast pace. The second is the expectations from the consumer. It's, it's, it's moving at a clip which requires us to rethink the way in which we are working right now as marketers as as professionals to go about training, helping branding companies, etc, etc. So which is where AI is actually going to be able to help us and and we are this cusp of AI I mean, we've been you know

Getting a lot of this all this while AI is here AI is there and I'm going to talk about you know, how organizations are using AI in terms of marketing as well. But the fact of the matter is right now we have the stage where where we need AI and and for marketeers DB threat is and see we are probably, to a certain extent a little lucky that as marketers, AI is not going to be a threat to our core existence. But the fact of the matter is using AI will be much more effective. So unlike many other professions where AI is is threatening people, people's existence here the threat comes from the fact that we become obsolete. We don't use AI and somebody else who is using AI gets maybe some in some cases and unfair advantages well, so that's where it is. So we've all used this the digital marketing

More More all of us are doing that. And thanks to the pandemic, the adoption of digital marketing, the adoption of you know, digital ways of reaching payments, all of that, you know, digital has exploded. So we all know of all of this, you know, social media content marketing, email marketing, video, web, design, social, you know, app developments and all of that, while this this is a step forward, this is definitely a big step forward in terms of what's been happening. But the challenge is that it does not fulfill our need for

getting hyper personalized content getting getting offers that you know, we, as individual consumers, we would want and gone are the days when, you know, if I like an offer in a certain store, it's not necessarily that the same offer will appeal to you. So that's where you are and and we wouldn't want and in a situation where we are away

There's so much competition that's there, it's impossible for us to ignore the threat of competition because if I'm not able to give it you will find somebody else who will be able to do that and give you the service or the product or the solution that you want. So, traditional challenge, you know, selling marketing methods while they are good. They are not enough. We were we're just trying to figure out, you know, as marketers, what are the top challenges, this is a survey that Salesforce does, called state of marketers, and it came out a couple of months back. Now, these are the top five challenges that they found and this is they do a survey of a few thousands of marketers heads of marketing all over the world. I believe some 40 3035 countries were covered and some few thousand professionals were covered. So it's a good sample size of you know what people want. The first challenge that people are facing marketers are facing is

Engagement part, consumers have a very small attention span unless they are engaged in unless they're engaged with content that appeals to them.

And in real time, eight, you reviewed have lost your opportunity of converting that interested person that lead into a customer into paying customer innovation is something that's there, you know, that's that's one challenge, they want to innovate, they want to figure out that innovation could be in the way in which they target people innovation could be in the way in which in the kind of messaging that they give the kind of offers that they give out, etc.

Creating cohesive customer journeys, across channels devices, and and this is a critical thing. And these are some of the reasons why you know, AI has come in, you have, you know, as as a consumer as a consumer, I have my phone. I have the laptop, I have no idea

Being able to device I have a Google and Alexa device. So I am there are various things which I am doing even inside the phone I have probably so many apps which which which delivery like it are not attracting our behaviors purchases, what we are doing on social media, that's a wealth of information for us. But the current journey, the current systems that the US lacks any way of painting a cohesive picture of a customer because there's so much data that's available, just desperate. It's spread all over this. You know, this across so many devices, there's no way for us the traditional methods of looking at data, Excel sheet SPSS and all of that which which many of us would have used data analysis which we would have done rudimentary business bi which we would have used is not enough to actually give us

meaningful insights into customers. And the fourth problem

Again unifying these data sources, the same customer can interact with you on an app, the same customer can come to your website, he or she would have clicked on an ad in LinkedIn probably or on Google. So you will not be able to track unifying these customer data sources into one is one big challenge. And then obviously making sense of that. And, and gaining insights out of it. Which is, which is something which the fifth point is now two of the things are new. Three of the other things have actually are a carryover from 2018. So while people want to do it, and the adoption of AI has been going up, I was going to this the same report was talking about AI adoption has gone up by 48%. If I'm if I remember the number, right, but the fact of the matter is people still feel that almost 70 80% of those who polled say that it's not enough DB use cases that they have different

barely scratched the surface of what they could do. Very cliched statement AI has arrived. We all think that you have when we when we look at it, you know robots flying cars. I'm sure that will happen very soon, but not yet. And this is what we were talking about unified data sources everything that we do we are we are walking talking sets of data. I mean, we give out so much information whether we like it or not, and that's very useful from a customer from a marketeer perspective. You know, this has never been a better time

to be a marketeer. Because we know that there is so much information about customers that is available. It's just that we have to use insights to do that. I talked about the top challenges, let's talk about how AI can help remedy some of those challenges.

personalize experiences across individual channels, extremely possible. We are doing that we are seeing a lot of that happening. A couple of slides I have on that as well in terms of consumers who are doing that

customer segmentation look alike modeling. Ai gives us and there are. So what I'm going to do is while I'm presenting also there are some questions that I always get when I do these webinars, especially for this program, where there is questions, and I'm going to try and answer some of those questions as well. While we are doing that, you know, maybe you will, maybe it will help some of you with the questions that you have before we go for a q&a with all of you. So the personalized use cases that that we are looking at is a very important thing because there is so much customer data that's existing already.

