Marketing Analysis
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Principal Advisor (Data Science), Voksedigital
Distinguished Professor (Analytics), Director and Area Chair (AIMLAB), Great Lakes Institute of Management 2013-2021
Professor, IFMR 2001-2013
AI, Classifiers, Scoring Models, Predictive Analytics, Machine Learning
Data Mining, Data Analytics, Data Visualization, Statistical Programming
With rich and varied experience across academia, research, industry, training, and consulting, Dr. P.K Viswanathan Professor (Analytics) has been ranked by Analytics India and Analytics Insights consecutively for four years as one of 10 Most Prominent Analytics Academicians in India 2017, one of 20 Most Prominent Analytics & Data Science Academicians in India 2018,
One of 10 Most Prominent Data Science Academicians In India 2019 and one of Top10 Data Science Professors in India 2020. Dr. P.K. Viswanathan’s teaching area includes, Business Statistics, Business Analytics, Predictive Analytics, Machine Learning, Operations Research, Optimization Models and Spreadsheet Modelling. He participates as Principal Faculty in Analytics for Management Development Programs. In his industrial tenure spanning 15+ years, he has held senior management positions in Ballarpur Industries (BILT) of the Thapar Group and the J.K. Industries of the J.K. Organization.
Apart from executing corporate consultancy assignments, Dr. P.K.Viswanathan has also designed and conducted training programs for many leading organizations in India. Holding degrees in MSc (Madras), MBA (FMS, Delhi), MS (Manitoba, Canada), PhD (Madras), he has authored four book—three on Business Statistics published by Pearson Education, and one on Marketing Research published by the British Open University Business School, the U.K. As a prolific writer, he has published research articles in reputed national and international journals and also presented papers in national and international conferences.
Co-Author of the book titled “Business Statistics–A First Course” –7th Edition fully revised new book David M Levine, Kathryn A. Szabat, David F. Stephan, and P.K.Viswanathan Publisher- Pearson Education (2017)
Co-Author of the book titled “Business Statistics–A First Course” –5th Edition David M Levine, Timothy C. Krehbiel , and Mark L. Berenson, P.K. Viswanathan Publisher-Pearson Education (2010)
“Social Marketing-Predicting the Impact of Government Aided Health Insurance Project in Rural Tamil Nadu” (Swaminathan T.N, Viswanathan P.K), Indian Journal of Marketing, September 2016
“Social Marketing-Awareness and Satisfaction Levels of Government Aided Health Insurance Project in Rural Tamil Nadu“ (Swaminathan T.N, Viswanathan P.K), Indian Journal of Marketing, June 2015
“Drivers of Consumer Attitudes and their impact on Fast Food outlets in India”, (Swaminathan .T.N. and Viswanathan.P.K), Academy of Taiwan Business management Review, August 2014
“Modelling Asset Allocation and Liability Composition for Indian Banks”, P. K. Viswanathan, M. Ranganatham, and G. Balasubramanian Emerald- Managerial Finance, July2014, Volume 40, Issue 7
“Relative Importance of the Profitability Drivers of Indian Banks-A Preference Decomposition Approach”, P. K. Viswanathan, M. Ranganatham, and G. Balasubramanian -IUP Journal of Bank Management, Volume. X No. 2, May 2011
“Weighted Penalty Cost Approach to Solving Priority Structure Goal Programming“ (P.K.Viswanathan, Balasubramainan), the journal, Academy of Taiwan Business Management Review, Dec 2013
“Improving Prediction Accuracy of Loan Default-A Case in Rural Credit”, (M.J. Xavier, Balasubramanian, P.K.Viswanathan), SRM Management Digest, April 2008.
