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Take better marketing decisions with data

Data Science Vidhya helps you take marketing decisions with data. You learn how marketing works, and how to use analytics, data science and machine learning to make better marketing decisions.

What you can learn here:

  • Marketing Management
  • Strategic Marketing
  • Digital Marketing
  • Customer Relationship Management (CRM)
  • Marketing analytics and statistics
  • Data science and predictive machine learning for marketing decisions

New lessons on Marketing Management and Strategic Marketing are being added.

All lessons are free. Read them in order, or start with one of our free courses:

About me

I am Dr Ateeque Shaikh, Associate Professor of Marketing at the Indian Institute of Management (IIM) Jammu. I am also the Programme Director of the Executive Programme in Digital Marketing (EPDM) at IIM Jammu.

I run Data Science Vidhya to share free lessons and courses on data science, statistics and digital marketing.

I teach: Marketing Management, Strategic Marketing, Customer Relationship Management, Digital Marketing, Marketing and Customer Analytics

Executive Training: I offer executive training programs in Digital Marketing, Customer Relationship Management and Strategic Marketing

Details of the Digital Marketing Program Batch 8 are available at https://www.iimj.ac.in/executive-programme-digital-marketing/about.php. We have completed 7 Batches of the training program and trained more than 250 Digital Marketers.

My research: Franchising and fairness in channel relationships, customer analytics, consumer behaviour and market orientation.

Tools I use: Excel, R & Python

Marketing Tech and Automation Tools: Hubspot, Salesforce, Claude, n8n, Zapier

Scholarships/Honours & Awards

  1. Research paper adjudged as one of the top 3 papers of the 6th IIMA (India), conference on Marketing in emerging economies (2014)
  2. Received the best paper award at the 49th Academy of Marketing Conference (2016) held at Newcastle Business School, UK
  3. Teaching Excellence Award, 2022, IIM Jammu
  4. Service Excellence Award, 2026, IIM Jammu

Publications

Distribution, Retailing & Franchising

  1. Roy, R., & Shaikh, A. (2024). The impact of online consumer review confusion on online shopping cart abandonment: A mediating role of perceived risk and moderating role of mindfulness. Journal of Retailing and Consumer Services, 81, 103941.
  2. Roy, R., & Shaikh, A. (2024). Post-pandemic motivations for consumers’e-retailer preference in an emerging market: a qualitative approach. Global Knowledge, Memory and Communication.
  3. Banerjee, S., Shaikh, A., & Sharma, A. (2024). The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective. Marketing Intelligence & Planning.
  4. Shaikh, A., Sharma, D., Vijayalakshmi, A., & Yadav, R. S. (2018). Fairness in franchisor–franchisee relationship: an integrative perspective. Journal of Business & Industrial Marketing, 33(4), 550-562. (‘ABDC’ A ranked, ABS rank 2, Emerald Journal).
  5. Gandhi, A. V., Shaikh, A., & Sheorey, P. A. (2017). Impact of supply chain management practices on firm performance: Empirical evidence from a developing country. International Journal of Retail & Distribution Management, 45(4), 366-384. doi: 10.1108/ijrdm-06-2015-0076. (‘ABDC’ A ranked Emerald Journal).
  6. Shaikh, A., Biswas, S. N., Yadav, V., & Mishra, D. (2017). Measuring fairness in franchisor-franchisee relationship: a confirmatory approach. International Journal of Retail & Distribution Management, 45(2), 158-176. (‘ABDC’ A ranked Emerald Journal).
  7. Shaikh, A. (2016). Conceptualizing fairness in franchisor–franchisee relationship: Dimensions, definitions and preliminary construction of scale. Journal of Retailing and Consumer Services, 28, 28-35 (‘ABDC’ A ranked Elsevier Journal).
  8. Shaikh, A., & Gandhi, A. (2016). Small retailer’s new product acceptance in emerging market: a grounded theory approach. Asia Pacific Journal of Marketing and Logistics, 28(3), 547-564 (‘ABDC’ A Emerald ranked Journal).

Strategic Marketing

  1. Shaikh, A., Modi, P., Yadav, V., and Kumar P. (2018). A Paradigmatic and Methodological Examination of Market Orientation Research. The Marketing Review. (ABS rank 1, ABDC C ranked)
  2. Mukerjee, K. and A. Shaikh (2019). Impact of customer orientation on word-of-mouth and cross-buying. Marketing Intelligence & Planning 37(1), 97-110. (‘ABDC’ A ranked, Emerald Journal).
  3. Ali, J., Shabir, S., & Shaikh, A. (2021). Exploring antecedents of entrepreneurial intentions among females in an emerging economy. International Journal of Social Economics, 48(7), 1044-1059.
  4. Saiyed, A. A., Shaikh, A., & Gupta, S. (2024). Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach. Journal of Research in Marketing and Entrepreneurship, 26(2), 279-302.