You need to give people personalized journeys and current systems, the current processes that we have are absolutely inadequate because we are not able to crunch enough data to know about it, thanks to so many data sources that are there. AI is something that can help over here. look alike modeling, you know, it's it's a

To pull in data from so many resources we have so many you know, as marketers, we will probably use so many channels, I mean multiple challenge channels are being used. We buy databases, we try reaching out to people marketing remarketing all of that so much data is available, but it's all most cases and some in silos they and yet there are companies that have been able to utilize that but then nor to most people to utilize it, you need to have a non siloed approach and that's and the only thing that can help you do that is AI. So, insights from data again, we have so much data we are collecting data from Google, Facebook, Instagram x, y, z, so many other sources that are there.

But they are all data we are we are taking very currently as marketers, we are taking very tactical view of data. I do this, I buy us some data from here. This is something that this is a return that comes in I have some traditional models of calc

waiting at this is good for me this is this is a customer acquisition cost etc conversion rates etc Good, bad ugly and probably that data goes into a large dump you know never to be used again or or it or there's so much data that it gets lost in that ocean of data that you know we have as as companies as consumers and even as marketeers. So

AI again can can give insights over there and in such great use cases are happening all over the world offers

AI can actually do that and these days everybody wants an offer you would you would want to get the personalized treatment. We would all want that to happen you know and offer something that is good for you some needs to be given to you. I mean and and AI can do that. So a couple of weeks back I was talking to someone Ajay Kumar, you know, he was telling me

about this and he is shared this, I believe you shared this in one of the webinars also that he was doing

this this family and and they were trying to he was just I was asking him, you know, give me a use case which, you know, layman use case of how I can explain this. These are to the over a period of time. We have Walmart, you know, outside India, Walmart stores out there, they tracked the only information that they tracked from the Walmart store for a family was the receipts that they bought. Now, these receipts, there were some four or five of these receipts now in those receipts, they they put it across an AI algorithm, and the algorithm was able to predict the number of members in the family, the num DB be kind of the age group so to speak to a certain extent

the kind of DVD the desert a nuclear family or or or it's in a giant family.

And and probably propensity of them to buy certain things. So for example in India receipts may be analyzed and four or five receipts that they had bought there was there was some diapers they were diapers which were bought so it means that there is a newborn baby in the house there were some stationery that was there which is used by kids so the assumption is that there are two children one is a newborn baby the other one has is just a little older and they started using some stationery I mean, you're drawing painting etc. In terms of the husband, the husband would they would buy a lot of processed food, which means that you know, both the husband and the wife are probably working because majority they the the use of processed food or in terms of ready made food that was available was very high. So one assumption would be that both of these

edits are working, and other insights like that. So, these are some of the, you know, some unique cases. And then, so there is such such cases, you know, these are data this is these are offers, if you probably want to give an offer to the family for a great offer and say diapers, because there's something that's required, they will probably come to you. So those are insights that are possible, thanks to AI. And this is just by looking at, you know, the receipts that was generated in one single store of Walmart, somewhere in the US Imagine being able to do that across your entire customer data set and gaining insights out of that. That's powerful marketing. That's that that would make lives of marketers easy. automation of customer interactions. We have chat bots these days, you know, you I'm sure most of you would have ordered swiggy, tomato and all of that you barely get to talk to any humans these days. It's you're basically talking to her

Automated, you're talking to a chatbot and over time, their ability to solve problems are getting better.

So, there's this always this question, you know digital marketing I am I am a digital marketer I have I have done this you know I have done courses on digital marketing

do I need to do a program in marketing. So, one thing that is there is So, practical perspective AI marketing is digital marketing is a subset of a marketing because AI marketing covers much more than digital marketing and even in our program that we have

digital marketing is one of the modules which is there. But again the focus on the digital marketing in the program is going to be primarily on the uses of AI to help in digital marketing. And this screen kind of talks about the various use cases of AI in digital marketing. We've all been doing digital marketing for donkey's years now, almost a decade, decade.

