Six students of
the senior batch of the MYRA School of Business, Mysore, Mr.Ashutosh Kar, Ms.
Sangitha Ajith, Mr. Nitish, Mr. Raghuveer Kodali, Ms. Srivalli and Mr. Mihir
Ghosh have published an article entitled ‘A
Heuristic Approach to Predictive Modeling, RFM Analysis’ in ‘Analytics India Magazine’ (AIM) –
an online resource portal on Analytics and related fields, founded in 2012, that
promotes ideas, thoughts and healthy discussions on Business Analytics from the
Indian perspective.

The
link for the article is http://analyticsindiamag.com/a-heuristic-approach-to-predictive-modeling-rfm-analysis/

The article
highlights the role of Predictive Analytics in the Indian Telecommunication
market – the team uses a simple model to show how the telecom companies segment
the target customers using the RFM (Recency, Frequency and Monetary)
Analysis. Without getting too technical about it, the team members
explain that the basic premise of the analysis is that, the more recent
purchasers of a specific data/voice plan, the more frequent purchasers and
those who spend more on data/voice are more accepting of new plans launched by
any telecom company. The data used in their analysis is a combination of usage
data the company already possessed and data collected through surveys conducted
by the team.

MYRA’s curriculum which has a strong focus on Analytics –
the buzzword of business managers of tomorrow and beyond, helped students to
learn and master this domain.

The
Analytics team at MYRA is led by Dr.
Abhinanda Sarkar, Associate Dean and Director of Research. Courses such
as Marketing Analytics by MYRA’s Founding Dean Dr.Rajiv K Sinha;  Supply
Chain Analytics by Associate Dean, Dr.
William Verdini and Dr. Mohan Gopalakrishnan of Arizona State
University; Digital Interactive Marketing by Dr. Sandeep Krishnamurthy from
Bothell School of Business, University of Washington;. Marketing Models by Prof.
Sachin Gupta from Cornell University; Analytics in Business and Projects
jointly taught by Dr. Purba Halady Rao,
Former Professor Asian Institute of Management, Manila, and Prof. Satish Halady Rao, Former
Director General, Asian Development Bank, Manila; and Data Analytics for
Managers by Prof. Nagaraj Kulkarni,
Director, Information Excellence, Compegence, Bangalore are interwoven into the curriculum.

These six known
as MYRAcles – students of the MYRA School of Business, joined the 2-year AICTE
approved Post Graduate Diploma in Management (PGDM) course in 2013. They
are thankful to MYRA for letting them get associated with Dr. Purba Halady Rao
and say this article would not have been possible, without Dr. Purba Rao’s
express interest and supervision.

The authors of
the article are graduating in May 2015 and have secured good placements. 
Mr. Ashutosh Kar as Assistant Manager, Marketing Research
Department, Mr. Nitish as a Business Analyst – both in Magic 9, Media and Analytics
Pvt Ltd,- a Mumbai-based Data Analytics company.

Mr. Mihir Ghosh
has secured a Manager Sales at Bangalore based Nxt Gen Datacenter & Cloud
Technologies Pvt. Ltd. at Mumbai.