“Relative Importance of the Profitability Drivers of Indian Banks-A Preference Decomposition Approach”, P. K. Viswanathan, M. Ranganatham, and G. Balasubramanian -IUP Journal of Bank Management, Volume. X No. 2, May 2011
“Modelling Asset Allocation for banks-A Goal Programming Approach” Journal of National Institute of Bank Management-Prajnan, P.K. Viswanathan and G. Balasubramanian Vol. XXXVI No.1 (April-June 2007)
“Improving the accuracy of the preference rating in conjoint analysis: A combinatorial optimization approach”, P.K. Viswanathan, G. Balasubramanian, and M.J. Xavier- Academy of Taiwan Business Management Review Volume 3*Number 2* August 2007
“Profiling Banks Using Factor Analysis on Financial Ratios”, J. Xavier, G. Balsubramanian, and P.K. Viswanathan -Advances in Banking and Finance Studies Volume III, Banking and Insurance First Edition -October 2007
Conducted Workshop on “The Two Analytic Companions Discriminant Analysis (DA) and Support Vector Machines (SVM) Some Interesting Insights” in the Cypher 2019 Analytics India Summit in Bengaluru-September 2019
Conducted Workshop on “Journey from Unsupervised to Supervised Machine Learning” in the Cypher 2018 Analytics India Summit in Bengaluru-September 2018
Conducted Workshop on “Neural Network Really a Black Box?” in the Cypher 2017 Analytics India Summit in Bengaluru-September 2017
Conducted Workshop on “Logistic Regression: Power and Practical Utility” in the Cypher 2016 Analytics India Summit in Bengaluru-September 2016
Presented Paper Titled “Analytic Modeling for Selection of Projects using Priority Goal Programming” Presented (PKV and Vaidy 24th December 2013) in the 3rd International Conference on Business Analytics Organized by KSCRM of Great Lakes
Presented Paper Titled “Sifting the Relative Importance of the Attributes in Conjoint Analysis-Key Issues and their Resolution”(PKV 27th and 28th December 2013) in the 7th International Great Lakes NASMEI Conference
Presented Paper Titled “Default Prediction Models-A Comparative Analysis-Case of Retail Bank”(PKV and GB, 30th December 2013) in the 8th Annual Research Conference of Yale-Great Lakes Center for Management Research.
Presented Paper Titled “Modeling Credit Default In Microfinance –An Indian Case Study”(PKV & S.K. Shanthi, 3rd September 2013) in Great Lakes-Union Bank Conference on “Emerging Issues in Banking and Finance
Participated and presented a paper in the 1st KSCRM Conference on “Analytics-The Way Forward” held at Great Lakes Institute of Management, Chennai on 30th and 31st July 2010.
Presented the paper “Predicting corporate credit default probability- a combinatorial approach” at the 4th Great Lakes NASMEI International Marketing Conference held at Great Lakes Institute of Management, Chennai on 23rd and 24th December 2010.
Delivered a lecture on the topic Hypothesis Formulation and Testing in the “Workshop on the Application of Statistical Tools and Techniques for Researchers” organized by Department of Commerce, University of Madras on 17th and 18th December 2009.
Presented a paper titled “Improving prediction accuracy of loan default- A case in rural credit” in the International Conference on Theory and Practice of Operational Research in Information Technology & Supply Chain Management (ORITSCM-2007) under the auspices of Operational Research Society of India(ORSI)
Presented a paper titled “Modeling multi-stage supply chain-a goal programming approach” in the International conference on Operations research as competitive edge organized by Operations Research Society of India, on January 5th 2007, at Calcutta
Presented a paper titled “Modeling Supply Chain Optimization-a goal programming approach” in the Seventh International conference on operations and quantitative management organized by AIMS International at Jaipur, India during August 3-8, 2006
Presented a paper title “Weighted Penalty Cost Approach to Solving Priority Structure Goal Programming Problems” in the International Conference on Operations and Quantitative Management during 9- 11 August 2005 at IIM, Indore.
“Statistical Analysis on the Competencies for the HR Professionals” in the context of the Asian Feedback Conference held on September 2002 in IFMR in collaboration with University of Michigan, U.S.A.