and a half most people would have done that. But what you need is that she see new things that are happening online advertising advertising has changed. I mean, even you're even though you're using we use Google Facebook, I'm sure all of them so many other Cora, so many other Mateen mediums out there for us to market ourselves. There are ml engines running their AI agents running deep learning which is going on, which actually give us better insights, which can target and that's at a large level, personalized user experiences. We've seen so many of them go to Amazon. I mean, it's standing there in the next slide. So I'm going to talk about that chatbots we just spoke about it. We've been doing that predictive analytics. Now a lot of analytics. There are, you know, CRM systems, which are utilizing AI ml, and deep learning to predict where your next customer may come from where you could have universal how to reduce customer churn. So that's something

That's already available. And we have to, you know, it's just that it will help

us as marketers, web designing content generation, these are new areas where AI is being is being you is utilized. Now we have

new sources of creating content a few weeks. I mean, a couple of months back, I think Microsoft said that MSN will stop creating it and you know, you'll be able to then only rely on the AI ml engines to curate and generate content. It went It started as a start. It's already you know, I've come to see I was browsing to one of our

one of the leading news channels, websites in India and at the bottom of it, you will see that there is the disclaimer that this this content is being curated.

As has been curated from sources, and it's not a human written content is kind of a disclaimer which they give out. If you look at it, the the kind of content that's coming out is, is grammatically correct. It's factually also correct these days most cases, and it may gives us a lot of opportunities for us to utilize that. Where what can we do as marketers, we can we can actually start writing about a lot of emails, we have so much communication that's happening if we were to understand, you know, what is the message what is the exact message that would get more people to do it, to to kind of buy a product to buy a service buy into it, it would help us and that's where AI comes in, doesn't suffer from any bias, etc. And you can create very good content who have, you know, excellent, open source projects that are going on, which can create content which is as good as now a human creating content

content curation has been going on for a while now, which which does even Google uses a lot of AI ml to curate content, email marketing campaigns, I did speak about voice search, the some data that came out a couple of months back, almost a third of the searches on Google these days are voice searches. So if with Alexa coming in Google Home is already there, you have Apple Siri, so we are utilizing all of these things. And that's, that's the power of voice and to to understand to make sense of all of that we need to have AI ml algorithms in place to make sense of that, because that data perhaps will not be captured in the traditional way or model of, you know, keeping data on Excel sheets and all of that.

Excuse me, so we need that and e commerce companies or any way using people asked me a lot about you know, various sectors that they're coming in from what are use cases on that.

don't happen in practical use cases.

Deep Learning is used

a lot in financial services, be it in fraud detection chat bots, every website these days are having chat bots

you know, in trading you you have trading that happens which where it's an aim it's an algorithm which actually creates that they say that there are services that provides that kind of trading so they say that you know, there's no human bias whatsoever. And the traditional model of trading is that you know, as human beings you will do that. Customer recommendations you know, you you put in some information on the website, you smoke not don't smoke this eight years of experience I've I've had a whether I've been hospitalized or not, whether I suffered from any disease or not, etc. Okay, so this is the premium that you will probably have to pay or you input some details like your cibil score, all of that, you know salary that you have in

Number of loans that are currently ongoing for you. If they find it out you're eligible for one lakh or 10 lakh rupees 50 lakh rupee loan you get offers every day for personal loans. People who have opted for Bajaj finance have late I've been seeing since the pandemic has started. Even though you have a interest VMI for them you get offers every time you know you go to the website to check the status. within the next couple of hours you will get saying that hey, your EMI is so much why don't you go for reducing your EMI and you can save so much You don't have to pay an interest. That's the bottom line is that you do have to pay a lot more money. It comes at a cost. But that's Bajaj finance using

deep learning to understand the customer perspective and sending in some, you know messages to help so to speak in terms of the pandemic. So this is in financial services Yang retail, I'm guessing most of you would have shopped

In either Amazon or Flipkart, and you know you see that inspired by your shopping trends. If you've been searching for a camera, it's fully possible that the next thing that they suggest inspired by your shopping trends will be a lens. If you bought a high end camera because you know the DSLRs and all has swapped lenses, it's also entirely possible that you need a battery backup most cases you know once you're out you don't want you know when you picture your shooting pictures to be stuck because you don't have enough power. And you may want a large memory card to hold all of the pictures that you pictures that you're clicking in. So these are normal things that we know we see every day that's where deep learning and AI and machine learning are in play. So I've already spoken about this in terms of jackpot retail, what we are doing other disruptors Amazon we spoke about people Facebook, we are all on Facebook, we are all on Instagram, all the suggestions that you see people you may know LinkedIn, people who may know people

Do you know this person or not friend you know do you know these people etc so people you may know all of that is powered by AI and deep deep learning they did they look at your connects, connects off connects first second third level of connection then they suggest that there's a good possibility and awful it you know I've I'm sure many of you would have seen that the I've had people from my school days you know connecting with me or Facebook suggesting or Instagram suggesting that you know, we know this person so that's getting better. Netflix again is a something that is there anywhere one more slide on Netflix. So what is happening right now the market is increasingly moving towards a lot of AI in marketing campaigns because the the sheer volume of data that we generate, it's not possible for marketing campaigns to remain in that silo and see that he

