Importance of Social Media Analytics by Himani Agrawal

Himani Agrawal visited Great Lakes campus to share her insights on Digital Analytics and its future with students. Himani is passout of 98′ batch of IIM Calcutta, she has worked with Microsoft before taking the role of Marketing Manager at SAP. Discussion centered around how modern day marketing is more about understanding data using statistical tools and how onus of being custodian of brand lies in hand of marketing manager.

There are tools and technology which enable companies us to process and make sense of big data, we can understand consumer behavior like never before. With the advent of social media, companies now-days are very concerned about their online brand image, be it response to new product, service levels, promotions or news because consumers are vocal than ever before to express their emotions on social platforms. Companies need to continuously monitor such trends which can provide them time to address issues with actions which can be measured (again by listening to trends). It is also easy to measure ROI and effectiveness of a campaign.

SAP NetBase is an ERP software, its millions of servers connects to social media platforms like Twitter/Facebook/Blogs and can ‘listen’ to what consumers have to say about Brands and their competitors. Through Natural language processing tool it can understand slang terms like ‘gr8’ and ‘my phone is sick’ and also update its database automatically as new slangs emerge. She also talked about SAP JAM through which organizations can do social collaboration and include all stakeholders like employees, partners and customers to share information which can shorten sales cycle and improve engagements.

Since Analytics as a specialization is offered by Great Lakes, Gurgaon and Gurgaon is hub of Internet/ecommerce companies such insights by Himani really helped generate interest among students , who plan to take marketing and analytics as a specialization.


New Beginnings @ Great Lakes Gurgaon…

Landed at the Delhi airport and the first thing I thought was that my face was going to tear off because of the 40 degree heat wave. It made the Chennai heats seem like a breeze. FACT!

Thank God for the AC cab, I made it to the college. The admissions team handed over a few documents for me to fill and then there was the long wait for sorting through the fee, accommodation and scorecard papers. Finally, I was done with the registration process around 4 pm and was ready to be taken to what would be my home for the next year.

Day 1 of induction started with a bang and gave us a proper feel of the year that was to be.  With more than 10 hours of interactive sessions with our Directors and professors and fantastic Powertalks from CXOs of 2 companies – Mr. Sandeep Aggarwal, Founder and CEO, and Mr. Eric Fridolfsson, South Asia Head, IKEA, followed by a farewell cum welcome party in the evening – our day was jam packed. And all this, even before the course had actually begun. Looked like it would turn out to be a year to look forward to!

The first day also taught us a lesson in contingency planning for the lectures that were supposed to be round up by 5:30pm continued till 7:30pm leaving us with no chance to go back to our hostels and change. And we did well for beginners. For, come 8 pm, we were at Club Rhino, ready to party in our full fledged business attires!

Great Lakes Farewell and Welcome Party

L to R – Titans Rithvik, Richa, Ehtisham and Yogesh @ Club Rhino, Gurgaon.

Great Lakes Gurgaon Titans Party

and when the drinks kicked in !



Seeing the professors and seniors recollecting their time together made us realize that we were only a year away from a party like this organized for us and that, indeed, there was no time to stand and stare in a yearlong MBA program!

But all good things come to an end. And so did the party. And finally, we headed back to our rooms wondering whether we could battle the hangover and wake up early enough to make it to the Convocation the next morning!

Yogesh Babu

A proud Titan
PGPM Class of 2014
Great Lakes Institute of Management, Gurgaon

Global Energy Scene by Dr. Harish Ahuja

Dr. Harish Ahuja

President (Strategy & Corporate Affairs) – Moser Baer Projects Private Ltd.

Date: 04th Nov 2011

Great Lakes IEMR is fortunate to host Dr. Harish Ahuja as a part of Industry Thought Leader Series. He is the President (Strategy & Corporate Affairs) at M/s. Moser Baer Projects Private Ltd., New Delhi. His areas of expertise are Power markets, Energy risk management & Strategic planning of Power sector i.e. regulation, generation, transmission, distribution & trading. Prior to joining Moser Baer Projects, Dr. Ahuja was Joint Secretary, Department of Power, Government of Delhi. Before that, he served as Director (Finance & Law) in Joint Electricity Regulatory Commission for Union Territories & State of Goa, Ministry of Power, Government of India. Dr. Ahuja did his Graduation in Mechanical Engineering from NIT Raipur, Ph. D from IIT Delhi and PGP in Applied Finance from IIM Kolkata.

Dr. Ahuja started the session by discussing about the present and future World Energy Scenario. He mentioned that there is huge demand for Energy which depends upon the wealth of the nations. He stated that the Energy intensity is decreasing and the per capita consumption is varying extremely across the various countries. Then he compared the primary and final energies consumption and also talked about the usage of primary energy in various forms of final energy like heat, transportation and electricity. Later he moved on to the Energy geographies and explained about Oil, Natural gas, Coal, Renewable sources and Electricity.

Dr. Ahuja has thrown light on the world reserves, production, the major producers and consumers of Crude oil, Natural gas and Coal. Further he spoke about the renewable energy sources and pointed that solar and wind will be the key contributors to the future energy needs. Then he discussed about the electricity generation from various sources of energy and explained how the trend has been changing over the period with the technology and fuel availability.

Dr. Ahuja finally compared the world energy consumption with energy consumption of India and also talked about the energy demand trend in the future from various sources of energy. The session was very interactive and ended as Dr. Ahuja answered the questions posed by the students about the world energy future, open access in T&D and nuclear energy.