Summary of the event

IMS Ghaziabad (University Courses Campus) is proud to host a compelling Guest Session titled " Consumer insights in action: The power of Data, AI and Behavioural Science " on 18^th February 2025. The session was conducted in the auditorium from 11:30 AM to 12:40 PM and was specially curated for BBA II-year students to enhance their understanding of data-driven decision-making in marketing and consumer behavior. Ms. Anukriti Agarwal, the esteemed speaker, is a Principal Researcher in Primary Research and Insights at Gartner Research and Advisory. With extensive experience in leveraging data analytics, artificial intelligence, and behavioural science to decode consumer behavior, she provided valuable insights into how businesses can use these tools for strategic decision-making. Ms. Anukriti Agarwal’s focused on the intersection of Data, AI, and Behavioural Science in understanding and predicting consumer behavior. She emphasizes on the Importance of data collection from multiple touchpoints (social media, online purchases, surveys). Her discussion was on the AI-driven personalization in marketing (chatbots, recommendation engines). The session was highly interactive, with students engaging in discussions about real-world applications of AI in marketing and the ethical implications of data-driven decision-making. 

The guest lecture provided students with a deep understanding of how consumer insights are shaped by data analytics, AI, and behavioural science. It highlighted the growing importance of technology in marketing strategies and consumer engagement. The session concluded with a vote of thanks by the Prof. Manish Kumar acknowledging Ms. Anukriti Agarwal’s valuable contribution. The session was an enriching experience for students, equipping them with practical knowledge and industry insights that will aid them in their academic and professional journeys.

Learning Outcome:

• Students learned how businesses collect, analyse, and interpret consumer data from various sources to enhance decision-making and marketing strategies.

• The session provided insights into how Artificial Intelligence (AI) is used for predictive analytics, personalization, and automation in understanding and influencing consumer choices.

• Students explored psychological principles such as cognitive biases and heuristics that impact consumer decision-making and how brands apply these insights in their marketing campaigns.

• The discussion highlighted the ethical challenges of data privacy, consumer consent, and responsible AI usage in marketing and customer relationship management.

• Students were introduced to emerging career paths in data-driven marketing, AI-powered consumer research, and behavioural economics, preparing them for industry roles in research and analytics.

Dr Shivani Dixit

Name & Sign of Faculty

Pictures of the Event

Felicitation of guest during the session

Students during the session                                          Vote of thanks by Prof. Manish Kumar