I will not look at all of the data we're currently doing that but the fact of the matter is that's not the

best use of all of the data that we are generating from you know, our marketing campaigns, budgets, whether you spend somewhere or not spend we've been using a lot of that field

you know, what if what if we spent some these incremental spending looking at it, then deciding basis whether that's working or not the speed at which things are moving, we have to move faster than the market it's impossible for us to try every source lead gen source look at that and then you know, come back and and then take a call channels watch channels are working in real time information and and the only way that's possible right now thanks to all the information that is getting generated is AI. Again here in marketing, Netflix, all of you or most of you would have seen Netflix. suggest something

Or hotstar says something to you. It's all possible personalization of movie recommendation thumbnails location. All of this is used by netflix to suggest you know, content that you may like and also late they've gotten quite good at it most people there was one study that I was reading which is most people actually end up watching content of or finding new content that that they are interested in. Thanks to the the suggestions by Netflix. So that's something that's there Amazon Alexa we know recommendation engine, the Amazon ghost stores in the US where it's it's your complete journey is is is tracked. You have cameras in the office that you get everything and the back every day. What's working is the IML part. The wall being a victim in some cases, law No, you know, no offense meant to people

In Uber or in Ola, but the surge pricing that we have, that's that's where this comes from. Again, it's based on demand based on supply. And the surge pricing is created, what's working behind the scenes is an ml and a deep learning algorithm. So, these are use cases which finally brings us to the you know, all of this has been going on for a while man. And in India, we've never had a program which would, which would help marketeers benefit from this new age disruption that has come in the form of AI. So we back early right before the pandemic hit us at the start of the year we kind of decided to launch this program on AI powered marketing in association with AI in Calcutta. There is they have deep expertise in terms of, you know, the AI ml part of it, deep learning

teams in Calcutta is doing wonderful work over there. And the faculty also

who will be coming in there will be industry experts who are coming in working in, you know, one, one of them is coming in from one of the top universities outside of India, you will have somebody also coming in with years of experience in one of the big four consulting firms who, who is also going to be one of the faculty who teach a part of the program. So, there is there is enough that's there. And we launched this program, the first of its kind program in the country. There isn't a program which comes from, you know, as as reputed an organization as an AI in Calcutta. So, that's, that's that led to the launch of the program. We initially targeted to have just about 50 seats in the program, we were pleasantly surprised. As of today the program is starting on sixth

September. I believe waitlist is open Nicholas the waitlist open or are we accepting admissions? Can you just help me out a little bit a little fuzzy on that?

A higher door? Yeah, waitlist is open a door. We already closed the enrollments on August 23. itself now it is only waitlist. Yes. So we have a waitlist now. And I'm happy to say that we have 75 in class, and he currently accepting waitlist. You know, some of the people may and he's just anticipating some, so we may have three or four people that we will accept, but most cases if you if your application has come in before that, etc, I believe Nikhil will, will be able to get that through. We've been talking. So I'm Calcutta we had to spend a lot of time with them to make them agree to increasing the cohort size from 50 initial 50 to 75. Maybe we look at 89 wrightstown. So there's still an opportunity for you to come in and I was

Like I mentioned at the start of the cohort, we were talking, I was talking to the people who were a part of the orientation on Sunday.

And so these are some stats of the kind of profiles that have joined. In terms of years of experience. More than 50% of the people who have joined this program carry more than 10 years of experience.

Around 25% of them carry more than five years of experience one to five is a little less than 20 million more than 25 actually under five plus years of experience range. So and the rest of them are indeed one to five years experience and so on 20 to 22% of them of the court are in that range, which primarily means that it is a cohort which is formed which is from people with very good practical work experience level. You have the current data as it

stands still not, we've not had a lot of time to finish that some six 716 industries are represented in the class currently, as I see it, and this was a very cursory glance field, some of them may get merged as we speak and the designations of most of these people,

almost more than a third of the people carry a designation of a C level executive or a director or a vice president or or a head of marketing or Chief Business Officer, something like that. So most of the people, or third of the population of the class are senior professionals who are at leadership levels in their organization, multi MCs I have the number here some some, I was just genuinely looking at it. almost a third more than a third of the class are from large multinational companies. You know, you

fmcg manufacturing, retail finance ad agencies, traditional print media, all of them are represented in this class. So, if you are in the program you are generally talking to a very evolved set of participants who have a lot of experience in managing programs, marketing programs for the companies generating revenue for their companies, enabling the sales teams to generate revenues, you you are in a group which is a very active group. The whatsapp group has been formed I'm also part of that group. I can see the kind of discussions that have started in terms of ideas that are generating great interactions that you know I'm we can see that in the groups that are happening. So you can also be a part of such a group and the fact of the matter if these people are the pioneers, because when they go out and I was talking to a lot of them in terms of fuel