Consumer Behavior

    1. Banerjee, S., & Shaikh, A. (2022). Impact of brand nostalgia on intention to purchase brand extensions: Moderating role of brand attachment. Journal of product & Brand Management (Accepted, ABDC A)
    2. Banerjee, S., & Shaikh, A. (2020). Examining the Impact of Contextual Factors in Brand Relationship Initiation and Maintenance: Evidence from Bottom of Pyramid Markets. Review of Marketing Science, 18(1), 75-97. (ABS rank 1, ABDC C ranked)
    3. Priya, R., Gandhi, A. V., & Shaikh, A. (2018). Mobile banking adoption in an emerging economy: An empirical analysis of young Indian consumers. Benchmarking: An International Journal, 25(2), 743-762. (‘ABDC’ B-ranked Emerald Journal).
    4. Shaikh, A., Mukerjee, K., & Banerjee, S. Cab-sharing services and transformation expectations of consumers: The moderating role of materialism” Benchmarking: an International Journal (ABDC – B)
    5. Shaikh, A., Banerjee, S., & Singh, B. (2022). The differential impact of e-Service quality’s dimensions on trust and loyalty of retail bank customers in an emerging market. Services Marketing Quarterly, 1-22. (ABDC – B)

Teaching case study

  1. Shaikh, A. and Dey, K. (2016) “Patronage distribution and governance in VAPCOL: Girish Sohani’s dilemma” Sage Business cases DOI: http://dx.doi.org/10.4135/9781473972797.

Conference papers

  1. Roy, R., & Shaikh, A. (2023, March). How Consumers Process Online Reviews for Purchase Decision: A Grounded Theory Approach: An Abstract. In Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs: Proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA (pp. 371-372). Cham: Springer Nature Switzerland.
  2. Shaikh, Ateeque (2016), “Measuring fairness in franchisor-franchisee relationship: A confirmatory approach”, 49th Academy of Marketing Conference, Newcastle Business School, UK, 4-7 July 2016.
  3. Shaikh, Ateeque (2016), “Role of perceived fairness in managing opportunism in franchisor-franchisee relationship: A franchisee perspective from emerging market”, 49th Academy of Marketing Conference, Newcastle Business School, UK, 4-7 July 2016 (Best Paper in the track).
  4. Dey, K. Shaikh, A. and Singh, B, (2016) “Viability and Sustainability of Farmer Organizations in India: A Tale of Three Producer Companies”, International Conference on Agribusiness in Emerging Economies, January 6-7, 2016 at Institute of Rural Management Anand (IRMA), Anand in collaboration with The Whitman School of Management &The South Asia Center at Syracuse University, USA.
  5. Shaikh, Ateeque (2015), “Conceptual framework of small retailers new product acceptance in emerging market”, paper presented at 6th IIMA Conference on Marketing in Emerging Economies, IIM Ahmedabad, India, 1-7 January 2015 (This paper was adjudged as one of the top 3 papers of the conference).
  6. Shaikh, Ateeque (2014), “Small retailers new product acceptance in emerging market: A grounded theory approach”, paper presented at ANZMAC conference, Griffith University, Brisbane, Australia, 1-3 December 2014.
  7. Shaikh, Ateeque, Modi, Pratik and Yadav, Vanita (2014), “A paradigmatic and methodological examination of market orientation research”, paper presented at the 47th Academy of Marketing Conference, University of Bournemouth, UK, 8-10 July 2014. (Paper was presented by 2nd author Pratik Modi – Nominee for best paper )
  8. Shaikh, Ateeque (2013), “Determinants of Rural Retailers new product acceptance”, paper presented at 6th IIMA Doctoral Colloquium, IIM Ahmedabad, India, 7-8 January 2013.
  9. Shaikh, Ateeque (2012), “Paradigmatic and methodological examination of research on market orientation”, paper presented at 2nd International Marketing conference MARCON, IIM Calcutta, Kolkata, India, 28-30 December 2012.

Service/admin responsibilities at IIM Jammu

  • Chairperson, Research (May, 2025 to date)
  • Chairperson, Executive Education (Nov 2023 to April, 2025)
  • Chairperson, Integrated Program in Management – BBA + MBA (Oct, 2022 to Oct, 2023)
  • Chairperson, Corporate Communication (Dec, 2019 to Oct, 2022)
  • Chairperson, Purchase (Dec, 2020 to Feb, 2022)

Contact

Email: datasciencevidhya@gmail.com or use the Contact Us page.

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