The 10th national marketing conclave of KIIT School of Management (KSOM) held on September 14. The day long deliberation was held on the theme ‘Delivering Customer Value Proposition through Marketing Analytics’.In his welcome address Professor Anil Bajpai, Director, KSOM spoke about how marketing analytics is fundamentally changing both business and consumer marketing across the customer life cycle. He was of the strong opinion that analytics is going to form the backbone of new age marketing strategy and is going to result in better cash-flow. Also Read – An income drop can harm brainThe event had three panels – the first panel comprised of Navoch Mohanayak, Strategy Consulting Leader, Frost and Sullivan; Pallavi Palkar, National head – Tier 2 business, Bigbasket; Rajni Ranjan, Co-founder, Kraftbuy.com and Siju Narayan, GM – APAC, Loyalty Juggernaut Inc. discussed on ‘Mapping Customer DNA’. The key insight from discussion was that with a proper understanding of customer DNA, organisations will be able to bring customers to the center of the business equation. Also Read – Shallu Jindal honoured with Mahatma AwardIn the second panel, Lalatendu Panda, Sr VP and CMO –Value Format, Reliance Retail; Parthasarathy Vallabhajosyula, Co-founder – Analytics Quotient; Rahul Sarangi, Global Head – Content and Business, The Viral Fever and Vinamra Pandiya, Founder and CEO –Qtrove discussed on ‘Marketing Analytics will replace Marketers with Machine’, and Banoja Acharya, Sr VP – Nielsen moderated the discussion. The panel agreed that in future we can expect more localised, personalised value offerings setting a globalised context for customer expectations. Ending the conclave, panellists including Chiradeep Samal, Product Manager, Global Marketing Effectiveness – Nielsen; Vikas Lachhwani, Director and Co-Founder – Mcaffeine and Yuvraj Mehta, Head – Corporate Brand Management and Communications – Larsen and Toubro discussed ‘Is Conventional Marketing getting Disrupted?’ The conclave was received enthusiastically by industry professionals, academia and students.