Trying to figure out what led them to join the program,

obviously, for a very selfish reason, because it kind of helps me get the messaging across for me and fine tune my messaging, when we say that, you know, why would I why would we want to join a majority of them said that your digital marketing is fine, we've been doing that, but what makes you know, and as a professional and and and in my case is my entire professional journey has been spent in upscaling people with directly as I'm doing right now or indirectly when I was consulting, on behalf of Pearson for all of these large companies.

It's very important for all professionals to upskill themselves. You need to do that every couple of years, maybe four or five years. And thanks to technology, it is even more important. So most of the people felt that yes, the skills that they had, were good

Enough, but the fact is, AI is coming in. And they need to be able to understand that for a competitive advantage in the current rules that they're doing a competitive advantage in terms of not becoming redundant, so to speak. The third thing is that upskilling themselves also makes their own personal career journeys, better, more opportunities will come in. And the fourth thing Finally, thing is that it's something new, you know, they are using parts of this. But yeah, there's no method to the madness. They just wanted a formal education. And, you know, being able to join I am Calcutta an institute of its repute, getting an executive alumni status was was a was a great draw for them. So that's, that's, that's one. So these are some of the reasons you know, why people join the program. Now in terms of what you will be learning as a part of the program, you have these now, if you were to look

It may seem like this program is meant for technology professionals, it's not you don't need to have programming expertise to do all of these, these are going to be mostly given to us in the form of the software, we need to install the our studio. And then you know, we will be working on the data sets that are given. So we will so it's it does not involve coding programming or anything. So that's that's one of the you know, core concerns that people have had where people always ask

and the capstone project also, currently what we are looking at is that you may be allowed to bring in your own projects, practically I am Calcutta is going to, you know, they are very open to the idea of you bringing in a very practical project, something that you're doing in your own company, and getting that done.

Excuse me as part of the program.

You're all working professionals. We understand that it's a six month program. It's starting on sixth of September. classes will, the cohort is gonna end

sometime at the end of February next year. You have twice a week you have classes, one from 2pm to 5pm on a Sunday, and you have classes from 6:45pm to 945. on a Tuesday, there was one campus visit that's planned but that's plan only in the end The end of the program in February, with the caveat that if it's safe to attend, depending on the regulations, whatever is allowed, whatever is open to that campuses, it will be done. It will happen digitally and and the program otherwise is delivered digitally. So you don't have to attend classes per se. The platform that will be used is the talentsprint platform. It's currently being used by I am Calcutta to deliver the MBA program for its main India flagship MBA program.

Do its MBA students. So it's a great platform allows for very seamless interactivity. You know, all of the things that you expect from a classroom be, you know, whiteboard, whatever is being written on a whiteboard, you'll have access to it that there is AI in the platform as well. So imagine if this were a complete lecture that I'm giving. And the within the next day when the when the content of this the recording of this lecture is uploaded, so to speak, all the contents will be indexed, you will have an option to just skip to the entirety in case you've missed it and go to that part of the video just just one of the features that are there. It's a very intuitive platform. And thanks to the pandemic and the fact that we are not going to be able to start the camp of the program on campus. We are looking at starting virtual lounges so that people can hang out interact network with each other. Already the whatsapp group has been formed for the

first cohort, I can see you know, the holidays buzzing with activity around, you know, people, you know, exchanging ideas, etc. So that's something that you will get now q&a, you can send in your questions in two ways you can send the questions via chat to us and,

and you can also raise your hands be shy and you know, muted, unmute your audio and answer your questions. One question that I always get. So is that b2b marketing? Is there any use of AI and I have a couple of questions, which I'll kind of answer

is b2b marketing and AI. What's the use of that? I've got it across, I think some Five, four or five webinars I've done for this program. That's one question that's always come. So b2b marketing has huge usage for AI and ml. Okay.

In most cases, you are able to source better quality of leads in b2b like b2b it also because you have larger datasets, most cases in b2b you buy databases from, you know, various sources, which are all again. But if you put integrate all of that data available, through artificial you will be able to actually get more better insights. account selections when we are doing b2b if I've done b2b, for almost seven, eight years in my professional experience, prospecting, the selection of the account is a huge time we get so many leads or make cold calls, figure things out, we'll probably make 100 calls and then find one qualified lead or two qualified leads. b2b is usually larger ticket size. So number of leads, what there is much lesser in terms of qualified leads. So we will be spending a lot of time doing that and then finding that one, it's a long process. It's a more tedious process.

To do, but you put all of that in AI, the time that you spend prospecting goes down drastically. So that's the other use and in terms of, you know, hyper personalization of offers that are there. It holds true even for b2b marketing. So you know, these consumer journeys, thanks to AI, we'll be able to do that. So that's one question that's there. I can see some questions that are coming in, which are part time or a full time program and they kill Who do you want to handle some of these

Ankita has a question nickeil part time full time program.

Oh, sorry. I'll try I missed your question. The part time or full time program, it's a part time program. Six months long duration program we do consider as and you will get an executive administrator from an callkit after this program. Yes.

Is this an online program? Yes, RJ it's an online program. classes will happen. You can it's it's direct to device, you can log in from a laptop, you can log in from your phone. It's nice, the platform is intuitive enough to support all of that all features will be available. It's an online program, you don't have to visit those regular parts. There is a campus there is a campus visit that's planned. That's at the end of the program for three days. I add the max, which will be for your graduation ceremony and some final, you know, maybe presentations and all of that, but that's still not finalized yet. But in the entire program, other than the campus visit if it's feasible to do the campus visit then it will happen if the campus visit is not feasible, then it will be delivered digitally.

And kitana question in terms of fee structure, Nicole, would you want to just share that. So the fee structure for this program is three lakhs per person.

st AR, which comes up to three lakh 54,000. But anyway, as our intro said the campus visit fees will be charged at the end of the program like if there is a campus, then we will ask you people to pay the stay in accommodation stay in food charges. So, at last the program fee structure is three lakh 54,000. Finally,

yes, I've also opened up a poll, you may be just if you can be kind enough to give us some feedback on that we'll continue with the q&a qualifications to join the program. Nicole? Yeah, so graduation at the same time, a two years of work experience or 50% in your graduation and two years of work experience is mandatory to get into this program first. So and at the same time, you have to submit the documentation for those things. So it comes on

post grad. At the same time, you have to show your two years work experience documentation also to get selected in the initial stage and at this at the same time statement of purpose will play a key role because for

vector will go through a recipe and once he find that this profile is suitable for this program, then only you will get a seat on this.


Basic Education has already been covered. So Robin has this question the new need to know about digital marketing. There's no prior knowledge that it's not mandatory for you to know about digital marketing. But it won't, it won't hurt you to know about digital marketing anyway is one of the modules of the program itself. So you don't need to be an expert in digital marketer before but if you have that knowledge, no knowledge goes to waste. So it won't hurt you. How much technical will the course be? Well, in terms of the technical side of it, like I mentioned, the DB program is is is meant for marketers and it's it's not an technology program, right. So in terms of that we will ensure and none of the people who have joined are like coders or programmers

What are in the first 75 in the 75 floors that have joined in? So it's not a program for technology professionals, it's a program for marketing professionals. So, whatever knowledge is required, it will be given as a part of the program and something it will be given a size that non technical people will be able to digest.

Okay, so there's this question from nilesh. Who asks, Can AI marketing be useful for surgical device marketing?

Yes, actually, you know, ai Vivi. Just last week, we launched a program, not a marketing program, but a healthcare program. It's the first of its kind program in healthcare, called digital health and imaging. We launched it with Indian Institute of Science, which looks at the technology side of things in how to use digital health for its for doctors, device manufacturers and all of that. Now, like I said, you know, device manufacturing, they're all different.

Manufacturing marketing is a combination of b2b and b2c. So there are very clear use cases across both b2b and b2c Gary, you can use that and and and I if I am not mistaken

not from a surgical device manufacturing company, but there is somebody from a pharma company who was driving the first cohort.

Somebody who takes care of marketing. So the current use cases of AI again nilesh are very wide and it's ever evolving. So, there's you don't have any issues, you know, most cases, we still not been able to figure out the actual use case we are going to be it's a learning journey. So definitely there is use case that is there.

Okay, it really happen. Okay.

Cyril Emmanuel asked some interesting question now, you can take up that question. If you're like me. Tonight, I'll try and answer that.

Yeah. So with all the privacy laws coming into the picture, how does it shape AI based marketing, we primarily need data sets to on AI and the restrictions in tracking and holding PII is definitely going to have implications in process. Right? So, again, the privacy laws is is a part of the entire thing, but even with all the privacy laws that are there, and that's an ever evolving thing, I get the same question when I do cybersecurity, but the fact of the matter is, whether we like it or not, we are giving out a whole lot of information even with all the privacy laws in place, your phone, it says all the apps that we install, without reading all of that as marketers, we get all that information, Google tracks where we are going Google Maps knows where we are. So with laws, yes, it will become but the fact of the matter is, even though the laws have come in privacy laws have come in GDPR came in, you know the initially when GDPR came in most cases

As European clients, we thought that it is not going to be possible and and my previous role I actually used to look at international marketing for Indian ISP, we thought we are going to be dead because I will not be able to send out a lot of the, you know, messages on databases and all of that, that we used to buy emails. We worked around that, you know, there are ways in which people can

can approve that day we sent out emails, our entire ecosystem worked around that and it ended and it happened with our marketing did not suffer so much initial once we had to do it, but you know, where there's data protection is there consumer data protection is always available. But more than that consumers are willing to share data and we do it whether we like it or not, we are doing that. So that's still going to be an opportunity for us.

And this channel is asking about whether this is useful.

Still in big companies or entities the top is it applicable in msmes? Also? Oh, yeah, I just want to tell one point over here as I have personal interaction with all the participants who are in this program, almost like 25% of participants all from msmes, for that matter. So we have a lot of startup companies, CEOs, and CFO CEOs, who are doing this program to implement AI in their organization, their organization to and to make the cost efficient on the digital marketing part instead of spending a lot of money without analyzing the proper data without knowing the customer insights, like the customer buying behavior and All right, so and then he has some other two questions on the channel is asking about is SEO, content marketing, paid ads, etc, as covered in this program? And what is the future job prospects in the marketing field? like would you like to take up that question? So in terms of SEO and all of that what will be covered in the program, our users of AI in these fields yo

Something that will be covered before SEO, what is SEO and all of that, most people would be aware of you know, those aspects of it, the operational side will not be covered what will be covered is the AI implications on search engine optimization, in terms of content, all of that, how do we you know, make the marketing campaigns more productive stuff like that will be covered?

Yeah. And Mr. Raja is asking what about Lifetime support after the course duration when someone actually implement the learning? So Mr. Zhang after six months of program also we are giving the lifetime access but yeah, the video access will be given only for six months, but after six months you will be having an access for the entire data which we give which we have given in the program. You can download the data or else you can even know at the same time the discussion forums everything will be active. If you have any questions you can jump in straight away. Right, your questions or there and the power the people who are in the discussion forum. They are happy to help you out.

Yeah, just to add, yeah, thanks again. Just to add to that, except for the videos, you can download all of the reading material we provided you can download and save it LMS access I believe for one year right nickel

yeah LMS access for that now it's one year trooper from talentsprint. We are giving the lifetime access for all the sections. Yes. So that's the second thing. The third thing is that most cases what I have seen, you know, you're on your what happens is that this group that forms there's already a LinkedIn group that has formed there's already a whatsapp group that has formed these people continue to interact with each other, you know, figure out opportunities and and I have seen that across all of our other programs, where you know, you are you get these opportunities, you continue to interact with your peer group that you've started. So that option will always be available to you. And what also I have seen is that many of the times, most of the students are in touch with the faculty also

It depends on the faculty though I'm not making this as a promise, but they share their email addresses etc. So I've known of cases where people are still collaborating with the faculty, towards figuring out what you know they want to do, etc. So that's also something that is possible. So, there is enough that is there, your peer group, since it's a well accomplished peer group, you guys will continue to, you know, be in touch with them. So a lot of support will come from people like in, you know, my experience. I've seen people form new companies. I mean, one of our other programs, we had two startups forming. Okay, for one of blockchain program, we had five startups falling in that, across the three batches for batches that have completed cybersecurity program for us. We had two startups forming in one of the batch. So ideas come in cross pollination of ideas happen, and that's one of the biggest reasons why people choose to do this program, both in terms of

career advancement prospects. Now even somebody asked me what are the career prospects? Again, it's a very difficult question to answer. Because even if you and I go through the same program might take away from the program may be much less than what you have gone. So I always I consistently tell people to not look at what are the career prospects because there are so many other things you every job that you do has these these functional skills and these transferable skills that are there. So, it's impossible for somebody to say that, you know, you you, you do this and you're going to become that because going from point x to point y also involves a lot of other variables, which we don't know. But in terms of Yes, if you were to look at it data, if you are looking at data in terms of where the industry is going,

that AI is coming in the fact that we everybody wants to optimize spends.

If you have

A way of optimizing spends making better insights decisions from the data that's available to you

doing a program which will give you insights on that will 99% of you that that would be my take on this.

Quick question. Ish panda is asking about after this course will we be handling the technical or AI or the functional side of business with AI? The functional side of business program is not a coders program. We are not building AI apps, you are utilizing artificial intelligence. Already, the apps are already there. You have to use our studio to do that to make sense of data sets. You will be making sense of data sets, you will not be building data. This is not a developer program.

People who have not voted Nicola can ask me a couple of more questions yet 631 we can take a couple of more

Questions, those who have not voted i'd request you to, you know, vote and give us some feedback. Yeah, someone is asking about the internship opportunity in this program. We are not providing any kind of internship opportunity and Rakesh chaurasia is asking about

as it is weightless token. We are not going to get a get through now. Yeah, so Miss Rakesh as it is a waitlist open, usually we see a three to 4% of dropout because of the health issues or something like that. That's where you get an opportunity to get into this program. And this this webinar is mainly to

give a better understanding about the program. And, and at the same time, there is someone asking about

Yeah, after this just a moment. I'm sorry, I missed out. More. Yeah. So does my certificate also calls calls out part time program or does it just say Executive MBA. So this program after this program, you get an advanced certification on yea part marketing, and even we kept a sample copy of our certified

Forgetting the website also you can just refer to that page. I haven't even I can send you the link also, I think Mr. Rankin, I have sent you the link also, when we had a discussion. Yes. So it's an advanced it's not an executive MBA. It's an advanced certification program.

bonding is again sorry. Yeah.

It's downloadable program retails available on the web nilesh. Baggett is asking your program details are available on the web, the detailed curriculum and brochure you can directly download from our website. And

then HTML Johnny or Chairman with indo American management group have just left that it is not the question.

Okay, so I think the media mostly done with the questions Someone is asking about this.

scholarships. Yeah, we are not giving any kind of scholarships or discounts for this program. And Siddharth Nadal is asking, will it get us familiar with any tools?

Whether this is completely on our statistical tool as our it's already explained to you, do you want to? Yes, just one. So odd is that some of the other tools that are there in terms of, you know, real time uses of AI, D content curation, all of that will cover that, you know, as a part of the program. So, most of these tools do not have to buy anything per se, they will be available to our is free anyway. The other things you have to go for a subscription, but that's, that's not it's not a part of the program, if you want to use that practically. The concepts, the code, the things that are taught or about all the discussions happen, you can subscribe to them, but they are not required for a part of the course. On one thing that I wanted just to go back to the scholarship part, even though there's no scholarship

That iron calculator provides, unfortunately, but the fact of the matter is, this is the only program currently in India which and talentsprint is the only company that's offering a 24 month interest fee Am I more than a tech player provides such a long duration of

years EMI is for you. And it's there for a short while I think it's going to get over by the end of this month we are going to go back to our regular nine month interest VMAs so people this is a chance for you to take up this program at a much lesser you know, EMI and and the repayment period over a much longer time.

Yeah, so one last question or intro I think john is asking what would the cost be to set up an AI based marketing system from scratch is the use of specific platforms required.

See in terms of

Good question in terms of costs depends on what you want to do. Again, it will be

it depends on what you want to do, we'll have to figure out what you're doing the kind of budgets that you have, in terms of analyzing data and all of that. It doesn't take much.

If you want to use tools, tools come, you know, third party tools they come in with their own costs. So that's something that depends on the kind of tools that you use. Most of them are subscription based models, you will not need to proceed by install them, they are all on the cloud. And most cases we are using some kind of AI ml whether we know it or not, in terms of, you know, DVB T services that we are currently using, there is some AI that is working behind the the primary thing what you can look at is a lot of the data that you generate that this program and programs of this kind will give you a lot of a lot more control of your data. Other things like chat bots, and all of that.

You know, price may vary. If you are a part of a very, you know, technology development company kind of thing, you can create your own chat bots, people have done that. We'll do that every day. So, that's, that's the answer. nickel, we I do have to get into another meeting. So I think, you know, I think even we answered all the questions for Detroit and we can be a good we can end the webinar. Okay, so I thank everybody the ones who are, you know, who have gotten an offer right now, don't worry about it. You know, nickel, been touched with nickel. Take a decision quickly. It's a very exciting batch that's formed. And and I'm not saying that, you know, as, as, you know, as somebody who hates admissions, but I'm very, you know, hopeful that these people will be targeted 50 but we end up probably with around 80 people in the class.

It's, it's and you guys are going to be pioneers. So you know,

You might as well get into this and finish and get certified in this before, you know, this becomes a big commoditized things.

Just like you know, digital marketing where every Tom, Dick and Harry who knows digital marketing, you hardly have people who actually know and marketing so you might as well get in early to reap the benefits

the most. So that's that's me, you know, most of you know nickel and nickel. You can, you know, share your email address just in case people don't have but in most cases, I'm sure people reach out to Nikhil and, you know, he'll be happy to help you out with your application. Some, even though the waitlist is open, we we can if we see that it's a very good application, we will definitely consider sending you for an approval. Right. Thank you, everyone. Thank you for spending time with us. And have a great evening. Stay safe. Bye bye.

Watch the entire interview here

Note: This video transcript is generated by AI. Therefore, it may not be 100% accurate.